What does a copywriter do?

Freelance copywriters write websites, flyers, emails, brochures, blogs, content and really anything that sells a product. They could be working in an office environment or from home and either meet with the client or communicate by phone, skype or email. They can offer a more personalised service than an agency, which is great for small businesses. So, how does a copywriter work? Here is the process from start to finish.

Book, pen, coffee what does a copywriter do?
A coffee always helps

Initial request

Usually, a client will email or phone the copywriter wanting the right words on a new website or brochure. A budget may be discussed and if agreed upon, the copywriter will complete a creative brief on the work needed.

Creative Brief

To find out more about your business, your goals, the work needed and specifics about the writing, a creative brief will be written. This can take over half an hour, but the more detailed, the better the communication and results. Once this is completed, the copywriter can work out a time frame and quote. The creative brief will be given to the client usually during the work, to check everything is on course and the copywriter and client are on the same page.

Black and white books what does a copywriter do

The quote

The quote reflects the amount of time the copywriter needs to complete the work. They may need to make phone calls, send emails, research, complete two revisions, research meta titles and meta descriptions that are SEO friendly and write the content needed. Obviously this list is not exhaustive.

Before any work starts, the copywriter usually requests written confirmation of the work, provides their terms and conditions and requires a 50% deposit.

Completing the work

Depending on the size of the work, the copywriter may want you to look over the first page or so to check you are happy with the tone and content. They may research the competition, find relevant keywords, and write engaging content succinctly and in the tone of your brand.

First draft

When the work is finished, the client reads over the work and suggests changes they’d like made. It’s important that the copywriter and client works and communicates well together at this point and have a good relationship. Some copywriters allow two revisions in their quote.

Happy Days notepad

Work finalised

When the writing is complete, the final amount is paid and beautiful words are written. Usually, this is sent to the client in a word document, so they can place it on their website or send it to a graphic designer.

Are font and background important?

Sometimes, I write content for a website, send it off to the client, everyone is happy and then…nothing.

The content is informative, well written and fits with the client. But when I check out their website I see the problem.

The background is pastel blue and the font is bright pink comic sans. OK, it’s not that extreme, but you get the point. Often the colour and font are an eyesore and too hard to read.

Strength in truth graffiti font and background are important
Font and background are important

What font colour should I use?

If you look at any news website, the background is white and the typing is black. It may sound boring and not your brand colours, but it’s easy for human eyes to read.

The good thing about black and white is the contrast. Even if you opt for dark grey, like I have here, it’s easy on the eyes to read.

The black or dark grey clearly stands out from the white making it easy to see and read. Don’t put colour barriers up. You may think a light blue background and white typing looks good for a plumbing website. But I would probably give up reading it after the first sentence.

Love me tender graffiti art font and background colour are important
Good use of colour!

What font size should I choose?

Another problem is the font size. My website is set to ‘normal’ font, which you can see is a lot smaller than the ‘medium’ font I choose.

I find medium is a lot easier to see. You aren’t saving the trees by writing smaller on a website, so space out your blog and let people scroll to read your wonderful enlightening words.

For font, I like Ariel, Times New Roman or anything that is plain. Don’t make reading a challenge or they won’t read it.

New york large font
Font is too big for the page

Should I include pictures and subheadings?

Yes! No one likes a wall of text. We are visual beings, and pictures allow the eyes to rest before carrying on. If you don’t have any good photos, you can get some free from Shutterstock. Unsplash is a great website for beautiful free photos too.

So, make it easy for your clients to read your content. Black font on a white background. Don’t make the font too fancy or small and break up large amounts of text with headings and pictures.

Why should a copywriter write my blog?

A copywriter can write a blog post that informs and sells your product. You look like a thought leader in your industry. Not only that but when it comes to conversion, you are in their mind for providing valuable information.

Get a copywriter to write your blog!

A copywriter can develop a content strategy with targeted keywords that your customer is searching for.

Black typewriter why should a copywriter write my blog?
How blogs were written in the past

A blog on a business website is different from a blog on a private blog site. Taking your dog to work or how your business participated in a charity is nice. But, when it comes to Google, sadly, no one cares.

These blogs are maybe, read by your family. But strangers are not going to fork out money because you took your dog to work.

In reality, they’re not going to click on your blog, let alone read it. Who searches for ‘electrician who took their dog to work’? So, when it comes to selling your product, it’s the content that Google is after, not how many blogs you have.

This means producing content that people will search for and want to read. Are people more likely to search for ‘best lighting in a small kitchen’ or ‘a carpenter that ran a marathon’? A copywriter provides quality content that’s well researched, well written and answers their question.

Providing information that relates to your service, draws customers to your website. You’re informing them of your product and moving up the google search ranks.

Scribbles in a notepad why should a copywriter write my blog?

Trying to think of blog posts is hard.

This is why there are so many posts on taking your dog to work. You have to think of a story, the information has to be researched and well written. It’s hard and time consuming. That’s why you need a copywriter to write your blog posts.

One blog can give you an email subject and posts for social media. This is all based on one blog!

facebook on a phone why should a copywriter write my blog?
Share your blog on facebook!

Blogs also show your customers that you’re current and aware of your industry trends. You provide valuable information. If a service provider can show all of this, it puts them ahead of the competition, especially if they’re only writing about their dog.

Investing in a copywriter to write your blogs is an investment in the marketing of your business. That’s money well spent. Yes, you could write a blog, but if the first thing that comes to mind is your pet, it’s best to save that post for your family.