How Can a Freelance Copywriter Help?

If you run a small business or a start-up, you are probably already aware how vital marketing is to your growth. You’ve talked to the experts, or maybe just your Mum. And they all tell you to improve your website, write a weekly blog, post more socials. But how can you find the time to craft the perfect words when you’re busy doing the part you love – running your business?

That's where a copywriter comes in. A good copywriter will help turn your brand’s message into compelling, engaging content that converts prospects into customers.

So, what exactly does a copywriter do, and how can they help your business?

What Is Copywriting?

Let’s get to back to basics. The goal of your copywriting is to persuade your audience to do something, whether that's buy a product, sign up for a service, or simply click through to a website. How you do that could be by writing a punchy headline, a well-crafted web page, or super-short social media post.

Why Copywriting Matters for Your Business

Many small businesses or start-ups try to manage their own content, hoping they won’t ever need a professional copywriter. However, copywriting is much more than simply putting words on a page. It’s about strategy, clarity, and connecting with your audience. The right copy can make all the difference in how your brand is perceived.

Think about some memorable businesses and why you connect with them? It’s usually great copy, right? Nike is a famous example. Their simple tag line “Just Do It” is instantly recognisable, even without the swoosh logo or brand name.

But do you know how it came into being? It was the last words of an infamous prisoner on Death Row. As he faced his executors, he said, “You know, let’s do it”.

When the advertising executive heard those words during a documentary, he instantly knew they would bring the Nike vision to life.

Here’s 5 ways a good copywriter can help your business:

1. Identifying Your Audience

One of the first things a copywriter does is work with you to define your target audience. I know I talk about this a lot, but you need to know who you are speaking to before you can craft content that will engage them.

You shouldn’t be trying to target everyone, otherwise you’ll sell to no-one. Are you targeting tech-savvy millennials? Or maybe busy working parent who don’t have time for fluff?

Understanding your audience’s pain points, desires, and needs will help create tailored content that speaks directly to them.

For example, if you’re selling organic skincare, your copy should focus on the benefits of natural ingredients, sustainability, and long-term skin health, because that’s what your audience cares about.

2. Competitor Research

You might have a great product, but your competitors are also out there trying to capture the same audience.

A skilled copywriter doesn’t just look at what you offer—they’ll also analyse your competitors. What kind of content are they producing? How are they positioning themselves? What SEO (Search Engine Optimization) keywords are they using, and what should you use instead?

By understanding the competitive landscape, a copywriter can help position your brand uniquely, setting you apart with a message that stands out.

3. Creating Engaging Topics

Now that you’ve identified your audience and know what your competitors are up to, what’s next? It’s time to create content that grabs attention. This might be a blog post that educates, a landing page that converts, or even social media posts that entertains followers and sparks conversations.

A copywriter is skilled at coming up with topics that resonate with your audience. From problem-solving guides to industry trends, your content should be valuable and engaging. Not only will this help build your authority in your niche, but it will also improve your SEO which helps your website get found on Google.

4. Tone of Voice

Consistency is key in brand messaging. A professional copywriter will help define and refine your brand’s tone of voice. Whether you want to be formal, quirky, or conversational, your copy should always sound like you. This is important across all platforms, from your website and email campaigns to social media posts.

5. Writing to Convert

At the end of the day, copywriting is about persuasion. A copywriter understands how to write in a way that turns readers into customers. Whether it’s by creating a sense of urgency or weaving in a compelling call-to-action, great copy encourages your audience to take the next step—whatever that may be.

What’s Involved in the Copywriting Process?

When you hire a copywriter, let’s say me, I will typically follow a process that ensures your content aligns with your brand and goals. Here's an overview of what to expect:

• Initial Consultation: This is where we discuss your business, audience, and goals. Think of it as a brainstorming session.

• Research: I’ll then dive into your industry, audience, and competitors.

• Content Creation: This is where the magic happens. Pulling together all that we’ve discussed, I will craft content based on my research.

• Edits and Revisions: Collaboration is key! You’ll have the opportunity to review the content and suggest any tweaks or revisions.

Your Words Matter

As a professional copywriter, I will not only save you time but also ensures your content is targeted, engaging, and persuasive. Great copywriting will help build your brand, increase sales, or simply get you noticed.