That’s the question many of my new clients open with. They know they need content to stand out from the crowd on Google, but they’re not sure whether hiring a UK-based freelance copywriter is worth the hassle.
Well, I’m here to tell you that anyone can be a copywriter. In fact, as you’re the person who knows your brand or products better than anyone, you might be the best person for the job.
But life isn’t that simple. Yes, you can write. But can you write well? And can you write to sell?
And… can you write for both humans and search engines?
And even if you can answer ‘yes’ to all my questions, do you have the time to write copy for your business?
Selling stuff (not sure of the technical term) is about connecting with a specific target audience. How is my product going to improve my customer’s life? What makes my product better than the products being sold by my competitors?
Answer these questions, and you’re on you’re way to creating copy that sells.
A freelance copywriter communicates benefits
Imagine you’re selling bespoke furniture. Your prospective customers might be interested in the type of wood or construction method you use — but that’s not very likely. They’re probably more interested in how your product can enhance their life.
That’s where I come in. I take a close look at the furniture, and I convey its benefits to the right people.
The chair provides the perfect place to relax after a long day at work.
The chair adds a unique aesthetic to any living room.
The sofa redefines home furnishing with its bespoke design.
The table is perfect for hosting large family gatherings.
I look beyond the product and search for the benefits. Consumers want to know: “What’s in it for me?” My job is to tell them as concisely as possible.
A UK copywriter knows Google
Google is a pain. The world’s largest search engine is constantly evolving. In the good old days, a few keywords in the right place would fire a page to the top of the rankings. Nowadays, however, Google uses machine learning and AI to extrapolate the true meaning of the user’s search term.
Don’t get me wrong; I write for people, not machines. But I also have to consider how Google scans and interprets content these days. That’s why copywriters now focus more on answering questions and providing value than on keyword densities and meta tags.
A freelance copywriter knows human nature
I’ve worked with dozens of marketing firms over the years. And I’ve been privy to many research studies on consumer behaviour. I create web content that engages people before they lose interest. And I achieve this using a variety of techniques:
- Simple, concise intros
- Lots of subheadings
- Bullet points
- White space
- Simple vocabulary
- Keywords (used sparingly)
- Value (answering questions and helping people decide)
Modern internet users have a very short attention span. If they’re frustrated or thwarted in their search for the information they need, they’ll click the ‘back’ button on their web browser faster than you can say ‘missed opportunity.
So I use the 10-second principle. I have to allow my readers to find what they’re looking for within 10 seconds of starting their search.
UK copywriters collaborate
I’m a freelance copywriter in the UK, but I’m not a mind-reader. And that’s OK. My clients pay for content, and they’re entitled to get exactly what they pay for.
In reality, my copy goes through a process of email tennis. I send it over the net for the client’s feedback, and it comes back to me for revisions. And so the game continues — until we reach match point.
Copywriting is a collaborative process. And although that can be frustrating for me, as an artist, it’s just part of the job. No one knows a product or brand better than its creator or owner. Clients have their creative vision and I have mine. During our game of email tennis, we eventually combine our visions to create something we can both be proud of.
Whether you need me to write a landing page, a product description or an email newsletter, I’m at your service. But if you simply want me to tweak your content, that’s OK, too. You probably don’t NEED a freelance copywriter in the UK, but having one by your side gives you an edge over the competition.