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In business, there are some tasks that you may be fine with figuring out for yourself.

Like managing payroll.

And even hiring your staff.

Then, there are those other tasks that are best left to the professionals – copywriting being one of them.

We frequently get asked to clarify who needs copywriting and what copywriting actually means. That’s why we decided to devote an entire article to this topic.

Here’s everything you need to know about the art of copywriting and whether you should be utilizing it in your business.

What is Copywriting?

Anything that you read that a business publishes – from blog and web content to e-books, brochures, social media posts and more – is completed using copywriting techniques.

Copywriting is the art of writing text to be used for marketing purposes. Not only is it used to sell a product or service, but it can also be used to educate an audience about a brand.

Traditional copywriting (ie. print ads and billboards) is well-known for its in-your-face, blatant sales technique. Like traditional copywriting, new age copywriting (ie. e-newsletters and blogs) requires copy that is still persuasive, engaging and interesting but uses a more discreet selling technique.

Although writing copywriting that sells has never been easy, the advent of the Internet has made it even more difficult. In order to get found on Google, your copy needs to be created with SEO in mind. The higher you rank on Google with effectively written copy, the higher your chances are of generating website traffic that can turn into customer leads.

Every business needs text written. And that text is best written by a copywriter.

So, Who Needs Copywriting?

Now that you know what copywriting is all about, do you think that you can complete it for your own business?

The following three questions can help you to determine if you need help with your copywriting or not:

#1) Do I know enough about SEO?

You need to be writing copy using SEO techniques in order to appear in search results.

#2) Do I have enough time to write compelling, informative copy on a regular basis?

To rank on Google, your site needs to be publishing relevant, interesting, error-free copy on a regular basis. If you don’t have the time to ensure quality copy is produced, it’s best to hire a copywriter.

#3) Do I want to grow my business?

Professional copywriters have the knowledge, skillset and experience to write in a way that targets your market and builds your company’s brand.

The Bottom Line

To stand out from your competition, your business needs great copy.

Although many people have writing skills, not everyone can be a copywriter. Great copy instills a reader to take action on a product, service or brand. It should be created using effective copywriting techniques and be spelling and grammar free.

Even more important, it needs to use the latest SEO techniques so that you actually show up in Google results.

If you’re not already a copywriting superstar, we can help! Send us an email by using our contact form or call us at 519-717-7700.

“Everyone’s doing it.”

Blogging, that is.

Even though it may seem like every small business has a blog, many have still not stepped foot into the blogging world.

Whether it’s due to a lack of time or a lack of knowledge, the time is now to start a blog! Here are the five biggest reasons why blog writing is important for your business.

#1) Business Blogs Create Better Search Results

Google rewards sites that regularly produce fresh content.

The more pages your website has, the higher your chances are of being ranked, being posted to social media and attracting a new audience. Blogging provides an organized way to constantly add new information to your site without creating clutter.

Most importantly, each new blog post creates one more opportunity for your site to appear in Google search results.

#2) Business Blogs Create More Leads

Every single blog article that you write creates a chance to convert website traffic into leads. One of the best ways to do that? Include a lead-generating call-to-action at the bottom of each blog post.

Whether you want to include a free offer such as an e-book, an opportunity to subscribe to an email or newsletter, or a contact method to reach your business, a blog post isn’t complete without a call-to-action.

#3) Business Blogs Establish Authority

Think about this for a moment: what do you go on Google for?

More than likely, it’s to find an answer to a question that you have.

Use this tactic when writing your blogs. Think about issues that your customers have – questions about suitable products and services, answers to key industry problems, etc.

Stuck on topic ideas? Brainstorm with your staff – especially your salespeople – to see what customers are most frequently asking them.

Now craft a blog article around that question!

#4) Business Blogs Create Long-term Results

Spending the time writing a blog article is worth it! Unlike a paid ad, blogging provides the opportunity for long-term results – making your time (and money) better spent.

Once your blog article gets published, it can continue to rank in search engines for years to come. Writing evergreen content (or content that continues to be relevant past its publication date) often leads to compounding posts – or posts that generate leads past their publication date.

Your Blog is a Valuable Marketing Tool

Many small business owners are quick to get discouraged if their blog writing doesn’t produce immediate results.

However, patience is a virtue when it comes to blogging! Putting in the time and effort to write an effective, SEO friendly post that contains evergreen content can generate leads long past the day you hit “publish.” No further resource investment is necessary, yet traffic and leads continue to be generated from that effective copywriting.

Your website is only valuable if people can find it, and blogging provides the key to doing that.

Want to get your business’ blog off the ground? We would love to help! Sarah McKenzie Copywriting Services provides professional copy for businesses based in Toronto, Burlington, Hamilton and the surrounding area. Call us for a free consultation today.

Looking to free up time in your day while getting your company’s copywriting completed by an expert?

Working with a freelancer brings many benefits to your small business. But these benefits can only be enjoyed if you establish an effective working relationship with your freelancer. Here’s how!

#1) Provide Proper Onboarding

You’re hiring a freelance copywriter to accurately portray your business’ brand in their writing. But remember that he/she isn’t a mind reader! A proper onboarding is necessary to provide a freelance content writer with the toolbox needed to effectively write your company’s content.

Before your freelancer writes their first piece of content for you, schedule a meeting with him or her. Review your company’s marketing plan, provide access to necessary materials such as brand content and familiarize him/her with your company’s tone of voice.

An experienced writer will have certain questions to ask regarding deadlines, software and more. Setting up a formal time for onboarding is the perfect opportunity for these questions to be answered.

#2) Choose the Right Copywriter

Choosing a specialized industry expert who you will be able to count on to provide accurate, timely content can sometimes be a challenge. That’s why you should follow these tips to find the right copywriter for your needs.

Just like staff members, every freelancer has their own unique personality. Scheduling a project assignment to a potential writer can provide you with a glimpse of what it would be like to work with him/her long-term.

If you like what you receive from the writer following this test assignment, then you will feel more comfortable signing a contract.

#3) Set Clear Expectations

Typically, freelancers work remotely and have multiple clients. Since they aren’t present for face-to-face meetings like salaried staff, providing them with clear guidelines is key.

Consider what you require from an outsourced copywriter. Be as clear as possible with what you have in mind for your business’ copywriting – but provide some breathing room for the writer to still be creative. Doing so ensures the freelancer can create a piece of content (such as a web page, blog post, press release or newsletter) that meets your expectations – with limited revisions!

Using a freelancer on an as-needed basis instead of bringing a permanent staff member onboard can potentially save your company thousands of dollars annually. But choosing the right freelancer is key!

Sarah McKenzie Copywriting Services has been providing copywriting services to businesses in Toronto, Hamilton, Burlington and the surrounding area for over five years. See what sets us apart from our competition! Contact us today for a free consultation.

A quick online search can produce thousands of copywriters who are eager to get your business. But how many of them can actually write successfully for you?

Here are three key skills that are necessary for every copywriter to succeed.

#1) Effective Copywriters Create Original Content – Every Time.

It’s crucial that every piece of copy that your writer creates is completely original.

Not only is your company’s reputation at stake, but plagiarized content is bad for search engine optimization (SEO). Google recognizes when copy has been duplicated and penalizes you with poor search rankings.

The best type of copy is error-free, unique and engaging. Effective writers can bring a distinctive voice or alternate perspective to even the most overworked subjects.

#2) Effective Copywriters Remain Up-to-Date on Industry Trends.

The world of SEO is constantly changing. When you hire a copywriter, you need to feel confident that they are up-to-date on the latest industry trends and know how to get you the best results. Although creating high-quality content is the best way to get your copy read, SEO is still crucial.

Like SEO, keyword research is also key. A talented writer will know what keywords to include in your content to help you get found by your target audience.

#3) Effective Copywriters Can Master Different Writing Styles.

Yes, it’s important to hire a copywriter that can create engaging, informative content for your business. Equally important, however, is hiring a writer who is capable of writing in a tone that best matches your company’s brand.

Do you see your company as funky, energetic and upbeat? A lively, first-person narrative may be what you want used throughout your company’s content.

Do you have a more serious, professional-type business? If so, a thoughtful, more polished tone could be used to match this company image.

A strong copywriter takes the time to fully understand your company’s brand so that they can accurately portray it throughout their writing.

Choosing an Effective Copywriter is Key to Your Company’s Success

Once you’ve decided to outsource your company’s copywriting needs, it’s important to do it right.

Spend some time choosing a reputable writer. Someone who has the above three skills will help you get the results you expect from outsourcing this important task.

At Sarah McKenzie Copywriting Services, we pride ourselves on understanding our client’s needs first before putting pen to paper.

We then work closely with you to create original, engaging content that gets found by search engines. Let us discuss our copywriting services with you! Contact us today for more details.

We all have at least one skill that we excel at.

For some, it’s dancing, singing, running, or drawing.

For others, it’s math, cooking or public speaking.

I’m fortunate: I was able to turn my strongest skillset into a career, which is how Sarah McKenzie Copywriting Services was born.

If you’re not a naturally gifted writer, there’s still hope! Here are three of the most helpful tips that I’ve learned throughout my writing career.

#1) Pause Before Publishing Your Copy

After finally completing your latest piece of writing, you may want to publish it right away on your website or social media site(s). But whatever you do, resist the temptation!

You’ve just spent the last hour or so creating that content. Even if you proofread it at this point, it’s likely that errors will be missed. What’s best is to review your work at a later time when you’re not tired.

Even better? Wait until the following day to review your copy – when you’re completely refreshed.

#2) You Can Never Edit Your Work Too Many Times

Review, review, review.

There’s honestly no magic number about the number of times you should edit your work before you can confidently declare it “error-free”.

However, editing your working too much can start to make you a little crazy. Personally, I suggest editing each piece at least twice before hitting that scary “publish” button.

#3) Use a Hard Copy to Edit Your Work

For some reason, I’ve always found it easier to edit my work from a hard copy.

I’m not sure why, but I’m more likely to notice spelling, punctuation or grammar mistakes when writing is in a physical form.

This may be personal preference – but see for yourself. Print out your next blog, SEO web copy, press release or speech to trial this editing method.

The Importance of Proper Editing

You have only a matter of seconds to make an impression on your audience.

If your work is riddled with spelling, punctuation and grammatical errors, you’re instantly going to lose credibility – and possibly potential customers browsing your content.

As a small business, you can’t afford to lose customers based on poor writing! If editing is not a strong skill set for you, then let us help! Contact us today for a free consultation.