Skip to content

Great content can increase your website’s ranking in search engine results and promote engagement with website visitors.

However, content creation can be time-consuming and not everyone is able to turn their hand to writing for the web. Sometimes company owners can be too close to their product or service to be objective so a good solution could be to engage a copywriter.

A copywriter will give you an outsider’s perspective; this can be very beneficial, as people within the company tend to make assumptions about what is and isn’t common knowledge to their audience. Outsourced copywriters can anticipate the questions customers will ask and provide answers written in a way that they will understand.

Copywriters get to know you, as well as your competitors. They are skilled in scoping out your company’s products/services strengths and weaknesses and recognising what works to develop an industry-specific approach. They also know the value of good grammar and when it comes to website content, grammar and spelling matters. Errors and misspellings can discredit your business and its message.

So professional copywriters can save you time (and therefore money) as they turn around highly effective copy very quickly. Once briefed they can get on with the task of creating great web content, blogs and other promotional material.

To enable copywriters to do the best job, it’s important for you to have a good, honest relationship with them. How well you work together is part and parcel of producing the best copy. Briefing and building a relationship with a copywriter is essential but how do you go about this for the first time?

Here are 7 simple steps to keep you focused when briefing your copywriter:

  1. SCOPE - give a big picture of your sector, your type of business and the project you are about to undertake and how it fits with any other marketing you are doing.
  2. PLATFORM - be clear what the copy is for: website, blog, brochure, advertorial, flyer…
  3. AIM - what do you want your copy to achieve and why?
  4. USP's - what is the unique selling point of your marketing?
  5. TIMESCALE - when do you want the finished copy delivered?
  6. AUDIENCE - who is the audience for the copy – who will read it?
  7. STYLE - drill down to your brand's style and tone. How do you want to come across – professional, straightforward, friendly, welcoming etc? If you don't already have an 'in-house' style, look at other companies' website/brochures to get an idea of what you like and give your copywriter examples.