What is Website Copywriting? And Does Your Creative Business Need It?

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Website Copywriting Didn’t Make The Top 10 Dream Job List

5-year old me did not answer the question ‘what do you want to be when you grow up?’ with ‘a copywriter!’ It didn’t make the list for 15-year-old or 25-year-old me either. 

Because, let’s be honest, what even is copywriting?

Unlike astronauts, marine biologists, and firefighters, copywriting isn’t ranking on a list of the most exciting careers.

All I knew growing up was that I adored writing but was far too shy to consider becoming a journalist. And while I loved reading and fantasizing, I had trouble creating my own worlds. Instead, I infused every job I had – from working as a tour guide at a historic castle to organizing summer events for an oceans non-profit – with writing until I eventually discovered that there was a way to combine research, relationships, and a little razzle-dazzle writing together.

But for many people, copywriting might as well be a big question mark over their head.

It’s not copyright (protecting your sh*t), and it’s not copying (hard no). So what is it? Do you ever actually interact with copywriting? And while your creative business probably needs to partner with a brand photographer, brand designer, and website designer…do you really need a website copywriter?

Don’t worry, I’ll answer all your big copywriting questions right here.

 

What In The Freaking World Is Website Copywriting?

Let’s start with the traditional definition of copywriting: the activity or occupation of writing the text of advertisements or publicity materials. To be honest, all that does is remind me of sleazy marketing slogans like, ‘Make 6 Figures with These Easy 6 Steps!’

But that’s not what copywriting is. At least, not exactly.

Copy is the words on a website or in a magazine or on the side of a bus that makes you want to buy something. More than that, they’re the messages that make you want to feel a particular way.

Copywriting is the description on a website of the guided biking tour that you’ve been considering. The one where you imagine long, sweaty days cruising through small towns picking up local snacks on the way.

It’s the marketing email in your inbox for a fitness class that reminds you of the early-2000s, flip phones, Britney Spears, and low-rise jeans (yes please to everything except the jeans).

It’s the messaging that encourages you to choose a photographer for your mountain-top elopement because thanks to their website copy, you know they will perfectly capture your wild, treasured, and love-filled moments.

Copywriting is storytelling and communicating. It inspires a feeling in a reader and motivates them to take action.

And yes, often that goal is buying a product or booking a service, but ethical copywriting is creating messaging that is beneficial AND genuine for customers. 

 

How Does Professional Website Copywriting Help Your Creative Business?

Let’s break down 7 ways that investing in professional website copywriting can help your creative business T-H-R-I-V-E. Copywriting helps you…

1. Communicate Your Business Mission, Values, And Purpose

A clear understanding of your business is KEY to creating products, services, and content that resonates with potential clients. You might have an amazing, one-of-a-kind idea, but do you know how to get your message on paper (or screen) clearly so that it captures your dream client’s attention? Copywriters do.

2. Create A Cohesive Brand Voice That Sounds Like You

Your core values, tone, voice, and personality are what make you stand out from the crowd! With professional-level copywriting, your brand voice is integrated into every aspect of your business and completely embodies your core values, communication style, and even pop culture references. All of this works together to create a relationship with your clients that helps them trust you and turn to you.

3. Craft Personality-Filled, Persuasive Content

Whether you’re struggling to perfectly capture your history on your About page, or not quite sure if your hero header is hitting home, let’s face it. Writing about yourself is freakin’ HARD. A copywriter transforms all your ideas, stories, and service features into relevant, engaging, and persuasive messaging that resonates with your clients so they’ll tap your ‘inquire now’ button.

4. Speak To Your ‘I Wish I Could Work With Them’ Clients

While your website, logo, or services may initially grab your dream client’s attention, it’s your messaging that creates a connection with them. The words on your website show your clients that you understand their needs and you offer specific services that make their wildest hopes come true. Plus, it turns one-off clients into ‘I’ll buy whatever you make’ fans.  

5. Clarify Your Offers And Transformations

Sure, you might know exactly what your services do for your clients…but do they? And how do they know your website design package, monthly Pinterest management service, or reactive dog class is the right fit for them? This is exactly what website copywriting does. It highlights all the mindblowing benefits your clients get to enjoy when they work with you in an easy-to-understand way.

6. Improves Your Search Engine Optimization (SEO)

The dreaded SEO.

Maybe you’ve heard too much about it but still aren’t entirely sure what it means, so let’s keep it simple. SEO-friendly website copywriting is written with your users AND Google in mind. This means weaving specific keywords into your title tags, headings, and body copy to help you show up higher in Google search results so you can get more eyes on your biz.

7. Enjoy Creative Work You Actually Like To Do

Think about how much time you spend answering questions about your process, prices, or deliverables in DMs, on Discovery Calls, or in emails. What about how much energy you waste coming up with captions for your Instagram content that perfectly markets your business? Or how many directories, lunch & learns, and networking cocktail events you’ve attended to try and reach new clients?

Wouldn’t you rather spend this time actually doing the creative work that drives your business (and your heart)?

With top-notch copywriting, your website will take care of all of that work itself.

Website Copywriting Shines A Light On Your Creative Business

Website copy is meant to show your clients all the good bits and bobs of your business (in a completely honest and accurate way) so that your clients have no doubt that you’re the one they want to work with.

Of course, not every copywriter is created equal.

If you’re curious about what you should ask potential copywriters before finding the right one for your website, then take a look at these 7 questions I recommend asking!

Or, if you’re more of a vibes-type of person, then let’s hop on a free Discovery Call and get to know each other.