Compelling and persuasive written content is essential for businesses to communicate their message, engage their audience, and drive conversions. For businesses that don’t want the cost of an internal team, copywriting services play a crucial role in crafting content that resonates with target audiences and achieves business objectives. It should be a part of every marketing strategy.
This comprehensive guide explores the fundamentals of copywriting services, their importance, offerings, and impact, and presents the top 10 copywriting services in 2024.
What are copywriting services, and why do they matter?
In marketing:
Every business needs a compelling narrative. That’s where copywriting services come in. From the creation of persuasive and compelling written content for various marketing channels, such as web pages and landing pages, to ads, email newsletters, and social media campaigns, experienced writers know how to use words and search engine optimization (SEO) to create copy that turns potential customers into paying ones.
In branding and website copy:
Copywriting can also include branding materials that help establish a company in front of its ideal audience, such as blog posts, website content like a landing page, and fun social media posts. These items can help your business appear to customers as subject matter experts in the areas that matter, as well as drive traffic and create a relatable brand.
Why should businesses care?
Effective copy can play a pivotal role in influencing consumer behavior. The right words will drive sales and help build brand credibility and authority, making your company a household staple and thought leader in the industry. As a business owner, you know that every message matters when it’s under the company name. That’s why having great writers and exceptional words is important.
Why businesses need good professional copy
There are many reasons professional copy is a must, but we will focus on three key areas where copywriting companies deliver exceptional value.
Effective communication:
Have you ever struggled to put your ideas on paper in a sensible way? A great writing team will ensure that businesses can effectively communicate their value proposition, product descriptions, and services in a way that reaches and resonates with their target audience.
Brand messaging:
When it comes to establishing a brand, consistency is key. Content writers are professionals in ensuring consistency in brand messaging across channels. This reinforces your brand identity and values, which will keep your business relevant with the right audience.
Conversions:
Whether you’re after more purchases or increasing how many website visitors sign up for your newsletter, well-crafted copy written by a professional can significantly impact conversion rates by compelling visitors to take desired actions. Time to hit those KPIs!
Who needs copywriting?
Anyone with an online presence or who seeks to reach an audience to offer a service or product can benefit from copywriting. Creating content alone isn’t enough!
Businesses of all sizes:
From startups to large corporations, businesses across industries require copywriting services to enhance their online presence and drive business growth with well-written SEO content. If a startup wants to rank well on search engines and establish itself in the industry, its website and white papers need excellent written content with SEO.
If an established business wants their new product to be successful? They need consistent materials and intriguing copy that gets their audience clicking. No matter the business size, excellent writing is critical.
Marketing agencies:
Even marketing agencies benefit from outsourcing to companies that do professional copywriting. They often outsource writing tasks to specialized service providers to meet client demands, move their queues forward, and deliver work that goes above and beyond expectations.
Why copywriting as a service exists
Not every company wants or needs to have writers on staff. Not only is it expensive to have design teams with individual writers or an entire writing team, but it takes time and money to recruit, train, and retain a team you may only need intermittently.
However, businesses still need to ensure their content is written by professional copywriters who understand SEO and how to craft content like landing pages in a way that will achieve KPIs. These are the top three areas of demand that led to the establishment of the copywriting service model.
- Expertise
Get the professional web pages and marketing materials you need without spending the money on in-house copywriters. Copywriting companies give businesses access to skilled writers with expertise in creating different formats of written work. They’ll fit all the necessary content requirements to lift conversions and reach target audiences. They’ll also use SEO strategies in their website copywriting and blogs. More than just your run-of-the-mill guest posts and website content, an expert copywriter will impact your traffic and sales.
- Efficiency
Outsourcing writing tasks to professional copywriters means businesses, departments, and the leadership team can prioritize more important tasks for core operations while ensuring high-quality content creation.
- Scalability
This type of content creation model allows businesses to scale appropriately as writing and content demands change. In some scenarios, a marketing strategy may be content-heavy with promotional blog posts, social media campaigns, and perhaps even a sales page. With an outsourced writing team, they can up the amount of work required on-demand and ensure timely delivery of the project or articles.
What writing projects are included?
While all copywriting service providers are different, they will generally deliver the following:
- Website content
- SEO content (applies to blog posts, landing pages, sales pages, etc.)
- Blog writing
- Email campaigns and newsletters
- Social media posts
- Ads and press releases
- Product descriptions
Professional copywriting vs AI
Some of you are likely thinking, ‘Why wouldn’t I just use AI to write copy for me?’ There are a few reasons why you shouldn’t just put your project through AI like ChatGPT:
- Human touch
A copywriter will be able to add a human touch to whatever they create, whereas AI-powered tools may lack creativity. A human writer can write more authentic and engaging content, which is crucial for conversions.
- Customization
Effectively prompting AI with the right keywords to give you exceptional results is hard. Remember, it’s important to write with a consistent voice to establish the brand. A real-life copywriter will be able to tailor your content not just for SEO keywords but also to specific brand voice, tone, and audience preferences. Writers will ensure your project reaches the right clients with personalized and effective communication.
- SEO Ranking
The truth is, Google and other search engines don’t like AI—and they can tell when you use it to write blogs and other website copy. You’ll want to think twice before using AI for a sales page because it will affect how you show up for clients when they search for whatever you offer.
Why copywriting services are here to stay:
Having access to a real copywriter (or writers) and all they have to offer is here to stay. Why?
A human element
Marketing and building relationships rely on being able to relate to the message on the page. Despite advancements in AI technology, the human element of creativity and emotional connection remains irreplaceable in copywriting.
Adaptability
While AI is stuck with the data it had access to during creation (unless it’s updated), a copywriter will always do their research to ensure they’re up to date. They evolve their practice to meet changing consumer behaviors and understand technological advancements and market trends, ensuring their relevance and longevity.
Prices
The cost of copywriting varies depending on the writer or agency you choose and factors such as project complexity, word count, and desired turnaround time. There could also be charges for specialized items or rush orders. If you choose an individual writer, the cost will depend on their skill and experience—sometimes as low as $50 per blog post or as high as $350. However, it can be tough to find freelancers who are reliable, responsive, and who can do the work effectively. Businesses often spend more time chasing the work than it would take to write the article themselves.
Copywriting and design agencies generally run on a subscription-based model that includes everything you need, sometimes including a graphic designer and project managers alongside a writer. These prices depend heavily on the agency, and most businesses need to do some research beforehand to figure out what best fits their needs.
