Originally published September 14, 2022 , updated on July 22, 2024

The importance of business copywriting cannot be overemphasised – no matter your industry. Good copywriting helps your pages to rank higher on Google and builds customer interest while establishing your brand voice. Do it well, and the copy on your website and other platforms will lead to sales and conversions.

The challenge is to ensure that the writing is compelling and effective. Whether the copy lives on your website, blog, or ads or as part of your social media campaign, it should be aligned with your goals and objectives and provide value to your target audience.

Business copywriting can help to increase sales when it’s focused on conversions. At the same time, it should educate or inform your readers and help to build trust in your brand, products, and services. However, despite copywriting being an essential communication and marketing function, many businesses still don’t know what it entails or how to use it to drive sales.

In this article, you’ll learn what business copywriting is and why it’s key to the marketing success of both small businesses and large corporations.

What Is Business Copywriting?

You see examples of it everywhere. From billboards to magazine ads, product marketing descriptions, sales brochures, and email newsletters – these formats all contain business copy created by professional copywriting services. 

Today, copywriters also create copy for blog posts and SEO articles that persuade the reader to act. Good copywriting can nudge the reader to:

• Subscribe to your services
• Buy your products
• Sign up for membership
• Subscribe to your newsletter
• Join your cause
• Schedule an appointment
• Reserve a place at a conference or event
• Request a free trial

While it aims to convince and lead the reader to act, it also serves to:

• Build your brand voice
• Develop trust with your target audience
• Increase engagement
• Inform and educate
• Create brand awareness

How Does Business Copywriting Differ From Content Writing?

Business copywriting generally has two objectives: to inform and influence. While general content writing typically informs, educates, and builds awareness, specialised business copywriting is geared towards persuading and influencing the reader. 

Good business copywriters can create copy to establish thought leadership, build trust, and educate your audience on your products and services. They can also create content to convince the target audience to take action – the two work in synergy to drive traffic, build awareness, create trust, and boost sales.

What’s the Importance of Copywriting Services for Business?

Although the aim is to drive action, business copywriting can hold many benefits for your company:

1. Builds Brand Awareness

Think of your writing as your target audience’s first contact point. Like your company’s signage attracts attention from passing traffic, good copywriting can build brand awareness.

Done well, business copywriting can boost your company’s credibility and help to make your brand more recognisable. Use the writing to portray your brand in a positive light. Aim for professional, engaging, and enticing copy since your website is often the first point of contact with a potential customer.

Error-free copy creates a positive perception of your brand, whereas poorly written content can drive customers away. It’s worth noting that 74% of website visitors consider grammar and spelling when evaluating information delivery. For this reason, it’s better to use professional writers, as you can expect to receive high-quality, error-free copy.

Impeccable copy generates interest in your brand. It also entices the reader to explore your product or service further. Finally, it can generate trust in your expertise, products, and services.

Professional copywriters such as those employed by Goodman Lantern know how to set the tone and create copy free of typos and grammar mistakes. Good writing can lead to further engagement and opens the door to communication, ultimately helping you to develop a relationship with your audience.

2. Unifies Your Brand’s Voice

Nowhere is the importance of copywriting for business so apparent as in the unification of a brand’s voice. All brands need a single voice across platforms. Achieving this is possible if you have an overarching content strategy and a writing team that understands your style and tone.

You can establish a clear brand voice through storytelling, SEO articles, newsletters, blog posts, and social media posts written in a predetermined voice and tone that echo what you stand for. The result is that prospective buyers will become familiar with your voice, which will help build brand recognition and trust over time.

3. Professional Copywriting Services Improve Your Google Ranking

Your company’s website can be your virtual head office or anchor retail store where consultants and salespeople interact with customers. But first, you must get customers to visit. This is where good search engine visibility comes into play.

Online users use keywords to find information about products, services, and solutions. They’re more likely to visit your website if it contains the keywords and phrases they use as they search. But you need optimised content that meets the user’s search intention to get a high ranking on Google.

Stuffing pages with keywords won’t do the trick (Google’s bots pick up on this quickly and lowers your rank). You need a long-term content strategy to deliver content that informs, educates, develops awareness, answers questions, and nudges the customers down the sales funnel towards a decision.

Professional copywriting services can help you develop a strategy that will make you more visible on Google. The writers can insert relevant key phrases in the copy,  naturally integrating the keywords with the content. The aim is to provide quality information while improving visibility for the search engine bots.

The bottom line is that you need quality, optimised content to attract visitors to your company’s website. 

4. Shows How Your Business Products or Services Solve Their Pain Points

People want their problems solved, and your team knows what the solutions could be. They know your product’s or service’s technical details and understand how it can solve your customers’ challenges. 

But most customers won’t be familiar with what you do. By using content that explains how your services or products work, you can help customers to understand your offering. 

Skilled copywriters and content marketers will work with you to discover your target audience’s pain points. They can then explain how your products and services make people’s lives easier and communicate this in the copy for your website and other platforms.

5. Drives Prospective Buyers Toward a Decision

Good copywriting can inform, educate, build trust, and call the buyer to action. It can get the customer to a point where they choose your product or service, converting them into a buyer and even a brand ambassador. 

Professional copywriting services can help you build a relationship with your target audience and persuade rather than push them for a sale. Over time, this can help you to build a relationship with your clients, encouraging them to use your products or services again and again. 

Tip: Get personal. According to HubSpot, personalised CTAs outperform those that are not personalised by a whopping 202%.

6. Copywriting Services Optimise the Marketing Return on Investment

Business copywriting can lead your audience through the sales funnel while building trust in your brand. Good copy can generate website traffic, creates a buzz on social meda, and build brand credibility. 

Benefits-focused content can also show how your products or services can solve your customer’s problems. 

Are you looking to partner with business copywriters to drive leads and convert prospects into buyers? Then see how we can increase your subscriptions and help turbo-charge your business growth. Schedule a free 300-word, no-obligation business copywriting trial today.

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