professional copywriting - Express Writers

How Professional Copywriting Services Can Keep You Sane (& Save You Time)

December 31, 2020October 18, 2016 by Adam Oakley

If you work in online marketing, you probably know what it feels like to have too much to do, and not enough time. While this applies to virtually all sectors of running a business, it’s especially true for content creation. We live in an increasingly digital world, and there have never been more platforms to maintain than there are today. Between a website, a blog, Facebook, Twitter, Instagram, Pinterest, and marketing content like ebooks and whitepapers–it’s amazing all marketers don’t just pull their hair out, really. Luckily, there’s a solution. While it’s true that the content demands of today are more intense than they’ve ever been before, it’s also true that the popularity of professional copywriting services has exploded, and that using quality copywriting services is an excellent way to put out great content without going nuts in the process. Read on to learn more. How Professional Copywriting Services Can Save the Day Professional copywriters are the heroes of online content–no joke about it. While brands everywhere want to produce the kind of quality material they read on the websites and blogs of influencers, virtually nobody has the time, skill, or resources to do this on their own. Right now, only 42% of B2B marketers report that their content marketing is effective, and most experts believe that this is, in large part, because most marketers simply don’t have the time to create the content their brands need. This is where copywriting services come in. For businesses ranging from startups to major enterprises, copywriting services have the potential to fully overhaul a marketing strategy and help founders, CEOs, and CCOs reclaim their sanity in a fast-paced world. 5 Signs You Need Professional Copywriting Services Still not convinced you need professional copywriting services? Take a moment to consider whether any of these five signs apply to you. 1. You’re behind on publishing blog posts, social posts, or website updates If you have an editorial calendar or plan, but you’ve found that you’re so busy you can’t keep up with it, you need copywriting services STAT! Neil Patel wrote a blog this August on what happens when you stop blogging. In the study, Patel took a look at Robert Ryan, who didn’t post anything for 251 days – 8 months, 7 days. His traffic… overall fell by 32% organically dropped by 42% contact page traffic was down by 15% total site conversions were down by 28% That’s an awful lot. Don’t be that person that stops blogging, because you don’t have time. Instead, turn to copywriting services to help take some of the stress of content creation off of your shoulders. If you choose the right solution, you’ll come across copywriting experts who have a real interest in helping your brand succeed–so you may even learn a thing or two by hiring copywriting experts. 2. Your online content isn’t converting the way you want it to Maybe you’re keeping up with your content creation responsibilities, but you do not see much engagement in return. If this is the case, copywriting services are a very good idea. Online marketing is tough, and it’s easy to miss the mark without knowing exactly how it’s happening. If you’re not seeing conversions, shares, or likes, an online copywriting expert may be able to come in and give you some insight into why. What’s more, they’ll likely be able to help you turn the trend on its head. 3. You’re starting to receive negative comments If you’ve noticed that the engagement your content is seeing is taking a turn for the worse, it’s time to enlist copywriting services. Every marketer goes through growing pains with content, and as long as you catch negative engagement early, it’s easy to turn it around and reclaim your positive interactions. Keep in mind, though, that it’s critical to act quickly. Hire professional copywriting services as soon as you start to see negative online comments, rather than letting it persist for weeks or months at a time. 4. You’re starting to repeat yourself If you’ve noticed that you’re repeating topics, a few things may be to blame. One common cause is a stagnant keyword strategy. If you haven’t researched new keyword opportunities recently, copywriting services can often provide in-depth keyword analysis that can provide new life for your content. If your keyword strategy is up to date, the issue may simply be your proximity to the topics. As you think and write about a subject regularly, it becomes harder to keep the content fresh. Because of this, hiring copywriting services is often an excellent way to add a new perspective and continue providing value to readers. 5. You’re running out of time or getting stressed Content creation is too important to sacrifice, but it still shouldn’t come at the cost of your well-being or sanity. If you’re finding that you don’t have enough time for content creation, or that the responsibility of populating all of your various platforms is driving you crazy, hire copywriting services to help. Because a copywriting service is dedicated specifically to content creation and distribution, it can help you bear the burden of content creation without sacrificing other aspects of your business in the process. Simple, Streamlined Content Creation Starts Here Let’s be frank: content creation shouldn’t be as difficult as everyone makes it out to be! While it’s true that great content takes time, effort, and work, marketers can have their cake and eat it, too, by hiring professional copywriting services. Dedicated to crafting quality content for brands, copywriting services are ideal for helping your brand build its online presence, create higher-quality content, develop material readers love and want to interact with, and build a level of authority and relevance online. While many brands assume that they don’t need copywriting services and that they can manage their online presence on their own, the fact of the matter is that copywriting services apply to everyone and that every brand has something to be gained from hiring copywriters. So, whether you’re too busy to create quality content or you aren’t seeing real results … Read more

A Professional Copywriter’s Guide to Writing Creative Content for Boring Industries

December 31, 2020September 1, 2016 by Ashley

Ashley A. is a full-time copywriter at Express Writers. Let’s face it: being a professional copywriter often means writing about boring industries. While these industries may be incredibly worthwhile (RV rentals, for example, or tax compliance for expats), they’re far from titillating. Yet, our job is to make them seem like the best thing since sliced bread. Sound challenging? It is! I’ve been a full-time copywriter for years now, and, in that time, I’ve been asked to write about everything: from moving services to how to collect canine fecal samples. At times, maintaining creativity in the content I write for these companies has been challenging, but it’s a skill all good copywriters need to learn. Without it, you risk crafting sub-par content that does nothing to advance your client’s online presence and may, in fact, harm their reputation. So with that in mind, it’s clear that the role a professional copywriter plays in learning to craft creative content is critically important – even (and especially) when the topic isn’t that exciting, to begin with. A Professional Copywriter’s Guide: 5 Tips to Crafting Unique Content for Boring Industries Stumped on how to write unique content for uninspiring topics? Check out these five tips: 1. Find the Story Within the Brand or Topic Even if a storyline doesn’t immediately leap out at you, every brand has one, and every topic needs one. When I’m asked to write about something that strikes me as ho-hum or downright dry, the first thing I do is get to work locating the story. For example, the company offering RV rentals doesn’t want a blog post outlining the features of each RV – it wants content that inspires people to take the leap and rent an RV for the trip of a lifetime. The brand selling tax compliance services doesn’t want an elaborate list of impossible-to-decipher tax laws – it wants a compelling landing page that demonstrates how the services offered can help expats live the American dream. When you consider the larger climate of marketing, it’s clear that copywriters are out there working on every single day. Need an example? Consider Febreze, which was on the brink of becoming a multi-million dollar failure until some creative copywriter somewhere discovered how to tell a story customers could connect with. Case in point? Every brand has a story, and it’s your job to find creative ways to tease it out. 2. Put Yourself in the Reader’s Shoes For a professional copywriter, one of the most effective ways to make a boring industry interesting is to put yourself in your readers’ shoes. What are they looking for from this content? How can you arrange it in a way that better addresses their needs or provides more useful answers to their questions? What extra touch could you add to make it special? Consideration for the reader should be the core of your writing process, and you’ll typically find that viewing content from the reader’s perspective is an efficient way to find a creative approach and stick with it. 3. Understand that All Content has Value (As Long as It’s Well-Written) Even the topics that seem mundane have value. When you think about how and why the internet functions, it’s clear that the entire thing is a massive information-delivery service. People around the country and the world need to learn new things, find new information and answer difficult questions. And when these needs crop up, they head to Google. While articles with titles like “How to Collect a Canine Fecal Sample” aren’t what most copywriters consider the assignment of a lifetime, this lofty attitude doesn’t ultimately get us anywhere. Because here’s the thing: all content has value. While it may not be glamorous, somebody somewhere needs this information, and your job as a professional copywriter is to put it together in a clear, useful, and helpful way. When you view content this way, instead of looking down your nose at the topics that don’t immediately thrill you, it becomes apparent that giving everything you write your all is one of the best and most compassionate ways you can serve your clients and readers. 4. Develop a metaphor Sometimes, it’s just really hard to make a topic creative, and in these cases, one of the best things you can do is create a metaphor. For example, we’ve got a post on the Express Writers blog about persuasive copywriting. While the words “persuasive copywriting” on their own might not make the hair on the back of your neck stand up, saying that persuasive copywriting is the unicorn of online content will probably strike you as much more interesting. The moral of the story is this: if you can’t find a way to make a topic interesting, consider likening it to something that is. Metaphor works wonders in online content, and tying a dry topic to something more compelling or unique is an excellent way to help your readers connect with the subject matter. 5. Make the Most of Statistics One smart way to make a dry topic exciting is to draw in relevant statistics. For example, what if I told you that lots of people get hurt by icicles? Meh. Now, what if I told you that icicles kill more than 100 people in Russia each year? That’s more interesting, right? The human brain is wired to love specificity, and bringing in relevant facts and statistics is one of the best ways to get people to perk their ears up for a less-than-tantalizing topic. Plus, high-quality statistics are readily available for virtually every topic under the sun. Don’t believe me? Vending machines kill approximately 13 people each year. No, get busy researching. Professional Copywriters Rejoice: Creative Content is Possible, Even for Boring Businesses While the clients you write for are all doing their best to serve their customers and solve problems, some industries are just plain boring. Luckily, we don’t have to fault them for this. As a professional copywriter, your job is not to critique the industries we all work within. Instead, it is to find a way to craft compelling, unique … Read more

10 Indispensable Reasons Why You Need Professional Web Copywriting Services

June 19, 2024August 31, 2016 by Adam Oakley

Let’s face it – some things just require skill. You wouldn’t hire a carpenter to give you a root canal, would you? Nor would you head to a sandwich shop for auto body work. Some professional skills are best left to professionals and trying to outsource them to anything less results in a poor job (at best) and a complete disaster (at worst). This is as true for web copywriting services as it is for anything else—perhaps even more so. When it comes to your online content, nothing but the best will (and should) do, and there are dozens of great reasons to hire professional web copywriting services. A lot of this has to do with Google and their current standards. Read on to learn more. [bctt tweet=”Let’s face it – some things just require skill. You wouldn’t hire a carpenter to give you a root canal. Nor would you head to a sandwich shop for auto body work. Don’t hire a non-writer to write your content. @JuliaEMcCoy” username=”ExpWriters”] The Real Reasons Businesses Need Professional Web Copywriting Services Why do you need web copywriting services? Let me count the ways… First of all, Google doesn’t exactly love hack jobs pretending to be copywriters. Last year, the search engine released a document called the “Search Quality Evaluator Guidelines.” The original document was 160 pages (it’s since been updated to 146), and it dispersed all sorts of useful information about how Google’s quality evaluators were to assign rankings to websites. One of the most important things the guidelines laid out, though, is the need for professional web copywriting services. Shocked? Stay with us. In the original version of the guidelines, Google went to great pains to define two critical acronyms: EAT and YMYL. Here’s what you need to know: EAT EAT stands for “Expertise, Authoritativeness, and Trustworthiness.” According to Google’s guidelines, high-quality pages have high levels of EAT. Low-quality pages don’t. According to section 4.5 of the guidelines themselves, “High-quality pages and websites need enough expertise to be authoritative and trustworthy on their topic.” While Google stops here to clarify that “expert” pages can cover topics ranging from fashion and gossip to specialty pages, it’s clear that the search engine wants to see authoritative, quality content – no matter the topic. How do you get quality content? You hire expert web copywriting services. You see, great content is about more than just knowledge. It’s also about structure, formatting, SEO, and linking. By hiring web copywriting services that specialize in your given industry, you get all of the knowledge required for a high-EAT page, combined with the technical know-how that’s needed to rank well. Talk about a winning combination. YMYL YMYL stands for “Your money or your life.” This acronym is a lot like EAT in that it defines what good pages should have, but it’s also different because it talks about a particular subset of pages. You see, YMYL pages are those that, according to the guidelines, “could potentially impact the future happiness, health, or financial stability of users.” Examples of these pages include the following: Financial or shopping pages: Any website that allows customers to make purchases or pay their bills online is a YMYL page Pages that provide financial information: Any page that offers financial advice on topics ranging from investments, retirement, or taxes is a YMYL page Pages that provide medical information: Any page that provides information about drugs, diseases, mental health and well-being, or nutrition is considered by Google to be a YMYL page Pages that provide legal information: Pages that offer legal advice or information on critical things like divorce proceedings, child custody, or immigration are YMYL pages Any page that may impact the health, safety, or wellbeing of people: Other pages may be considered YMYL pages if the content within them has a significant impact on people. Consider the example of a car repair website, for instance, which tells consumers how to replace their car’s brakes. If written poorly, this page could have a negative impact on the safety of the people reading it. When it comes to YMYL pages, professional web copywriting services are especially needed. Because Google pays extra attention to these pages, it’s critical to get them right, and hiring a team of expert copywriters, editors, and SEOs is a great place to start. [bctt tweet=”According to Google, high-quality content should have EAT and YMYL. Know more about these two critical acronyms in this post on why you should hire web #copywritingservices” username=”ExpWriters”] 10 Good Reasons to Hire Professional Web Copywriting Services Still not sold on the need for professional web copywriting services? Here are ten solid reasons to jump onboard. 1. Hiring a team of professionals means you’ll save time Content marketing is a time-consuming business! When you look at social media alone, the statistics are staggering: 64% of marketers spend 6 hours each week on social media, 41% spend 11 hours or more, and 19% spend upwards of 20 hours each week on their social media accounts! With these numbers in mind, it’s not difficult to see how hiring professional web copywriting services can free up lots of time, energy, and resources. By turning content creation, distribution, and SEO over to a skilled professional, you allow yourself to reclaim critical time to focus on other things – like running your company. This, in turn, improves everything about the way your business operates and ensures that your social, blog, and on-page content isn’t suffering for lack of time. 2. Professional web copywriting services take a third-party approach As paradoxical as it may seem, many companies have a difficult time explaining their services. When you hire professional web copywriting services, though, this problem is a thing of the past. A team of skilled copywriters can evaluate your mission statement and services and craft an intelligible, comprehensive, and compelling statement about what it is that you do and why customers need it. This, in turn, creates more interesting content and prevents you from getting stuck in that odd, “I don’t want to toot my horn” place. 3. Expert … Read more