On average, 8 out of 10 people only read the headline of an article. This means you only have seconds to grab the attention of most people and get the point across before they’re gone. With only moments to intrigue your audience, good copywriting is critical and can give you the advantage you’re looking for.

Not only will good copywriting keep more readers on your website, but a personalized and well-written CTA (call-to-action) can increase conversions by 202%. Good copywriting can get your website the traffic and attention it deserves. However, no copywriter can do their job properly unless you equip them with the information that they need to make your website a success.

What Are the Benefits of Hiring a Copywriter?

Hiring a copywriter to create content for your website is a smart investment, and will likely result in increased traffic, sales, and conversions. 70% of marketers state that they intend on increasing their content production­ simply because of how effective this marketing strategy is. Good copywriting can increase traffic by as much as 7.8 times.

When you hire a copywriter, you:

  • Improve your organic SEO
  • Improve your Google rankings
  • Bring in new potential clients to your website
  • Increase conversion rates
  • Increase trust and credibility
  • Improve communication with your customers
  • Save time for yourself to conduct other business tasks
Related: Why Hire Outside vs. Inside Marketing Experts

What Information Does a Copywriter Need to Successfully Complete an Assignment?

A great copywriter will create compelling headlines and informative text to attract the attention of your audience and increase your flow of traffic. However, they can’t do their job properly if they don’t have all the necessary data. To optimize the web copy produced by your copywriter, you should make sure you give them the following information:

Inform Them of Your Target Audience

To create effective copy, your copywriter needs to know whom you’re targeting and who your ideal audience is. Once they’re educated on this, they’ll create content in a language familiar to your desired audience. Speaking in the tone and language your audience prefers will increase your company’s rapport with your audience, as well as the trust the audience has in your company. This will get more individuals to listen to what you have to say and ultimately lead to more purchases, as your copy will be tailored to buyer personas that match your customer demographics.

Fill Them in on the Goals of Your Business

Of course, your copywriter won’t get very far unless they thoroughly understand your business mission and what you’re trying to sell to your clients. You should make sure you inform them of what your business stands for and the values that are most important to you. This includes familiarizing them with your company persona - copywriters will need to know how you would like to be seen by the general public.

Tell Them What Mistakes to Avoid

Last, but certainly not least, you need to let your copywriter know what topics you want to highlight. If you want to emphasize important social matters, such as diversity and inclusion, you should let them know to carry an inclusive tone in their writing. If you don’t want to speak about certain topics, make this clear before they start their work.

Giving your copywriter the right information before they begin working can save both of you a lot of time and money. By informing them beforehand of your target audience and company goals, and by letting them know what you find most important to your brand, you can avoid misunderstandings and benefit from their copywriting services. For help with copywriting, get in touch with Ironmark’s marketing experts. We’re here to perfect your content marketing and provide the expertise to drive your business.

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Written by Lynne Kingsley

Lynne Kingsley oversees the digital marketing client services team as well as the marketing strategy division for the company. Since joining the company in 2016, she has increased Ironmark’s digital presence by over 700%, establishing a new lead generation mechanism for the sales team. A certified inbound marketing professional and HubSpot agency partner, Kingsley has been helping companies transform their marketing function into fully diverse and streamlined growth engines since 2003. With agency and client-side work under her belt, Kingsley’s strategic experience spans both the B2B and B2C sectors. Prior to joining the Ironmark team, she served as in-house marketing director for several non-profit organizations. Kingsley is an honors graduate of the S. I. Newhouse School of Public Communication at Syracuse University.
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