The Remarkable Value of Professional Copywriting

From blogs and website copy to social media and ads, professional copywriting services make a big difference—if they’re done well.

If you install a bad plugin or mistype a line of code, your website won’t work. This is a great way to think of copywriting, too. Unfortunately, the “breaks” caused by bad copy aren’t quite as obvious. But they do have serious consequences for your marketing plan and your business in general.

On the other hand, professional copywriting makes all the difference. It’s like hiring an artist to paint your portrait instead of trying to do it yourself.

Professional marketing copy makes a valuable bridge between the two worlds of today’s online marketing services: the human users who see it, and the search engine “machines” that scour the internet and rank what they find. Both of these worlds are equally important, and leaning too much on one or the other can throw everything out of alignment.

The Human Appeal of Professional Copywriting

Let’s cut to the chase: You’re looking for customers. Real, human customers. People. That’s what marketing boils down to.

When trying to appeal to humans, marketing can strike a lot of different notes—often several at the same time. It’s the same as trying to convince someone face-to-face. Marketing blends a rich combination of visual appeal, dynamic features, and words that tell a story, share information, and make a connection with the reader.

Professional copywriting ensures the appeal of that story, the clarity of that information, and that hard-to-pinpoint charm that builds trust with the reader. This is a great way to introduce your brand.

Bad copywriting, on the other hand, creates a dull or unbelievable story (if it bothers with the story at all), muddles the information, and arouses suspicion or downright defiance in the reader. None of those things wins you customers.

The SEO Value of Professional Copywriting

Writing for search engines employs a different set of skills.

Essentially, search engines like Google look for a variety of things to determine the importance or value or validity of a website. Among those things:

• Unique copy
• Fresh content
• Relevant keywords
• Expert, authoritative, conversational writing

Search engines rapidly deprioritize static websites (i.e., no fresh content) and copy that’s word-for-word identical to any other page on the internet.

Search engines will also be turned off, so to speak, by copy that contains far too many keywords. (Guess what: Human readers don’t like this either.) This so-called keyword stuffing is one of the many mistakes that people make trying to write their own copy and aim only to “fool” the search engines. They’re not fooled, and nobody’s reading.

Fortunately, today’s ever-evolving search engine algorithms continue to improve when it comes to distinguishing between real, reader-driven copy and keyword-stuffed, AI-written shortcuts. These improvements are leaving more and more people wondering why their websites keep slipping in the rankings.

Balancing Reader Appeal and SEO

Given that readers are your ultimate targets, and search engines are getting smarter by the second, professional copywriting has never been more important for your business’s digital marketing. In an online world, everything hinges on A. driving readers to your website, and B. appealing to those real humans when they get there. 

But unless you’ve spent significant time honing your skills as a copywriter, you might not even know how inadequate your marketing copy is. You won’t get a clear error message. But you’ll see the signs in your rankings.
Generating fresh, appealing content on your website or social media doesn’t require a huge investment. Just a few of the right words in the right order. Don’t let poor copywriting be the factor that takes your business down. It’s one of the most effective—and cost-effective—ways to boost your business’s online presence and win over real, human customers.

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