Why Reviews Are Vital for Your Business

This blog post is brought to you by this raspberry and lemon tart.

Why? Upon perusing the cake counter at Saino’s recently, a very insistent old lady told me these tarts are to die for.

I didn’t even want one, but I put it in my basket anyway. Well, because:

1. I felt obliged to (in a terribly and awkwardly British way)
2. She really was bigging the tart up.

Moral of the story? When it comes to marketing, recommendations are the most powerful tool out there. They give instant credibility, backing up all the good things you say about yourself in your website’s ‘About Us’ page. After all, we can all happily big ourselves up ‘til the cows come home (in the name of drumming up extra business), but what really gives your praise a bit of oomph is displaying similar messages from other folks.

I’ve done the same here on my website (which shouts about all the projects I’ve worked on as a Yorkshire copywriter) and dotted testimonials on most pages, as well as creating a dedicated reviews page (click the link above to have a peep).

So, if you're a business owner, ask your clients for some nice words about your services. Or, as a customer, share some nice words about someone else’s.

Oh, and go and get a raspberry and lemon tart from Sainsbury’s: it really was worth the praise.

Until next time…

PS: Want to work with me - a Yorkshire copywriter? Say hello.

Do copywriters need to know SEO?

Sometimes, when I’m talking to new - or even regular clients - I find myself unintentionally teaching them how to suck eggs. Of course, some of my clients are well-versed in all things SEO, yet there I am telling them the ins and outs like they know very little.

On other occasions, though, I’m bleating on about SEO like everyone knows what it is. It’s a very fine line - and it’s one I don’t always know how to tread. So, when I remember (my passion for the subject means I get carried away sometimes) I allow my clients to do the talking; I ask them how much they know about ranking well online, and I tell them what I know (if they need, or want, to know it).

So, what is SEO then? Or am I teaching you how to suck eggs too?

SEO - or Search Engine Optimisation, to give it its full title - is the process by which online businesses ensure their website is found by people who are looking for it (or the services and/or products it offers).

Let’s say you own an online bookstore. How on earth do you compete against all the other web-based bookstores out there? Online bookselling is, no doubt, a highly saturated market.

Go on; try it…type in ‘buy books online’, ‘books online’ or ‘book store’ into Google and see what comes up. You’ll likely get the big hitters - people like Amazon, Waterstones, or maybe even a popular independent online bookstore or two.

So, can the much smaller bookseller be spotted online? That’s where SEO - the art of injecting well-chosen key words (let’s call them ‘phrases’ instead - key words is jargon unless you know what on earth I’m going on about) into your content. You see, it isn’t just about putting your website live and hoping for the best. You need to take intentional steps to ensure it is noticed. Those who don’t have an online business might be totally unaware of the work that goes on behind the scenes to ensure a site gets spotted on Google. It’s a lot, but it’s all in a day’s work for an SEO specialist and/or copywriter.

Do copywriters need to know SEO, then?

Well, while it isn’t a necessity - after all, there are SEO experts for that - it’s certainly a bonus if the copywriter in charge of sprucing up your website’s content knows a bit about how to ensure you stand out online.

Do I know about SEO? I wouldn’t claim I know lots and lots, but I know enough. I know how to expertly weave key words into your content in a natural way. I know the kind of key words to include - and I know a fair bit about how Google (and its often-complex inner workings)…er…work.

Want to know more about why copywriters need to know about SEO - and why and how a copywriter like me can help your website get found online? Get in touch with me today and we’ll go from there.

You could also book one of my ‘Copy and Catch Up’ sessions. I won’t call it a copywriting ‘Power Hour’ because, well I hate that term. But, for £120 (an introductory offer for January and February), you can ask me anything at all you like - about your website content, SEO and everything and anything in between (well, as long as it’s about copywriting!) for a whole hour. Say hello via the link above and let’s chat.

Until next time…

Who gives a flip about an Oxford comma?! Hint: I Do

Who remembers Vampire Weekend’s catchy third single, which featured the line: ‘Who gives a f*ck about an Oxford comma?’.

I do. It punctuated (sorry) my post-uni social life. Back in 2008, it had been three years since I’d completed my degree (in English Literature and Media, if you’re asking) and two years since I started my first proper role: as editorial assistant at my local newspaper.

My free time was spent attending gigs on behalf of the paper (and later, for some music magazines, including NME), interviewing bands and reviewing concerts and music festivals. It was pretty much the dream for someone in their early twenties.

Vampire Weekend had just reared their quirky, perfectly coiffed heads and their cheery tunes were doing the rounds in pubs, clubs (and on the Shuffle setting of my MP3 player).

Where am I going with this?!

Well, despite working on a newspaper back in 2008, previously doing well at GCSE, A-level, and English at uni, my grammatical knowledge was, at times, a bit ropey. Did I ever use an Oxford comma? Did I flip. For that, you could say I was an absolute colon.

Why didn’t I bother with the most divisive of punctuation marks? Like many folks, I probably didn’t realise how valuable that little comma is. It also wasn’t the ‘house style’ of the newspaper I worked at.

What is an Oxford comma then? It’s the comma used after the penultimate item in a list containing three or more items. Why should you give a f**k about it? Don’t use one and your message could well be interpreted wrong.

Grammarly offers, let’s face it, an absolutely cracking example (below) of when an Oxford comma makes perfect sense. Still, though, there are some naysayers where the humble punctuation mark is concerned.

Do you give a flip about an Oxford comma? Would you rewrite your sentence entirely, to avoid using what it often considered an ‘old-fashioned’ addition to a sentence? Or are you a traditionalist through and through? Let this friendly Huddersfield copywriter - and other folks - know by commenting on this blog.

Until next time…

How do you write a business website?

If you’ve recently set up a business, you either:

A) have a website already

B) agree that getting one set up is top of your priority list.

To keep costs down, you may be using a platform like WordPress or Squarespace, which allow you to set up a template and add or remove sections and pages as and when you see fit. But how do you go about writing your site - surely that’s a task for a professional copywriter, isn’t it?

Perhaps. Perhaps not.

While writing may not be your forte, no one knows your business quite like you do. So, you may feel you’re the best person for the mammoth task of writing your website.

If you’re on a budget and want to craft your own content, here are some pointers…

Do Your Research

You want to populate your website with the information your customers want and need - and that may involve doing some research into who they are and what they’re looking for. You don’t want to make your website a vehicle for sales, as such, but keep it a nice, light place for people to dip in and out of content that they will enjoy.

Make the most of a blog and post regular, useful content - and share your company’s backstory to let customers know a little more about how you got into business. Make sure things are relatable, if you can - and easy to read. Your customers want to know there’s a human behind your brand.

Don’t litter your content with too many keywords, either; remember, content should be written for people, first and foremost, and not the Google algorithm.

Sure, the right keywords may mean more people land on your site. If when they get there, though, they don’t stick around, filling your site with relevant keywords and phrases will have proved counterproductive.

Be a Stickler for Grammar and Spelling

By having a go at writing your own website content, you’re allowing your personality to shine through in your marketing messages - which is rarely a bad thing. If you do choose to forgo help from a copywriter, though, just make sure you check, check and check again when it comes to proofreading your content.

Spelling and grammar errors won’t look good, so be meticulous when proofreading your site and you’ll be glad you were.

Get a Second (or third!) Pair of Eyes on Your Site

Written your site? Ask a friend or some family members to take a look over it. They may spot things you’ve missed - or have some suggestions you haven’t thought about yet. They will also be looking at your site as a potential customer might - and if they don’t find it easy to navigate (or read!), neither will your target market.

Take comments on board - but if you really believe in what you’ve written, too, try not to get too bogged down if criticism comes from just one person.

Don’t Be Afraid to Tweak It

If your site content doesn’t seem to be working for you, wait a little while but then don’t be afraid to tweak it. When you do, though, always back up your content - just in case you lose what’s already there.

Plus, if you change the order of key pages or swap their URLs, ask your web developer to ensure the old pages ‘point’ to the new ones, technically speaking. That way, any benefits you have built up on your site in terms of search engine optimisation won’t go to pot.

Get an Expert to Do It

If all else fails and you’re tearing your hair out trying to write your own website content, get a copywriter to do it for you. As well as a full website copywriting service (whereby I write your website from scratch), I also offer a more affordable ‘Content Audit’ option.

The latter sees me provide you with a document which offers some hints, tips and suggestions - as well as some minor edits - to help you refine your website content yourself. Giving you an element of control and relieving you of a bigger website copywriting bill, a content audit is great value for small to medium-sized businesses. Just get in touch with me - a Huddersfield copywriter who can help you stand out online - if you’d like to learn more.

Until next time…

"Tell Me You're a Copywriter Without Telling Me You're a Copywriter..."

If you’re a TikTok or Instagram Reels fan (and believe me, I try to stay away from both if I want to actually get on with some work), you’ll know all about the ‘Tell me you’re a…. without telling me you’re a…..’ video series that’s been doing the rounds.

If not, take a quick peek on the platform and it won’t be long before you’re nodding in agreement when you find yourself relating to one or two of the vids. Or, if you fancy a laugh, have a peek at this one via YouTube.

Without further ado, then, here’s my own - a copywriter version. I took to Twitter and LinkedIn - and a bunch of fellow copywriters - for some insight. Read on…

1. On promoting businesses online..

I connect you to your audience with words 😊

Anna Metcalfe, Freelance Copywriter, Cantaloupe

2. On wearing many hats…

I'm sworn to secrecy. But I'm not a spy.

I understand how people think. But I'm not a mind reader.

I get in touch with people's emotions. But I'm not a therapist.

I write stories with happy endings. But I'm not an author.

What am I? I'm a conversation starter who helps businesses talk to their future customers.

Rob Beadle, Tech, Finance and B2B Copywriter

3.On procrastination…

Your work process involves:

• doing the washing-up

• walking the dog

• losing yourself down a rabbit hole on Google.

Fi Phillips, Copywriter at Fi Phillips Copywriterwriter.com

4. On being free to work wherever you like…

‘My best friends are baristas with a helpful turn of phrase’

John, Dash of Tonic

5. On feeling inadequate and Wordle-themed woes

‘You get riled up - on an almost daily basis - when your husband (not a wordsmith) cracks the Wordle word in fewer guesses than you’. Sob.

Lauren Holden (aka, moi!), freelance copywriter.

I have far and away the most unrealistic family expectations when it comes to Wordle scores.

James Hart, organic search copywriter

6. On engaging with different audiences…

I tell your stories without saying a word.

I speak in your voice, about your business, for your audience, but they'll never know it's me.

I don't need fancy logos, colours, or fonts to breathe life into your brand.

I do the write thing so you can do the right thing.

Tash Morgan-Etty, Write Rabbit

7. On turning people’s thoughts into perfect prose…

I help people make sense of what’s in their brain, so that other people can make sense of (and act on) it

Jo Marshall, All Things Words

8. On constantly having to explain what a copywriter does…

Real convo 👇
My older brother: "Oh, I guess you are going to law school to study copyright for your new job?"
Me: "No, it has nothing to do with law school or copyright. It's a writing profession."

William Lin, The Will to Write

9. On the things we do to amuse ourselves…

Working away and just caught myself singing the chorus of Witch Doctor by Cartoons in a variety of UK accents. Done Scottish, Northern Irish and Geordie. Now writing said lyrics down phonetically according to accent for no apparent reason 🤣

Jack, Cola Bottle Content

10. On getting frustrated when companies think ‘they can just do it themselves’…

Many companies think they don't need me, because hey, they have people that can read and write. In the words of Julia Roberts in Pretty Woman. Big mistake. BIG MISTAKE.

Lea-Anne Carter, storyteller and brand strategist

11. On navigating vague client briefs…

Being told: ‘Well you know the brand, so write us a blog. It needs to be creative. ‘

Yosra Mostafa, marketing executive

12. On the complexities/quirks of using Google Docs…

I have a visceral fear of seeing “anonymous animals are editing your document” in Google Docs.

Also I know more synonyms for innovation than any human being ever should have to.

Charlotte Sheridan, The Small Biz Expert

13. On explaining to family and friends what you do and don’t do…

As said by a relative "So you write spam?" Yes. Yes, I do. (email copywriter here)

Juliet Peay, Yeah That Writer

14. On getting away with being a ‘grammar nerd’…

You can tell I'm a copywriter because I'm happy to have a half hour discussion with anyone about the Oxford comma or the pernickety and obscure differences between American English and English English. (I have a good friend who's a copy editor and we have nerdy chats like this all the time.)

Also, my dad is most proud of the fact that I can tell someone to f*ck off in such a way that they thank me afterwards. I think that also qualifies me.

Amanda Fearn, Kelly Copy

15. On loving what you do so much that you get on your soapbox about it…

I'm an armchair philosopher who gets up on his soapbox and shouts about why every website needs words to function.

I'm like a wrestler laying the smackdown on writing block so people can get on with winning their personal world titles in business.

Jamie Ryder, Stoic Athenaeum

Want to add your thoughts to this blog post - or for part two in the series (I received so much input that I think I’m going to split it up into more than one post). Get in touch!

Until next time…