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…

Writing for the Web: How To

Want a (very) mini masterclass in how to write for the web?

Oh, you don’t? Okay, no bother…I’ll see you back here next month when I’ll be sharing something that’s a bit more to your liking.

For now, though, pop and read the first post in my new ‘Good News Guide’ series, this piece on becoming a copywriter (if that’s what you so wish), or this article which delves into the myths people believe about what it’s like to be a freelancer.

Everyone else…stick around - and make yourself a brew before you dive right into my top tips.

Writing for the web, then: what are my top tips?

In a nutshell…

1. Know Your Audience

Made a bad ‘Dad Joke’ in a room full of teens? Or perhaps you heckled someone with poor presentation skills at a funeral. In either case, your attempt at ‘wit’ probably didn’t go down well, did it?

Knowing your audience is less of a skill and more of a given - especially if you’re in business.

You’ve probably heard the expression ‘Read the room’ - and it’s a phrase that’s been coined for good reason. Wherever you are and whatever you’re doing (writing marketing messages being one), knowing your audience is essential. So, if you haven’t already, take some time to get to know them - and what makes them tick.

2.Less is (Usually) More

I should take a leaf out out of my own book - as that last point dragged on a bit, didn’t it?! If you’re still here, remember this: people’s attention spans aren’t what they used to be, with so much info coming at us from all angles. Keep your online messages concise to grab your customers’ attention, then.

3. Use Keywords

Now, there’s nothing very ‘s*xy’ about using keywords, is there? In fact, litter your content with them too freely and Google (it’s a clever so and so!) will know - and maybe even penalise you for it by not showing it to as many people. Pah.

Use keywords ‘naturally’ though, weaving them into your marketing messages with ease, and you’re onto a winner if you want more site visitors. I’m always keen to bring more people to my freelance Yorkshire copywriter site, which is why I add key words into my site cleverly (and some may even say, sneakily). You’ve got to do what you’ve got to do.

4. Don’t Overthink It

Comedians often write from experience. So do novelists. So, see if you can resonate with your customers by just being ‘real’ and sharing stuff people can relate to. Don’t overthink it by trying too hard to make everything you post online solely about making a sale.

5. Know Your Platform

I’ve mentioned getting to know your audience; you should also know a little about the platform you’re posting your content on - whether it’s your Squarespace or WordPress website; Facebook; Twitter or LinkedIn.

Some sites have a character count limit and others are designed for longer-form content like blogs. Get an understanding of who’s using the platform - and what for - and write your content with those two things in mind.

6.Use Headings

Break up long-form text - in bullet point form, with headings or images. Trust me; it’ll please those (i.e. most of us) with a short attention span and, well, it’s just easier on the eye.

7. Pay Attention to Spelling and Grammar

Trust me when I say you could lose a reader or two if your content is littered with errors. Check, check and check again.

8. Have Fun

When you enjoy putting your content together - and coming up with fun ideas regarding what to post - it’ll shine through. You may be a business owner but you don’t always have to be so ‘corporate’. Not if you don’t want to be, that is.

9. Try Something New

Tried and trusted content not working? Now’s the time to give something completely new a go. A silly poll, a ‘blast from the past’ type post to appeal to your customers’ sense of nostalgia, or even a cheeky giveaway.

10. Get Some Help

If you feel your time is better spent elsewhere because writing content just isn’t for you, outsource it to a professional. A professional like ‘meeeee’.

Yep, you knew where I was going with this post, didn’t you? Joking aside, though, as a business owner, you probably enjoy the fact that you don’t always have to do what you don’t want to do. That’s the beauty of being self-employed.

So, get in touch and let me see if I can take a task or two off your to-do list.

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…

Recently emailed a copywriter? Five Easy Ways to Make it to their 'Bin'

Get in the bin! No, really. That’s where you (or rather, your email) will be heading if you commit one of the following ‘crimes’ when you email your chosen copywriter about the possibility of working together.

Start the Email with ‘Greetings!’

Show me a genuine email that starts with ‘Greetings’ and I’ll show you 1,0235 emails that aren’t. What is it about spam messages?! They literally all start with something wildly ‘olde English’ like ‘Greetings’.

Your email provider is probably so used to this keyword that the email in question will almost always end up in your ‘Spam’ folder anyway, but if not, you’ll probably veto it yourself and send it to ‘Trash’.

So, if you’re a bonafide copywriting client that starts emails with ‘Greetings’, perhaps you need to rethink your strategy.

Tell Us Your ‘Usual Copywriter is Busy’.

Now, come on folks…the first (unspoken) rule of buttering someone up to work with with you is to flatter them.

We don’t expect you to tell us you’ve been a ardent admirer of our work for decades (well, you can if you want) but we don’t want to know that you’re only getting in touch because your go-to copywriter is otherwise engaged.

Make us feel special, yo. Please.

Sob.

Ask Us to Do it Cheaper

No. Just no.

Copywriters (and indeed all other professionals) charge thus because they believe their service is more than worth the price.

Want it cheaper? Find someone else.

Tell Us You’ve Used 3 Copywriters and ‘No One Gets It’.

It’s not me (or rather, them)…it’s you.

Sure, one copywriter might not understand your brief. Two might fall short when it comes to meeting your objectives…but three, or more? It’s probably time to reassess how you brief your copywriter.

We copywriters are friendly folks; we’ll work with you and not against you, in order to ensure you get the perfect prose you’re after - but we aren’t mind readers and we do appreciate something of a steer from you too.

The client/copywriter relationship works both ways. Help us do good work and…well…we’ll do good work.

Send a ‘Round Robin’ Message

Again, we just want to feel special*, so allow us to feel that way.

If your email starts with ‘Hi there’ - and you’ve accidently forgotten to blind copy the other copywriters you’ve messaged, the chances are we’ll simply feel like nothing more than a money-saving exercise.

Sure, you have a budget and you also want to find the best copywriter for you - but pitting freelancers up against each other may rile some of the more sensitive amongst us.

Again, you don’t have to go overboard with the compliments (although, please feel free to do so - a spot of flattery will get you everywhere), but it is nice when would-be clients let us know we’ve been plucked from a sea of copywriters as a stand-out candidate for your project. In fact, it’s blimming brilliant.

*gets out tiny violin for one’s self

Want to work together? Say hello here - and, please, tell me you like my blouse or whatnot.

Until next time…

7 Lessons I've Learned During 7 Years as a Freelancer

I usually mark the anniversary of setting up my business as a freelance copywriter by at least treating myself to a large slice of cake. One year I pushed the boat out and had a spa day. This year? It has literally passed me by. Yep, really. Today - September 24 - more than two months after that all-important date (July 22, if you’re asking), I glanced at my calendar and realised I’ve missed it. Oh well.

As well as cutting myself a slice of belated anniversary cake (what else?!) after my tea, I thought I’d share some lessons I’ve learned during seven years as a freelancer. If you’re thinking of going it alone too, you might find these snippets of info useful. Or not. Here they are anyway…

Getting Your Tax Return Done Early is Always a Good Idea

Tax return season always seems a long way off. Until it’s not a long way off - and you suddenly have three days to find all those receipts and pull an all-nighter to get everything ready to send to HMRC.

If I have any advice for anyone entering the word of freelance, it’s to get your tax return done as soon as possible.

Get an accountant on board, organise your receipts and expenses month by month (set up a handy filing system to sort everything by type) and get your return done as early as possible. When January rolls around, you’ll be giving yourself a big pat on the back. Quickbooks is my saviour and it might be yours too.

Working in Your PJs Doesn’t Always Mean You’ll Be Less Productive

It’s a rite of passage that when you go freelance, you have the opportunity to work in your PJs as much or as little as you want. It isn’t something I make a habit of, but when I’ve had a sleepless night or a rough start to the day, I have been known to answer a few emails in my pyjamas. Guess what…it doesn’t mean I’m any less productive.

When you’re freelance, you work from home and you don’t have to head out for a meeting or client catch-up, the suited and booted office look just isn’t necessary. That said, I wouldn’t advise you log onto a Zoom call in your fleecy onesie.

…But Sometimes it Does

If there’s no excuse for you not to be wearing something ‘proper’, get out of those blinking PJs and get blinking dressed. Do I sound like your mother?!

More often than not, getting changed does equal boosted productivity. So does making your bed. And tidying your workspace. Tidy space, tidy mind and all that.

It Doesn’t Matter How Long You’ve Been in Business, You’ll Still Question Your Prices

I don’t know a freelancer who doesn’t agree that going freelance was the best thing they ever did. When you’ve pretty much turned something you love doing into a career, you WILL question your prices. After all, getting paid for something you enjoy seems like the dream. Allow me to let you into a secret…it is.

On occasion, you might also question if your prices are too high - especially if you charge by the hour. Remember, though, clients aren’t just paying for the time it takes for you to complete a project; they’re paying for your experience, which took way more than the one, two or three hours it took for you to draft that piece of work.

Sometimes, You’ll Have to Tell a Client It Isn’t Working Out (And That’s Okay)

In seven years as a freelancer, I can count on one hand how many times I’ve had to back out of a project before I’ve completed the work. In fact, I can probably count on two fingers. Sometimes, though, it happens.

Try as you might, a client relationship doesn’t always go smoothly - just like the relationships we have with friends, family and others around us. Personalities can, sadly, clash, and sometimes the client (or you) is expecting a project to work out differently.

If you’re experiencing a tricky working relationship that doesn’t fit well with you or the way you do business - and you’ve tried your best to make sure the work…er…works out - don’t be afraid to back out.

The joy of being freelance is that you don’t have to say ‘yes, sir’, ‘no, sir’ to a ‘boss’ you can’t - or won’t work with. If someone doesn’t value your time or expertise, I promise you’ll feel great if you gently explain that another freelancer might be a better fit for them - and that’s fine too. We’re not forced to get on with everyone we meet, after all.

Saying ‘No’ Can Be Liberating

Sometimes, you can spot red flags before you even start working with a client - and you should always trust your gut. If someone is causing unnecessary issues before the project has kicked off, it might be worth your while to just say ‘no’.

I know from experience that the client who takes weeks to respond to initial emails will also take weeks to pay your invoice.

Ditto the client who gets in touch to say ‘I’ve worked with X number of copywriters and I’m not happy with any of the work I’ve seen’ is probably harder to please than most. You could take on the work, or you could confidently say ‘no’ and save yourself the stress. Success as a freelancer - or indeed in anything - isn’t based on money alone.

You’ll Never Work a Day in Your Life

Eagle-eyed readers of this blog post may notice that the sentiment of this lesson is pretty much the same as the point I made about pricing your services. Basically, it’s so true that when you work for yourself it won’t feel like work…that I just had to say it twice.

Thinking of going freelance? I promise you won’t regret your decision.

Until next time…

PS: Find this blog post useful? Let me know by saying hello via email. Oh, and if you need a Yorkshire copywriter to help you with a project or two, I’d love to hear from you too.