I recently had my website redone. Hope you like it. Of course, that meant writing copy to fill each page.
Luckily, I know a decent copywriter. That would be me. Searching around other freelance copywriters’ websites for inspiration, I found a common theme emerging.
Rather than using vital home-page real estate to create workable sales copy, many copywriters seem to think it smart to write such stuff as:
‘Having professionally written content can grow your business…’
‘You’d love to write your website yourself, but you don’t have time. That’s why you need a copywriter…’
‘Hiring a professional copywriter can improve your search-engine ranking…’
Freelance copywriter USP
No way, Sherlock. This is groundbreaking stuff.
Prospective clients know they have this problem. That’s why they’ve just searched Google for ‘copywriter London’ or ‘freelance copywriter UK’.
They know they need a freelance copywriter, for all the reasons above. What they don’t know is why they should hire YOU. You have eight useful seconds to keep visitors on the page. So write something that explains what sets you apart.
Do you have a copywriting niche? Are you happy to work evenings and weekends? Maybe you run everything past your own proofreader?
Next, get all the information in the right order. Consider structure. AIDA (Attention, Interest, Desire, Action) or PAS (Problem, Agitate, Solution) will do just fine.
Answer all their possible objections in your sales pitch, then wrap up with a strong call to action.
Just stop stating the bleedin’ obvious. After all, if you can’t sell yourself, what hope is there for your clients?