What’s a copywriter?
Why do I need a copywriter?
Because – bluntly – most people can’t write, even the ones who think they can. And they certainly can’t write persuasively or with the brevity and precision the web requires. It’s hard to get to the point when you’ve got so many points to make, which makes it easy to write about the wrong things. So you tell visitors about the company’s history or your qualifications or the technical ins and outs of the business, instead of explaining how your experience and technical knowhow means that you can do a great job for your customers. You look inwards instead of outwards because it’s hard to write about a product or a service or a business that’s close to your heart without talking too much about what it is, rather than what it can do.
A good copywriter offers distance and clarity, as well as grace and – fingers crossed – good grammar.