copywriting FAQs

Copy means words.

Copywriting is professional writing for brands and businesses to support sales, marketing and advertising. It could be anything from a few words on an ad to a 2000-word blog, SEO-optimised web pages, food and drink menu descriptors, slogans, packaging, social media post content, flyers, brochures, white papers, case studies and press releases.

Ok, this is only one of my frequently asked copywriting questions. But, you know, still valid.

Replying ‘copy that’ means you have heard and understood the meaning of a communication.

To write effective copy, I research, listen, and understand so my content is fresh and relevant. (I am also a big fan of cop shows, especially Brooklyn Nine-Nine).

And Midlands? Well, that is where I am – in the East Midlands, between Nottingham and Derby.  

I am based remotely so finding a local copywriter is as easy as turning on your laptop. My introductory exploration and check-in meetings are via Google Meet or Teams.

I have written copy for clients in Hampshire (where I was born), Lancashire (where my grandparents lived), Manchester (where I, well, no great links actually), Shropshire (where my other grandparents lived), Greater London (where I went to Uni), and Derbyshire (where I live now).

And I am happy to travel if you need me on-site and on-side.

Roger that?

There are some things you need to be clear on before the brief and initial discussions to get the best return for your investment:  

Copywriting Objectives 

• What do you want to achieve with your new copy? E.g., save time, avoid reprints for spelling and grammar mistakes, more consistent communications, new ideas for socials or blogs, or optimise your website.  

Media Channel 

• Where am I writing for? Your website, social media, email, press release, sales presentations, other?  

Target audience 

• Who are you talking to, what are they looking for, how and why can you help them?  

Information 

• What do you need to cover, including company, product and service details, important keywords and keyword phrases? 

Word count 

• How many words and pages? If you know this yet.

Call to action

• What do you want the reader to do when they read your communication? Buy/ call/ sign-up / click-through/ subscribe etc.

• Start with a video or phone call – so we can get to know each other, and I can get an overview of your project and any other agencies involved. 

• Agree on project scope and costs – each copy project differs from the last! I will send a quote and invoice for you to sign off. 

• The brief – the big one! Clarify your objectives, audience and priorities with a brief and supporting documents and links. The better I understand what you need me to write, why and by when the sooner I get it as close to final as possible. You might find it helpful to complete this [download/link to briefing doc] before our initial call. 

• Check-in – if we need to sign off a tone of voice document or answer questions. We can agree on the best way to check in via email, WhatsApp or a call. 

• First draft – I create your copy in Microsoft Word and share a viewable link (no more clogging up your inbox). I will mark any unanswered questions, suggestions or missing information in red and highlight suggested imagery in yellow. 

• Your feedback and amends – I generally expect up to two versions of amends. You can save, highlight and add comments to the Word documents or send notes via email. Whatever works for you. 

• Final sign-off – when you are happy with everything, you will receive my final documents. 

• Check-back – once your project is up and running, I will get back in touch to check you have everything you need. In part because I am nosey, but mostly because I care!

A copywriter researches your business, competitors and target customers, then establishes the right tone and messaging for a brand to achieve its objectives.   

Outsourcing website, social media, email, or literature can save a busy business precious time. 

You can hire a freelance copywriter (like me!) for a one-off project or on a retainer.

• Growing companies that no longer have the time to write their own blogs/ social posts/ emails/ marketing materials. 

• Companies wanting to improve their image and visibility online. 

• Any business that wants their marketing and communications to be more engaging.  
• Entrepreneurs and small businesses who either can’t or don’t want to write. 

Well, this one certainly doesn’t! If you are looking for a graphic or web designer, you are barking up the wrong tree. 

What I do have is a very particular set of skills. Skills that I have acquired over a *ahem* very long career. Skills that make me a dream for people like you.  

If you’re working with a web designer or want to start small with a WordPress account, I can just let you know what content to match your customer journey.   

And, of course, I can recommend a couple of nifty web designers.

Technically speaking, yes. However, it all comes down to the fact that anyone can write, but it takes skill and objectivity to write well for a specific channel. 

• Can they write to sell to your target audience? 

• Do they know how to weave keywords naturally into your copy (without compromising the reader’s experience)? 

• Can they take a step back and answer your visitors’ questions objectively? 

• What are they not doing instead? 

As your freelance copywriter I will thoroughly research your business, competitors and target customers. I will then employ engaging and persuasive language and a consistent and appropriate tone of voice to convince your target customer to move forward with you.  

I believe a professional copywriter will always do it better. You often have one chance to grab your prospect’s attention. Can you afford to miss it?

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Ah yes, the big one! Well, the cost varies depending on the scope of work.  

Ordering delicious copy is like ordering a bespoke birthday cake. You wouldn’t pay the same as someone else because it is unlikely you need the same thing. Once I know whether you need a gluten-free, gold leaf red velvet, or a pimped-up Costco cake in a hurry, I can advise copywriting costs for your project (based on the time it will take from the initial call to the final draft).

It depends on your requirements and when you brief me. 

Due to the back-and-forth nature of writing and amends, I like to book complex jobs one to two months before it is needed, but I aim to be as flexible as possible.  

We will agree on target timelines for each stage before the work begins.

Your brand voice is your business or brand’s point of view – what you want to say to your customers. Then your tone of voice is how you say it. 

How your business communicates with customers is vital. Being distinctive will help you to be more memorable and recognisable, and having the right, consistent tone of voice helps your customers or clients to connect with you (and helps you to persuade them to buy from you).  

A TOV document acts as a guide for your written communication. It lays out the writing style, emotional tone, and words to use (and avoid) for each channel, audience and goal.

I write authentic web page copy and blog posts to help you rank for the keywords and phrases your target audience is searching for on Google. 

I also really love writing FAQ pages  – for user experience and internal links.

Learn about my SEO-friendly website and blog writing services.

It really helps so yes, please, if possible! Providing these, and an understanding of why they need to be included, saves my time and saves you money. 

I will include the language your audience uses in Google search in your headings and title tags. I will also weave in long-tail keyword phrases in natural and relevant positions that don’t disrupt the flow.   

If you already use an SEO agency and know what you want in each header or tag, please let me know as part of the brief – or put us in touch.

Of course – everyone has a story to tell! A good press release needs to be targeted and timely. We can work together on your story and an angle to make it engaging and newsworthy.  

I have worked with many internal PR teams and external agencies since 2008, creating content and amending and approving releases.  

My launch press releases for Derby Computer Museum achieved local and national press, plus print media and online coverage.

Yes I can write magazine articles, advertorials, blog posts and press releases.

I am not a professional proofreader, so you can forget about me putting symbols or links to the dictionary. But I do have an eye for detail. So, if you need, I can spot your spelling mistakes or improve your vocab and sentence structure.

I have re-written and optimised web content for the likes of Queens, London.

• Web content editing for Queens London 

• Creating consumer emails for 250k subscribers, including A/B testing and personalisation (Chef & Brewer Collection) 

• B2C brand website copy, emails, menus, and launch scripts for seasonal events and menus (Chef & Brewer Collection, Hungry Horse, Loch Fyne, Old English Inns, Pub & Grill, Eating Inns, Greene King Pub and Dining) 

• Social media content plan and post copy (Chef & Brewer Collection, Loch Fyne, Old English Inns, Pub & Grill, Eating Inns, Greene King Pub and Dining, Derby Computer Museum, Chill Gelato, Marstons Community Pubs) 

• Team interviews for internal communication and brochures 

• Advertorials, POS and packaging (Carling, Grolsch, Thorntons) 

• Magazine articles (Derby Magazines) 

• Sales brochures 

• Press releases (Derby Computer Museum) 

• Giant cake names (Farmhouse Inns) 

• CSR internal brand (Spirit Pub Company) 

• B2C and B2B web copy (Knighton Office Furniture, Teeling Tree Services, Chill Gelato, Amrutha, Queens, Grosvenor, Mc & Sons) 

• Blogs (Antiques Web Design, Antiques Boutique)  

• Blog editing (Spaceman Marketing) 

• TOV documents for Knightstor Office Furniture, Metro Dog Co., Chill Gelato, Teeling Tree Services, Amrutha, Grosvenor, Mc & Sons 

• Spec ads for One Minute Briefs 

• Key event POS headlines (Mother’s Day, Burns Night, Valentine’s Day, Christmas)  

• Menu research scripts including dish names and descriptors (Chef & Brewer, Loch Fyne) 

• Sales presentations (Mars Drinks, Thorntons, Grolsch, Carling, Refresco, Metro Dog Co., Amrutha) 

• Checking, editing and re-writing emails, dissertations and CVs for friends 

Any more copywriting questions? Let me know if I missed any of your copywriting FAQs!

PS FAQs are my favourite part of website copywriting. Sad, maybe, but true nonetheless.