Why are you DIY-ing your content writing? The ROI of copywriter services extends far beyond the words on the page.
You wouldn't represent yourself in court or do your own taxes, so why are you DIY-ing your content writing?
I meet a lot of partners, directors and even marketing leads who underestimated the sheer volume of words needed to build and maintain their firm’s reputation.
Even if you’re a leader in your industry, if you’re not investing in your messaging and spending the time to create consistent, quality content, you’re leaving money on the table.
In this blog post, I'll show you the power of copywriter services for professional services firms. If you’re working the legal, financial, consultancy or property sector, this one’s for you.
By the time you reach the end, you'll have a crystal-clear understanding of how a professional copywriter and content writer can help you with client retention, increase your online enquiries (yes, your digital presence matters) and make your firm stand out in a crowded market.
Your expertise isn’t enough. The missing link in client engagement
Let’s imagine you're at a networking event. You're dressed to the nines and your elevator pitch is ready to go. You meet someone who could be a potential client – a big fish in a big pond. You start talking and they're hanging on to your every word...until you fumble. You use industry jargon they don't understand, or worse, you're so vague they have no clue what you offer. The connection is lost and so is the opportunity.
The same scenario plays out online all the time.
Instead of a face-to-face interaction, think about your firm's website or marketing materials. The stakes are just as high, if not higher. Your words matter – they can help build your reputation and tear it down if you're not careful.
In the world of professional services, your expertise is your currency. But what good is that currency if you can't 'sell' it? And by 'sell', I don't mean turning into a pushy salesperson (good copywriters don’t use sleazy sales copy to sell).
I mean conveying your value in a way that resonates with your audience. That's where the magic of effective communication comes in.
Let's talk storytelling. Consider your favourite novel. It has a hook, narrative arc and a satisfying conclusion. Your firm's communication needs to follow a similar structure.
You need to hook your audience with compelling language to build a real, lasting connection with them. Your marketing materials, whether it’s your website, newsletter or a brochure, should take potential clients on a journey that demonstrates how you can solve their problems. After reading or engaging with your content, you want your reader to experience that 'aha' moment.
Your words can be the glue that turns prospects into clients and clients into loyal advocates.
When your communication resonates on an emotional level, you're not just another firm; you're the firm. You’re the one that understands their needs, speaks their language and offers a solution that hits home.
Your words are more than just words. They're the bridge between your firm's expertise and your client's needs – a bridge that can only stand strong if built with care, strategy and a dash of storytelling magic.
Ok, I get it. But I can do it myself…
I know you can write. You draft papers, client documents, emails, briefs and more every week. You counsel your clients and offer them strategic, valuable advice that’s designed to make their life better or easier. Reality check: copywriting is different.
Crafting compelling messaging is not just stringing sentences together. It’s a completely different skill that involves marketing psychology, storytelling and a deep understanding of how to communicate effectively with your ideal client. It’s strategic, but not the way you might think.
Even if you are a whizz at writing and can translate complex ideas into engaging copy free of legalese, do you have the time to write a weekly blog that’s not just good, but effective? Can you adapt the content you’re creating for SEO (search engine optimisation) so people actually read it?
Ineffective or non-existent copy can hold your firm back. You’re not just missing out on touchpoints with your clients; you’re also letting potential new business leads slip through your fingers. And chances are, your competitors are capitalising on it.
There are five key traps I see clients falling into all the time with DIY copywriting:
- The jargon trap: You’re an expert in your field, but your clients aren’t. It's easy to slip into jargon that lacks the emotional nuance needed to tap into your reader’s needs and desires.
- Lack of consistency: Branding isn't just about your logo or colour scheme; it's also about the tone and style of your communication. Inconsistent messaging can confuse your audience and dilute your brand's impact.
- The SEO blindspot: The three letters that can make or break your online presence. You might write compelling copy, but if it's not optimised for search engines, you're shouting into the void.
- It’s all about me syndrome: Too often DIY copy ends up sounding like a monologue. It's all about what you offer and nothing about what your client needs. Good copywriting is like a two-way street – it addresses the concerns of your audience while highlighting your solutions.
- The illusion of savings: You think you're making your marketing budget stretch further by crafting copy and content internally. But what's the real cost? Every hour your team spends wrestling with words is an hour not spent on billables. And let's be honest, your hourly rate is likely much higher than what you'd pay for experienced copywriting services.
Why copywriter services could be your firm’s secret weapon
Ok, you might think I’m biased (and I am). But in my eight years of working with advisors in the professional services industry, I’ve seen firsthand the impact a corporate copywriter can have.
Quality messaging and consistent content don't just tick boxes; they're gamechangers. We're talking increased client engagement, happier employees and more time to focus on what really matters – your billable tasks and mentoring the next generation.
Smart communications can also raise your profile: imagine waking up to likes and shares on your last LinkedIn post or an inbox filled with invites to speak at industry events.
Copywriting is about more than having a sensible website that’s good enough.
Cultivating your brand voice
You've spent years, maybe decades, building your firm's reputation and creating a name for yourself. But have you spent time crafting your firm's voice?
If you’re investing in your branding and design, without giving a second thought to which words your brand should use and in what way, you’re missing out. A strong, memorable brand voice is a one-way ticket to your firm getting more clients on the books and higher retention rates.
It's not just about what you say, it's about how you say it. That’s the secret to standing out in a saturated market.
Imagine you’re Richard, a management consultant with a strong market presence but stagnating client retention rates. Your team have the expertise and track record, but something is missing – the firm’s brand voice is as generic as a supermarket brand cup of tea.
You decide to invest in professional copywriter services to refine the firm’s communication style. You collaborate closely with the copywriter (me!) to craft a unique brand voice that resonates with your target clients.
Within six months, you’re reporting an increase in client retention and referrals in your Monday morning weekly meeting.
Your new brand voice doesn’t just set you apart from your competition; prospects actually remember you.
A professional copywriter can distil your brand's essence into a consistent, compelling voice that is memorable and resonates across all platforms.
What about my personal brand?
If you’d like to start publishing articles in industry magazines and speaking at events, copywriting can help with that too.
How? By building your personal brand through crafting razor-sharp thought leadership pieces on your firm’s website or email newsletter, or by sprucing up your LinkedIn profile.
Consistent, top-tier content doesn't just make you look good; it positions you as the go-to expert in your field or area.
You don’t need a professional copywriter to draft your articles, blogs or newsletters…but honestly? You probably do.
Most advisors prefer the peace of mind that comes from knowing an expert is at the helm – one who can turn prospects into clients, meet regular deadlines, and knows which platform you should be writing for.
But it’s not just about growing the pipeline
Good copywriting isn't just about attracting new clients; it's also about nurturing existing relationships.
Forget generic newsletters; a skilled copywriter crafts messages that resonate with your clients on a personal level. It's about extending the storytelling that first won them over and offering timely, relevant insights that make them think "This firm really understands me".
We also know how to create content that touches base with your clients at regular intervals, offering them consistent value and keeping your firm top-of-mind.
If you’ve just finished your first project or case with a client, the story shouldn’t end there.
You already know client retention is about building meaningful, long-term relationships. Copywriter services can help you do that.
Investing in professional copywriting isn't just good practice; it's smart business.
SEO matters
Yes, we’re talking about SEO again. Because it matters if you want to create a digital footprint for your firm and/or yourself.
In today’s commercial landscape, without an SEO strategy or online presence, any blogs, newsletters or articles you’re producing have a short shelf life.
You might have the most insightful blogs or case studies, but if no one can find them, they're essentially invisible. The knack is to craft engaging content that includes keywords, meta descriptions and other SEO goodies that help your firm rank higher on Google.
A professional copywriter knows the ins and outs of SEO, ensuring your valuable content actually reaches your target audience.
Reputation management
A crisis can tarnish your hard-earned reputation faster than you can say “damage control”.
When the sh*t hits the fan and you’re fighting to keep your team, investors, board and clients onside, an experienced corporate copywriter can act as both a shield and a sword.
You’ll want someone in your corner who knows how to craft a response or messaging for your stakeholders that’s timely, tactful and carefully considered to protect your long-term commercial interests. But the work doesn’t stop there.
Once you’ve responded and regrouped, it’s time to rebuild. Ongoing strategic communications are critical for rebuilding trust and reputational resilience.
Many experienced copywriters, like me, have had long-term careers in communications and can offer strategic advice to help you control the narrative, whether you’re facing a minor issue or a full-blown crisis.
The nitty gritty: what is the ROI of copywriter services?
You’ll be pleased to know it extends far beyond the initial upfront cost.
Of course, you need to find a good corporate copywriter who understands your industry. Once you’ve found them, hold on to them. Their words can earn you:
- An increase in initial consultations booked through your website
- A client engagement and retention rate worth boasting about
- Lower cost of finding new business
- More time to work on your client billables and management responsibilities
- A community of loyal advocates who frequently refer you
- More invites to industry speaking and networking opportunities.
In the long term, the power of good communication is priceless.
Investing in professional copywriting services isn't an expense; it's a strategic move that pays dividends.
So the next time you find yourself questioning the ROI of copywriting, remember the value extends far beyond the words on the page.
The final word
You've built your career on expertise, strategy and a commitment to excellence. Now imagine what you could achieve with the power of expertly crafted words behind you.
From boosting your online presence to strengthening client relationships, copywriter services could fuel your next period of growth.
If you're ready to get serious about your firm's communication, let's talk. Please contact me.
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