Ink Gardener's Question Time

What does a copywriter do?

A copywriter writes copy. Copy means words or text. This could be an advertising strapline such as “Naughty but nice”. It could be a description of a museum on a flyer. Or a catalogue description of a product.

Sowing words for websites and social media to attract customers is my specialism. I write pages such as Home, About, your services/products and the often unseen elements which entice Google.

Can I just write the website words myself?

Absolutely. Many businesses do. However, “it’s hard to read the label of the jar we’re in”.

We are not our customers. We already know all about the services or products we offer. A copywriter puts themselves in the shoes of potential customers to make sure your messages make sense to them.

Does copywriting come before or after the web design stage?

Usually after. Most web designers use dummy content to kick off the design process. A standard navigation structure is:

• Home
• About
• Services/Products
• Testimonials
• Blog
• Contact
• Footer – with links to Terms and Conditions and your Privacy Policy

Sub-pages lie beneath these section headers.

Is your navigation structure more complicated? I can help organise pages into logical sections and write example content for your web developer. As I did for the Durham Cathedral website overhaul of 150-plus pages.

What does a copywriter do – coding and graphic design skills

I’m not a web developer or graphic designer. But in 1997 I learned HTML, the coding language for websites. This means I understand basic coding structure and how to present information to your web designer.

I created all the graphics on this website manipulating off-the-peg images. I can also resize images using Photoshop and Canva. So I can alter images during a web content migration project without bothering you.

Need a recommendation for a web developer or graphic designer? I know some great freelancers.

Rather than talking, can we just send you our marketing plan?

Yes, but only if you updated it yesterday.

My copywriting holds up a mirror to you. I repackage your words in the most appealing way to customers. Plus add a few more of course!

Talking helps me access what’s bubbling at the top of your mind right now.

I promise it’s not an inquisition! It’s just a chat to find out:

• what you want the website to do
• who your ideal customer is
• how you want to present your business
• the words /phrases you use to give a flavour of what your brand or company is all about

Vocalising your thoughts can be a powerful tool. Clients often find it therapeutic, even energising.

Copywrite versus copyright

A copywriter – with a W – writes copy, as in text.

Copyright – with a R – refers to the legal right of someone to use something. This can involve Intellectual Property rights.

Do you use AI?

No. I use my Cambridge University educated brain and 25+ years of copywriting and website experience. I’ve run timed trials with AI and it’s quicker for me to go directly to reputable sources then double-check what AI returns. And frankly, after it hallucinated a non-existent Lake District cave for a blog, and a button in a user experience check, I don’t trust it!

Don’t have much budget? Don’t mind content which is an average of what your competitors have published? Then prompt the bots. But when you’re ready for something more original, nuanced and tailored, please get in touch.

How long does it take to write a website?

It depends on the number of pages and how quickly you deliver feedback on the first draft.

From kick-off to final draft, my most popular Window Box package, of up to 8 pages, usually takes about a month.

We already have the content. Can’t you just tweak it and reduce the cost?

I’ve found editing, or adding to, existing content takes the equivalent amount of time as writing from scratch.

It’s a little like replacing a panel from a patchwork quilt. You have to carefully remove it and then seamlessly stitch in the new patch so it doesn’t show. Not easy! Also content taken from marketing brochures, or churned out by AI, will need readjusting to match web content/Google best practice.

Can I use the web copy you’ve written for us elsewhere?

Absolutely! After final payment, I transfer the copyright of the work I’ve created to you. You can then do with it what you wish.

Treat it as your content library and recycle it for:

• Social media content
• Pitches and proposals
• Leaflets and flyers
• Adverts
• Background information for journalists and trade fair directories

Do you work with marketing agencies?

Yes, I often step in as a professional associate or ghostwriter. Marketing agency copywriting projects include:

• course descriptions for one of the UK’s leading universities
• a hotel website
• a private hospital website
• a major transport project including route and destination descriptions
• a luxury lighting company’s e-commerce descriptions

I’m happy to sign NDAs (Non-Disclosure Agreements).

How much do you charge?

My rates are in line with the Professional Copywriters’ Network Copywriter Rates guidelines for my 25+ years of experience. Living in York, I charge less than London-based copywriters and those in the south-east of the UK. Plus I include Search Engine Optimisation in all the web content I write.

Check out my most popular web content packages, pre-written social media posts and training workshop rates.

Do you price per hour or per project?

I price per project. After more than a decade of freelancing, I can estimate project length pretty accurately. You can of course choose a less experienced copywriter who charges by the hour. But if they’re half my price, but take twice as long, you’ll end up paying the same. It’s just taken longer.

Do your prices include VAT?

Yes, my prices include VAT.

Do you offer any free advice or tips?

Yes, I’ve written lots of blogs packed with practical tips and advice. Popular ones include my How to become a freelance copywriter in the UK.

When should we approach you?

I write content based on what you tell me. Are you crystal clear about your services, products or charity’s goals? Please get in touch.

Not quite ready? You can reserve your place in advance.

How can we get in touch?

I offer a free 20 minute no-obligation chat. Just email to arrange a quick chat or call me on 07929 948 743