Do small businesses need copywriters?

Hiring a Professional Writer is a Smart Investment

As a small business owner, you juggle countless responsibilities: handling customer inquiries, managing operations, and strategizing for growth. And in this modern era, you can’t forget creating website copy, blog posts, social media, email marketing, and other materials that demand time, creativity, and expertise.

Around 47% of small business owners do all of their own marketing, spending on average 20 hours a week.

While you are the leading expert in your business, that doesn’t mean you have to wear all the hats, all the time. Outsourcing tasks to specialists can be a huge time-saver.

Let’s explore when you should hire a copywriter, the different types of writers out there and what they specialize in, and why investing in a professional is a worthy investment for your business.

When Should You Hire a Copywriter?

If creating content is falling to the bottom of your to-do list, you’re not alone. Many business owners struggle to balance content creation with everything else. The good news? You don’t have to do it all yourself.

A professional copywriter can help you turn your ideas into clear, compelling messaging that connects with your audience and drives results. If you’re facing any of the following challenges, it might be time to bring in a pro:

Your website isn’t converting. If visitors aren’t sticking around or taking action, weak copy could be to blame.
You’re short on time. Running a business is demanding. A copywriter saves you hours by handling content creation for you.
Writing isn’t your forte. Even if you’re great at explaining your business, creating persuasive, engaging copy is a specialized skill.
Your messaging is inconsistent. A copywriter keeps your brand voice clear, professional, and compelling across all channels.
You’re launching a new service or product. A well-crafted sales page, email campaign, or social media strategy can make all the difference.

If any of these sound familiar, hiring a professional writer is a good choice for you and your business.

Different Types of Copywriters (and What They Write)

Not all writers write all the things. Most copywriters specialize in specific areas, industries, or copy types. Understanding the different writers available helps you get the right expertise for your needs. Let’s go over a few together.

Website Copywriters. Focus on homepage content, service pages, about pages, landing pages — basically all webpages — that drive conversions. There is often overlap with SEO.
Content Writers. Specialize in blogs, articles, and long-form content designed to educate and engage your audience.
SEO Content Writers. Optimize web content for search engines, helping your business rank higher and attract organic traffic. Often overlaps with website copywriters and content writers.
Email and Sales Copywriters. Create compelling emails, newsletters, and sales pages that drive leads and conversions.
Ad and Social Media Copywriters. Specialize in engaging ad copy, captions, and promotional content that grabs attention and encourages action.
Brand Voice Writers. Develop and maintain a strong, consistent brand voice for your business.
Technical Writers. Specialize in creating user manuals, white papers, and documentation that explain complex concepts clearly.

So if your Tech SaaS startup needs easy-to-understand documentation for your customers, you should look for a technical writer. If you’re about to launch a brand new course that needs an ad funnel and sales page, you need a sales copywriter with experience in course launches.

If your goal is to boost website performance and maintain a steady flow of high-quality content, a website copywriter or content writer with SEO experience is a smart investment.

Do You Need a Website Copywriter?

For 92% of business owners, having a website is the most effective digital marketing strategy. Your website is often the first impression potential customers have of your business, but do you really need a professional writer?

If your business site’s copy is older than two years or you whipped up the content yourself late one night, a website copywriter can be an amazing asset.

Here’s why hiring a website copywriter makes sense:

Professional, persuasive copy. A skilled copywriter knows your website needs to speak to your audience’s needs and encourages action. Yes, please!
SEO optimization. Higher search rankings mean more visibility and that means more leads and sales. Cha-ching!
Clear and compelling messaging. A professional copywriter keeps your brand message strong, consistent, and aligned with your business goals. They get you!
Time savings. Instead of spendings hours each week struggling with writing, you can focus on running your business while an expert handles your content. Done and done!

A website copywriter doesn’t just write words: they create a strategic foundation that supports your business growth. And if you work with a professional long-term, a partnership grows where they come to know and understand your business as deeply as you do.

The Benefits of Outsourcing Ongoing Content Creation

Beyond website copy, ongoing content creation — like blogs, case studies, and email campaigns — keeps your business in front of your customers and leads. But you and your team are already busy with the day-to-day operations of your business.

That’s where hiring a professional writer to create regular content helps:

Boosts authority and trust. Regular, well-researched content establishes you as a leader in your industry.
Increases audience engagement. Fresh content keeps your audience informed, entertained, and coming back for more.
Improves SEO and traffic. Frequent updates with optimized content help your website rank higher on search engines.
Provides a steady marketing stream. Consistent content ensures you’re always communicating with potential customers, even when you’re busy.

Businesses that blog see on average 55% more website visitors than those that don’t. By partnering with a professional writer, your content remains high-quality, engaging, and results-driven… and consistent.

No more hastily written blog posts with multiple spelling and grammatical errors. No more late-night scrambles to get the next email newsletter out on time. No more spending hours on YouTube trying to figure out how to optimize your website for search engines.

How to Hire the Right Copywriter for Your Business

Once you’ve decided to bring in a professional writer, the next step is finding the right fit. Not all writers are the same, and choosing the right one can make a significant difference in your brand’s success.

What to Look for in a Freelance Writer

A great copywriter is more than just a strong writer — they’re a strategic thinker who understands how to craft messaging that connects with your audience and drives results. When evaluating potential writers, consider:

Experience and Specialization. Does the writer have experience in your industry or with the type of content you need? A website copywriter may not be the best choice for technical writing, and vice versa.
Portfolio and Writing Samples. Reviewing past work gives you a sense of their style, tone, and versatility. Look for samples that align with your brand voice and needs.
Testimonials and Case Studies. Client feedback and real-world examples of their work can tell you a lot about their reliability and ability to deliver results.
Process and Communication Style. A copywriter should ask insightful questions, be open to collaboration, and have a clear process for gathering information, writing, and revisions.

What Does Professional Copywriting Cost?

Rates vary depending on experience, specialization, and the scope of work. Here’s a general idea of what to expect in US dollars:

Website Copy: $400 – $3,000+ per page (varies by complexity)
Blog Posts and Articles: $250 – $1,000+ per post (depending on research depth and length)
Email Sequences: $500 – $2,000+ (for a full sequence)
Case Studies: $800 – $2,500+ (depending on interviews, research, and length)
Sales Pages and Landing Pages: $1,000 – $5,000+

While budget is always a consideration, remember that quality writing is an investment. A well-written sales page or website can generate revenue for years, making it well worth the upfront cost.

You’re Not Hiring an Employee — You’re Partnering with a Specialist

When working with a freelance copywriter, think of them as a strategic partner rather than an employee. The great ones don’t just follow orders. They bring expertise, creativity, and strategy to the table. A good copywriter will:

Ask thoughtful questions to understand your business and goals
Offer strategic recommendations beyond just writing words
Help shape your brand messaging to create consistency and impact

By choosing the right writer, your goal should be securing a long-term asset that strengthens your brand and connects with your audience.

Why Choose Waymarks Web Solutions?

At Waymarks, I specialize in strategic, compelling website copy, ongoing content support, and part-time web management that help small businesses grow.

Here’s what my clients say:

“Jacquelyn contributed her superb copywriting and SEO skills to my SaaS website. Her content is carefully considered and executed to a very high standard. My website has seen a 59% increase in organic traffic over the last 90 days, thanks in part to Jacquelyn’s contribution.”
— Monica Shaw, Writer’s Residence

“WOW! This is beautiful. I’m so impressed and happy!!! Thank you SO much for all your work. I love it.”
— Nika Gueci, Fractional CWO & Wellness Consultant

“I want you to know how much I appreciate you. Work ethic: great. Responds to my needs and questions. Wonderful! Never too busy for my problems. You are understanding without being condescending. As a non techy person, this is so important for me. Thank you from the bottom of my heart.”
— M.E.W., Laurelwood Books

“I love how you get to know your client before coming up with the copy. You’re gifted at being able to decipher the meaning in a conversation and put it on paper.”
– Veronica G.

“Jacquelyn brings together knowledge, experience, and patience in a way that helped me think differently about my website. I was able to make some necessary changes, and her encouragement gave me the confidence to do so.”
– Juliana G.

How Am I Different?

I have over 15 years of experience in the web industry. That’s including web design, development, content manager, project manager, client onboarding specialist, and even hosting migration consultant. I’ve worked with big names in Higher Ed, Tech, Government, and Nonprofits.

But I most enjoy bringing my expertise to small and medium businesses — like yours.

I take the time to understand your business, not as a contractor but as a partner. My goal is to help you achieve your business goals. Whether you need a website refresh, a steady stream of content, or a part-time website manager, I turn your never-ending web or content “to do” list into a “done” list.

Take the Next Step Today

Stop struggling with DIY and start seeing the results you dreamed of. Book a free 30-minute discovery call today to discuss how I can help your business through expert website copy, content strategy, or part-time website management.