The Importance of Copywriting: Should You Hire a Professional?

In the modern business landscape, where attention spans are short and competition is intense, words matter more than ever. Copywriting: the art and science of crafting persuasive and impactful content is no longer a luxury. It is a critical business function. For CEOs and HR leaders seeking to improve branding, marketing, recruitment, and internal communication, professional copywriting can be the key to clarity, engagement and growth.

But many businesses still treat copywriting as an afterthought, delegating it to junior marketers or non-specialist team members. The result? Missed opportunities, muddled messaging, and uninspiring brand narratives.

This article will explore the importance of copywriting, its value across different business functions, and why hiring a professional copywriter is a smart investment.

What is Copywriting and Why Does It Matter?

Copywriting is the process of writing text for marketing, sales, and communication purposes. It includes everything from website content and email campaigns to advertisements, social media posts, product descriptions, brochures and internal communications.

But good copywriting goes beyond just putting words on a page. It involves:

• Understanding the target audience
• Crafting messages that resonate
• Encouraging action (buying, subscribing, applying, or engaging)
• Reflecting brand identity and tone
• Enhancing search engine visibility (SEO)
• Building trust and authority

In essence, effective copywriting is about influencing behaviour through language. When done right, it drives results. When done poorly, it damages credibility and confuses customers.

Where Copywriting Impacts Your Business

Many CEOs think of copywriting as a marketing task, but its influence extends across nearly every department.

1. Marketing and Sales

Your marketing team relies heavily on written communication: from landing pages and digital ads to email sequences and lead magnets. Without persuasive copy, your campaigns underperform.

Studies show that strong copy can increase conversion rates by up to 113%. A clear headline or compelling call-to-action (CTA) can make the difference between a visitor bouncing or converting.

2. Recruitment and HR

A company's careers page, job ads, and internal documentation all require thoughtful writing. Poorly written job descriptions can repel top candidates. In contrast, engaging and inclusive language attracts the right talent and boosts employer brand.

According to LinkedIn’s Global Talent Trends report, 75% of job seekers consider an employer’s brand before even applying. Quality copywriting helps position your company as a desirable place to work.

3. Brand and Corporate Communications

Your company’s voice - whether formal, friendly, witty or authoritative - needs to be consistent across all channels. This includes press releases, investor communications, reports, and internal newsletters. Mismatched tone or confusing messaging weakens trust.

Copywriting ensures that every touchpoint aligns with your brand identity and values.

4. Customer Experience and Support

Knowledge bases, FAQs, user guides and customer emails are often overlooked, but they’re critical to the customer journey. Clear, empathetic copy reduces friction and improves satisfaction.

As Zendesk reports, 66% of customers say a bad customer service experience negatively impacts their brand perception. Clear, human-centred writing improves those interactions.

The Cost of Bad Copy

While professional copywriting comes at a cost, the price of not investing in it can be much higher. Here are some of the common pitfalls businesses face due to poor copy:

• Low conversion rates: Visitors don't convert because the message is unclear or unpersuasive.
• Brand inconsistency: A disjointed voice across platforms confuses customers.
• Missed SEO opportunities: Weak content fails to rank on Google, limiting traffic and visibility.
• High bounce rates: Website copy that doesn't engage users leads to quick exits.
• Unattractive job listings: The best talent ignores poorly written job ads.
• Wasted ad spend: Without persuasive copy, paid campaigns underperform and ROI drops.

Poor copy doesn’t just fail to inspire, it actively damages your business. In an age where people skim-read and make split-second decisions, the quality of your words directly affects outcomes.

The Benefits of Hiring a Professional Copywriter

If copy is critical to success, then quality should be a priority. That’s where professional copywriters come in.

Here’s what a seasoned copywriter can bring to the table:

1. Expertise in Persuasion

Professional copywriters understand consumer psychology, storytelling and persuasion tactics. They know how to structure a message, frame a benefit and prompt action. This is not guesswork but a trained skill.

2. Fresh Perspective

Internal teams are often too close to the brand. A copywriter brings an outsider’s view, asking the right questions and translating complex ideas into clear, accessible language.

3. SEO Knowledge

SEO copywriters are skilled at integrating keywords naturally, improving your visibility without sacrificing readability. They understand on-page optimisation, metadata and search intent is essential for modern marketing.

You can read more about how SEO copywriting works on Moz’s Beginner’s Guide to SEO.

4. Time Savings

Your team has priorities. Writing high-quality copy is time-consuming and often ends up rushed or neglected. A copywriter allows you to delegate this task, freeing up internal resources.

5. Brand Voice Consistency

An experienced copywriter will develop and maintain your brand’s tone across all channels. Whether writing for executives, customers or job seekers, consistency builds trust.

6. Measurable Results

Professional copywriters track results. They test headlines, monitor conversions, analyse engagement metrics and tweak copy for continual improvement. This data-driven approach ensures you’re not just guessing what works but you’re learning and optimising.

In-House vs Freelance vs Agency Copywriters

When considering hiring a copywriter, you have several options:

In-House Copywriter

• Pros: Full-time focus, deep understanding of your brand, availability for urgent needs.
• Cons: Higher cost (salary, benefits), limited perspective, may not cover all formats (e.g. long-form SEO vs ad copy).

Freelance Copywriter

• Pros: Flexible, cost-effective, wide range of specialisations.
• Cons: May lack brand immersion, availability can be limited if juggling clients.

Agency Copywriter

• Pros: Access to multiple specialists, integrated with strategy and design teams.
• Cons: Higher cost, may be less personalised depending on agency size.

Platforms like Cemoh make it easier to find vetted freelance and contract copywriters tailored to your business needs.

When Should You Hire a Copywriter?

If you’re experiencing any of the following scenarios, it’s time to bring in a professional:

• You're launching a new product or service
• Your website needs a refresh
• Your email campaigns have low open or click-through rates
• You're recruiting and not getting quality applicants
• Your marketing team is overstretched
• You’re investing in SEO but not seeing results
• Your content is inconsistent in tone or quality

Rather than scrambling to patch up issues, it’s more strategic to proactively build strong, consistent messaging with a professional’s help.

What to Look for in a Copywriter

Not all copywriters are created equal. When hiring, consider:

• Portfolio: Look for diversity: can they write ads, blogs, web copy and more?
• Testimonials: Reviews from past clients offer insight into reliability and impact.
• Industry knowledge: A copywriter familiar with your sector can ramp up faster.
• Tone flexibility: Great copywriters adapt tone to fit your brand and audience.
• SEO understanding: Ask about keyword research and on-page optimisation experience.
• Communication skills: You want someone who listens, asks questions and responds promptly.

At Cemoh, we vet every professional, ensuring you get someone who aligns with your goals and values. You can learn more about our marketing talent platform here.

Real-World Examples of Copywriting Success

Still on the fence? Consider these examples:

Case Study: Website Redesign

A Queensland-based SaaS company hired a freelance copywriter to rewrite their homepage and product pages. Within two months, conversion rates increased by 47%, and bounce rates dropped by 32%. The only variable that changed was the copy.

Case Study: Recruitment Campaign

A national retail chain rewrote its job ads using more conversational and inclusive language. Applications from qualified candidates rose by 58%, and time-to-hire decreased by 20%. The HR team credited the shift in copy tone and clarity.

Case Study: Email Marketing

A Brisbane eCommerce brand hired a copywriter to overhaul its abandoned cart emails. Open rates jumped from 18% to 39%, and recovery sales improved by 72% in the first quarter post-launch.

Conclusion:

Words have power. They shape perception, drive decisions and connect people to your brand. Whether you're selling products, hiring talent or building customer relationships, the right words make all the difference.

Copywriting is not just another business function. It’s a strategic asset that should be treated with the same importance as design, development or finance.

If you want to stand out, engage your audience and grow your business, hiring a professional copywriter is not optional. It’s essential.

Ready to elevate your messaging?
Hire a professional copywriter through Cemoh today and see the difference expert words can make.