More than words: What goes into professional copywriting

When you think of copywriting, what comes to mind?

Most people picture copywriters sitting at their computers, mashing their keyboards for eight hours a day and firing out clever words that sell a product or service.

But as any professional copywriter will tell you, that’s only a small part of what we actually do. Effective copywriting isn’t just about putting words on a page; it’s about strategy, research, and understanding.

Recently, I had a clarity call with a client who wanted to rewrite the copy on their website. They felt their current content wasn’t connecting with their audience, even though there wasn’t anything obviously ‘wrong’ with it.

During our discussion, we talked about shifting the focus of their messaging - presenting it more from their audience’s perspective and addressing their emotional needs. The goal was to guide readers on a journey: from the challenges they were facing to the transformative benefits they’d experience after working with my client.

By the end of the call, the client was keen to move forward and asked me about my copywriting process. They wanted to know how I work with businesses to create copy that resonates.

It’s a question I’m always happy to answer because the work that happens before the writing is just as important as the writing itself.

The common misconception

One of the biggest misconceptions about copywriting is that it’s just about writing.

But copywriting without preparation is like building a house without a solid foundation - you might get something that looks alright, but its not going to be functional or stand the test of time.

Effective copywriting requires a deep understanding of the business, the audience, and the goals. That’s where the real work begins.

A copywriter’s process: Behind the scenes

Here’s a quick look at the process I like to follow before mashing the keyboard:

1. Understanding the business

The first step is to get to know the business inside and out. That means understanding:

• Goals: What is the copy meant to achieve? Is it to generate leads, build trust, or drive sales?

• Current activity: What’s working, what’s not, and where are the gaps?

• Branding: What’s the tone, style, and personality of the brand?

I often use a detailed questionnaire to uncover this information, followed by a discovery call to dive deeper. This step ensures that every word I write is aligned with the business’s unique identity.

2. Research, research, research

Good copy is grounded in good research. Before I start writing, I’ll take some time to look into:

• The audience: Who are they, what are their challenges, and what do they care about?

• The market: What are competitors doing, and how can we differentiate?

• Keywords: What terms are the target audience searching for, and how can we integrate them naturally to improve SEO?

For example, in my business, a search term like “How to write compelling website copy” highlights a common audience need - people want actionable solutions. Understanding this search intent allows me to write copy that speaks directly to their needs.

3. Shaping the voice

Every business has a unique voice, and part of my job is to make sure that voice comes through loud and clear. Sometimes this means helping my clients to define and refine their voice. Other times it might mean taking time to familiarise myself with the nuances of how a brand speaks, so that when I jump into the writing, I can hit the ground running.

Whether it’s conversational and friendly or polished and professional, I adapt the tone of my writing to reflect the brand’s personality and speak directly to the audience.

4. Mapping the story

At their core, copywriting and content writing are both all about storytelling. For my recent client, this meant developing a narrative that:

• Acknowledged their audience’s current challenges.

• Highlighted the solutions and transformation my client could offer.

• Painted a picture of the positive outcomes their audience could achieve by working together.

This storytelling approach creates an emotional connection and shows the audience what’s possible.

For example, addressing questions around wants, like “Why isn’t my website copy converting?” and moving them towards “Here’s how this copy delivers results” resonates powerfully with my audience.

5. The writing (Finally!)

Only after all of this preparation do I start writing. By this stage, the groundwork is so solid that the words flow with purpose.

The result? Copy that is thoughtful and intentional, that resonates, engages, and drives action - whether that’s connecting with the right audience or increasing conversions.

Why it all matters

All of this might sound like a lot of effort (and that’s because it is). But this process is what sets professional copywriting apart. It’s why my clients see better results - whether that’s more leads, higher engagement, or stronger connections with their audience.

When you invest in copy that’s built on research and strategy, the impact is undeniable.

If your website or marketing materials aren’t connecting with your audience the way you’d hoped, I can help.

Book a Marketing Clarity Call today, and let’s explore how to turn your messaging into a powerful tool for your business.

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