Copywriting for Your Small Business: Choosing an Agency

It’s not too much of an exaggeration to say that your small business depends on copy. After all, the words you publish tell your story. They convey your values. And, most importantly, they sell your services. Finding professional copywriting for your small business is non-negotiable.

This is because copywriting is the backbone of any effective content marketing plan. (And content marketing, of course, is crucial for driving business success—as it involves creating high-quality, engaging content tailored to your audience to retain visitors and boost sales.)

A good small business copywriting agency can drive traffic, engage readers, and turbocharge conversions. And a great one will discover your unique voice and write to your customers—for you—in a way that feels authentic and compelling.

But how do you choose an agency to handle copywriting for your small business? Most articles gloss over the real-world specifics, but not this one. Read on.

Copywriting for small business: how to make finding an agency easier

Finding the right copywriting partner can be challenging for small business owners.

Often, agencies don’t understand the nuances of the industry they’re writing for, charge exorbitant costs that don’t match the value they deliver, or work in rigid and unresponsive ways.

That makes discovering an excellent copywriting agency like finding a needle in a haystack—frustrating, time-consuming, and overwhelming.

Hiring a conversion copywriter can make a significant difference, as they specialize in creating website copy that resonates with English-speaking customers, ensuring they feel welcomed as soon as they land on the site.

Here’s the struggle: finding a copywriting agency for small business is hard—no lie.

However, with some preparation beforehand, you can significantly speed up the process… And improve your chances for success.

First, know—really know—your target audience

Understanding your audience goes beyond basic demographics to look at “psychographics.”

It’s not enough to know that your ideal customer is a 35-year-old marketing director… What are their aspirations? What are they afraid of? What kinds of challenges are they facing at work—and which ones can you solve? What’s their motivation?

For instance, a lawyer’s client might need to see evidence (see what I did there?) of acute attention to detail and be reassured that the divorce will end in the best settlement possible.

This is simple work for an agency that’s experienced in copywriting for small business—if that is, you can specify what you’re looking for.

By contrast, a local gym might target fitness buffs with energetic and health-conscious messaging… Or might want to go after a completely different audience with a motivational “let’s get you off the couch” message.

A good copywriter could handle either task, but sending one of those messages to the other audience would be completely wrong. You can ensure that doesn’t happen by knowing who you’re speaking to.

This is easier said than done, of course. So you’ll want a copywriting agency that asks you the right questions—and that can easily extract this information to help customers understand the value propositions effectively.

Determine your brand voice

Your brand voice is more than just the tone of your writing.

Brand voice is your personality. It should inform every piece of copywriting for your small business—on your website or your social media posts, in your email campaigns and ads, and so on.

Do you have a storyteller brand, or is your small business more about educating clients? Are you a friendly guide? A passionate change-maker? An innovative trailblazer?

The copywriting agency you choose should be able to capture your essence so every sentence communicates your brand’s personality. They should be able to adapt to your voice—or create one for you—so seamlessly that every word feels like you’re talking one-on-one with your clients.

Hiring a talented copywriter is crucial here, as they can bridge the knowledge gap about your business by using thorough communication and interviews, ensuring your final copy aligns with your brand and resonates with your audience.

Establish your copywriting goals

Push yourself beyond “increased revenue” or “more traffic.” Which clear, measurable objectives will drive your business forward?

Do you want to become a thought leader in your industry? Improve conversions on your landing pages? Maybe you want to build a community around your brand or improve customer loyalty with better emails.

Don’t worry if your goals feel complex. For example, you might wish to increase web traffic with better SEO, boost conversion rates by making the calls to action better on your blog posts—and reduce bounce rates by improving your overall strategy. These are all in a day’s work for the right agency if you can communicate your goals clearly.

Vetting a small business copywriting agency

Finding a copywriting agency that feels like a perfect match is like dating—you might have to kiss a few frogs before you find your prince.

But unlike dating, you can’t afford to rely on chance. You need clear guidelines when evaluating candidates. Consider the following factors when assessing a copywriting agency.

Experience and expertise

Do they have experience with copywriting for small business? Employing effective copywriting tips, such as incorporating testimonials and crafting engaging content, can significantly enhance your marketing efforts… And they should know this like the back of their hand.

Do they know your industry—or have a remarkable ability to learn quickly? Generic content won’t cut it in today’s over-communicated society. Look for agencies with experience in your sector—or at least the willingness to learn your industry fast.

Will they share previous work? A reputable agency will proudly showcase past projects so you can review them for quality and effectiveness. Additionally, engaging in a deep dive to thoroughly understand your business purpose and mission is essential for crafting effective brand messaging and website copy.

Can they share client testimonials and references? Good reviews are one thing, but direct feedback from past clients is invaluable. Don’t hesitate to ask for references, especially from businesses similar to yours.

Flexibility and adaptability

Will they work to understand your brand and tailor content accordingly? Your agency should act like a chameleon—adapting their writing style to match your brand’s voice and objectives.

Can they adapt to different tones and styles? Take a hard look at their portfolio. Depending on what a particular piece of content demands, can they switch from casual to formal, informative to entertaining, and so on?

Depth of service offering

Can they handle different types of copywriting tasks? Copywriting for small business is about so much more than websites and funnels. If you need blog posts, social media content, email campaigns, or high-value downloads, wouldn’t it be nice to get it all from one source?

Do they offer related services like content strategy, editing, and proofreading? Beyond writing, a good agency can help you formulate content strategies, improve AI or human content, or even help secure translation services.

Conversion-focus

Do they understand the psychology of conversion? Your agency of choice must demonstrate that it knows how to get readers to take action, whether that action is signing up for something, contacting your company, or hiring your services.

Do they have experience with writing copy that generates leads and sales? Ask about past campaigns geared towards driving sales or capturing leads. What strategies did they use, and what were the outcomes? It’s crucial that they identify and address customer pain points to effectively communicate how your products or services solve these issues.

Questions to ask potential agencies as a business owner

You’ve identified your needs, know what you’re looking for in a small business copywriting agency, and are now about to sit down with a few potential partners. This step allows you to dive deeper to assess their capabilities and fit.

But how can you uncover the information you need? Here are some critical questions you should ask in your meetings.

Process and workflow

How do you manage the workflow of projects from inception to delivery?

You’re looking for a detailed explanation of their process, ensuring it’s organized, transparent, and involves client feedback. Before you start writing, it’s crucial to establish a clear overall message and plan of action.

What steps will you take to ensure the final copy aligns with my brand’s voice and objectives?

The agency should discuss their research phase, their approach to understanding your brand, and how they adjust their writing style to match your voice.

How do you handle revisions?

Understanding their revision policy is crucial as it affects the project’s cost and timeline. Ensure they’re flexible and will accommodate your feedback.

How will you ensure the revised copy meets my expectations?

They should have a systematic approach to incorporating your feedback accurately, involving you throughout the revision process.

Range of services

What copywriting for small business services do you offer?

Confirm that they can handle all the types of content you need, from website copy to blog posts, emails, and more.

Do you offer complementary services like content strategy, SEO optimization, or social media management?

Discover if they’re a one-stop shop. The more cohesive your content creation and marketing efforts, the more consistent and effective your brand messaging will be.

How do you integrate SEO copywriting principles into your work?

Their response will reveal their depth of SEO knowledge and its implementation in writing, a crucial factor for your online visibility.

How will you measure the effectiveness of the copy you create?

Regular reporting should be a standard practice, providing insights into performance metrics and what they mean for your business.

Understanding of your industry

Have you worked with businesses in our industry before?

Prior experience isn’t necessary if your agency has a plan for getting up to speed with your industry. (If we can toot our horn for a second, we’ve successfully done this in over 125 industries and counting.)

How do you approach industries or topics you are unfamiliar with?

Their answers will demonstrate their research capabilities, adaptability, and willingness to learn.

Experience

Can you provide case studies or examples of successful copywriting campaigns for other small businesses you’ve worked with?

Real-world examples and success stories will give you a preview of what they can achieve for you.

We completely understand the challenges small businesses face in creating compelling website copy.

What measurable results have you achieved?

Specific results—increased sales, higher traffic, improved lead generation, and so on—can demonstrate their ability to meet your business objectives.

Pricing and packages

How do you structure your pricing?

Clarity here is essential to avoid hidden costs. Whether project-based or retainer, their copywriting pricing should align with your budget. Using bullet points can help organize the information clearly:

• Project-based pricing
• Retainer pricing

This approach enhances the visual appeal and makes the text more legible, contributing to a better overall reading experience for customers.

Do you offer different packages, and how do they cater to different needs?

Packages suggest they’ve thought about various types of copywriting, small business needs, budget points, and overall flexibility.

The takeaway for small business owners

Managing marketing operations and the day-to-day of a small business is no—ahem—small feat.

That’s why finding the right copywriting agency—one that understands your brand, aligns with your goals, and can help you achieve your objectives—is so important.

Don’t just pick a provider. Choose an expert in copywriting for small business and a partner in your growth. Spend the time and the energy that the decision warrants—and remember: your business deserves to “be the one they call.” It’s time to find the copywriting agency that will help you shine.