What Kind of Copywriting Does Your Business Need?

Hiring a copywriter is, in my humble opinion, a fantastic decision for any business. 

Professionally written words for your website? Please and thank you. 

However, if you’re unfamiliar with the world of copywriting, or you’ve started your Googling and it feels like you’re drowning in options - website copywriter, blog writer, SEO specialist, UX writer, content strategist - it can be tricky to know exactly who you’re supposed to be hiring, and for what. 

So let's untangle this by working backwards from what's happening in your business right now. Because the type of copywriting you need depends entirely on the problem you're trying to solve.

The "I Can't Get People to My Website" Problem

Do any of these scenarios ring a bell?

• You're paying for ads, and they work well, but the moment you stop paying, the traffic stops. 

• You show up on social media, get some likes, and people will occasionally click through to your website from your bio or Stories. It’s slightly inconsistent, and usually depends if you’ve announced a sale.

• You Google the exact thing you sell, and your competitors show up on page one whilst you're nowhere to be seen.

This tends to be a discovery problem. People who would love what you sell don't know you exist.

So, what type of copywriting helps?

SEO copywriting + blog posts

 → You need keyword-rich, high-quality content that helps your products and category pages show up in search and attracts visitors organically.

For example:

• Blog posts → These should be built around topic clusters and organised into a proper content calendar. A well-researched blog post targets what people are searching for, provides genuine value, and naturally guides them toward your products.

• Category page intros → These aren't just a few throwaway lines at the top of your collection pages. Done properly, category intros use clear, natural keyword placement to describe what the category offers, explain who it's for, and link to complementary collections or buying guides.

• Landing pages → Your About page, FAQ, sales pages, and other key landing pages all need SEO elements working behind the scenes: meta titles and descriptions, header tags, internal linking, and keyword integration. NOTE: This doesn't mean stuffing "buy cheap jeans online NZ" into every sentence. It means writing helpful, well-structured content that includes the terms your customers use when they're searching for what you sell.

You might end up working with two different writers here: an SEO copywriter and a blog writer. Some copywriters, like myself, do both. Others have a more singular specialty.

Writing SEO-optimised website copy and writing blog posts do take different skills, so don't expect every SEO copywriter to be able to write blog posts for you, and vice versa — not every blog writer will also be well-versed in writing SEO copy for your website pages.

So if discovery is your main problem, look for someone who can demonstrate experience with both, or be prepared to bring two specialists on board.

The "People Visit But Don't Buy" Problem

Are you checking your website stats and being encouraged by the amount of traffic you get? You see lots of people browsing, even lots of people adding items to their cart. 

But for some reason, your sales are still dwindling. The amount of traffic you get should, theoretically, translate to higher sales, and you’re just not sure what’s going on.

This tends to be a conversion problem. Something's stopping people from feeling confident enough to buy.

So, what type of copywriting helps?

Before jumping in to hire a copywriter to help, my main advice would be to try to dissect the problem a little more. Figure out what the root of the cause seems to be.

For example, is the main issue that:

1. Checkout gets abandoned?

2. Your product pages have a high bounce rate?

3. People browse multiple products but never add anything to their cart?

If it's abandoned checkouts, you probably need to work on your user experience. There's some friction that makes customers feel uncertain or just not willing to complete the purchase.

Perhaps you haven't got enough trust signals (like "100% secure payment" badges or a visible customer service email address). Maybe the checkout itself is slightly confusing with unclear wording around shipping options or discount codes. Or maybe your return policy isn't visible at the point where people need that reassurance most.

Working with a UX writer would be a great starting point here. Someone who specialises in those micro-moments where the wrong words (or missing words) cause people to click away. UX writers focus on the functional copy that guides users through actions: button text, form labels, error messages, confirmation screens, and checkout flows.

They make sure every word is doing a job: removing confusion, building confidence, and smoothing the path to purchase.

If it's high bounce rates on product pages, this suggests that your product descriptions themselves need work. People land on the page, have a quick look, and leave because they're not getting the information they need to make a decision.

• Maybe your descriptions are too short and don't answer basic questions about fit, sizing, materials, or care instructions.

• Maybe they're copied from suppliers and sound generic rather than speaking to your specific customers.

• Or maybe they don't paint a picture of how the product fits into someone's life.

If this is the case, look for a product copywriter. Someone who can help you write consistent, cohesive product descriptions that show your products off in their best light — with the right level of detail, the right tone, and the right focus on benefits that matter to your customers.

If people browse but never add to cart, your content might not be connecting emotionally or practically. This often means your overall website copy needs strengthening: your homepage, About page, collection intros, and brand story.

In this case, you'd benefit from a website copywriter who can look at your entire site experience and make sure every page is guiding people closer to a purchase decision. This includes writing copy that works on the trust-building, showcases your expertise, and makes it crystal clear why someone should buy from you rather than a competitor.

The "Nobody Comes Back" Problem

Getting new customers through the door is always exciting, but does it feel like sometimes all you're doing is chasing new leads? Rather than seeing regular names appear on your parcels or on your customer list?

You make a sale, celebrate, then never hear from that customer again.

This tends to be a retention problem. You're not staying in people's minds between purchases, or your customer experience didn't make enough of an impact for them to remember you when they need something again.

So, what type of copywriting helps?

Email copywriting + loyalty-focused blog content

→ You want to be front and centre of someone's mind when it comes to buying X product again. So take a look at your branding, your post-purchase customer journey, and how you can entice people back to your site (without just relying on a sale or discount code).

For example:

• Post-purchase email flows: A good flow includes a thank you message, usage tips to help them get the most from their purchase, care instructions, and gentle reminders when it might be time to restock.

• Email newsletters with valuable content: Monthly or fortnightly emails that aren't just "BUY NOW" promotions. Instead, share product education, behind-the-scenes stories, or helpful tips that position you as the expert.

• Blog content that supports ownership and inspires repeat purchases: Your blog shouldn't just attract new customers, it should also serve the ones you already have. Examples of blog post ideas: Styling ideas for clothing customers, care guides for furniture buyers, recipe inspiration for food and beverage brands, seasonal usage tips for outdoor gear

Again, you might be looking at two separate writers here: an email copywriter and a blog writer. But the two go hand-in-hand, as you should be actively promoting your blog posts through your email, and also encouraging email sign-ups through your blog.

The "Everything's a Mess" Problem

Do you tend to create content for your website reactively?

Aka, when you remember, when you have time, when something feels urgent?

Perhaps you look through your website and see little gaps starting to emerge like:

• Your blog started strong then fizzled out six months ago. 

• Some product descriptions are detailed, others are three lines. 

• Your About page still says "we're launching soon" even though you've been trading for two years. 

• Your social media sounds completely different from your website.

This tends to be a strategy problem. Instead of having clear direction, you’ve ended up with inconsistent content, and you’re just not proud of how you’re coming across to customers.

So, what type of copywriting helps?

Content Audit and Strategy Session

Before you start writing or rewriting anything, you need to take stock of everything you currently have. Take the time to assess your content as part of the bigger picture. What do you like? What do you dislike? What feels off or wrong for your brand? What questions are customers still asking?

Working with a content strategist (or a copywriter who offers strategy services) is your best bet if you're at this stage. They will help with factors such as:

• Reviewing your existing content across all touchpoints by doing a content audit. Looking at your website pages, product descriptions, blog posts, emails, and even your social media to see where inconsistencies are creeping in and where opportunities are being missed.

• Creating a content ecosystem plan. This connects your website, emails, and social media so everything works together rather than pulling in different directions. Your content ecosystem means your blog posts naturally link to products, your emails reference your latest blog content, and your social media amplifies what's happening on your website.

• Building a content calendar. No more reactive scrambling. A proper calendar means your updates, launches, and campaigns are planned in advance and connect to each other strategically. You'll know what content you need three months out, which makes everything from photoshoots to product launches run more smoothly.

• Schedule regular check-ins. Content isn't a "set and forget" situation. A strategist will help you schedule quarterly or bi-annual audits so your content stays current, relevant, and effective as your business evolves.

If everything feels scattered and inconsistent, investing in strategy before you invest in more content creation will save you time, money, and frustration in the long run.

A Quick Summary

Now that you know the different types of copywriting and what problems they solve, here's how to prioritise:

• If you're invisible in search and paying through the nose for ads, fix the discovery problem first. Invest in blog content and SEO-optimised website pages that bring organic traffic. This gives you a sustainable source of visitors that doesn't disappear the moment you stop paying for ads.

• If people are visiting but bouncing, fix the conversion problem. Get your website copy sorted: products, About page, category intros, the works. Make sure every page is doing its job to build confidence and guide people toward purchase.

• If you're haemorrhaging money acquiring new customers when your existing ones should be buying again, fix retention. Build an email strategy that keeps people visiting your store again, and create blog content that serves customers after they've made their first purchase.

• And if everything's a mess and you don't even know where to start? Get a content audit. Work out what you've got, where the gaps are, and what to prioritise. Sometimes the best investment is understanding the full picture before you start throwing money at individual pieces.

Ready to Sort Your Content?

Whether you need someone to write a batch of product descriptions, build a blog content calendar, audit your existing website, or become your go-to content partner for the long haul, I'd love to help. I work with e-commerce businesses across lots of different industries — let's talk about what's holding your business back and how the right words can fix it.

Get in Touch

FAQs About Different Types of Copywriting

Do I need to hire multiple copywriters for my business?

It all depends on what you need and who you work with.

Some copywriters specialise in one area, which means you might need different people for different projects. I offer a range of services — blogs, SEO, product descriptions, strategy — so if you need several types of copywriting, we can work together without you having to manage multiple relationships. However, if you're looking for ad copy or email sequences, I might not be your best shout.

The key is finding someone whose skills match your biggest priorities and going from there.

Can't I just write this stuff myself?

Of course you can! If you enjoy writing and have the time to learn about copywriting, there's nothing stopping you.

But running a business is already a full-time job. Writing effective copy takes time and skill, and it's easy to get stuck or lose momentum when you're trying to do everything yourself. Hiring a copywriter means you get professional copy without the stress, and you can focus on the parts of your business that you're best at.

How much does copywriting cost?

There's lots of variety, between specialities and between people.

A blog post might be around $250-500 NZD, while a full website project could be several thousand. A batch of product descriptions, email sequences, and strategy work all fall somewhere in between. You're also paying for expertise and knowledge, so a copywriter with many years of experience will cost more than someone just starting out in the industry.

Most copywriters (myself included) offer different ways to work together — per project, per word, or on retainer — so there's usually flexibility. The best thing to do is get in touch with a rough idea of your budget, and we can talk through what's possible.

What information does a copywriter need from me to get started?

You'll likely be asked for things like brand guidelines (if you have them), information about your target audience, and examples of copy or brands you admire. Some copywriters will send you a questionnaire, others prefer to have a conversation.

In your intial discovery calls and communication with your copywriter, what we're trying to establish is three main aspects: your business, your customers, and what problem you're trying to solve. So any information you have about those three things is always helpful!

How do I know which copywriting problem I have?

Your website analytics, email stats, and customer feedback will all give you hints about what's going on, so these are the best places to start.

Have a look at things like bounce rate, abandoned cart rates, click-throughs from your blog posts, email open rates, and repeat purchase rates. You can also check where your traffic is coming from — if it's mostly paid ads with very little organic search, that tells you something. And don't overlook the questions customers ask or the comments they leave in reviews.

If you're seeing patterns across these areas, you'll get a clearer picture of whether it's discovery, conversion, or retention that needs attention.