How Copywriting Helps You Become a Company People Trust and Value

By Kady Stoll

Is copywriting an abstract term for you? No worries, we’ll shed some light on this topic. In fact, many people don’t know what a copywriter actually does, let alone what exactly the term means. 

Truth be told, a copywriter can help your business in many ways, especially if you want to establish authority and be considered a trustworthy company.

If you are one of those people wondering, “What on earth does a copywriter actually do?” you have come to the right place. Let’s take a look.

What Does a Copywriter Do and What is Copywriting?

A copywriter is a writer and marketing professional, who has further skills in a specific niche – yes, a diverse background is very helpful for copywriters. Copywriters are wordsmiths that implement the power of words to evoke emotions, set off triggers and persuade your visitors to act.

Act how? Well, copywriters use skilful writing techniques and marketing know-how to sell your products and services to your visitors. This is done by educating your reader about your company and establishing why they need your product.

But foremost, a copywriter helps you to establish authority and credibility. You want the world to see you as the trustworthy company you are. People want to feel comfortable buying from you, so nurturing your relationship through copywriting is a good idea.

Copywriters implement marketing strategies and research your consumers. Understanding your readership enables copywriters to tailor down the writing and voice of the copy. Visitors will slowly move down your sales funnel and thus, become more likely to purchase from you.

When understanding the question, “What does a copywriter do?” also know that there are things a copywriter does not do.

Copywriting is not the same as creating copyright. Copywriters do not patent things, they simply write copy. Copy can vary from blog posts to web copy, to email sequences and sales pages.

Christina Wocintechchat from Unsplash. Alternative Text: Two women sitting at a table, talking to one and other.
Photo credit: Christina Wocintechchat from Unsplash.

Benefits of Copywriting

Now that we know what a copywriter does, let’s investigate the benefits of copywriting. Why should you work with a copywriter and how can they enhance your marketing?

Let’s start with some of the basic benefits of copywriting. A copywriter can help you:

  • Boost your SEO (search engine optimization)
  • Communicate what you do and what you offer effectively
  • Increase organic traffic to your site
  • Actively engage with your customers 
  • Address topics your readership is seeking answers to
  • Encourage consumers to take action
  • Increase your sales and revenue
  • Establish your authority and make you the go-to resource for clients
  • Build your credibility and manifest that you’re a trustworthy company

The benefits of copywriting are too many to list here but if you want to put your business on the map, consider how you can expand your reach with copywriting.

While many companies are good at what they do, in their particular industry, more often than not marketing is not a specialty of theirs. But imagine working hard on your business goals just to fail at your marketing. Without a strategy in your writing, you might not be able to accomplish your goals!

One big copywriting benefit is that it helps boost your SEO. This means that with just the right keywords targeted for searches, your page will show up on Google’s highly coveted first page.

Think of this page as the spot where your favorite customers hang out! This is your chance to introduce yourself and show them what you have to offer.

Naturally, better SEO rankings convert into more organic traffic. And more traffic generally translates into more sales, more bookings, and more revenue.

Another big advantage of copywriting is that you can investigate your customers’ needs and produce more content your ideal client wants to read about. Finding the right keywords and determining in-demand topics can prove very profitable for your business.

Hands, typing on a laptop keyboard. There is a phone to the left and a wallet and camera sense to the right on the table.
Photo credit: Fabian Irsara from UnSplash.

What Does a Copywriter Do to Establish You as a Trustworthy Company?

Many companies understand the need to establish authority and credibility. Being a trustworthy company, and presenting yourself as such, should be one of your top goals.

After all, customers seek companies they can trust. Trustworthy companies provide quality products, transparent financial information, and consistently follow through on their promise and road map.

Establishing your company and making a name for yourself is important. Becoming an authority, a resource to your visitors, and providing valuable industry insights can help build trust.

New businesses generally need time to establish a foundation and gain the trust of consumers. But there are ways to do that and to develop your brand identity.

How Do You Become a Trustworthy Company Customers Love?

First and foremost, you deliver. Whatever you pitch or promise, you make it happen. Be honest and genuine, and don’t deceive your customers. 

Sometimes, however, businesses struggle at finding the right words to convey their message clearly, which may lead consumers to feeling manipulated. If the written word isn’t your thing, find a copywriter that can be transparent, yet is also able to present things skillfully.

Remember, you want to cultivate long-lasting relationships and thus, should focus on your level of trustworthiness. Particularly in the B2B marketing world, producing regular content that adds value to your readers is crucial. 

In fact, around 91% of B2B marketers use some sort of content strategy in their marketing.¹ Having a copywriter write your company blog is a great way to establish yourself as a trustworthy company and engage with your readers.

A woman looks at an iPad in a beauty salon.
Photo Credit: Adam Winger from Unsplash. A woman looks at an iPad in a beauty salon.

How Can a Copywriter Help You Establish Authority?

Besides striving to being a trustworthy company, aim at becoming an authority in your niche; be someone people look up to for inspiration and aspire to learn from.

Why is that important?

You want to establish credibility and communicate that you know what you’re doing. In fact, you want to strive to be that one subject-matter expert customers are seeking out for advice. 

Establishing yourself as a resource, providing your visitors with tons of value, and presenting yourself as an industry leader, can truly define your brand.

A copywriter can help you communicate your level of expertise and industry knowledge in your web copy or on your blog. Produce compelling content that addresses questions your visitors have and provide the answer they’re looking for.

A copywriter has the ability to find the right keywords and search queries, so you can literally become the solution to your readers’ problem. And since you have established credibility and are an authoritative source, they’re more likely to revisit your website in the future and engage with your brand.

Never underestimate the power of words and the strategy a copywriter can implement to set the tone for your company. There are many things a copywriter can do to optimize your website and to establish authority and trustworthiness, so customers feel comfortable purchasing from you.

Want to learn more about copywriting and marketing? Check out [name of article].

About the Author:

Kady Stoll is a copywriter writing for health practitioners and sustainable brands. Learn more at



I’m Kelcie, and when I was younger, I was as freaked out by FernGully as you were. I’ve always wanted to do more to protect the planet and realized it was time to use my natural talents to do just that.

I’ve written stories my whole life. Now, I write stories for brands and organizations I believe in. I’ll get you in front of the right people, at the right time (like, yesterday) and ensure your story is one your customers remember and share.

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