Quick Summary:
Copywriting services help organizations create, edit, and improve written content for a specific audience and purpose. A professional copywriter can develop clear, persuasive, and audience-focused content for websites, training materials, marketing communications, internal communications, and other business needs.
Organizations often have more content to create than their internal teams have time to write.
A website needs new pages. A training program needs scripts and supporting materials. A product launch needs messaging. Internal communications need to explain a change clearly. Existing content needs to be edited and updated.
A copywriter can provide the writing expertise and additional capacity needed to move those projects forward.
What Do Copywriting Services Include?
Copywriting services can include both creating new content and improving existing content.
Depending on the project, a copywriter may help with:
- Website copy
- Training content
- eLearning scripts
- Course materials
- Marketing content
- Product descriptions
- Internal communications
- Email campaigns
- Articles and blog posts
- Job aids
- Brochures and other business materials
- Editing and proofreading
- Content updates and revisions
The specific responsibilities depend on the organization’s needs and the copywriter’s experience.
What Does a Copywriter Do?
A copywriter’s job is to communicate information clearly and effectively to a specific audience.
That requires more than putting words on a page.
A copywriter considers:
- Who is reading the content
- What the audience needs to know
- What action the audience should take
- What information is most important
- How the content should be structured
- What tone is appropriate
- How to make complex information easier to understand
For example, a technical subject matter expert may understand a product or process extremely well but struggle to explain it in a way that makes sense to someone unfamiliar with the topic.
A copywriter can help turn that expertise into content the intended audience can actually use.
Audience Analysis in Instructional Design:
Copywriting vs. Editing
Copywriting and editing are related, but they serve different purposes.
Copywriting involves creating or substantially developing content.
Editing involves reviewing existing content and improving its clarity, structure, consistency, grammar, tone, or effectiveness.
A project may require one or both.
For example, an organization might hire a copywriter to develop an eLearning script from subject matter expert interviews and then have an editor review the finished content for consistency and clarity.
Why Do Organizations Hire Copywriters?
Organizations may bring in a copywriter when their internal teams don’t have the time, capacity, or specialized writing expertise required for a project.
Common situations include:
A large amount of content needs to be created
A major initiative may require dozens of pages, scripts, communications, or other written materials.
Adding a contract copywriter can give the internal team additional capacity without requiring a permanent position.
Subject matter experts need help communicating their expertise
Subject matter experts know their topics. They aren’t necessarily professional writers.
A copywriter can work with SMEs to understand the subject and turn their knowledge into clear, audience-focused content.
Existing content needs to be improved
Sometimes the information is already available, but the content isn’t clear, consistent, or engaging.
An experienced copywriter or editor can revise existing material without requiring the organization to start from scratch.
A project has a tight deadline
When a major project has a deadline that the existing team cannot meet alone, additional writing support can help increase capacity and keep the project moving.
Content needs to speak to a specific audience
Different audiences need different approaches.
A copywriter can adjust language, structure, tone, and level of detail based on who will read or use the content.
How Copywriters Support Learning and Development
Copywriting can be particularly useful in learning and development because L&D projects often require large amounts of written content.
A copywriter may support an L&D team by developing or editing:
- eLearning scripts
- Instructor-led training materials
- Facilitator guides
- Participant guides
- Job aids
- Learning communications
- Course descriptions
- Knowledge checks
- Scenario-based content
- Internal learning campaigns
- Performance support materials
The copywriter doesn’t replace the instructional designer when instructional design expertise is required.
Instead, writing expertise can complement instructional design, subject matter expertise, graphic design, development, and other capabilities involved in creating a learning experience.
Audience Analysis in Instructional Design:
What Makes Effective Business Copy?
Effective business copy starts with the audience and the purpose of the content.
A strong piece of copy should make it clear:
Who is this for?
The language and level of detail should fit the intended audience.
What does the audience need to know?
The content should prioritize information that matters to the reader.
Why does it matter?
The reader should be able to understand the relevance of the information.
What should the reader do next?
When an action is required, the content should make that action clear.
This is particularly important when writing about complex products, processes, or services. Clear writing helps reduce the work the reader has to do to understand the message.
When Should You Hire a Contract Copywriter?
A contract copywriter may make sense when the need is project-based, temporary, specialized, or larger than the existing team can reasonably handle.
For example, an organization might need additional writing support for:
- A website redesign
- A product launch
- A training rollout
- A large content update
- An internal communications initiative
- A new learning program
- A documentation project
- A marketing campaign
Contract support can provide additional capacity for the duration of the project without requiring the organization to add a permanent position.
Adding Writing Expertise When Your Team Needs It
Good copy makes complex information easier to understand and gives organizations a clearer way to communicate with the people they need to reach.
But organizations don’t always need a full-time copywriter.
When a project requires additional writing capacity, specialized expertise, or support for a defined period, a contract copywriter or editor can provide the extra support without adding a permanent role.
Ready to Work With Us?
TrainingPros connects organizations with experienced learning and development professionals, including contract copywriters and editors, who can provide additional project-based support.
TrainingPros is a learning and development company that connects organizations with experienced instructional designers, eLearning developers, and performance consultants. We’ve been named a Top 20 Staffing Company by Training Industry and a Champion of Learning by the Association for Talent Development (ATD), recognition that reflects our commitment to delivering high-quality, tailored learning solutions.
To hear ongoing conversations with senior learning leaders, listen to our Learning Leader Spotlight podcast: Apple | Spotify | YouTube
If your team needs additional expertise to design or develop microlearning, eLearning, or other digital learning experiences, our relationship managers can help you find the right learning professional for your project.
When you have more projects than people™, let TrainingPros find the right consultant to start your project with confidence.
Frequently Asked Questions About
Copywriting Services
What are copywriting services?
Copywriting services involve creating, revising, or editing written content for a specific audience and purpose. Services may include website copy, training content, marketing materials, internal communications, articles, scripts, and other business content.
What is the difference between a copywriter and an editor?
A copywriter primarily creates or develops content, while an editor reviews and improves existing content. Some professionals provide both services.
Can a copywriter write training content?
Yes. Copywriters can support training projects by developing or editing scripts, course materials, job aids, learning communications, and other written content. For projects requiring instructional design expertise, a copywriter may work alongside an instructional designer.
When should a company hire a contract copywriter?
A company may hire a contract copywriter when it has a temporary increase in content needs, a specialized writing project, a tight deadline, or more writing work than its internal team can handle.
Can copywriters work with subject matter experts?
Yes. Copywriters frequently work from information provided by subject matter experts. Their role is to understand the expertise and communicate it clearly to the intended audience.
Do copywriters only write marketing content?
No. Copywriters can create many types of business content, including training materials, internal communications, websites, scripts, job aids, and other audience-focused content.
