Small Business Copywriter Tips to Boost Your Brand

If you’ve ever felt stuck trying to explain what makes your business special—or you’ve spent way too much time tweaking your website copy and still felt like it was missing the mark—you’re not alone. As a designer who works closely with creative entrepreneurs and small businesses, I can confidently say this: hiring a small business copywriter can completely change the game.

That’s why I’m so excited to introduce you to someone I trust deeply with my own clients and would hire myself in a heartbeat: Kayla Hollatz.

Kayla Hollatz is a trusted website copywriter and strategist for creative entrepreneurs and service providers. She is also the creator of the WireFramework Method™, a website wireframing and strategy framework based on her decades-long experience and process. With a focus on conversion strategy, SEO, storytelling, and brand voice development, she joyfully collaborates with clients for the long term by creating copy with a “strategy first, words second” approach.

In this post, we’re diving into Kayla’s best advice for building a brand with confidence—covering everything from what makes great copy, when to hire a copywriter, and how to avoid common mistakes when writing your own content.

Why do you think hiring a professional, small business copywriter is crucial for businesses, especially small or growing ones?

A copywriter will help you translate what’s in your head into copy that inspires your ideal client to take action—all while refining your voice and storytelling. Design is a delightful part of the marketing process, but most designers agree that the best designs are created after the copywriting is provided. When copywriting is created in tandem with design during a rebrand or refresh, it yields the best results and ensures you won’t have to continually tweak your marketing to get it just right. If you’re unsure of how to put your vision into words, a copywriter can help.

What are some common mistakes businesses make when writing their own copy?

• Entrepreneurs don’t always recognize the differences between copywriting and other forms of writing. While content writing has an emphasis on personal storytelling and provides educational or entertainment value, copywriting is highly actionable and conversion-driven. Both contribute to your brand’s success, but copywriting involves a different skill set.
• Many business owners wait until the last minute to create their copywriting or work with a small business copywriter. It’s better to create copywriting well before your launch so you can minimize delayed timelines and build confidence in your core messaging.
• Another mistake is when business owners heavily rely on AI to write their content. While the popularity of AI will only continue, I don’t use AI as a part of my process as a copywriter. Consumers are savvy enough to see right through AI-generated content, and it often fails to capture your truest voice. While tools offering shortcuts may be tempting, you’d be surprised how empowering and encouraging it is to develop your voice through practice and through working in collaboration with a copywriter and consultants. It’s the same reason why you wouldn’t want to trust your logo design to AI; the work from a professional designer—like Jordin—can’t be replicated in the click of a button!

In your opinion, how important is SEO when writing copy for websites? How do you balance SEO with creating engaging content?

Depending on your location and industry, search engine optimization (SEO) can be incredibly useful. If you have a physical location, using local-based SEO strategies will help the right people in your area find your brand. While some industries are really competitive—looking at you, lawyers and insurance agents—most industries have keyword opportunities just waiting to be explored.

For those in the health and wellness industries, incorporating keywords can be easier than you might think. You don’t need to write for search engines. It’s better to write your website and blog content as a human who’s writing for other humans, not bots. You don’t have to change how you’re writing, either. You just need to sprinkle the keywords into a few strategic places. A copywriter can help you get started, or you can read through this beginner-friendly SEO guide.

For businesses starting out, what kind of copy do you recommend they focus on first (website, blog, email, social media)?

If a business is still undecided about hiring a copywriter, what advice would you give to help them make the decision?

In conclusion;

If there’s one thing this post makes clear, it’s that powerful copy and strategic design go hand in hand—especially when you’re building or refining your brand. Whether you’re launching something new or finally ready to elevate what you’ve already created, hiring a small business copywriter like Kayla can help you find the right words while I bring your visual brand to life. The best part? We love collaborating on client projects and can be hired together for a seamless, aligned experience from copy to design. You can connect with Kayla here and explore my service offerings here. When you’re ready, you can book with me directly here. Let’s do this!

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