Small Business Copywriter Tips to Boost Your Brand

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Why Every Small Business Needs a Professional Copywriter

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 small business 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 Hiring a Small Business Copywriter Is Worth It

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.

Common Copywriting Mistakes to Avoid (and What to Do Instead)

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!

How to Balance SEO and Storytelling in Your Copy

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.

Where to Focus Your Copywriting Efforts First

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

I always recommend starting with your website since it’s considered the central hub of your brand. It provides a solid foundation for you to build the rest of your marketing strategy—including blog articles, emails, and social media. While building an online community is important, you need to have somewhere to point them to. Instead of investing most of your time into social media, where algorithms change by the day, it’s better to invest in your website and email list. Your website and email list are platforms you own, meaning they’ll always be under your control. So, for the long-term success of your business, they have a lot of power.

How to Decide If It’s Time to Hire a Copywriter

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

Take a moment to consider your stage of business and overall budget. If you’re creating your first website, you may not need all of the bells and whistles of a custom website copywriting package. Instead, you may want to work with a copywriter who offers budget-friendly copyediting packages, content coaching, or VIP days. This is a great way to get started with your messaging in the early stages of business. I’d also recommend talking to your designer and asking for copywriter recommendations during your discovery call. Working with copywriters often helps designers stay on track with their timelines, so they’ll likely connect you with reputable, reliable copywriters who fit well within their process.

If you’re still on the fence, know you aren’t alone. It can be an investment, and that’s worth considering! I’d recommend reviewing the copywriter’s pricing and doing the math to see how many packages or products you’d need to sell to make back the cost. Ideally, the copywriting will help you attract and convert more leads, far exceeding the initial investment—often in the first year alone. The same is true with design. It’s more than a business expense; it’s a long-term investment in your brand’s growth.

Copy Audit Checklist for Small Business Owners

Copy Audit Checklist: Is Your Brand Messaging as Strong as You Think?

Use this checklist to review your own copy:

• ✅ Is the main headline / above-the-fold copy crystal clear about what you do + who you serve?
• ✅ Do subheaders and section titles guide the reader through the page?
• ✅ Is your unique value proposition (what sets you apart) stated clearly in your About / Home pages?
• ✅ Are your calls-to-action obvious & consistent across your site (buttons, links, etc.)?
• ✅ Does your tone & voice feel consistent across site, email, blog, social platforms?
• ✅ Have you used keywords in strategic places (title tags, headings, meta descriptions, body copy, alt text) without overstuffing?
• ✅ Are you using visuals / formatting (bullets, headers, bold) to make your content skimmable?
• ✅ Does your copy speak directly to your ideal customer’s pain points & desires?

Copy and Design: A Powerful Partnership for Growing Brands

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!

Building a Website That Converts Starts With the Right Team

Building a Brand That Works — Through Collaboration and Strategy

Building a brand that connects takes more than great design — it takes the right words and the right people behind them. Working with experts like Kayla ensures your message feels as intentional as your visuals, and I can’t stress enough how powerful that is when creating a cohesive website experience.

If you’re getting ready to launch or refresh your site, I can help you bring it all together. My Custom Website Design service pairs stunning design with strategic messaging, and I work with trusted partners like Kayla to make sure every piece — visuals, copy, and backend setup — supports your goals.

Because the truth is, your website isn’t just a digital business card. It’s your first impression, your most hardworking salesperson, and your best opportunity to connect with your dream clients.

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