I’ve handed over the word to my dear sister, Michelle Weis
A few years ago, I realized that I couldn’t place commas correctly, and I even received some comments about my lacking skills on the blog.
That was the starting point of what has turned out to be a strong collaboration.
We come from a family with a strong work ethic, and you can clearly see that in both of my sisters.
That’s why I’m happy to give Michelle some space and let her share her experiences as a copywriter for countless companies.
I hope you’ll welcome her and find value in this article.
Take it away, sis – the floor is yours.
Michelle Weis: The last 3 years I’ve written thousands of texts for a wide variety of businesses. These include companies like billigvoks, The Burger Concept, iKontrol, Organic Basics, Sinful, GoShopping, Noella Fashion, MeeW, and Plusice. I’ve written everything from product descriptions and SEO texts to press releases and newsletters, and I’ve come to understand the value of well-crafted content—regardless of its purpose.
I’ve learned how to write engaging copy with SEO in mind, but most importantly: I always keep the consumer’s perspective in focus throughout the process. I believe this is how you create the best possible results.
“Words gain meaning from the way they are used.”
I remember my lecturer saying this during a class in my first semester at Aarhus University. Back then, I had little interest in linguistics, but the sentence stuck with me—and in hindsight, it makes perfect sense.
Luckily, we’re not here to talk about linguistic systems today. Instead, I’ll give you five reasons why it’s worth investing in a copywriter who can piece together words in a way that makes sense—for your business and for your visitors.
Write texts that sell!
#1 Texts sell: hire a copywriter who can sell your products through words
Product descriptions don’t write themselves. If they did, the world would be a better place for online shops—I’m certain of it. But back to reality: in my view, a good product description is essential. Not just because I’ve written thousands of them, but because I’m speaking from a consumer perspective.
When I browse online for clothes, shoes, and beauty products (which, unfortunately for my wallet, I do often), the quality of the product text matters. Since I can’t see, feel, or try the product before buying, the description has to make up for that.
“A cashmere sweater priced at 1,000 DKK doesn’t sell itself; I need to feel how soft and luxurious it is, and I want to imagine how it embraces my body in cozy comfort as the cold winter months approach. That may sound like a challenge, but when the words are put together correctly, it’s actually possible to evoke that sensation for the reader.”
Price is something we all consider, and as a business, you can’t always just lower it. In my experience, a compelling, detailed product description can justify why your product is 50 DKK more expensive than the competition’s.
If I land on a product page that lacks an informative description, I begin to doubt the site’s credibility—and I might end up buying from a page that appears more trustworthy and professional.
(Also, growing up with a grammar-policing mother, I’m extremely alert to grammatical errors and punctuation. If a page is full of mistakes, I may reject it altogether, as it undermines the brand’s credibility.)
Ensure all your product pages have detailed descriptions. Put yourself in your customer’s shoes—what would you want to know before purchasing? Be creative, speak directly to your user, and acknowledge their needs. That’s how you create sales through content.
If you can’t manage this yourself, hire a product copywriter or a content agency. That way, you’re guaranteed high quality and a consistent content strategy.
Structure, structure, structure!
If you want to write the content yourself, here’s a tip that’s helped me when writing for various businesses: structure.
If you establish a structure or template to follow, your work becomes more efficient.
If you run a business selling beauty or skincare products, you might set up a four-paragraph structure. Let’s say you’re writing a description for a day cream. Try this format:
What is the product?
XXXX is a moisturizing day cream that nourishes the skin and leaves it feeling smooth and well cared for. It is especially suitable for dry skin in need of a boost.
What’s in the product?
XXXX features a formula with XX and XX extracts for deep hydration. It’s also enriched with XX to tighten the skin and XX to add softness.
What does the product do for you?
Want to start your day with a healthy glow? XXXX is the perfect skincare product for you. It delivers rich moisture and a beautiful, nourished finish.
How do you use the product?
Apply to clean, dry skin. Massage it in with your fingertips. Use every morning as part of your beauty routine. For best results, use with a night cream for dry skin.
This is the template I often use when writing product descriptions for billigvoks. It saves me a lot of time because I only need to be creative within an established framework.
Find a copywriter who can write texts for the press
#2 Use your copywriter’s skills to draw media attention to your brand!
At The Burger Concept, we work strategically with PR and have been featured in local media multiple times when we had relevant news. Each time an article is published, we see increased demand and stronger brand awareness.
BUT… good PR articles are hard to come by—even during slow news periods when even the dullest stories make it to print. Without a creative mindset, it’s difficult to identify newsworthy angles and catchy headlines. Without that, your story might never be published.
For example, when The Burger Concept opened in Viborg with stylish interiors, people began stealing our brass forks. We turned that into a story about the burger bar’s popularity—”So popular even the cutlery disappears.” The headline was something like: “Looks like we’re running out of forks…”
(Again, it all comes back to how you use the words—remember the opening quote.)
I recently wrote a press article for MeeW, a Danish company described as “Tinder for the job market.” We used the Tinder analogy in a piece aimed at students, suggesting they can “swipe their way to a student job.”
My advice:
Think creatively and outside the box. That’s how you write eye-catching headlines and inspiring stories. Find a copywriter who can identify interesting angles and craft headlines that sell. We all know how headlines pull us in (yes, even the ones on tabloid sites we pretend not to read).
Texts for both Google and your users
#3 With the right copywriter, your text can meet the needs of both users and Google—and that’s the sweet spot.
SEO (search engine optimization) is a term we hear often, and rightly so. As a copywriter, you quickly learn how to write with SEO in mind.
Luckily, Google’s algorithm now functions more like artificial intelligence, meaning we no longer need to cram in keywords. Instead, we can write clear, informative content that integrates keywords naturally and still satisfies Google.
This is another reason to hire a copywriter: they understand both writing and SEO. The result is a thoroughly written piece that readers will engage with—and that also helps your pages rank higher in search engines.
When I write product descriptions for billigvoks, I usually begin with keyword research to see what people are actually searching for. For instance, when writing about a hair dryer, it’s helpful to know whether “blow dryer” or “hair dryer” has the higher search volume.
I also use keyword variations and make sure to include the product name and brand, changing the word order occasionally.
I’ve seen many texts packed with keywords to the point where the message gets lost. That’s a shame. With my communications background, those texts make me cringe. I firmly believe you can write for both the reader and Google at the same time.
What is your opinion on this?
You can also base your posts on data and write directly to the user, which I will discuss in the next section.
Write blog posts based on user data
#4 A skilled copywriter ensures your content is well-researched and based on actual data—so it speaks to your audience.
Many businesses, big and small, are investing in content marketing. And with good reason.
With the abundance of data available, you can create content directly tailored to user needs. For example, Google Analytics can provide great inspiration for blog topics and help you address your users’ real questions.
You might discover that users often search for: “how to get clear skin.” That could be a great opportunity to write a blog post titled “5 tips to achieve clear skin.”
Focus on what you do best
#5 We can’t all be good at everything—and that’s a good thing. Strong skills are an investment. If you don’t have them, find someone who does.
My final reason for investing in a copywriter may seem obvious, but it’s worth emphasizing.
The world of online marketing is complex. You can’t master every discipline.
So, it’s often a good idea to invest in someone who can manage your content—or outsource it to an agency that specializes in writing. Sometimes you have to admit that you can’t do it all, and let others handle what they do best.
Quality is key. There are far too many websites out there that lack it. Personally, I have a mental filter that automatically dismisses sloppy pages.
Avoid falling into that trap. Hire a copywriter who can deliver high-quality content—so you can focus on doing what you do best.
Did you know that incorrect punctuation can be deadly?
Shall we eat grandma?
Shall we eat, grandma?
Believe it or not, there’s a big difference. Can you guess which sentence is potentially fatal for grandma?
Correct answer: the first one might cost grandma her life. The second simply asks her a question. So yes—punctuation matters.
Do you care about your grandma’s life?
Get content that saves lives.
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