Hire a technical copywriter.
Relentlessly helpful content
for your B2B business.
Would your business benefit from an editorial review and brush-up of the text on your website? It’s quicker and cheaper than investing in a full copywriting project.
Copy Fix costs £899. It’s ideal if you’re on a budget but still want your most important pages to convey the right message.
Need more than an editorial fix?
Check out my technical copywriting services:How well do you write about yourself and your business? Producing something boring means your website visitors will click the Back button.
My content grabs your readers and shows them how your product or service can fix their problems and make their life better.
Build trust and authority with your audience by publishing well-researched blog posts on your site and expert articles on LinkedIn.
This approach has transformed my copywriting business – and it can do the same for you.
Want to go beyond basic testimonials to create something that helps your customers feel more comfortable buying from you?
Case studies show your real-world authority and give B2B buyers the confidence to invest in your product or service.
Why bother hiring a writer?
Content is essential.
- 83% of a typical B2B purchasing decision – researching solutions, ranking options and benchmarking pricing – happens before a buyer engages directly with a provider.
If you don’t answer your customers’ questions well, they’ll find someone else who will.
Producing relevant, helpful content will help you:
- EARN more new business.
- BUILD authority and trust.
- RETAIN more existing customers.
B2B buyer behaviour in 2018.
- 71% consumed blog content during the purchase process.
- 74% shared blog posts with their colleagues.
- 78% consumed 3 or more pieces of content before engaging with a salesperson.
Creating useful and relevant content is how I’ve moved my copywriting business up the Google rankings.
Perhaps that’s why you’re reading my site now.
Tony Cooper
Senior eCare Manager
Thanks for all your hard work John.
This was a very complex piece of work and I think you’ve done a fantastic job.
Are you an expert in my type of business?
It’s natural that you’d want to work with a writer who’s experienced in your field of business. If you sell widgets, you’d want a widget specialist to create your content, right?
Well, not always.
Sometimes your subject area will be too narrow for you to find an expert writer with relevant experience.
And even if you do find someone with experience in your field, that person might be affected by the curse of knowledge. That’s when you’re so close to a subject that you find it hard to explain it clearly to others.
This is one of the main reasons that businesses hire a writer – because they need a fresh voice to help them talk about their product or service.
Now, I’m not foolish enough to criticise the value of subject matter expertise. But it’s not the be-all and end-all of choosing the best copywriter.
One of the key strengths of a technical copywriter is that they can quickly understand complex source material and turn it into content that appeals to the target audience. Getting to grips with the subject matter is simply part of the copywriting service.
In my case, I spent over a decade in software and hardware testing for internet service providers. You’d think that meant that I would write only for the IT/broadband market. But no!
Since I set up Espirian in 2009, I’ve written in-depth content for industries including:
- Accountancy: blog post explainers for small businesses & startups.
- Agriculture: white paper for vertical farming.
- Ecommerce: sell sheets for digital payment technology.
- Energy management: user guides for heating and cooling systems.
- Engineering: guides and policy documents for employees.
- Financial services: blog content for accountants.
- Insurance: white papers and magazine articles for global teams.
- IT: web pages, blogs and guides for software companies.
- Manufacturing: web pages about plastic moulding and calibration.
- Recruitment: web pages and brochures for agencies.
- Resource management: user guides for personnel software.
- Television: setup and help pages for programme planners and remote controls.
My clients didn’t come to me because I was an expert in those industries but because I had (and still have!) a track record of delivering clear and effective content.
That’s why I’ve worked with clients such as Virgin Media, Sky and AXA, to name but a few.
What else can you do to help?
- White papers: convince your customers with well-researched, long-form content. These are like blog posts with body armour – bigger, stronger and better prepared.
- HR documents: get clarity for your internal staff so that everyone follows the right processes to keep your business compliant.
- Brochures: use the right words and visuals to provide prospects with the sales and marketing material that gets them over the line.
How does it work?
- Get in touch to discuss your writing needs.
- Send me a non-disclosure agreement to sign if you wish.
- Send me a sample of your current content, if you have any.
- We agree the scope, timescale and price.
- I work remotely to create content for you.
Are you an employee?
No. I’m self-employed and work from my home office in South Wales. Here’s why that’s good for you:
- NO tax or National Insurance
- NO training or equipment expenses
- NO sick leave or holidays
- NO long-term contracts or HR wrangles
John McKenzie
Senior Customer Journey Leader
Thanks for doing these, and making it so easy for me to sign off also.
Sometimes you get people that try to make it complicated, but you made it such an ease, even with comments and the feedback, so much appreciated.
Alex Brown
Senior Product Manager
John has been a huge help on our big email unification project – one of the biggest email projects in the world as far as ISP consolidations go.
A top man and no hesitation to recommend.
Pete Kay
Project Manager
What stands out for me is the elegant clarity of John’s written communications.
He explains technical issues and complex ideas, pitched at the right level, for his audience and without ambiguity, in a clear, effective manner.
Get in touch.
Tip: nice people get a quick response.