Lost for Words? Here’s Why a Copywriter Is Your Business’s Best Friend

Okay, so you’ve just started a new business. Congratulations! But now you’re stuck in the most annoying phase: budgeting. You’ve set aside cash for the tech-heavy stuff (because, let’s face it, no one’s DIYing their own coding), and now you’re staring down the beast that is… writing.

Surely you can write your own copy? You have to save some coin somewhere and you did pretty well in high school English. Plus, you’ve heard AI can churn out some solid copy for free. Maybe a quick Google search and a few minutes with ChatGPT will solve all your content needs?

Fast forward a few months. Your website traffic is a trickle, your landing pages and social media posts are getting ghosted, and that AI-generated “About Us” page isn’t fooling anyone. You’re starting to realise that good copywriting, the kind that resonates with your audience and actually converts, isn’t as easy as slapping together words on a page.

The Problem With Amateur Copywriting

They say a picture’s worth a thousand words, but no matter how perfectly curated those product photos are or how sleek your website template looks, if they’re followed by a thousand words of grammatical disasters and industry jargon… well, you’ve just lost your audience faster than you can say “conversion rate optimisation.”

It’s painful when you’ve got a business with a killer product, a talented team, and a brand identity so sharp you could cut glass with it… But then the copy just falls flat. 

Why Hire A Copywriter When I can Do It Myself?

Whether it’s the business owner who assumes everyone knows what “synergistic solutions” are, or the well-meaning friend whose blog reads like a teenage diary entry, amateur copywriting falls short for one main reason: writing is easy, but writing well is hard.

Great copy isn’t just about putting words on a page—it’s about crafting a message that connects, not just sells. It’s the difference between your audience scrolling by and your audience stopping, reading, and most importantly, buying.

So yes, you could technically write it yourself. You could also technically fix your own burst pipe or bake a wedding cake from scratch. But we both know how that ends (water damage and a cake that’s more "Pinterest fail" than masterpiece). What we’re trying to say is - there’s a reason people call in the experts.

Can't I use ChatGPT as My Copywriter?

Look, we get it. AI copywriting is like the shiny new toy everyone’s talking about. It’s fast, it’s free (well, the version that gets half your facts wrong is), and it’s mildly impressive. But here’s the thing: while AI might be able to give you the skeleton of an idea, it’s a human copywriter who adds the soul. And, trust me, that matters.

Sure, ChatGPT can churn out words extremely fast but have you read some of that AI-generated copy? It’s full of cheesy, overused phrases and is riddled with errors. One of my personal pet peeves is the constant use of the word “elevate.” Elevate what exactly? You can expect a lot of phrases that may sound smart or persuasive but are completely void of personality and add very little when it comes to advertising a specific product or service.

You Don't Just Need Copy - You Need GOOD Copy

Let’s not forget the accuracy issue. The free version of ChatGPT, while entertaining, has a knack for getting statistics or industry-specific info wildly wrong. We’ve seen it casually informing parents that infants can use a specific product when the minimum age is actually four years old. Whoops. This isn’t just a minor problem—it’s potentially damaging to both your brand messaging and your target audience. Can you imagine if someone bought a product inaccurately reccomended by AI and suffered harm as a result? This isn’t some far-fetched conspiracy or scare-tactic, we’re seeing it happen in real time, especially when it comes to the medical industry. 

Speaking of SEO copywriting, don’t think for a second that Google’s not paying attention. Google’s latest core update deindexed hundreds of AI-written pages. Your audience might not be able to tell right away, but Google certainly can, and it’s not going to let poorly written, factually incorrect content slip by without consequences. One badly written AI page, especially on sensitive topics like health or finance (hello, YMYL principles!), could tank your marketing efforts faster than you can ask ChatGPT for a rewrite.

Won't A Professional Copywriter Use AI?

Now, don’t get us wrong—AI isn’t all bad. In fact, we use it in moderation (provided that our clients give explicit permission). However, the trick is to use the right AI (aka, the paid writing specific versions with higher quality output), and more importantly, to heavily edit everything to ensure SEO optimisation, accuracy, and—dare I say it—personality. 

And for all those DIYers out there thinking ‘Well I could just do that’ - by the time you pay for the high-end AI platforms and spend hours going through it yourself to fix all the weirdly robotic phrasing and incorrect facts, you’re going to wish you’d hired a good copywriter from the get-go. You're an expert in your industry and sifting through thousands of AI-generated words isn't the best use of your time - especially when you're running a business. A professional copywriter knows how to make the process streamlined and will be able to produce content to a much higher standard saving you a whole lot of headaches. 

SEO-Integrated Copywriting

When most people think of SEO, they imagine cramming a bunch of semi-relevant words into a product description and calling it a day. And that did work... in 2010.

Back when the algorithm was a little more rudimentary you could spam some utterly unappealing web copy such as “nice shoes for sale NZ high-quality pumps, flats, sneakers affordable auckland shoes buy now” - you know the kind of ‘descriptions’ you see when making purchases on Temu or Aliexpress. 

But in 2024, copywriting is a sophisticated game of strategy—one that’s constantly evolving. Simply sprinkling in some keywords isn't going to cut it anymore. Today, copywriters have to appeal to two very picky audiences: Google’s set of algorithms and human readers.

5 Reasons Why Your Business Needs a Copywriter for SEO

Let’s break down how Scribblefish handles search engine optimisation from a technical and strategic standpoint:

1. Keyword Research For Business Growth

We don’t just throw random words into your content like confetti. We do real research to find the terms your audience is actually searching for—then weave them into the copy naturally, so Google loves it, and your readers don’t feel like they’re being hit over the head with digital marketing buzzwords.

2. Internal & External Linking For Effective Content Marketing

Internal linking ties your content together, boosting other pages on your site and showing Google that your site’s a well-organised, useful resource. External links to credible sources? Those tell search engines, “Hey, we’ve done our homework,” and help your rankings soar, increasing your potential customers.

3. Fact-Checking & YMYL Compliance To Enhance Your Web Content

If you’re in health, finance, or any YMYL (Your Money or Your Life) sector, getting facts wrong can tank your whole site. We fact-check like it’s our job (because, well, it is), and we follow EEAT (Experience, Expertise, Authority, Trustworthiness) guidelines. So, your content is rock-solid and doesn’t risk Google slapping your rankings into oblivion.

4. Meta Data & On-Page SEO To Help Search Algorithms 

A lack of meta titles, descriptions and alt texts will effect how highly a page will rank. If you're slacking in these areas, your content isn’t going anywhere. We optimise these SEO essentials behind the scenes to make sure every page has what it needs to rank—and, more importantly, get clicks.

5. Competitor Analysis To Outsmart The Others 

Why reinvent the wheel when we can steal the blueprint? We spy on your top competitors to see what they’re doing, from word use to word count. Better yet, we find out what they’re missing so you can fill the gap and leave them trailing behind in the search results.

Why Local Copywriting is Important For Your Business 

Auckland, New Zealand

In theory, the internet lets your business reach anyone, anywhere. But here’s the reality: if your copy sounds like it’s been written by someone sitting halfway across the world, you’ll lose that local connection that your Kiwi target audiences value.

A copywriter based in New Zealand brings something crucial: local expertise. It’s not just about avoiding an awkward cultural faux pas. It’s about getting the tone, the nuances, and that laid-back Kiwi style that actually clicks with your audience.

Why Choose a Copywriter Based in NZ? 

Sure, you can hire a freelance copywriter from another timezone—but at the end of the day, you get what you pay for. Here’s a few issues you might run into:

• Non-native English: Cheap often means cut corners. While these freelancers may mean well, the result can be blog posts and web content that feels awkward and reads like it's been through a dodgy translator.

• Americanised Copy: Expect to see “faucet” instead of tap and “fall” instead of autumn. That’s a surefire way to make your brand feel out of touch with your Kiwi customers.

• Time Zone Chaos: Found a typo that’s turning your “premium” product into “cheap knockoff”? Good luck getting that fixed when your writer is sound asleep at 2 a.m. halfway across the globe.

We’re Close to Your Business 

Let’s not forget—many of these freelancers will just spam you with AI-generated content. They’ll hit “generate,” send it over, and call it a day, with zero accountability for quality or originality.

They often use this 'rinse and repeat' method for every business which simply isn't good enough. Effective copywriting must be distinctive and reflect your brand’s voice and specific marketing approach.

When you hire local, it’s a whole different ballgame. You can visit us, look us in the eyes, and tell us exactly what you want fixed—face-to-face. No dodging emails, no timezone lag, no AI shortcuts. Real people, real accountability.

Ready to Stand Out with a Professional Copywriter?

At Scribblefish, we don’t do cookie-cutter copy, half-assed drafts or use awkward phrases that make your audience cringe. We’re all about crafting words that work—for your brand, your audience, and your bottom line. 

Whether you need SEO that actually gets you noticed, website copy that sounds human, or a local voice that resonates with your Kiwi customers, we’ve got you covered. And the best part? We're not hiding behind screens in a distant time zone. We’re right here in the land of the long white cloud, ready to grab a coffee and chat about how to make your vision come to life.

So, if you’re ready for good copywriting that’s as sharp as your brand (and makes Google and your customers happy), let's get started. Drop us a line today and tell us exactly what you're after. We’re here to make it happen.