You’d be forgiven for thinking ‘why do I need a sustainability copywriter?’, ‘can’t I do this myself?’, and the answer is… it depends! Can you write engaging, quality content that communicates your story well, that captures your motivation, your product, or your service? That is relatable, and resonates with your customer and the consumer at large? Do you have time to dedicate to thoughtful copywriting that informs, engages and prompts action?’. 

1. It’s not that easy. 

For example, if your webpage isn’t accessible and engaging, you’re losing the opportunity to relay the great work that you’re doing. You’re losing the opportunity to communicate how this meets the reader’s appetite to know more, to learn about your business ethics, your product or service, and to hear about the high standards you’re setting for sustainability. 

Good website design and good website copy go hand in hand. All too often, the words on a website, a critical touchpoint with the potential customer, can be neglected and can be read as more of an afterthought. Instead of being compelling and prompting engagement and converting to a potential sale (newsletter signup or whatever it might be), the reader is left uninspired, and you lose that oh so important opportunity to make your story, product, service or business ethics resonate. 

Make your words count! Impactful copy will support your business to stand out from the crowd. 

2. The consumer wants to know more.

Everyone has the power to make a difference. In the case of consumers, by making more informed choices about a product or service, and demanding higher standards, consumers are making this difference. Consumers are seeking out those businesses that are taking real sustainability action, that are challenging themselves, and evolving to meet the global context that we find ourselves in today.

A 2020 global survey from management consultancy Accenture confirms this, reporting that 60% of consumers are making more environmentally friendly, sustainable, or ethical purchases since the covid pandemic struck. With our freedoms so curtailed, our lifestyles on pause, more people than ever were forced to stand still and take stock. In many cases, this pause sparked a renewed connection with nature, the acknowledgement of our collective responsibility to safeguard and support an environmentally, socially, and economically resilient future. And the only way to achieve resilience is to work within our planetary boundaries. For years now, the thirst for more information has been growing, people are more informed, asking more questions, and challenging the status quo. 

In this same survey, 9 out of 10 consumers said that they will continue to pursue ethical, more sustainable and environmentally friendly purchasing beyond the pandemic. People want sustainability and climate change prioritised in the global economic recovery. Put simply, we cannot afford to go backwards. And consumers are quite rightly holding brands to account.

There are really progressive businesses out there doing great work, and pushing the boundaries. 

It’s time to communicate this, to share these efforts.

3. If you don’t tell your story, who will?

As you’re reading this, I’m going to assume you have a unique product, service, or process with sustainability at the heart of your business. Your consumers will want to know more. If you don’t tell your story, who will? A sustainability copywriter understands the consumer, understands the big picture, and will work with you to communicate the ambitions of your business in driving sustainability. In being a leader in business sustainability. 

A sustainability copywriter can deliver:

• Focused feature articles 
• Case studies
• Press content
• Blogs
• Webcopy
• Newsletter content
• Copy-editing
• Email drip campaigns
• Brochures
• Copy that maximises SEO
• SEO audit

Your copy will not only tell your own unique story well, it will shine a light on your business commitment to a better future for all. Authentic action, and innovations can speak volumes. People want to know more. And it’s up to you to share that story. To share your impact.

4. What does effective copywriting look like? 

For example, and looking at website copy, your Google ranking depends on 3 factors – the click through rate (CTR), time spent on your site, and the bounce rate. A copywriter will craft:

• headlines that grab the consumer’s attention and prompt a click through to read more.
• headlines that are clever and offer a benefit — making the reader want to read more (and spend more time).
• content that specifically benefits the reader (answering a query and avoiding bounce rate).
• Content that builds up trust, authority and brand identity (prompts return visits, and grows the awareness of your brand, product or service).
• A website that gains positive social attention and proves to the consumer that it’s a trusted resource and is the place to learn more (growing your consumer base).
• Content with a clear call to action that tells your website visitors what steps they should take next – such as signing up for updates, learning about an issue, or about a product or service (increasing engagement, sales etc. and improving your conversion rate).

Do you have time to write effective copy that reads well, and engages, is compelling and adds value? Do you have the time to write for Search Engine Optimisation (SEO). The right content, crafted well, can drive traffic to your website. You want to inspire consumers to take action. 

A sustainability copywriter will take the time to understand your business, to get to know your target audience and to bridge that gap between the technical and the science, linking to the bigger picture and translating your efforts and ambitions. Making your brand, product or service resonate, and relevant.

5. What’s the difference between a general copywriter and a sustainability copywriter?

A sustainability copywriter has a deep understanding, experience and passion for sustainability and will work with you to thoughtfully relay your impact and ambition to the consumer. 

A sustainability copywriter will save you time. Will grow your impact. Will grow your engagement. Will develop copy that is easy to understand and memorable. Well crafted and quality copy can differentiate you. Nowadays people are inundated with brand messaging hurtling at them at a rate of knots. You need your content to count, to stand out from the crowd and be seen. To appeal to the reader aka your consumer, to prompt curiosity, interest, and engagement.

A sustainability copywriter can help.

If you are passionate about being part of the solution. I can help you bring attention to your business, product or service. I can craft your business narrative and tell your story well! Many businesses are embracing new business models, production methods and raw materials but struggle to communicate this to the consumer. I will work with you to make it relatable, and make it resonate. At every opportunity. I will develop content that scores with google. I can help you reach new audiences and communicate your authentic story effectively. I can help you present the complex in easy to understand language. I will keep jargon to a minimum. I will deliver content that’s memorable and engaging. That relays the business ambition and motivation. That makes the complicated transparent. I will deliver thoughtful communications. I will write in the organisation tone. I will not greenwash.

That’s a wrap…

We’re living in a time that has challenges, and also opportunities. There are the business opportunities, but also the bigger picture opportunities to create a society that works for everyone and across economic, environment and social resilience.

The dial is being reset and we are all changemakers. By focusing on strong sustainability copywriting, you’re enabling and supporting enhanced consumer choice, you’re supporting your own business efforts by communicating with content that engages consumers. 

You’re taking your place in showing and communicating your business leadership.