Why good texts are essential for the self-employed (and how you can improve them)

Have you ever not received an order because the customer didn't understand your offer properly? Or your website was visited, but nobody contacted you? Then you know the problem: it's not enough for your offer to be good - it also has to come across well. And this is exactly where copywriting plays a crucial role.

As a self-employed person, you are constantly faced with the challenge of presenting your services in a way that resonates with potential customers. Copywriting is more than just "writing texts" - it's the art of using words to achieve exactly the effect you want. In this article, I'll show you why it's worth looking into this topic - and how you can benefit from it in your business.

Why copywriting is essential for the self-employed

As a self-employed person, you are always your own salesperson. Whether it's your website, social media posts or offers - texts represent you and your business everywhere. If they are not clear or convincing, you will not only lose readers, but also potential customers.

You're always selling - even without realizing it

Whether you're creating a landing page, sending out a quote or posting something about your latest project on LinkedIn: Your words decide whether someone wants to know more about you or clicks on. Without convincing texts, there is often only silence.

Misunderstandings cost contracts

You know when someone asks: "What exactly do you do?" Or when a customer doesn't recognize your added value? This often happens because texts are too vague or complicated. Copywriting helps you to get to the heart of your offer so that nobody can misunderstand it.

Texts as a business card

First impressions count. A well-formulated text can create trust and show that you know what you're talking about. A bad text? It quickly comes across as unprofessional and leaves doubts.

In short: copywriting ensures that you are not only heard, but that your reader understands why your offer is valuable to them. That's not just important - it's essential.

Where self-employed people specifically need copywriting

As a self-employed person, you constantly find yourself in situations where words make all the difference - often without even realizing it. Here are the most important areas where good copywriting has a direct impact on your success:

1. Your website and landing pages

Your website is more than just a digital business card. It's often the first point of contact for potential customers. If the text doesn't clearly show why your service is the right solution, visitors will simply click away. Good copywriting makes the difference here: it picks up the reader exactly where they are and leads them step by step to an inquiry or purchase.

Example: Instead of "I offer web development", write "I make your website fast, modern and customer-friendly - so that visitors stay and buy."

2. Offer descriptions

"What's in it for me?" - Your potential customer always asks this question. Copywriting helps you to describe the benefits of your offer clearly and attractively. Move away from pure facts to texts that show why your customer will benefit.

Example: Instead of "SEO optimization included", write "You'll be found on Google - by the right people."

3. Social media & newsletter

Your social media posts and newsletters are like small sales pitches. They have to arouse interest immediately, otherwise they will get lost in the crowd. Good texts here ensure that you not only get likes, but also real contacts.

Example: A snappy social media post that addresses a problem directly instead of "Look what I'm doing": "Is your website getting slow? That's costing you customers - let's change that."

4. Customer communication

Emails, offers, briefings - this is another area that shows how clear and convincing you are. Good texts save you time because they avoid follow-up questions. And they make an impression because they convey competence and professionalism.

Example: Instead of "I'll get back to you soon", write "I'll get back to you on Tuesday with a solution - then we'll clarify the final details."

Whether it's your website, an offer or social media, copywriting plays a key role wherever you need to present yourself. And the best part? You can make a big impact with just a few basics.

The most important copywriting basics for beginners

You don't have to be a professional copywriter to make an impact with your copy. There are a few simple principles that will make an immediate difference. Here are the most important basics:

1. Know your target audience

Before you start, ask yourself: Who is reading this? What are your customers concerned about? What problems do they want to solve? The better you understand this, the more clearly you can address them. Use their language, not yours. Technical jargon and complicated terms will put them off if they don't know exactly what is meant.

Example: Are you targeting small companies that work with TYPO3? Then avoid technical terms like "integration architecture" and say instead: "I make your TYPO3 simple and efficient - without stress."

2. Benefits before features

Customers want to know how your offering will improve their lives - not just what it can do. Instead of listing all the details and features, focus on the benefits. The question you must always answer is: What's in it for me?

Example:

• Feature: "Responsive design."
• Benefit: "Your website looks perfect on any device - whether smartphone, tablet or laptop."

3. Clear structure and simple language

Nobody wants to struggle through long and complicated texts. Write briefly and to the point. Use paragraphs, subheadings and bullet points to make your text easier to read. Avoid convoluted sentences and unnecessary foreign words.

Example: Instead of "The innovative technology ensures a seamless and optimized user experience", write: "Your website will be faster, simpler and more user-friendly."

4. Call-to-action (CTA)

Every text should make it clear to your reader what you want them to do next. Do you want them to contact you? Sign up for your newsletter? Request a quote? Tell them - directly and specifically.

Example:

Instead of: "I look forward to hearing from you."

Better: "Send me a message and we'll find the best solution for your project together."

If you internalize these basics, your communication will not only be clearer, but also more effective. It's about picking up your target group with simple, comprehensible texts and showing why your offer is exactly the right one.

Typical mistakes you should avoid

Even with the best intentions, copy can sometimes fall flat. There are a few typical pitfalls that you should definitely avoid if you really want to reach your target audience. Here are the most common mistakes - and how to avoid them:

1. Unclear texts that assume too much

Sometimes we assume that our readers already know what we're talking about - but they often don't. Technical terms, abbreviations or complicated explanations are off-putting. Your text should always be written in such a way that even someone with no prior knowledge can understand what you are offering.

Example of unclear text:
"Our CMS is based on a scalable architecture with dynamic content management."
Better: "With our system, you can quickly adapt content without any technical effort."

2. Focus on you instead of your target group

A common mistake: texts that only talk about you and your services instead of focusing on the customer. People are less interested in how great you are than in how you can solve their problem.

Example of an ego-centered text:
"I have ten years of experience and work with state-of-the-art tools."
Better: "With my experience, I will ensure that your project is implemented successfully and without stress."

3. Formulations that are too promotional or generic

"Best quality", "top product", "incomparable" - that may sound impressive, but it doesn't say anything. Such phrases are interchangeable and often come across as untrustworthy. Instead: Get specific and show what really makes your offer stand out.

Examples of generic formulations:
"Our software is a leader in the market."
Better: "Our software saves you an average of 20 hours of work per month."

4. Missing calls to action

A text without a clear call to action is like a conversation that simply ends in nothing. If you want your reader to do something, you have to say it - and say it clearly. Leave no doubt as to what the next step is.

Example of text without a CTA:
"This is our offer."
Better: "Get in touch with me now and we'll discuss how I can take your project forward."

If you avoid these mistakes, your texts will not only appear clearer and more professional, but will also achieve exactly what you want: they will get your target group to take action.

What exactly does good copywriting do for you?

Good copywriting is not an end in itself - it has very specific benefits for your business. It's about reaching your target group directly, saving time and being more successful in the long term. Here are the most important benefits in a nutshell:

1. More inquiries and orders

Imagine a potential customer reads your text and thinks: "That's exactly what I need!" With clear, convincing words, you can reach exactly the people who match your offer. They feel addressed and immediately know why they should contact you.

Example: "I'll optimize your TYPO3 website so that it loads faster and turns more visitors into customers."

2. Fewer inquiries

You know when customers ask you what's actually included in your offer - even though it's all "right there"? Unclear or imprecise texts often lead to queries that cost time. Good copy saves you time because it gets to the point.

Example: Instead of "Customization included", say "I'll adapt the colors, fonts and layout of your TYPO3 website to your brand."

3. More professional appearance

A clear and professionally formulated text immediately creates trust. Your readers will notice: You know what you're doing and are communicating at eye level. This strengthens your branding and makes you more credible.

Example: "I've been helping companies manage their websites efficiently with TYPO3 for 10 years - without technical chaos."

4. SEO benefits

Texts that pick up your readers often also score points with Google. Why? Because they provide answers that are really relevant. Clearly structured content with the right keywords improves your visibility - and ensures that the right people find you.

Example: "TYPO3 support that works: I'll show you how to fix bugs and future-proof your website."

In short: with good copywriting, you not only reach your target group better, but also save time, build trust and become more visible online. And all without a lot of effort - just with the right words.

Practical example: How to improve a text step by step

Good copywriting doesn't need perfect talent, but the right focus. Sometimes it's enough to rethink a text from your reader's perspective. Here's a concrete example of how you can turn an average text into a real customer magnet:

Original: Long, unclear, too much focus on features

"We offer you a fully integrated solution to optimize your website with responsive design, flexible modules and modern technology. Our services include installation, customization and maintenance of TYPO3 systems. Our technology is reliable, secure and future-proof."

Improved: Short, clear, user-oriented, with CTA

"Your TYPO3 website is slow or outdated? I'll make it fast, secure and user-friendly - so your customers stay and buy. Get in touch and we'll discuss how I can make your project stress-free."

What's different here?

• Clear benefits: Instead of functions, the focus is on added value for the reader (fast, secure, user-friendly).
• Emotional appeal: A problem that many readers are familiar with (slow or outdated website) is addressed.
• Call-to-action: A clear call to action shows what the reader should do (contact me).
• Simple language: The text is easy to understand and avoids technical jargon.

The principle is simple: when writing, always ask yourself what your reader will get out of it. Remove unnecessary details, make the benefits visible and give a clear direction. This is how you convince with every text.

Conclusion: it's worth the effort - even for non-writers

Copywriting may sound complicated at first, but it's anything but witchcraft. It's a tool that anyone can use - even without years of experience as a copywriter. The basics are often enough to see noticeable changes.

As a self-employed person, you have to deal with texts every day, whether on your website, in social media or in offers. If you learn to write clearly and in a benefit-oriented way, you will not only reach more people, but also the right people. You save time, appear more professional and make your offer more tangible for your target group.

My tip: Invest some time in your texts. Start with small changes and see how they work. Observe how your readers react - and how inquiries, clicks or orders develop. You will notice: The right words make all the difference.

Invitation to exchange ideas

How do you currently handle your texts? Do you write everything yourself or have you tended to ignore the topic of copywriting until now? Perhaps you've already had your own experiences that have helped you - or are you currently facing a challenge where you're stuck?

Share your thoughts, questions or examples in the comments. I look forward to hearing your thoughts on this topic and to discussing it with you!

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