All the Tools I Use to Run My Business as a Professional Copywriter
In this post, I’m breaking down all the core tools I use to run my business as a professional copywriter—from copywriting tools to operational tools.
I don’t know about you, but I love getting a peek behind the scenes of other people’s businesses—past the glossy Instagram grid and into the “nuts and bolts of their operations. Not only that, but I also hope prospective clients can look under the hood of my business here and see how things run smoothly.
Some background on my business?
I live in Auckland, working with commerce/creative/corporate clients across New Zealand, Australia (and even globally with a bit of time-zone maths), primarily as a website copywriter—but I also provide sales page copywriting, email marketing and blog content writing.
All that informs the tools I use, and means my business is run primarily online. Although I’m always excited about catching up with local clients over a long black! ☕️
So, with that clarified, let’s jump in!
FIRST UP? COPYWRITING TOOLS.
These are the tools I use at every phase of my copywriting process—from the initial client, customer and SEO research to the actual writing, editing and proofreading.
→ Google Docs
Personally, I prefer Google Docs to Microsoft Word. Perhaps it’s because it’s what I’m used to? But perhaps not, since all the large digital businesses I’ve worked with have used it too.
Why do I love it, personally? It’s collaborative—allowing easy commenting and sharing—and all Google docs are stored on the cloud rather than locally (so it’s accessible from anywhere, on any computer). Perfect for me since I often travel between the UK and NZ. Oh, and perhaps most importantly, it has the Version History functionality.
As a professional copywriter who regularly has to “kill my darlings,” this magic button is terrific for not losing the copy nuggets you come up with and delete in a fit of madness. (Seriously, version history is a literal lifesaver).
And as a business owner crafting copy for corporate/creative/small business clients? Using Google Docs means my clients can add comments to their drafts, we can respond within a clear comment thread, and you can easily share documents between people with different permissions (view, comment, edit).
→ Google Drive
I create a private folder in Google Drive for every client, and store their web copy there in Google Docs format. (Providing ‘view’ access to the client).
→ Zoom
Zoom is perfect for conducting client meetings or customer interviews (for brand research and Voice of Customer research, both of which are essential parts of the copywriting process). Zoom had its moment in the spotlight over the peak of the pandemic—and I remember dissolving into much-needed giggles at the woman accidentally conducting a meeting as a potato and the lawyer arriving at a Zoom hearing as a cat 🤣—but I continue to love it today.
→ Otter.ai
I use Otter for interview transcriptions. Sure, it doesn’t capture everything perfectly (particularly if you’ve a pronounced accent). Still, you can get close enough--and then replay the audio alongside the transcription to clarify any confusing elements. All in all? Otter is a great tool as a copywriter for capturing a client’s offer and perspective in their own words.
→ Mangools
Mangools is one of many SEO tools on the market. It features five tools for an effective SEO workflow—and my top four are keyword research, SERP (Search Engine Results Page) analysis, backlink analysis and rank tracking. Mangools is the primary tool I use for the SEO side of my copywriting services. I have dabbled with others, including Keysearch (cheaper but less functional) and Keywords Everywhere (which I still use to supplement Mangools).
Large SEO and marketing agencies I've worked with have used more complex tools like Agency Analytics or SEMrush. However, as a boutique copywriting studio, Mangools works wonderfully for my needs. I can monitor clients' rankings (and my own), save lists of keywords I want to target for each client website (or blog post bundle), target areas right down to local regions, and see what keywords competitors rank for. Overall, it's very handy!
→ SEO Meta in 1 click
A recommendation I picked up during my time at an Auckland copywriting agency, I use this free tool mostly for reviewing Page Titles and Meta Descriptions—to see what keywords are currently being targeted and to check that everything has been input correctly once a site is published. Just add it to your browser bar in Chrome!
→ Portent’s SERP Preview Tool
Perfect when it comes time to writing meta descriptions, URLs and page titles. Gotta make sure they’re concise, displaying well, and engaging! This helps.
→ Word Hippo
Word Hippo is the best thesaurus for keeping your copywriting and content interesting, engaging and decidedly un-snooze-worthy. Like it says on the box, it’s an excellent tool for creatives to expand their vocabulary—and to make your web copy pop on the page.
→ Grammarly Premium
My proofreading secret weapon. (Or not-so-secret, as I'm sure almost every professional copywriter uses it, too! 😅). Grammarly is my right-hand tool for catching spelling and grammar mistakes. And if you're trying to discipline yourself to write LESS—which you should, as it's one of the best ways to improve your web copy and content—the "clarity" suggestions are useful. You don't need to accept every suggestion, but it's good at training you to slim down your copy.
NEXT UP? OPERATIONAL/AD HOC TOOLS.
→ Dubsado
I use Dubsado for invoicing and questionnaires/contracts. Every website copy client has a “portal” within Dubsado accessible ONLY to myself and them. And they can sign contracts, access/pay invoices and access/complete questionnaires as part of the website copywriting research process. I use Stripe for accepting payments (an option within Dubsado) because they have better rates than Paypal.
→ Squarespace
Squarespace is the platform I use for my business website. It’s also where I purchased my yoliestephenson.com domain name, too. (Ohhh, the benefits of having an unusual name. Being able to have my name as my business URL almost makes it worth the awkward roll calls where my name was mispronounced. So embarrassing as a shy schoolgirl!)
→ ConvertKit
There are a bunch of email marketing platforms to choose from—from Flodesk to MailChimp to InfusionSoft and beyond—but ConvertKit is what I (currently) use to send out newsletters and my welcome sequence. It’s intuitive to use, includes landing pages and automated sequences, and allows for list segmentation and subscriber tagging (which, even if you don’t need it as a brand-new business, you’ll be grateful for as you grow). I connect it to my Squarespace opt-in forms using Zapier. Speaking of email marketing, you can sign up for my newsletter, The Monday Memo, to see it in action!
→ Spotify
For background noise. My favourite playlist when I have to concentrate and write up a storm is usually something instrumental without words—or actually, Taylor Swift’s Folklore is a good ‘un too! (No surprise according to my last Spotify Wrapped I’m in the top 1% of Taylor Swift listeners! #whatanachievement)
→ Notion
Lately, I’ve been using Notion to plan and draft my own blog posts, emails, and web content and as a hub to keep my marketing organised. My one pet peeve that is pushing me back towards Google Docs is that I cannot do a word count of individual sections, which I like to do for SEO keyword placement and keeping my copy tight. But for now? Notion is where I’m at.
→ Acuity Scheduling
I use Acuity for scheduling calls with clients. Useful features? It prevents time-wasting email back-and-forth and eliminates the need for complex time zone calculations by automatically converting available time slots into each person’s time zone. (Magic! ✨) Plus, it sends automated reminders that include a Zoom meeting link—making getting clients onto calls simple.
(Small sidenote: I’m considering moving to Dubsado’s scheduling to keep everything under one digital roof, but right now, I’m sticking with what I know. A project for later in 2023, perhaps.)
→ Eule Planner
Despite moving to a Kindle for books (being an expat will force you to minimise clutter!), I love to use paper and pen to plan my weeks/days. My favourite planner is Kerstin Martin’s Eule Planner, which is excellent for entrepreneurs and small business owners since it includes tracking for your key metrics, newsletter, and blog post ideas. While I know everyone has different preferences, the layout really works for me.
When I can’t get hold of a Eule Planner, I also love an Emma Kate Co. planner—specifically, the Horizontal Weekly. So beautiful.
Well, there you go! A peek behind the scenes of how I deliver professional copywriter services—and into all the tools I use to run my business as a freelance copywriter in 2023.
