When it comes to conveying a professional image for your business, the look and feel of your website matters, since after all – it’s the digital face of your business.
But when it comes to actually reading what you have to say about your product and service, is your website copy living up to the calibre of your business?
Copywriting is the re-arrangement of words and revitalisation of existing writing – or copy – to make it more persuasive and interesting to read, as well as the creation of persuasive written advertising which promotes calls-to-action.
Calls-to-action are short, creative, persuasive written lines that prompt viewers to take action and engage, for example making a purchase; signing-up for a newsletter; following a brand’s social media platforms; reading more; calling to make a booking.
What is the point of an appealing web-design, only to read a dull and dreary copy? No matter how excellent the website, tedious writing can ruin the overall impression.
Cody Ray Miller dubbed the “59 second rule” for websites, claiming that you have 59 seconds to impress viewers before they leave your website. If your website copy isn’t relatable, interesting and compelling enough your viewers will click on with or without grasping what you have to offer.
Great, you’ve lured viewers to your website, now what? In order to make sure viewers take action, you need to entice them to do so by putting relative calls-to-action in place for them to make a move. Now, how you input those calls-to-action and the way you phrase it, will make the difference.
They have found your website, are actively clicking around, perhaps shared your page on their social media profile and now want to read more about your product and brand. But you either have no blog or have one from 2011. With nothing to read, you have nothing keeping your viewers interested and engaged with your brand.
Creative and well-written copy will not only impress and attract clients to your brand and product, but also instil a sense of professionalism in your brand. If you know what you’re talking about and can communicate your message effectively online, viewers will gain the perception of authenticity and trust in your brand.
This should be the first step to your copywriting process. Make sure to turn on your spell-check when writing your copy and question yourself when it comes to words that seem tricky and even those that seem simple!
Write to keep the interest. Have a friend or colleague read it afterwards to get a second opinion and find out how engaging they found the copy.
Give your viewers a reason why they should consider you and not your competition, what makes your product or service so unique? What can they look forward to gaining by choosing your brand?
Make sure to include keywords about your brand, products or services in your website copy so that you can reap the benefits of Search Engine Optimisation (SEO) and increase your ranking on Search Engines.
When writing copy for your website, make sure to keep your ideal audience in mind. Who are you writing for exactly? Who are your clients? Are you writing for potential clients or recurring clients? The more detailed your audience is, the better you will write to grab that audience.
Make sure to tell your viewers what you want them to do with the information you’ve provided them with, by including a call-to-action in your copy.
Make sure to proofread your copy after writing it – before you publish it on your website. Check your spelling, grammar and your overall creativity. Are you persuasive enough? Is it interesting and engaging?
Now that you know the importance of copywriting, and what you need to do to ensure creative and effective copy – you will be able to convey the intended message to your viewers and potential clients. If this has still managed to go over your head – you’ll be happy to know you can easily find yourself a professional freelance copywriter to jazz up your website in no time!
Copywriting in itself is already a challenge for most of us, but there are many other reasons why getting a professional to copywrite for your website may be the best option.
Face it, if you’re running a business you don’t have the time to write the copy for your website. Writing good, creative and persuasive copy isn’t easy, so it’s definitely not going to be a quick job. Handing your website copy over to a professional copywriter means you can get high-quality copy, promptly.
Not all of us are wordsmiths, which means writing copy for your website may be harder than you think. Because its going online, as a representation of your business, you need to make sure the copy is grammatically correct as well as spellchecked about a thousand times. Hiring a copywriter means grammar, perfect spelling, and understanding punctuation is their forté, which means you will get great quality copy for your website.
Copywriting is supposed to keep readers interested and persuade them towards buying your product or using your services. Subtle soft-sell tactics are used by copywriters to turn readers into customers. If you are doubting your own copywriting skills, rather hire a professional who can create persuasive copy with calls-to-action.
When it comes to your business or line of work, you may know all there is to know, however, being so close to the business can be detrimental if you’re copywriting for your website. Assuming that people will know what you’re talking about, using difficult business related jargon and struggling to be objective are factors that hinder good website copy. Copywriters are able to be objective and write website copy that is easy to understand.
Having a high ranking on search engines like Google, means that your business is on the top of the list – which is where you want to be. To get there, it requires tactful search engine optimisation in the copy of your website. While you might not know how to do this, professional copywriters are able to do this effectively, ensuring higher rankings for your website.
You’ve got yourself a great website, the graphics and layout are impeccable, now you need copy to complement the design. You don’t want it to be another pretty face with no substance, or your investment would be a waste. Investing in copywriting with a punch means that you’ve invested in a website that is completely designed to make readers, customers.
The best way to stand out from your competition is to have a better website than theirs. By improving your copywriting, you are giving your business that competitive edge, online. Good website copy makes your business and brand look professional and trustworthy while differentiating you from your competitors in a unique way.
If hiring a professional seems more fit for your website copy, there are a few aspects to hi-light for your copywriter.
Give all your personal contact details, as well as those of the business.
Details to include:
Tell your copywriter what you want from them. Does he or she need to write an unexacting website or add a bit of linguistic flare to an existing website. Also give the amount of webpages to be written/edited.
Give your copywriter a background of your business, this will help him/her write effective copy for your business. Include:
A good copywriter aims to provide copy that strikes a chord with your audience and readers. Explaining the target market for your copywriter is vital, this ensures that the copy written for the website has the audience in mind and your copywriter is able to persuade that specific group.
Give your copywriter a short list of the competitors in your field. This helps the copywriter for research purposes, to find out what they are doing right and wrong in terms of copywriting on their websites.
Decide on the voice you would like to take on your website.
Your copywriter will be able to give you exactly what you want if your can give concrete examples of the style of writing that you like. Having a list of websites that you like and don’t like, will help your copywriter get onto the same page as you in terms of what you want and expect.
If there are any jargon words or keywords that stand out for your business, give your copywriter a list. This will not only help him or her understand the business more, but help with setting up for Search Engine Optimisation.
Words truly have power so, whether you decide to do it yourself, or get a professional, copywriting is essential for your business’ online presence!
This post was written by guest blogger and Word Wizardess, Natasha Kirwan