Incorporating strong copywriting within your business website is a must. You ever come across a website that failed to inspire you? Or landed on a website that had pages and pages of never-ending text? It’s likely happened to all of us, and while there are a number of factors that make an impact, strong copywriting is something you don’t want to overlook.
In fact, your target audience requires that you have terrific and meaningful copywriting to keep them engaged. How else are you going to connect with customers on an emotional level? And how else are you going to captivate readers and create a powerful connection?
Sure web design and seamless development is what customers will notice and experience first, but when great copywriting is absent, it’s noticeable.
When scrolling down the pages of a website there must be substance within the content that encourages your visitors to continue reading. The expectation is that the copywriting is interesting, educates, and eventually drives that individual to act. And when it comes to expectations consumers are full of them!
Determine brand voice
The brand voice should be decided upon early so that your company is represented correctly. You’ll need to decide upon factors such as your tone and personality. Are you looking to be professional and corporate or are you looking to be quirky and fun? The tone of your brand will vary dramatically depending on your brand personality and target audience. But here is where you’ll have an opportunity to really connect with your customers and facilitate strong and positive affiliations with your brand.
Engage your target audience
Knowing what your target audience wants to read about is a must and should be incorporated within the copywriting. And truly understanding your customers will play an important role. You are going to write differently when targeting millennials than you are when targeting healthcare providers. So understanding as much as possible about your different user groups is essential for that website copy to be both engaging and effective.
Even going as far as devising a detailed primary and secondary persona to represent key user groups is quite helpful.
Are you targeting busy executives looking for powerful solutions or are you targeting young, tech-savvy males extremely comfortable with online shopping? Whatever your user group, you must consider social and demographic information in order to resonate and make a meaningful connection.
Incorporate value propositions
Your brand’s value propositions need to be clear and described both creatively and intelligently. Simply spelling out what you do is no longer enough. In order to truly differentiate your copywriting must be enjoyable to read. It should educate and even empower whenever possible. This type of copywriting is much more interesting to read and will give your brand an advantage over other businesses that stick with the dry and mundane approach.
Captivate and compel action
Great copywriting captivates and even compels action from your reader. Have you ever finished reading an article and felt so moved and so inspired that you wanted to go out and do something? Well, the same concept applies here. The words that you use to articulate your ideas are the difference between someone contacting you to learn more or simply moving on to a competitor’s offering.
Marketers are always looking for ways to communicate with the right people at the right time. Consumers are often short on time and bombarded with thousands of advertisements and messages daily.
So when they land on your business website it’s important that what they are reading makes a deep connection and that they feel as if you are speaking directly to them.
Your copy should be clean, concise, and meaningful. Having a solid command of the English language is a must for any great copywriter. But great copy captivates and leaves a lasting impression. It should inspire the reader in some way, whether it’s to get up and start a marathon or click on that purchase button and buy a product. Website copy that compels a reader to act is the best kind of copy in the land!