So you decided to invest in a website. You had a professional designer build the whole thing and it looks absolutely gorgeous. It’s an exciting time for your marketing and your business.
If the designer built things right, your site should also be highly functional. There should be a well thought out architecture and page structure to your site, making it easy for people to use.
At this point you’re halfway home. Don’t stop here!
You’ve attracted attention to your website. From this point it is up to your copy to sell your product. It does not matter how pretty the design is, if you use the wrong “your/you’re” in a prominent home page headline, people will take note.
You only have a few seconds to grab a customer’s attention. If you do it with a grammar or spelling mistake, they will click away. A good copywriter understands this. A good copywriter has spent time mastering the craft, and will have a portfolio of samples to back it up.
An engaging, attention-grabbing headline written with action words and mistake-free is your best bet to bring people in. In fact, it’s the only way to turn eyeballs into paying customers. This will turn an average website into a good one, and make a good website great.
Copywriting For People
At any one time, there are thousands of forces vying for people’s attention. Your website viewers are no different. If they don’t find precisely what they are looking for, they’ll move on. With new technology, everybody is fickle.
A good copywriter understands this. A good copywriter looks at your brand, your website, and sees the opportunity to tell a story. It’s through that story, and the engaging copy, that people will interact.
There is a lot of discussion on the web about SEO copywriting and writing for people. Both are extremely necessary, but it is people who will buy your product. So ask yourself a simple question: If you were surfing the web, would you invest the time to read your own website? Be honest. If the answer is no, it might be time to rethink your website copy.
A good copywriter will know how to tell your story, and also how to get the word out across the web.
Copywriting For The Search Engines (SEO Copywriting)
You’ve got the good story. It used to be that you buy a newspaper or yellow pages ad, and wait for the foot traffic. That’s not how people are finding their information anymore. There’s a reason Google has become a verb.
A good copywriter knows to hone in on the story first. After all it’s people that will buy your product. But if you ignore the search engines, traffic will be difficult to come by. That’s where SEO copywriting comes into play.
You have to think of the words and phrases that you want people to find your business by, and find ways to incorporate them into the headlines and the copy on your page. These words and phrases should be backed up by keyword research.
The search engines are continuously changing their ranking algorithms, and what they are seeking in an informative website. Some of these changes have to do with design, but many have to do with copy as well. It’s vital to have a basic understanding of search engine optimization if you want your website and copy to travel well online.
Forget buying a print ad. When people want information on a business, the search engines are where they find it.
Final Copywriting Thoughts…
Writing for people and the search engines at the same time is the perfect storm for bringing in more business. This equates to more sales, or an increased client base for your business. Here’s the bottom line:
Quality copywriting geared toward today’s marketing world = more money in any business owner’s pocket.
I wrote this blog around the website example because a website should be your marketing hub. It’s the place on the web that is totally yours. There are no space limitations, and you can fit everything you want about your business right there, within its confines.
The same principles apply to any form of marketing writing, however. Tell a good story. If we are talking about online writing such as blogs, articles or social media posts, gearing them for the search engines still applies. Brochures should still be peppered with engaging content designed to attract attention.
There are many talented business owner-writers out there. If that is not you, or you are looking for the extra SEO push, do not hesitate to hire a quality copywriter to help your business make money.