Many business owners find writing content for their websites difficult; they are unsure how to present their product or service in a persuasive way to drive sales. Here are some tips:
Picture your audience
To write effective sales copy, you have to have a clear idea about who you’re writing for. Think about:
- Who your target market is,
- What they do for a living,
- What they care about,
- What their pain points are.
This will help you identify the right messages to use in your content. It’s fine to have both a primary and secondary target market, but you’ll be aiming the bulk of your copy at your main market.
Consider your pages
Think about what pages you’re going to need on your site. Each page should have a clear purpose and deliver on that as users seek out specific information when they browse online.
It’s a good idea to also consider search engine optimisation (SEO) as you write. This means making it easy for humans and bots to find and read through your content. You could consider including some long-tail keywords – queries people type into search engines – as headings to ensure your content is as targeted as possible.
Writing for SEO means short sentences, short paragraphs, white space, use of bullet points, some (but not too much) bolding, and a plain English style.
Connect with your customers
Storytelling is a good way to engage customers and build an emotional connection with your brand. A good way to do this is to tell your story, explaining your motivation for setting up your business. You’ll gain attention if your ‘why’ aligns with your customers’ thoughts, feelings or pain points.
Your aim is to story-tell in the most succinct and powerful way possible. By doing so effectively, you’ll connect with your target market, build engagement and hopefully achieve sales.
Build your brand
Be genuine and be yourself. That way, your brand will be authentic and consistent. By doing so and having content that’s focused on the customer, you’ll be able to build a strong brand identity and a value proposition that differentiates you from your competitors.
A copy editor will be able to help you with your writing and messaging while maintaining your authorial voice and style. As well as a platform for your brand, your website is a very valuable sales tool so getting your copy pitch-perfect is a worthwhile investment.
For help with your web copy, contact Caroline Roberts on caroline@luminous-copy.com or 0404 960 908.
Luminous Copy 