Investing More In Copywriting

You invest in some great web design and branding. You have the latest slick WIZZBANG™ website functionality… How much time and effort have you spent on the copywriting?

Copywriting is an area that often gets overlooked when budgeting for a website. Hands up if you have just thrown some copy together to get the job done quickly? Copied and pasted from the previous website!?

Many websites talk about how good the company is and what features they have in their latest products and services but what about the benefits to the consumer? Consumers rarely buy products & services based on features. They buy them on benefits or the problems that they solve. If you can solve problems, people will be more likely to buy your products and services.

Copywriting needs careful attention and don’t fall into the trap of being overly witty or attention grabbing at the expensive of clarity and usability. Keep it simple and know when to stop. Nobody wants to spend their life on your website reading endless pages of content but they will likely want their problems solved.

People will likely arrive on your website with lots of them. They will have problems that need solving and have come to find the answers.

Yes the marketing department has lots to say but don’t let that get in the way of storytelling for your user to quickly get them where they need to be.

Think about your prospects current difficulties and struggles and the impact they have. Write your content accordingly, including how your products and services can solve one or more of those problems.

Try not to hide any information you don’t want people to know, it only irritates and if they can’t find what they need to know, they may go elsewhere.

You may also need to consider how you write your content for search. If you are looking to rank highly in Google then you’ll need to consider appropriate keywords and place them in the appropriate locations.

Try not to hide any information you don’t want people to know, it only irritates and if they can’t find what they need to know, they may go elsewhere.

Ensure you test your page to see how it looks on social media platforms. This includes both text and associated imagery. For example, you can paste your page URL into the Facebook Sharing Debugger tool to see how it will be displayed on Facebook.

The take away from this short article is that your website content is more important than you might think. Investing a reasonable amount of time and effort will dramatically increase the effectiveness of your pages and get you closer to your expected outcomes.