Copywriting

Compelling Content

Website copywriting is primarily about persuasion. Your website’s content should compel your visitors to action. Your writing must be engaging. You not only need to capture your visitors attention, but stimulate their interest sufficiently to builid an ongoing relationship. You want them to come back and visit you with regularity. In web marketing we all this “stickiness.”

Before you go overboard, remember that one the main challenges of effective website copywriting is to deliver an impressive and credible business image. It’s a delicate balancing act to be sure, but it’s the winning combination — design, layout, and compelling content are the necessary ingredients to presenting a strong impact in terms of the way your existing and potential customers perceive your performance and reputation.

Credibility is Key

The main objective of every copywriting initiative should be credibility. You have to sell your customers from the moment they arrive at your site. Let’s face it all new customers are suspicious by nature and have even higher expectations. Building credibility in a virtual environment requires a professional and confidentyou business image. Stock photography can only do so much. Ultimately, your image will be judged on your well written, intelligent content combined with a cutting-edge design and streamlined layout.

Optimization

Search engine optimization (“SEO”) is a major component of website copywriting, but remember that traffic alone won’t generate sales. We optimize web pages for search engines and readers. We focus not only on the text that appeals to search spiders, but we understand the human side of search as well and optimize accordingly. Conversion rates ultimately depend on your ability to target the emotional needs of the reader, as well as the logical needs of search engine technology.

Tips for Making the Personal Connection

Copywriting is essentially your front line salesman. You aren’t there in person to speak with the prospective customer so your compelling copy does it for you. It answers questions, provides information and should guide your visitors to a purchasing decision.

It’s important not to get so caught up in the words that you fail to make a personal connection with you target audience. Here are simple, but powerful tips to help you connect with potential visitors and seal the deal:

• Use second person “you or your” instead of third person “we or us”.
• Include personal examples rather than general examples. If writing about pets, include stories and antecdotes specific to them.
• Know your target audience . It’s the only way to communicate with them on a personal level. Niche groups can smell a phony instantly.
• Write using the language of your target audience. Include industry phrases, buzz words, and jargon when appropriate. Customers are compelled to reach out to credible websites  with a specific expertise in their area of interest. In a world where most advertisers are speaking to the masses, be sure to give yours visitors an advantage by speaking personally to their specific area of interest.

Contact us today for a free copywriting quote. Tell us what you need: an article, website copy or even occassional blog entries. We can help you keep your website content fresh and relevant for today’s fast-paced information super highway.