Great copywriting is the foundation of every successful website. A great looking website doesn’t offer any value to your target market if it doesn’t have good content.
Effective copywriting should be able to educate people about your company, your brand, and your services. It also tells your story and allows you to stand out from your competition.
To be able to write awesome copy, you need to understand your audience and connect with them emotionally. Without this emotional factor, your brand messaging will fall flat and your company will simply get lost in the mix.
A professional copywriter knows how to mix the right words to make compelling copy that will resonate with your audience. They’ll plan out all your digital copywriting needs to keep visitors and leads interested at every step of the customer journey.
Your brand needs many types of copywriting, and each one has different goals. Let’s take a closer look at some of the most important ones, and see how a pro copywriter can give your business a boost.
SEO Content and Blog Posts
One of the most effective ways to improve your website’s search ranking is to fill it with useful content. Ask any digital marketer or SEO professional, and they’ll tell you that content is till kin.
Blog posts and articles that target a wide range of different keywords will give your website and your brand better visibility as it shows up in more and more search results.
A professional copywriter will develop your content strategy from the ground up, and come up with a long list of different target keywords that are relevant to your audience and your industry. Writing all this content requires a lot of man hours, which most businesses just don’t have at their disposal.
When your site has lots of content that provides lots of value to your audience, your site also gets more credibility and trustworthiness in the eyes of search engines. It also makes your company an industry expert and a valuable source of information that people can trust.
It’s also important to note that financial websites have a much harder time getting to the top of search results. Search engines put websites that deal with financial topics under much closer scrutiny because the ideas being discussed can have a huge effect on the reader’s financial stability. It has to first establish a high level of expertise, authoritativeness and trustworthiness if you want your pages to show up on the first few search engine results pages.
A copywriter can help increase your website’s credibility by seeking out more established websites and writing content for those sites that link to your website. When search engines crawl more authoritative websites and see links to your site, some of that established credibility transfers over to you. Digital marketers often refer to this SEO factor as ‘link juice’.
Your homepage and all your other main pages play a huge role in establishing your brand’s image. Poorly worded web copy makes your company look unprofessional. Even if everything on your site is grammatically correct, it won’t leave as good of an impression as web copy that’s written by a professional who has lots of experience in sales and marketing copy.
In many cases, you’ll only have one shot at making a lasting impression on your target audience. It’s best if you can make the most out of it and turn one-time visitors into repeat customers.
Copywriters create great web copy by carefully choosing the right mix of words that not only convey the right message, but also make the most impact on people’s emotions. They also have to think about how the copy will look on the page itself, and make sure that the words and sentences will play nicely with the page layout.
Direct Response Copywriting
Direct response copywriting is all about convincing people to make a specific action, such as subscribing to your mailing list, signing up for a course, or filling up a form. You’ll often use direct response copy in your emails, landing pages, and ads to direct people through your sales funnel.
Writing persuasive copy that leads to a specific call-to-action is difficult to master. However, when done well, it produces near-immediate results and boosts your conversion rates significantly.
A direct response copywriter knows how to create exciting email subject lines and headlines that will capture people’s attention and make them want to continue reading. There’s a huge difference between a convincing email subject line that will make people want to open up the message and follow through with the call-to-action, versus one that will convince people to dump your emails into their spam folder.
It requires a good understanding of human psychology and marketing tactics to be able to write effective direct response copy. Copywriters also need to think of the different scenarios your target audience may be in, and be able to come up with copy that will elicit a positive response no matter what step of the customer journey they are in.
Good copywriting is an absolute necessity whether you need to fill up your website with SEO content, or want to increase brand awareness and customer engagement through social media. Every piece of content or post that you put out is an opportunity to make a lasting impression on your target audience. It’s also a reflection of your company’s professionalism and expertise.
Coming up with good web copy takes a lot of thought and planning. It’s more than just writing words and sentences, it’s about how you deliver your message. A professional copywriter takes care of all the artistic and psychological aspects of effective copywriting, leaving you more time and resources to focus on your clients and your business.