Take a Step Back
People have short attention spans. Your website needs to communicate the core of your message in a flash.
While you've been grinding away at your business, knee deep in the day-to-day operations, it's easy to forget to take a step back and get some much needed perspective.
What do your customers want and how can you help? These are the the fundamental questions that your website content needs to answer.
When writing your content, try to pull back and think about the big picture. Your value proposition. Your point of difference. And most importantly, what the heck you actually do. If your content doesn't communicate this, then you've already failed.
Keep it Human
Nothing will make a visitor switch off quicker than dull, hyper-specific content. An essay on your Home page that details every facet of your business. Ain't nobody got time for that. The content of your website needs to be short, punchy, and unique.
Simplicity is the key to effective communication. Make it simple. Make it memorable. Make it something that your customers can relate and buy into.
Don't Forget the Keywords
Effective copywriting is the key to a successful presence on Google.
Ensure your content is keyword-rich. Decide what terms you really want to be found for and ensure you talk about those keywords in your content. If you focus on these core areas, Google will reward your website with positive rankings for those search terms. Don't go overboard, or your copy will sound repetitive and unnatural. Write content that humans will find interesting and appealing.
Hire a Copywriter
Most business owners or marketing managers think they can write their website content to save money on the project. But even solid writing skills and a detailed understanding of the business does not mean that the end results will be effective.
The best solution is often to hire a copywriter. A professional who can sling words like no tomorrow. Not only does this remove the burden from you, it can also bring a much-needed level of creativity and clarity to your message, as well as ensuring the fundamentals of search engine optimisation are followed.
A copywriter can bring all-important perspective to the table. Somebody who can assess your business with fresh eyes and can distill your message to it's essential elements, getting to the core of what you are offering and what’s in it for your customers.
Your website shouldn’t just be a vessel to make a quick buck. It should be a tool that you use to communicate the culture of your business, building credibility and empathy.
Good website copywriting gets to the heart of what you offer the consumer, and affects they way they feel about your brand. That’s the key to a consumer that connects to your brand, becomes a loyal customer, and spreads the word to their friends.
That’s how great content can benefit your business.
That’s why words matter.
