Imagine this: You are a customer looking for so-and-so service/product and you are looking for someone to provide you with it. Your first step is obviously to go online and check out the website of concerned companies. So you open this website and you find the content to have only vague references, or perhaps too much going on with pages and pages of text, or a bunch of empty statements with no real information, or simply such bland sentences that you find it hard to keep your attention focussed and so you quickly switch to the next link in your Google search.
You certainly don’t want your potential customer to turn away and move over to their next choice, do you?
Undoubtedly, what speaks best for your business is the quality of the work you provide. But what good copywriting does is to create a favourable first impression on an unbiased potential customer, and in turn furnishes you with opportunities to let your work speak. If your content is engaging and can keep your audience hooked long enough to read through your offer, they are more likely to go ahead and sign up for your services.
Finding your Voice/Personality
Depending on who your target audience is- their age group, social backgrounds, work groups, etc- determine the voice of your brand and stick to it. You must know your target audience and choose wisely how you will project yourself; whether the content must read funny, or business-like, or a mix of both.
Back to the Basics
An important requirement in your copywriting is its grammatical correctness. This may seem like a lame thing to point out, but the fact is that recurring grammatical errors in the content take away the credibility of what you are saying, annoying the reader and showing an acute lack of seriousness. The copywriting should be faultless, confident and should inspire trust.
A Pinch of Creativity
It is one thing to inform and quite another to impress, and inspire action. Based on the voice you choose, a little bit of creativity can make a huge difference to the audience’s perception of you. Avoid blandness and try to figure out new, interesting ways to talk about yourself and your work.
Engage and Coerce
The whole point of your website is to inform the customer of your services and compel him/her to choose you over your competitors. And in order to do that, you need to keep your reader engaged till the end and then nudge him into taking action.
It is imperative that you understand that your website plays a crucial role in establishing your brand. Just as the appearance of a shop is as important as the products inside it in order to appeal to customers, similarly, the copywriting of your website is as important as your product quality. Hiring someone to write an interesting, informative copy for your website could up your business many fold.