What is Web Copywriting and Why is it Important to Your Business?
Everyone's heard of Copyrighting - you know, the legal process of protecting intellectual property. For example, "TM" for TradeMark or the "R" with the circle around it for Registered Trademark ®.
How you create the best web copywriting is completely different!
What's a simple model for great web copywriting?
- Grab their attention.
- Compassionately relate to their biggest challenge or problem.
- Tell them what's in it for them to work with you.
- Invite them to get started.
Great copywriters are able to write compelling stories, engage the readers almost immediately and by knowing the reader's psychology, can even help motivate the reader to take action. The actions we'd like our clients to take is often a clear invitation (in marketing language it's called a "clear call to action") - for example: "buy now" (how subtle) or "add to cart" or Call now for a free website analysis or estimate - operators are standing by (530) 426-8404. Boy, that sure was a great example of a clear call to action WITH a nice benefit to the website visitor 🙂
Search Engine Optimization [SEO] helps you get more traffic to your site, web copywriting helps you get more paying clients by increasing your conversion rate. For more information on SEO, click here.
How to Create Highly Effective Marketing Copywriting for Small Businesses
So, it's important for us to end with a clear call to action in our web copywriting. What are the other key elements?
1) The Hook - what is going to grab your potential client's attention? What's your perfect client's biggest problem or need? What do they dearly want and how can you help them? Is your website ugly, outdated and no one is visiting? Boy that sure sucks ... wouldn't it be nice to have a great website design and have keyword research, competition analysis and SEO done for you? You don't even have to know how to use a computer, and your phone can be ringing off the hook with new customers - what a relief! Keep it short, you only need to build curiosity to get the reader to scroll down wanting more ...
2) The Pain or Problem - Losing Revenue in Your Business in this Down Economy? Are you worried about how to feed your family and keep your home? OK, I'm exaggerating, but you get the point. We are here to help people. If people are stressed, worried or in pain and we can help them, what a wonderful life this is. What is the problem or pain that your ideal clients have that they REALLY don't want.
3) Benefits - these are the things that people like about your service or product - these are very important to highlight. If someone will make more money as a result, what can they spend the money on? Those are the benefits. Great website design that reflects your business personality and makes you stand out from the crowd, simple intuitive navigation, and easy to maintain or make changes. Those are all benefits. Features would be things like unlimited memory, anti-spam plugins, meta tags optimized. You may want to have features, but usually people really want to know about results and how you can make their life better. If someone wants all the details, you can happily provide them, but not in your sales copy. Think of what's in it for them. This includes results they will receive and positive emotional shifts.
4) Results - Get more clients fast! You will get more traffic by being on the first page of all the Search Engines - especially Google! You will be able to leap over buildings with a single bound 🙂 What will your clients receive? More money, more free time?
5) Emotions - what negative or painful emotions are your clients feeling now? How will they feel after working with you? Example: "Are you frustrated because you spent several hundred dollars on a website? You will be overjoyed and your stress will melt away when more and more customers reach out to you saying they found you on your new website" Do your customers go from fear and frustration to peace and excitement? What's the positive shift they will experience and feel.
6) Testimonials - Human nature is such that if there's a crowd around a booth or act, we immediately want to go over there and see what's so great. We trust referrals from our friends, and if others are happy with the work and results, we are more likely to be. It makes us feel safe in our decision to hire someone or buy a certain product. Another phrase for five-star reviews or positive testimonials is social proof. If someone else likes it, we don't have to worry, it's OK to jump in without too much due diligence.
7) A Guarantee - stand by your product or work. When we stand by our values and hold ourselves to utmost integrity this is easy to do. Always give your clients more than you promise and you'll sleep well at night.
8) Special offers or Bonuses - for example, I'll give anyone free updates and changes for two months if they buy the deluxe website package - you'll not only get your keyword research done, competition analysis, full web design to your specifications, amazing copy writing, Comprehensive initial SEO, but you'll get the free updates/changes ... AND I'll teach you how to make easy changes yourself - fast and simple. What can you offer to make your customers feel safe and that they are making a wise choice in buying your products or services?
So, now you can see the value of good copy writing and how to do it yourself - it makes your brochures, postcards, website, etc... like having your own sales team that you don't have to manage - they say the right thing every time and are very compelling, polite and helpful. I hope you enjoyed reading this and that it helps you increase your business and ability to influence your clients to let you help them out ... their lives will be so much better.
Please feel free to contact us with any questions or if you want us to do your best website copywriting for you, we'd be happy to ... just let us know.
We love to help our clients with highly effective online marketing copywriting services in the Folsom, Granite Bay, El Dorado Hills, Citrus Heights, Orangevale, Fair Oaks, Sacramento areas. We also provide services for our clients outside of this area and are highly skilled in using Zoom, Skype or phone to get to know you well and provide excellent service no matter where you are.
Jim Kaspari
Summit Business Marketing
Business Coaching Services . Web Design . SEO . Marketing Consultation
phone: 530.426.8404