You’ve got your product, your vision, your web design done. You just need customers. But that might be easier said than done. Out of 1.7 billion websites, your customers have to sift through the noise and find you.
Impossible? No.
That’s where digital marketing comes in. And whichever strategies you choose, copywriting is the key to success. Let’s take a look at why.
Starting the relationship
Copywriting (landing pages, blogs, and articles) is the best way to attract visitors. It gives people a reason to visit your website. Whatever industry, showcasing general articles and blogs will invite a wider audience who might be interested in your products.
Copy also helps your audience get to know you. It advertises your brand in a personal way that connects to your readers and builds a relationship. It gives you a platform to speak directly to your audience and grab their attention. Show off what’s unique about your brand.
Is your brand all about sustainable fashion? Draw in your customers with a compelling blog about carbon-neutral fashion and hit them with your sustainable clothing items. They won’t be able to resist.
Help the right customers find you
Let’s look at it from a customer’s point of view.
A customer is looking for some unique homewares. To the internet! They’re looking for inspiration.
“Interior design for period houses” they type, and a sparkly-looking article all about interior design appears. Your website. Buzzing with ideas, they discover that this helpful website also sells original homewares. What a win.
You’re happy, the customer is happy. All from a simple article laced with strategic keywords and inviting pictures.
The beauty of copywriting is that it allows you to choose you audience and target them specifically. In the example above, the article helps the right people find you, gain their trust, and buy your product.
Building trust
You want your website to look trustworthy. Like you know what you’re talking about. A leading authority. But how can your customers get to know you without reading your articles?
Including content on your website makes you stand out from the crowd. It separates you from teenagers trying their luck with their creations online.
Make your articles unique and useful enough, and customers may even do your marketing for you and share your website links with their friends.
Struggling to commit?
Copywriting is more than just a way to draw your customers in. It also directs the consumers to do something: keep reading, click on a link, buy a product. The items in your online shop might be top class, but without copy to guide your customers into buying them, they may as well be advertised on a billboard in the Antarctic.
There’s two ways to make your readers DO something. Keep reading as we look at it in detail.
Read me, NOW!
If you’ve skipped down to this section, welcome. Clearly the header worked.
Some copywriting is designed to get an instant response, like the subtitle of this section. Or a social media ad, enticing readers to click on a link. Or a pop-up message for an email newsletter. These are great for instant interactions, but don’t necessarily result in a successful purchase later down the line.
That’s where a branding-focussed approach can help.
Vote of confidence
An educational blog post is a great way to build credibility as a brand. The reader is more likely to go with your brand if they trust you and are familiar with your company. Alternatively, you could use feature pieces, magazine articles, or interviews, to give your brand the personal touch.
These delayed-response copy articles are designed to make the reader think about your brand, trust your brand, and hopefully buy something later down the line. And with any luck, refer a friend as well.
A combination of both immediate-response and delayed-response copy can be a powerful driver for your website. Hook your readers with interesting articles, then swoop in with some persuasive copy designed to guide them to your products. The key to success.
Beat the machine
This all might sound easy, but writing the right article is of paramount importance. The search engine algorithms can be your friend, as long as you play the game. The right keywords, beautifully constructed sentences, and hard-hitting subtitles are the key to SEO.
Search Engine Optimisation (SEO) can be your friend, or worst enemy. Make it work for you by designing your copy to lift your website to the top of the list.
The key to unlock your online success
Whatever your digital marketing strategy, copywriting is undeniably the fundamental element. It draws people in, encourages them to know your brand, and urges them to purchase your product. The key to increase your conversion rate success.
