The right copy in a business can be the difference between a sale and sign up or someone deciding to take their business elsewhere.
Many businesses are happy to invest in premium photography for their products and services, but neglect to invest time or money in ensuring their copywriting is at it’s best and most effective.
Copywriting is the art and science of writing words that can encourage people to take action or feel a specific way, and it’s essential to the operation of a business. When online, it has the added benefit of being able to be used for SEO which can help your business appear for a range of search terms, attracting even more potential customers.
If you don’t feel ready to invest in external assistance for your website or printed copy just yet, take these steps to upskill yourself and the content you produce in-house:
1: Fix your headlines
You can have the best article in the world, but if you don’t have an accurate or click-worthy headline then people are unlikely to click through and read.
Our world operates on a new commodity: attention. It’s hard to get and harder to keep, especially as a business.
Use your headline to give an accurate idea of what a reader will gain by clicking through to your piece, and ensure you deliver on that promise through the piece.
2: Talk about what you can offer, not who you are
As a business, you’re offering your clients and customers a solution – whether they know they have a problem or not! If you can offer a superior way of accomplishing things, or provide a product that fills a need, you need to share the solution with your potential customers.
Yes, telling the story of your business and team is still important, but it’s a complementary factor in decision making – the key is showing people what you can do for them, and doing it effectively and transparently.
3: Keep your copywriting simple
Have you ever read the terms and conditions in full before clicking accept? Likely not!
Most people will scan-read your content, looking for anything considered a ‘dealbreaker’, and make their decision.
Jargon doesn’t do much other than alienate your readers – people want to read words that talk to them as equals, rather than talking down to them.
There are readability tools available, such as the Flesch-Kincaid score, but the best test is always asking someone to read through the piece and provide real-life feedback.
4: Use reasonable call to actions (CTA’s)
If you’re using your writing well, and it’s helping people to consider your business and how you can help them solve their problems, then the next step is to tell them what to do.
A call to action is, as implied, an instruction or suggested outcome or next-step after reading your piece.
‘Click here’, ‘follow us’, ‘read more’, ‘buy now’, ‘book a tour’ – all are clear and understandable call-to-actions that are possible to do at the same moment.
A CTA should be a next-step that can happen instantly, and the information to complete the action should be presented clearly on the same page, whether it’s a URL, a phone number, or a website.
Read more: Get the Basics to Grow Your Business
5: Create consistency
Having consistent tone and CTA’s on all of your collateral is an important key to copywriting. There’s nothing worse than signing up to a newsletter on a flawlessly written landing page only to receive an error-laden eDM or an aggressively toned sales piece.
Once you’ve established your brand tone and style, go through your assets, sales tools, and website with a fine-toothed comb and try to bring everything into consistency.