Understanding the Power of Great Copy
Is copywriting your secret weapon to convert customers?
Before answering that here’s something to consider: your audience doesn’t care.
- They don’t care about your website copy
- They don’t care about your social messages
- They don’t care about your service descriptions
Go ahead and check your analytics data, but you probably know it’s true.
Your ability to engage your audience has nothing to do with how much they care about your business regardless of how many times they cross your path.
If you want to create a connection, stop worrying about your sales funnel, website copy, service offer, unique competitive advantage, and marketing channels. If you want to connect with your audience and convert them to believe in your product or solution, your only worry should be about them.
As a business owner or marketing executive, your job is to inspire action through great copy.
But before they believe in you, you have to know what your audience believes in now, and you have to create a path for them to follow that leads them on a journey from what they believe today, to what you want them to believe in tomorrow.
If you can bring them on this journey, even if you fail to spark their interest 99% of the time, one clear thought, one moment of impact, can spark a change and at that time they’ll take action and they’ll convert.
That’s the secret weapon.
That’s the point of impact that delivers business-changing growth.
If you can do it at scale with empathy and integrity, then you can optimize to amplify your traffic and conversions.
Tactical Copywriting Services
Of course, there are tactics that can amplify your natural ability to craft beliefs and create change, and yes we know many of them. You can hire us and we’ll implement everything for you, and hold your hand through the ups and downs of all your copywriting adventures. We will ghost-write your blogs, and craft your landing pages. It’s an easy win. Like when your toilet is broken and you don’t want to stick your hand in the bowl, we can come in and take care of the tactics and/or provide the hands-free tools used to solve your problems, but it might not be enough.
Strategic Copywriting Services
You can also hire us to deep dive into your audience’s greatest fears and ambitions. We will uncover their needs and wants as it relates to your product and service. We will evaluate the market, spy on competitors, and assess your brand voice to assure that what you’re putting out for copy is aligned with your audience as we have come to know them.
Strategic Copywriting is all about that big picture map, creating that journey and looking at where they have the opportunity to find your map, and then inspiring them to believe that the X on the mark truly holds the answer and solves their problem.
You need our help
Strategic copywriting as a service also includes tactics and execution. With us in the war room, you’re more likely to get advice on how that copy fits into your website UX/UI, video scripts, visual elements, social outreach, and organic/paid online visibility. What you do with that advice is entirely up to you.
We want to help
You can hire us to create digital assets for you, or you can handle it another way. But you should know, that because we know, we don’t just talk about theories of engagement on these various platforms. We make suggestions based on real-world experience as a digital agency.
Other interesting points about copywriting as a service
A picture may be worth a thousand words to a human, but to Google, it is only worth the words in the title and alt text.
The words or ‘copy’ on your website do the heavy lifting for SEO. Your copy serves four functions:
- Utilizing optimized SEO practices to get viewers to your site
- Keeping them there (being interesting)
- Getting your message across and building trust
- Converting your viewers into clients
Your website copywriting will work with your design, photos, and other media to get your message across and keep them on your website. It will work with other factors on the back end of your website to determine SEO.
Your words are important. Make sure they’re the right ones.
Understanding Your Audience
The first step in writing is identifying your target market. That will help determine choices about writing styles, word choice, and tone of voice in your content. Understanding your audience and tailoring your content towards them will help them enter your conversion funnel and can lead to more sales.
Is Your Company Dollar Shave Club or Lincoln Motor Company?
Our content marketing team creates a “persona” for your brand as they develop a personality and writing style for your business. Nearly every successful brand has a persona whether you recognize it or not. Companies like GoDaddy, MTV, Monster Energy Drinks, and Dollar Shave Club use slang terms, mild profanities, and millennial humor to reach out to a younger crowd.
On the opposite end of the spectrum companies like Allstate and Lincoln Motor Company use a more diverse choice of words and a softer, often female, tone of voice to capture the attention of middle-aged professionals and seniors. This brand persona helps your business connect and communicate with your target market. It gains their trust, which makes selling them your products and services much simpler!
Keyword Driven Research
We understand the importance of strategic keyword placement and fully utilize it in our website copy. After performing extensive keyword research our writers ensure the implementation of the chosen keywords throughout the page titles, meta descriptions, content, alt text, and headlines of each page. The application of this knowledge plays a crucial role in the success of Search Engine Optimization factors on your website.
There are many excellent writers in the world, but there are far fewer who understand how to write well for both people and SEO. We keep on top of all of the latest website development trends so we can incorporate them into your website if it is a good fit for your brand.
Headlines are instrumental in determining the success of an article/blog piece. Upworthy found that their traffic can vary by as much as 500% based on changing the headline. It was the headline, not the content itself, that made content go viral.
– Wired Magazine
Conversion-Focused Value Propositions
Forget the features of your product or service and start thinking about benefits to your customer.
Sales are one of the most complex and variable and difficult cogs in the gears that run a business. Before selling anything it is necessary to build familiarity and trust. Then you have to show them why they should care. How much is it going to help them or their business and what will that look like to them?
For example, do you want:
A well-designed and attractive website that is going to rank well in search engines and convert your viewers into customers
A website with a well-designed UX/UI framework, professional website copywriting, and thorough optimization for SEO throughout the front-end and backend.
This is known as a Value Proposition. In your Value Proposition, you clearly define what you are offering, how it will benefit the consumer, and why you are a better option than your competitors. In order to put yours together, we gather detailed information about you, your company, and your products and services to create your unique Value Proposition. Then we do the same research on your competitors and tweak your value proposition to highlight your competitive advantages.