Putting All The Pieces Together The Right Way

With different websites targeting different audiences and many sites competing for the same visitors it's important that you communicate clearly and effectively.

Content is king, but even if your confident that you've got the best out there if it's not presented to your users in such a way that it makes it easy to digest you'll never encourage your users back for multiple visits. There's no point loading up your site with the latest technical or industry specific catchphrases if half your audience will have no clue as to what it is you are trying to say.

The key to good copywriting is to make sure you put yourself into the shoes of your target audience and then think through what it is you are trying to say. By thinking from your visitors perspective you lessen the risk that you will end up with content that only you and your employees will understand, while visitors to the site simply head somewhere else for their answers or products.

Tone Of Voice

In your business you are likely to know your customers pretty well and this will allow you to understand how it is they like to be spoken to. There is no point treating your site visitors like idiots if you are targeting highly technical individuals who are used to being given technical descriptions of key issues etc. Of course you can't afford to assume that everyone who visits can decrypt the latest technical speak either, otherwise you risk alienating those people you are actively targeting.

By adopting a tone of voice for the way your website communicates that is what is expected for the audience you are targeting you are more likely to successfully convert your visitors into customers. In many cases just by adopting a more friendly way of speaking to your site visitors can improve the time they will spend on the site looking for what it is they are after.

Don't Overdo It

Sometimes saying too much can be just as damaging as saying too little. It is far better to give visitors to your site easily digestable snippets of information that makes it easy to digest than to overload them with far more information than they really need to make a decision. Sure you can have as much information available to your visitors as you want but don't make them wade through pages and pages of detail when many of them are simply looking for a summary of key facts.

By providing a simple overview of the information you possess you can satisfy many of your visitors needs, but for those of them that want to really dig into the next level of information they can do that by looking at the more detailed pages within the site. Keep an eye on your site's statistics and your'll probably be amazed at how few people dig past the first layer of information before getting in touch.

ask us to help with your copywriting needs

Target Audience

Remember who you are targeting with your website and make sure that you are communicating with them in the best possible manner. If you are aiming to get the most technical people to your website then present them with the level of information they are looking for and don't attempt to 'dumb down' your content (but still provide a summary and more information as above).

Also ensure that you keep your content laser targeted on the topics that the visitor is interested in and try not to distract them with uneccessary supplementary information. By giving them what they want without distractions you are ensuring they can achieve their task as quickly as possible, and as a consequence they will be happy with their experience, take them off track and they will quickly feel like they haven't accomplished what they wanted.

Keep It Simple

Don't try to be too fancy in the way you speak to your visitors, just because you know the latest and greatest catchphrases in the industry doesn't necessarily mean you should use them. There will be a large group of your visitors who will have been doing what they are doing for many years and they will be fairly set in their ways. If you present them with the latest newfangled approach and terms you are likely to instantly turn them off your site, and they'll hop over to your nearest 'not so hip' competitor.

Calls To Action

Once a visitor has been on your site and found out what they needed about you or your business it's important that they know exactly what they should do next. Don't tell them all about your latest and greatest new product and forget to tell them how they can buy one, or alternatively how they can get in touch to talk to you about it.

One of the greatest sins of any website is to not 'ask for the order', afterall most businesses are in the business of making money and once a customer has been impressed by what you are selling they have to know how they can get one for themselves. Be clear in how they can place their order, or how easy it is to get in touch with you to discuss their options for purchasing your products, do not just leave them hanging or searching for your phone number!

ask us to help with your copywriting needs