Website Content that sells!
All pages of a website require content, and you need somebody to write copy that a visitor will read. You need to provide quality, relevant information to your visitors. But that content should not be just information.
A website is, and should always be, a sales tool. Otherwise, it’s little more than an expensive information booth. The person who writes that content for your site needs to understand persuasive copy: words that make people buy, not just words.
Make no mistake, the copy on your site does need to be informative too, but the only reason you have a website at all is to increase sales. Now, selling is great, but I like to take things a step further.
Brand Copy vs. Direct Response Copy
There are two types of advertising copy: Brand copy and Direct Response copy.
Brand copy has its time and place, but you cannot rely on brand copy alone to generate sales. An advertisement is of questionable value if it maybe convinces somebody that you have a product of service they might want, some day in the future. This is where brand copy falls short.
It is difficult to track the results of brand copy, particularly if you employ multiple advertising mediums and multiple messages at the same time.
Direct response copy does more for you. It engages your website visitor, reader, listener, or viewer. It entices them further along the sales ladder with successive levels of pre-buying actions, toward making a purchase right now, today.
Direct response copy is persuasive, and spurs action or commitment. That action can also be tracked and compared to existing marketing controls.
People hate to be sold stuff, but they do love to buy stuff.
You want website pages that make people buy. Persuasive copy provides a smooth ascension of interest level that leads a prospect along the sales ladder, towards making a purchase of their own volition.
One sure-fire way to turn off a visitor is with an aggressive, annoying, in-your-face, hard pitch. Don’t sell – convince people to buy.
Don’t forget about SEO!
Writing sales copy is one thing, but your content should also please the search engines. I work hard to optimize all the content I write to help you rank higher.
SEO is not just keyword stuffing. SEO copywriting requires that your content is keyword rich, and more importantly, is relevant to the visitor.
The words on your site have to flow intuitively. The headings, subheads, body copy, and even the links and buttons need to have relevancy for a visitor, and they must be organic.
Great SEO content will organically satisfy the search engines, provide quality information, and make intuitive sense to the visitor.
What comes next?
Some visitors arrive at your home page after being on a landing page or after an internet search. The home page tells them they are in the right spot, and that you have a solution to their problem.
The next page(s) we lead your visitor to should provide more information to the visitor, and will better identify what products or services of yours the visitor is interested in. The methodology will vary depending on your business, but one truth will prevail, and that is the concept that engagement is king.
Engagement is a twofold benefit. It reveals clues about your visitors, allowing you to improve your messaging. It also makes search engines happy. When visitors engage on your website, it proves to the search engines that the visitor found something relevant to them, and your site will be ranked higher than a competitor without engagement.
With each successive layer of engagement, we gain the trust of your prospect and the belief that your product or service is the answer they have been looking for, and we advance them towards a purchase.
If you would like to learn more about my process visit the FAQ page.
To see other ways in which I could help with your marketing, please view my available services.
Or maybe you’ve already made up your mind and want to contact me now.