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Optimizing Web Copy (with Keywords): Why You Should Never Sacrifice Content Quality

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Optimize Web Copy With Keywords Header

When creating online content, optimizing web copy with keywords is an essential piece of the puzzle. But the question is, should that be your primary focus as a content creator? Although optimizing your content is essential for generating more website traffic, it’s also crucial that you’re getting that traffic to convert. When traffic converts, you know your content is doing the work to get people interested in your business and can make them customers. It can be easy to laser focus on weaving keywords into your copy, but that can distract from giving your readers a useful experience. That’s why it’s time to make creating quality content for your existing human reader your primary mission and use optimization as a secondary asset to attract more traffic. Prioritize Solutions Over Keywords With the Google Helpful Content Update’s launch, the tech giant encourages creators to focus on creating people-first content. This means offering your readers a satisfying experience while creating content that meets their expectations. Do this, and you stand a better chance of ranking high in the SERPs. Don’t do this, and you’ll find your content will generate less organic traffic. Creating and consistently posting content that offers solutions to your audience’s biggest pain points will allow you to achieve the pinnacle of helpful content. Even without Google’s update, you should craft content that positions you as knowledgeable and passionate. But since they encourage creators to write content that leaves the reader feeling like they’ve learned enough about a particular topic to achieve their goals, you might as well utilize this in search engines. Then you can be authoritative on a subject and market yourself in the SERPs. So, where does keyword optimization come into play? Can I still optimize web copy with keywords? Google suggests writing to your human reader first, then directing your attention to SEO best practices for keywords. You avoid the typical lackluster, robotic, and unsatisfying content that comes from focusing only on search engines – which won’t bring in the conversions you need anyway. 7 Ways to Create Quality Content for Your Reader Now that you know your human reader should always be your primary focus, how can you create quality content people enjoy reading and sharing with others? There are several things you can do to get started: 1. Focus on Their Unique Needs Your readers search for content that addresses their unique problems. That’s why you should get to know your target audience because then you can identify the topics that will offer answers for them. And connecting on this deeper level reveals more about their interests and pain points — you humanize your business and build trust with the people you want to reach. Once you know more about your readers, you can start doing research to determine what they search for on Google. A way to do this is by checking Google Analytics to see which search terms land people on your website. After finding those, take the successful topics from your site and reflect them on social media for further optimization. You can also use your content across multiple channels, saving time and effort. Take things to the next level by studying your competitors. See what topics they use for their content to see what’s generating interest from their audience. Use it as inspiration, then dig deeper into the topic and put your own spin on the information. 2. Write Captivating Content That’s Easy to Read All of your site content should be well-written and easy to consume. If it isn’t, your ideal reader could disappear from your pages. An easy way to start incorporating steps that will make your content captivating? Write a catchy, attention-grabbing headline. Headlines should be short and sweet and communicate the point of your article. Make sure this headline is relevant and avoid clickbait-y titles that can turn readers off. From there, write an introduction that will set the overall tone for the article and leave your audience wanting more. In your introduction, highlight the problem you’re addressing so readers know what to expect. Sharing statistics or fun facts is one way to increase interest here. But make sure your stats are well-researched. You may opt to introduce your article with a fascinating story instead. Experiment and see what fits your style and audience’s attention span the best. Make sure the body of your article is easy to read by checking for flow in the editing process. Formatting is another big step. Keep the post simple to follow through subheaders that break the blog post into sections. Additionally, numbered and bulleted lists help with readability because your audience can get the gist of a section without much effort. Basically, avoid big blocks of text that are visually hard to absorb and keep the blog dynamic. 3. Add Visual Interest Visuals are another powerful way to up-level your blog posts. By adding images to your blog posts, you appeal to those readers who are visual learners. By incorporating images, you can help them understand complex topics through customized infographics and other images. Additionally, stock photos are helpful because they help you break up text and include humans to help make connections. Source: NCN Technology Whenever possible, you can also consider adding videos to your blog posts. Videos can expand on the topic at hand and provide additional information for your reader to consume. And by sourcing images and videos to complement your posts, your readers will sew how much time goes into the incredible content you produce. 4. Create an Emotional Connection with Your Reader Content that evokes an emotional response and builds connection is memorable. It’s a great feeling when your content sticks in a reader’s mind. You can create these emotional connections in a number of ways. For one, you can opt to tell engaging and relatable personal stories. Think about the reasons and feelings that would bring someone to your content, then comment on those and offer empathy. Additionally, consider how you write. Your writing … Read more

How and Why to Outsource Your Content Writing

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When it comes to content creation, you have two options: do it yourself or outsource. While it’s certainly admirable to create content entirely on your own, it’s not feasible for everyone. That’s why many companies opt to have a mix of in-house or freelance writers, or they choose to outsource the task entirely. If you’ve been considering making the move to outsource content writing, you probably have a few questions you need answered. For instance, how do you know when it’s time to hire a writer? Will this investment really be worthwhile? How do you outsource anyway? This article shares everything you need to know if you want to get started with outsourcing. Knowing When it’s Time to Outsource Now that you understand how to outsource content writing efficiently, you may be wondering – is it time to hire someone or can I continue to manage my content on my own? This can be a difficult decision. Giving up control or seeking outside help isn’t always the easiest thing. However, sometimes it’s exactly what you need to propel your brand forward. Here are a couple of signs it’s time to outsource: 1. You’re Missing Publication Deadlines If you want to be successful with your content creation, you should consistently publish new. Doing this allows you to stay top-of-mind with your target audience. Plus, it helps you generate more organic traffic and will help position you as a thought leader over time. To be consistent, it’s helpful to have a set posting schedule. For instance, you could aim to publish a new article weekly. However, that’s often easier said than done. When building a business, there are typically tons of tasks on your plate. And sometimes, content creation takes a backseat to those other to-dos when you have limited time in your day to get things done. If you find you’ve been neglecting your content schedule by missing publication deadlines, it’s time to consider outsourcing. This will ensure you get back on track and have new content going out regularly. Then, you won’t have to risk being forgotten by your readers. 2. Writing Isn’t Your Strong Suit The truth is writing isn’t for everyone. Which is okay because you don’t need to be an expert writer or spend hours stressing about putting together a high-quality article. Instead of beating yourself up over it, call in the reinforcements. When you outsource content writing, you get to remove this task from your to-do list and focus on the things you enjoy doing for your business. Additionally, hiring someone who truly loves to write ensures you’re putting out better content than ever. 3. You Don’t Know SEO If you want to generate organic traffic, optimizing your content is a must. Search engines like Google are always evolving and updating their algorithms to better deliver users the content they’re searching for. And if you’re creating online content, you need to stay updated with these changes because they could impact the SEO strategies you’ve been implementing. But what if you don’t know a thing about SEO? Or what if you’re struggling to stay updated with what’s going on with Google? You don’t need to be an optimization expert. However, this is another good sign you may want to outsource content writing. A skilled writer will know how to effectively optimize your content so you can rank higher on Google. That will bring in more traffic and could increase engagement and conversions. 4. You Have the Budget Money is often one of the biggest roadblocks for businesses that want to outsource content. Sometimes they simply don’t have the extra funds to allocate to this. If you do, it might be time to move forward with outsourcing. Investing in content can help you make more money.  In 2019, a HubSpot study revealed blogging alone can net you 13 times more in positive return on investment (ROI). But on top of that, you free up time to tackle other projects to grow your brand, so the investment only grows. The Benefits of Outsourcing Your Content Writing Even if you know you should outsource, there’s a good chance you’re probably a little hesitant too. Finding the perfect writer can be stressful. Plus, you need to create a new budget for this added expense. You might feel like that isn’t worthwhile, but you just need to understand the great things that can come along when you outsource content writing. Here are a few benefits that just might seal the deal for you: It’ll Save You Time:Instead of pouring hours into content creation, you can have someone else completely take over this task. Then, it’ll free up time in your day to focus on other things to drive your business forward. For example, you’ll be able to put more effort into creating new products and services. And relying on a skilled writer will often take less time than if you were creating the content. High-Quality, Optimized Content:An expert writer will deliver top-notch content carefully optimized so you can attract more organic traffic to your website. You’ll never have to question the quality of the content you receive, nor will you need to worry about staying updated with the latest SEO tactics. Your writer can handle that for you. Improved Rankings in the SERPs:Since you’ll now be publishing optimized content on your blog, there’s a good chance your content may start climbing up the SERPs. Landing on the first page of Google is quite a feat, and it’s something a skilled writer can help you accomplish. Higher rankings generate more visibility and lead to a boost in traffic. Increased Conversions and Engagement: A powerful article could be what leads someone to purchase with your business, especially if you include a well-written call to action at the end. You also may see engagement rates increase because of all this new content you’re publishing. Of course, those are just a few of the benefits you can experience when you outsource. Beyond that, you can feel confident knowing you’ll receive 100% original content every … Read more

How to Write Content That Gets Read by Google and Your Readers (Conversions + SEO)

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How to Write Content That Gets Read by Google and Your Readers (Conversions + SEO)

Marketers: Do you spend hours working on each blog for your website? Picture this: You’ve done your research, backed up your articles with meaty facts and statistics, and made sure to stay on topic within your established niche. But months later, those articles still aren’t being read, and they aren’t ranking on Google when people search for your keywords. ? What went wrong? The first and most common diagnosis for content that isn’t performing is it wasn’t written with SEO copywriting in mind. Which begs the question… What is SEO copywriting, and how can you do it in a way that brings in readers and Google? Let’s discuss. What Exactly Is SEO Copywriting? SEO stands for search engine optimization, which means content is optimized to be discovered, indexed, and cataloged in search engines such as Google. Copywriting is the practice of writing ad copy, product descriptions, or other publicly read material meant to influence readers to perform a certain action – for example, buying a product, downloading an ebook, signing up for a newsletter, etcetera. Put the two together, and SEO copywriting results in content designed to rank highly in search engines, provide maximum value, and motivate readers to act in some capacity. [bctt tweet=”You spend hours working on blog content. But months later, those articles still aren’t being read, and they aren’t ranking on Google. ? What went wrong? You’re missing the key: ? SEO copywriting.” username=”ExpWriters”] SEO copywriting is an important part of content marketing. Facts: Search engines begin 68% of all online experiences, and organic searches bring in 53.3% of all website traffic. Of all the search engines, Google remains the top dog with a near monopoly over 90% of web search volume. If you’re writing content solely for your human readers, you likely aren’t using keywords regularly or placing them in the right strategic places. Google isn’t going to catch on and rank your content at the top of the search engine results page (SERP). If you’re writing specifically for Google without much regard for your audience, your content is probably going to sound repetitive and robotic, which means your readers won’t want to read it. It will sound more like an AI wrote it rather than a human who speaks like, well, a human. Proper SEO copywriting requires striking a balance between optimization for both humans and Google. How to Write Content That Gets Read Google’s search algorithm is in a constant state of evolution, which means proper SEO copywriting practices have changed over the years. Content that used to be rewarded for keyword stuffing and other bad practices was later penalized for practically unreadable writing for sane people looking for quality information. The good news is, despite all of the changes over the last decade, there’s a common and reliable theme in every change Google makes to its search quality rating program – an emphasis on value for the readers. Here’s how to deliver that: 1. Go with the Flow Remember those essays you wrote in school? You know, the long, eloquent paragraphs with high-level vocabulary? Yeah, forget all that. Google’s taste is much different than your English professor’s. Search engines want to deliver content that the average reader can skim and easily retain. This means short, punchy paragraphs with a logical flow and clearly defined sections broken up by subheadings. Your content needs to be well organized. Google isn’t keeping this preference a secret – they disclose exactly what they’re looking for in their SEO starter guide: 2. Kill the Fluff Content needs to be valuable to readers. Meaning, don’t string them along. Be selective with your words and get to the point. Don’t turn your article into a creative writing assignment drowning in adjectives, adverbs, and wordy metaphors. Descriptive text is great, and of course your content should be well written and entertaining, but you need to provide value in a timely manner. If someone clicks on your headline promising tips to save money, guess what that reader is expecting? Tips to save money. Not paragraph after paragraph telling your life story or skewing into irrelevant details that have nothing to do with the primary topic. That’s not to say you can’t elaborate on relevant points that offer some value to the theme, but keep it concise before your reader gets bored and leaves your website without reaching the end of your article. Pro tip: Subheadings are not only great for SEO by improving readability, but they’ll also help you stay on track. Planning your headings and subheadings before you even start writing is a quick, easy way to create a loose outline so you don’t accidentally lose focus and start rambling on and on across various tangents. Need help ditching essay-style writing in favor of online writing that actually works? Check out Unlearn Essay Writing, a one-week course that teaches you everything you need to know. 3. Be Trustworthy The epidemic of misinformation in 2020 took a toll on consumer trust when it comes to content in just about every form, from search engines as well as traditional, owned, and social media. People are naturally wary these days. What does that mean for current SEO copywriting if writers want to create content that gets read? In short: Double check your facts. You’re responsible for ensuring you’re publishing verified content your consumers can trust. Ditch the traditional sales pitch. Customers aren’t buying into overpromises, too-good-to-be-true offers, and flashy pitches like they used to. Content marketing is outperforming cold calls and other dying marketing techniques by prioritizing value instead of pushing the sale. Back up your claims. If you’re using data and statistics to prove your point, make sure you aren’t just pulling them out of thin air. Find sources for your content. Use credible links. While linking to qualified sources is good practice anyway, it also factors into Google’s algorithm. If you’re going to provide trustworthy content, you have to link to trustworthy websites that have established online authority. Tools like … Read more

Why Hire an Expert Copywriter?

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Why Hire an Expert Copywriter?

“How do I know your writer(s) know my industry?” “Why do I need a writer for MY industry of expertise?” These are great questions we get all the time. And to answer them best, we’ve structured our team with over 90 writers and four core levels (general, expert, specialty, and authority). We’ve studied Google’s guidelines, and we don’t believe just any writer can write for every industry. ✋ In fact, Google has very specific guidelines around how they measure expertise, authoritativeness, and trust for all industries. Especially when it comes to finance, law, and health, the guidelines Google uses to rate and review content get even stricter. (I wrote about Google’s rating guidelines here on the Write Blog.) Here’s our belief: Writers do have specialties, and industry expertise — and that absolutely should be matched up to a client and their industry/expertise. Or, to put it simply, you need a writer who knows your industry like you do to write your content. There are plenty of reasons why. Let’s go deeper into the top 3 to illustrate why this is so important – for your content, your brand, and your content marketing success. Here’s why you should hire an expert copywriter. [bctt tweet=”Why hire an expert copywriter? It’s simple: It saves time ⏲, money ?, and headaches ?‍♀️. More on why you need an industry expert writing your content on the @ExpWriters Write Blog:” username=””] 3 Good Reasons to Hire an Expert Copywriter Who Knows Your Industry 1. You Need the Right E-A-T to Stay on Google’s Good Side For many industries like healthcare, finance, and law, sharing your expertise online with content is tricky – especially if you’re not writing the content yourself. The reason? These industries and many others provide high-stakes information to consumers. Giving wrong or erroneous advice could result in major life problems for the people on the receiving end. Google calls this type of content “YMYL” – Your Money or Your Life. Now, your expertise isn’t in question, here. If you already outsource, it’s your content writer you should be worried about. Even if you give your writer plenty of direction, mistakes happen. And, if they’re not an expert in your industry, those errors are a lot more likely to plague your content. Unfortunately, Google de-ranking your content and pushing it down to page 10 is the least of the consequences. You’ll also dramatically break your readers’ trust if you give them bad advice or information. That equates to fleeing leads and potential customers who disappear. See why your writer’s expertise matters so much? For deeper insight on how to rank in Google, check out our FREE ebook: How to Rank in the Top of Google & Win Traffic, Prospects, & Buyers. The problem isn’t just rampant in high-stakes industries, either. An inexperienced writer who doesn’t know your industry or your product/service in, say, beauty or pet care or natural living can do just as much damage to your brand reputation. How? When your content isn’t written from a place of knowledge and authority, it shows. It will be inaccurate, lacking in substance, forgettable – or all three. Where does that leave you? With content that constantly needs major edits, rewrites, tweaks, and revisions. It will never be “right” from the get-go, which is a total waste of your time and money. Your content reflects your brand. Full stop. If your readers notice a disconnect, they’ll stop caring and fall out of your marketing loop. ❌ [bctt tweet=”When your content isn’t written from a place of knowledge and authority, it shows. It will be inaccurate, lacking in substance, forgettable – or all three. It will never be “right” from the get-go. ?” username=”ExpWriters”] 2. You Don’t Have the Skills Necessary to Write Winning Content Copywriting with finesse and intrigue isn’t a skill you can learn overnight. If you want to hook readers, hold their attention, and incite action from them (subscribing to your email list and making purchases are two biggies), you have to use copywriting techniques. The thing is, they take years to hone. Specific skills, including marketing knowledge and storytelling, give copywriters the ability to appeal to particular target groups, hold their attention, qualify your product or service, and convert readers into buyers. Formatting is just as important as language, so professional copywriters are well-versed in writing within certain marketing formats and publishing standards. All this, while simultaneously coming across as professional, intelligent, and convincing, using your brand voice and point of view. ?? Considering every single industry needs digital marketing to stay relevant today, it’s sad that copywriters aren’t more respected. Their skills are VITAL. But not everyone has them. And not just anyone knows how to write content that succeeds, builds a brand, and creates ROI. Expert copywriters do — and that’s why you should hire them. Need I say more? Interested in learning those copywriting skills yourself? Check out Unlearn Essay Writing, the ultimate course to learn how to write for online audiences. 3. Your Content Needs to Build Trust, Not Break It The trust you build with customers is ever-changing. Each time they interact with your brand and read your content represents chances to increase that trust quotient. And more people than ever before are reading content online. In 2020, search traffic nearly doubled from 3.5 billion/day to over 6 billion/day. 80% of people reported consuming content from a brand over the last year – whether they read, watched, or listened. Source: 2021 Report: What Buyers Want from Content Marketing More people reading content = more chances to attract your target audience. Once you attract them, it’s key to build trust – not break it. And trust-building needs two factors to work: Time – Relationships with customers built on trust take time to grow. Trust isn’t built with one piece of content. It takes many, many pieces of great content (and other good interactions) to solidify trust. Consistency – Maintaining a consistent presence over time means you show up, again and again and again, … Read more

9 Characteristics of the Best Web Copywriters

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9 Characteristics of the Best Web Copywriters

According to Flannery O’Connor, a good man is hard to find. Source: Amazon But what about a good web copywriter? Sure, plenty of people out there say they can write for the web. But, as the common saying goes, talk is cheap. How do know when you’ve stumbled on a professional word ninja, or when you’ve been hoodwinked by an upstart money-grubber masquerading as a copywriter? Luckily, we have some ideas. Look carefully at their qualifications, both the ones they say they have and the ones that shine through their writing samples. The best web copywriters will be able to claim all of the skills we have compiled below. If you’re a copywriter working your way up in the industry, study this list and take note. Having these skills could be the key to nailing your next big gig. Marketers/agencies: Look for these traits in the next writer you hire. 9 Skills, Traits, and Characteristics the Best Web Copywriters Have in Spades The best web writers have honed their raw talent and turned it into an occupation where they earn money for every word they set down. Do you (or the web writers you’re hiring) have all the skills on this list? 1. Nimble Creativity The best web writers need to be able to turn on a dime and write in a completely different style and voice for different clients. That means their capacity for nimble creativity needs to be very high.  Online writers also need to be able to produce copy and content when that creativity well is drying up. A nimble, can-do attitude is essential, here. Sometimes, you just have to buckle down and get some words out. The best writers who live and breathe online content will be able to do it and do it well, no matter the circumstances. 2. Research Chops Research is a huge part of online writing. To underline your authority, you have to prove yourself in your written content and copy. That means relying on the knowledge and research of others, along with your own. It means citing sources and studies, and providing statistics and evidence that back up your claims. The online writer who is well-versed in research best-practices, including how to properly cite sources and link to them in content, is indispensable. 3. Strong Understanding of the Basics of Constructing Great Sentences Writers construct, tweak, and manipulate sentences to get their ideas across clearly. Without the basic ability to craft really good ones, can you call yourself a writer? This ability includes understanding grammar do’s and don’ts like noun-verb agreement and comma usage, but it also includes knowing how to create a compelling call-to-action, how to write effective meta descriptions, and how to compose a zinger of a headline.  As a copywriter, you need to know which of these is correct. (Source: Grammar Girl) 4. Sales and Online Marketing Knowledge Does your web writer understand the various stages of the buying cycle/sales funnel? (Have they even heard of a sales funnel?) Do they get how to tailor their words to what the audience knows/doesn’t know at a particular stage? What about landing page copy? Do they understand how best to craft a page that leads the audience to take action? If they don’t, they should. If you’re the writer, according to Content Marketing Institute, your knowledge should be T-shaped. You need a deep knowledge of content – best-practices that earn traffic, engagement, and conversions, and how to tie in SEO –- that’s a given. You also need at least a passing understanding of online marketing concepts like technical SEO, UX, press & PR, and analytics.  5. Generalist AND Specialist Expertise A web copywriter needs to be a jack-of-all-trades and a master of one… Or two. The former is important for that aforementioned nimbleness factor. You need to be able to pivot from topic to topic without much trouble, research topics if you’re shaky, and write about them like you know what you’re talking about. That is the power of a skilled generalist writer. On the other hand, you also need specialist knowledge in at least one topic. This means you have the background to write about that topic from the viewpoint of an expert. This background can include education, experience, or a mix of the two. A blend of both is a good place to start honing your expertise. Either way, the best writers can specialize and write with an incredibly authoritative tone for at least one industry. 6. The Power of Persuasion Persuasive writing is a huge part of online copywriting.  Your readers’ attention spans are shorter than ever (the average currently clocks in at 8 seconds – one second shorter than that of an average goldfish). They’re distracted by every shiny thing that’s blinking at them or screaming in all caps.  Source: Muck Rack They’ll click away from your content faster than you can blink – unless you can persuade them to stay. This means knowing and using proven writing styles and copywriting formulas that keep visitors glued to the page. It also means formatting your words for maximum ease-of-reading on tiny mobile device screens or headache-inducing computer monitors. There’s a lot that goes into persuading audiences online, so the copywriter who can do it (and do it well) is worth their weight in gold. Want to get better at persuasive writing? Check out the work of past and present copywriting giants. Look to David Ogilvy, Joanna Wiebe, Jon Morrow. It’s hard to vet good copywriters. Luckily, we do it for you. Check out our services and hire our expert writers. 7. Empathy A copywriter’s job is to speak to the reader on a deep level. You need to be able to address their hopes, fears, and desires like they’re your own. The only way to truly get on their wavelength is to empathize with them. If you have a fair amount of natural empathy, you have an advantage. If you don’t, you can practice it. Step … Read more

14 Reasons You Should Hire a Copywriter

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14 Reasons You Should Hire A Copywriter

Writing and publishing consistently great web copy is absolutely vital for your online presence. How much so? Conductor published the first known study where they looked at the impact of educational content on customers. Guess what they found? Study participants said they were 131% more likely to purchase from a brand, after reading content from that brand. 78% of respondents found a brand “helpful,” while 64% found the brand “trustworthy” after reading content from that brand. These numbers increased by 8-9% one week later! Those are powerful numbers. But, it can get overwhelming quickly if you don’t know how to do it, or where to start first in terms of hiring a copywriter or even trying to do it yourself. This means that sometimes your web copy can get pushed to the back of your pile of important business-related items. Yikes. What should you do if you can’t spend the time writing excellent web content to help set your site apart from competitors? Hire a copywriter, of course! Let’s take a look at just why you should hire a copywriter and how one can help you create the best web copy ever for your business. [bctt tweet=”Did you know? @Conductor found that 131% of people are more likely to purchase from a brand after reading content from that brand. This and 1️⃣4️⃣ more reasons to hire a #copywriter ✏” username=”ExpWriters”] 14 Reasons Hiring a Copywriter is Your Best Idea Yet Let’s take a look at 14 great reasons why you should hire a copywriter. Ready? 1. More Time for Your Morning Coffee (Or Anything Else You’d Rather Be Doing) One of the main reasons why you should consider hiring a copywriter for your content needs is simply because you will have more time. This means you can spend your time drinking your favorite cup of coffee or tea in the morning ☕, or spend more time on another aspect of your business. Creating consistent, engaging content can take up a significant amount of time, and copywriters are a great way to save that time. Expertly trained copywriters are able to write excellent copy quickly while still hitting the mark you want. 2. A Professional Copywriter Can Perfectly Capture Your Services When you hire a professional copywriter, you aren’t just getting someone who can write amazing pieces, you’re hiring someone who can capture your services. Copywriters are trained to learn as much as they can about various industries to make sure they write quality content. In addition, many industry-specific copywriters out there have special training, making them perfect to write for your niche audience. 3. Never Worry About High-Stakes Copy Again Sometimes, you need copy that does some seriously heavy lifting. Maybe you have a big product launch coming up, so you need tons of enticing, persuasive copy that encourages customers to buy. Maybe you’re publishing a mega blog guide that you poured a ton of resources into, and you need a headline that gets people to click and start reading. Or, maybe you invested in Facebook ads and you really need some great ad copy to make the investment pay off. Whatever your situation, sometimes you can’t mess around with amateur copy. In cases like these and many more, you need to hire a pro copywriter, one with experience and results behind them, to get the job done and churn out that ROI. 4. Grammar Issues, Begone Not everyone is skilled with grammar, spelling, and punctuation, and that is usually perfectly fine. However, when you’re writing web content, you want to make sure every aspect of your copy is perfect for the big Google machine, not to mention your reputation as a brand and/or a professional expert in your field. You know if you’re a strong writer or not, and it’s a good idea to make sure you hire a copywriter if you are not strong. Copywriters have various degrees in fields that require great grammar, which means they will be able to craft expert material for you, Google, and your readers. In addition, many copywriters also have copyeditors on speed-dial who can look through the content to catch any little mistakes that do make it through. Grammar is vital for great SEO, so make sure you always have excellent grammar simply by hiring a copywriter. 5. A Copywriter Knows How to Write Persuasive Content When writing for the web, persuasive copy is a must. However, not everyone has the talent to create persuasive content that helps pull customers through the sales funnel without coming across like a 1970s used car salesperson. Copywriters know the importance of creating persuasive content for their clients without focusing heavily on sales-speech, because we know this can easily turn your readers off. When you write your own content, it might come across as far too sales-y for your readers, simply because you don’t have the expertise to walk the fine line between being persuasive and sales-driven. Beat the doubt on whether or not your content is too persuasive (or not persuasive enough) by hiring a writer who can create expert copy that will turn readers into customers quickly and easily. 6. There IS Such a Thing as Being “Too Close” to a Topic You might think being very close to your industry is helpful when it comes time to create copy, but this can actually be detrimental. First of all, when you’re too close to your industry, you might not realize just how confusing your jargon is to newbies or those outside of it. Second of all, when you’re writing about your own business and services, you might find it hard to be objective enough. We all think we can be until it comes down to it, and then we begin questioning and doubting, which you don’t want reflected in your content. When you hire a copywriter, you’re able to have someone write about your services in a great light without focusing heavily on jargon, making your content easy to understand and enticing. 7. Copywriters … Read more

Tone of Voice & POV: How to Use Both Correctly for a Stronger, More Consistent Brand Presence

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Tone of Voice & POV: How to Use Both Correctly for a Stronger, More Consistent Brand Presence

How do customers perceive you online? It begins and ends with your point of view and tone of voice. ? ✍️ Overwhelmingly, brands with their POV and tone of voice nailed outperform their “meh” competitors – you know, those forgettable brands with a bland presence. Consistently presenting a brand across all platforms increases revenue by 23%. When a brand has a strong point of view with clearly defined values, 64% of customers say that creates kinship and encourages them to buy. Another 77% of customers say they buy from brands that share their values. (How do brands express their values? Through their point of view!) So, if you have your brand voice on lock, you’ll more easily connect with your target audience, build trust, and convince them to buy. Unfortunately, some of the most common mistakes I see in content writing have to do with botched tone of voice or point of view. From clients we work with to students in the classes I teach to writers I talk to – a misunderstanding of these two fundamental writing concepts continually rears its head. The problem is misunderstanding can lead to major gaffes in communication. (Can you say disappointed, annoyed customers?) These are tricky concepts if you don’t know the rules and logic behind them. Luckily, learning about tone of voice and point of view isn’t too hard. Plus, the massive results you’ll earn are worth it: a more consistent brand presence that will draw your customers to you, consistently, time and time again. ? Let’s get into it. Your Guide to Point of View and Tone of Voice: Table of Contents What Are Tone of Voice and Point of View? 1. Tone of Voice 2. Point of View First-Person POV Second-Person POV Third-Person POV How to Use Tone of Voice and POV Correctly for a Better Brand Presence 1. Choose Your Tone of Voice from the Four Dimensions, Then Refine 2. Don’t Go Too Far with Tone of Voice 3. Choose Your Words Wisely Your Tone of Voice and Point of View Define Your Brand What Are Tone of Voice and Point of View? First up, let’s clearly define the meaning of point of view and tone of voice in writing. 1. Tone of Voice In communication, tone of voice determines how the writer comes across to the reader. What emotion(s) come through? How do they feel about the audience they’re writing to? Tone of voice directly affects communication no matter where or how you’re talking. In speech, the literal tone and pitch of your voice convey how you feel about what you’re saying and who you’re saying it to. Likewise, your writing tone of voice has a direct impact on how your audience interprets your meaning and intentions. In writing, however, the key is word choice. The words you use, and the way you phrase them, define your textual tone. Look at these tone of voice examples for an imaginary editing service. They convey the same message, but each has a different tone: Sympathetic tone: Writing is hard. If you need help refining your prose, we’re here for you. Witty tone: Writer’s block is as much fun as sitting in gridlock traffic for an hour. We get it. We can help you get unstuck. Direct, straightforward tone: We’ll refine your writing, correct your grammar, and make your work shine. Angry/combative tone: How the *$&!! did you get into this line of work with so little talent?! You obviously can’t write, so what CAN you do? (That last example isn’t copy so much as harsh commentary, but it’s a good taste of how your tone of voice can change drastically by adding in a few all-caps and extra punctuation. This is a prime negative tone of voice example.) A good synonym for tone of voice is writing style. 2. Point of View Point of view (POV) is perhaps more confusing for some people than tone of voice. Let’s clear the air. Point of view refers to the narrator of a piece of content and their particular perspective. This is the person who’s telling the story, relaying the information, or reporting the events. Everything is told from this person’s point of view. However, sometimes the narrator is not the writer, and vice-versa. The writer may assume the POV of someone else, essentially stepping into their shoes and writing from their perspective. This can be a different person, character, or entity (such as a brand or organization). Whether you’re writing as yourself or writing as someone else, you’ll use different types of POV: Source: Grammarly First-Person POV This type of POV is the most personal. With first-person, you’re writing directly from your own experience (or directly from your chosen narrator’s experience) using words like “I,” “me,” and “mine.” Example: I know writing is hard. For me, I had to read and write every day before I became any good. First-person POV also can be plural, i.e., one person speaking on behalf of many. In this instance, you’ll use words like “we,” “us,” and “our.” Example: We know writing is hard. For us, the key was to read and write every day to improve our skills. The 1st-person point of view is one you’ll see most often in personal stories, where people are describing their experiences. You’ll also find it in modern fiction writing. Ann Handley uses first-person writing to great effect in her blog posts: Second-Person POV Writing in second-person means you’re talking directly to the reader, using words like “you,” “your,” and “yours.” Example: You can learn to write well. It just takes a bit of practice. Soon the skill will be yours to command. Sometimes, first and second-person POV can intermix – you can write both personally and directly. Example: I know how difficult writing can be. You don’t need to be intimidated, though. You’ve got this! This is the most common type of point of view you’ll find in online content writing. See this example from Brian Dean … Read more

What’s Wrong with Your Headline? 8 Catchy Headline Titles for Your Articles

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What's Wrong with Your Headline? 8 Catchy Headline Titles for Your Articles

Content creation isn’t for the faint of heart. From creating catchy titles for articles to researching and including interesting facts to back your claims up – it can be tedious. In fact, one of the most common problems most novice content creators often find themselves dealing with is low engagement rates. Here’s the thing… You can have the most outstanding content ever, yet, if you don’t have a catchy title for your article, one that grabs the reader’s attention and makes them beg for more, your amazing content won’t get noticed. Why? 80% of readers will take the time to read your headline. However, only 20% of those individuals are going to move on to the body of your content. Yes, content is vital to engagement. Unfortunately, that content isn’t the first thing your readers are going to see. Much like an email, your online content is prefaced with a headline of some sort. This headline is the very first impression your readers are going to get from you. If your headline doesn’t stop them in their tracks, then they aren’t going to read through the rest of the content. Why should they? The moral of the story: First impressions are crucial! To create a first impression that matters, you need to know how to craft a successful headline. [bctt tweet=”Content creation isn’t for the faint of heart. Without a catchy title to top off your outstanding content, it won’t get noticed nearly as quickly OR as much. Learn how to do it from an expert copywriter at EW, Cassie B. ” username=”ExpWriters”] Capturing the Reader’s Attention: The 4 Primary Functions of a Successful Catchy Title or Article Headline In his book, The Copywriter’s Handbook, Robert Bly outlines just how critical a properly formatted headline is to any piece of content. He states that your headline is the “first impression” readers get, and it can mean the difference between success or failure: “If the first impression is boring or irrelevant, the ad will not attract your prospect. If it offers news or helpful information or promises a reward for reading the ad, the first impression will win the reader’s attention.” – Robert Bly, The Copywriter’s Handbook, 4th Edition Before you can start creating catchy titles for articles, blogs, and other content, its essential that you understand the primary functions of a successful headline. Here at Express Writers, our content specialists are carefully trained in creating not only eye-catching headlines but headlines that perform. We understand that there are four primary functions of a successful headline. I’ve gone ahead and outlined them for you below. 1. Select Your Audience As a content writer, you already understand just how important it is to know your target audience. Julia McCoy, the founder of our agency, talks at length in her book, Practical Content Strategy & Marketing, about how creating content that nets any ROI requires the writer to not only identify, but understand who their audience is: “Sure, you could start writing and creating content any time, but without an understanding of whom you’re creating it for, your visitors may not connect with any of it.” – Julia McCoy, Practical Content Strategy & Marketing Bly also discusses this in The Copywriter’s Handbook. He goes on to say that a successful headline will cater to the needs of a specific audience member, and this is because it’s meant to drive action. If crafted correctly, your headline could be responsible for not only driving engagement to your piece of content, but also for converting a reader into a new prospective lead. Take the following ComEd ad: Source: ComEd In the time of COVID-19, ComEd understands that many of their audience members are currently experiencing financial difficulties. So, instead of simply headlining their ad with “New Bill Options,” they target the members of their audience who are genuinely struggling by including the term “Assistance” in their headline as well. 2. Capture the Reader’s Attention Once you’ve defined your audience, you’ll be able to start formulating a headline that captures their attention. To do this, you have to go beyond the “norm” and not be afraid to push the envelope a bit. Of course, I’ll never advocate for creating clickbait headlines, but that doesn’t mean you have to have dreary headlines that only state the facts. The best way to get your reader’s attention is by appealing to their self-interest or by introducing a hot piece of news. Here is a good example that got me to stop scrolling through my Facebook feed recently: Source: Facebook/Marketo As a professional content creator, something I research quite a bit is ways to increase my follower engagement, and since I publish a lot of my own personal content on my social media pages, the fact that this ad highlights “Social Media” and maximizing follower engagement – I was instantly drawn in. This is an excellent example of a brand fulfilling my self-interest because it’s telling me they can help me accomplish something I’m currently working to improve on. Here’s a fun fact worth knowing: 76% of consumers expect a company to understand what it is they need. So, make sure you are addressing those needs in your headlines to convey to readers you can deliver what they want and/or are looking for. 3. Deliver a Complete Message to Your Audience Let’s take another look at that Facebook ad from Marketo. They for sure were able to get me to stop scrolling by using keywords that caught my attention, however, for it to be a compelling headline, it has to deliver a full message, too. While the copy in the ad was effective enough to get me to stop in my tracks, it was their message that got me curious. “Develop a Social Media Calendar” It’s short, it’s sweet, and it tells me exactly what I need to do to improve my follower engagement. In fact, this message is so effective, it stops my eyes from wandering and fulfills the final … Read more

The P.A.S.T.O.R. Formula: Your 12-Step Guide on How to Make a High Converting Landing Page

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It takes only one high-converting landing page to give your brand a gigantic boost in sales. Here’s an example. To promote its blenders, Vitamix launched a single landing page highlighting its superiority over other brands. It blended together (no pun intended ) great content, simplicity, and a deep knowledge of its target audience. Source: vitamix.com The result? A 500% increase in daily visits to the Vitamix pages A 20% increase in revenue 32% of visitors returned to the Vitamix pages after their initial visit AMAZING! We all want results like that. But here’s the thing. Not all landing pages are created equal. There are good landing pages, OK landing pages, and landing pages which are just well…meh. Plus, there are landing pages that make you want to pull your hair out and throw a tantrum. And then there are the landing page unicorns. The ones that stand out, give you a huge boost in conversions, and get your brand front and center in the minds of your audience. These are the ones I’ll teach you to make in this guide, using a unique formula: P.A.S.T.O.R. –one of the most underrated, yet best formulas in copywriting existence, created by legend Ray Edwards (author, How to Write Copy that Sells). Hint: Ray wrote copy for Tony Robbins, Jeff Walker (author of Launch), and many other globally-famous entrepreneurs. This blog is a good one. Ready? What is a Landing Page? According to Unbounce, a landing page is “a standalone webpage, created specifically for a marketing or advertising campaign.” It’s called a landing page because it’s where users “land” when they click a link from an email, an ad, or your blog. Unlike other webpages, landing pages are created with a single goal in mind. It can be to sell a specific product, get users to sign up for a webinar, collect email addresses, and so on. [bctt tweet=”A landing page is where users ‘land’ after clicking a link from an email, an ad, or your blog. They’re created with a single goal in mind: To move users to an action that benefits your brand ‍♀️ ” username=”ExpWriters”] Let’s look at how a landing page fits into the buyer’s journey. Look at this email from AWAI (American Writers and Artists Inc.) In the middle of the email, you’ll notice a link inviting you to check out the program award-winning author Donna Baier Stein created. If you click the link, you’ll be taken to this landing page. Source: awai.com This lengthy landing page is packed with useful information, benefits, and testimonials. Its number one (and only) goal? To sell “Write Your First Novel or Memoir Now!” for $497. Why Do You Need a High Converting Landing Page? You already have an informative website and blog. Aren’t these enough to convert buyers? Why spend extra time and energy creating landing pages for each product or service you offer? Here are three reasons you absolutely need landing pages. Reason 1: You’ll Stop Throwing Leads Away Go back to AWAI’s email above. Now, imagine your ultimate dream is to write the next New York Times Bestseller. The email appeals to you because it promises a step-by-step guide on how to do it. But what if you clicked on the link in the email, and it led you straight to AWAI’s homepage? You’d see this. Source: awai.com Sure, the homepage promises you’ll learn how to make a living as a writer. But there’s no mention of the specific course that caught your eye in the email. You’ll have to dig it up yourself. If you’re like a ton of users, you’ll either: Get distracted as you look for the course through the navigational menu Leave because your interest has faded and you don’t have time to look for the course So, if you link directly to your homepage from emails, your blog, or social media? You’re throwing hot leads right out the window. Reason 2: You Can Get Powerful Insights into Your Marketing Landing pages are amazing because they help you measure the success of your marketing efforts. You can collect information on your audience. You can measure the percentage of people who convert. You can compare different marketing offers. Reason 3: You’ll Increase Conversions Your website’s homepage is distracting. And that’s not a bad thing. You don’t want to leave out a single piece of sizzling information about your brand, right? But there’s a downside to a fully-optimized, information-loaded homepage. When users visit it, they get distracted. A web page can have an attention ratio of 20:1, 30:1, or worse (God forbid) 150:1. This means there are 150 things to do distracting users from the one thing they should do. On the other hand, a high-converting landing page has an attention ratio of 1:1. [bctt tweet=”Why do you need landing pages for your website? 1️⃣To stop throwing away leads. 2️⃣To get powerful marketing insights. 3️⃣To increase conversions. ” username=”ExpWriters”] How to Make a High Converting Landing Page: 12 Tips You Absolutely Need to Follow for Success Now you’re convinced you need landing pages for your marketing campaigns, let’s dive into how to create a landing page that converts like crazy—following the formula of one of the most powerful copywriters in existence. 1. Stick to a Proven Formula for Long-Form Copy with The P.A.S.T.O.R. Formula Have you heard of legendary copywriter Ray Edwards, or read his amazing book How to Write Copy that Sells? He is the communications strategist and copywriter for some of the most powerful voices in leadership and business—New York Times best-selling authors Tony Robbins, Jack Canfield and Mark Victor Hansen (co-authors of Chicken Soup For the Soul), Jeff Walker (author of Launch), just to name a few. In How to Write Copy That Sells, Ray Edwards introduces the powerful P.A.S.T.O.R. framework for writing copy that works. P.A.S.T.O.R. stands for: P: Person, problem, pain A: Amplify S: Story or solution T: Transformation and testimony O: Offer R: Response Let’s look into them one by one. 1. … Read more

What is UX Writing? Defining, Explaining, & How to Learn UX Writing

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What is UX Writing? Defining, Explaining, & How to Learn UX Writing

What is UX Writing? Defining, Explaining, & How to Learn UX Writing by Julia McCoy | Jun 2, 2020 | Copywriting “less is more.” It may sound crazy, but it’s true — you can earn up to $100,000 a year writing 20 words (or less) per day! If you’re really good, you can land a job at a huge company like Facebook, Google, or Spotify. You don’t even need a B.A. in creative writing, nor do you need tons of experience crafting Shakespearean prose. So, what kind of writing is this? How do you get into it? In today’s blog, I’ll introduce you to UX writing. ? I’ll show you exactly what UX writing is, how to learn it, and what you need to become an excellent UX writer. I’ll give you examples of great UX writing, techniques you can use in your work, and more! Since I can’t wait to share this with you, let’s dive in right away! ?? What is UX Writing? “UX writing” is the short term for user experience writing. In other words, it’s the kind of writing that guides users as they interact with a product. Here’s how it’s different from copywriting and technical writing. Copywriting: Persuasive writing that urges people to buy something. Technical writing: Writing that conveys technical information into text. UX Writing: Writing that guides people as they use and enjoy a product. In her blog post on Medium, UX writer Lisa Sanchez describes her main craft.Source: medium.com You’ll be surprised to know that by now, you’ve already come across tons of examples of UX writing. Here they are: Call-to-action buttons Error pages Sign up forms Menu labels Terms and conditions All the micro-copy across the web you barely notice (but desperately need) [bctt tweet=”UX writing is the short term for user experience writing ?‍?. It’s the kind of writing that guides users as they interact with a product or page. Think error pages, call-to-action buttons, sign-up forms, and menu labels. ” username=”ExpWriters”] [bctt tweet=”True or false: As a writer, you must write thousands of words per day to earn a comfortable living. ? NOT true, especially if you’re a UX writer. What is UX writing? @JuliaEMcCoy explains ✍” username=”ExpWriters”] Let’s look at three great examples of work done by UX writers. This is Google’s error page…Source: google.com …Booking.com’s create an account page…Source: booking.com …and AWAI’s signup page for their free webinar.Source: awai.com Notice how short, succinct, and to-the-point the content on these pages are? What You Need to Become an Excellent UX Writer If you’ve looked over the examples and thought, “Hey, I can do this!” you’re perfectly right. You too can do UX writing. And like I mentioned earlier, you don’t need a special degree, a BA in creative writing, or even what people call “writing talent.” Here are five things you do need to do UX writing. 1. Empathy As a UX writer, you’ll need to be your target audience’s closest friend. This means you must know them deeply, including how they talk, what they want to see, and the specific way they react to words. This will help you craft the right content to guide them through your (or your client’s) product. 2. The Willingness to Work Closely with Others in a Team UX writers don’t work alone. They collaborate closely with project managers, developers, technical writers, and designers to give users a flawless, enjoyable experience. 3. A Curious Mind A UX writer’s day is filled with questions. What will work? What won’t? How can I put a smile on users’ faces as they use a product? Only a curious mind will keep you asking the tons of questions you need to perfect UX writing. 4. Open-Mindedness A close-minded person who’s always 100% sure of his/her opinion won’t thrive in the fluid, changeful world of UX writing. 5. Creativity As a UX writer, you’ll have to translate business-centric jargon into friendly, attractive words. A spark of creativity will make it feel effortless. [bctt tweet=”What do you need to become an expert UX writer? 1️⃣ Empathy 2️⃣ Teamwork 3️⃣ A curious mind 4️⃣ Open-mindedness 5️⃣ Creativity” username=”ExpWriters”] How to Learn UX Writing (4 Ways) There isn’t a single correct path towards learning UX writing. And that’s great! It means you can take the road that’s most exciting and comfortable to you. Here are four great options. 1. Go on Your Own Online Adventure Go everywhere you can on Google. Visit your favorite websites like Airbnb, Mailchimp, and The New York Times. Read every word on their call-to-action buttons, sign up pages, and menu labels. Here’s a super example from Mailchimp’s signup page.Source: mailchimp.com Then, visit websites you’ve never heard of before. Check out their products and sign up for their offers. Take note of what you like and what you don’t like with their UX writing. If you constantly steep yourself in the beautiful, good, bad, and ugly of UX writing, you’ll soon be able to come up with your own rulebook to guide you in your future career. 2. Read Blogs on UX Writing Go for blogs written by authorities in the industry. You can start with everything written by John Saito, former YouTube UX writer and current Product Designer at Dropbox. Don’t stop there! The internet is teeming with tons of blogs full of tips and tricks on the trade. 3. Get a Great UX Writing Book A great choice is Nicely Said: Writing for the Web with Style and Purpose by Nicole Fenton and Kate Kiefer Lee. Here’s a review of the book from content strategist and author Erin Kissane: “Between them, Kate and Nicole have written for many of the web’s most valuable and respected companies. Their commitment to clarity and kindness is the result of their experience, and it makes them extraordinary teachers.” 4. Sign Up for a Course To do be an effective UX writer, you need the skill to think behind content. A great way to learn this skill is to sign up for my Content Strategy and Marketing Course. In this course, I teach you how to create a blueprint that’ll guide every single piece of content you write. A much-needed skill if you want to go into UX writing! … Read more

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