A successful website is one with compelling content. It showcases the brand, adds personality, and makes the reader want to stay on the site and see more. Most businesses use content as a way to fluff their own ego and talk about their products and services with buzz words in a way that brags to the world why’re they’re the best. Naturally you want to be the best, but when it comes to copywriting it’s not about you — it’s about the reader.
My Copywriting Is ALL About Me! No.
Copywriting services can take content about your company, products and/or services and spin them in a way that is about the reader, even though it’s really about your company. This effective method is what drives conversion rates and makes customers stay on your site. After all, why would they stay on a site that doesn’t benefit them?
So how does a copywriting service turn your content into something that isn’t about your company?
By answering three important questions:
- What problem do you solve?
- Why should the reader pick your solution over competitor solutions?
- Does the content really solve the problem?
These questions are crucial to conversion rates and it takes skill to answer them. It requires your content to interact with the world, understand what the consumer’s issues are and offer a solution that they cannot pass up.
Creativity is important. You need to captivate your readers and inform them while entertaining them in the same piece of content. Copywriters are skilled at being sociable and informative. They get to know your products from an outsider’s perspective and write to the customer about you, while making the customer feel as though it’s all about him.
What’s the Problem? How Do You Solve It?
Your company solves something — if it didn’t, you wouldn’t have a company. Before you can sell your product or service, you need to decide what problem you’re solving. Do you offer financial advice for struggling consumers? Are you a fitness guru helping people lose weight? Define the problem and solution based on your company and the products/services you offer first.
A copywriting service can take the “problem” and help connect to readers who are suffering from that problem. They write content that is geared toward your ideal customer and make the reader feel as though you “get it.”
Then, the copywriter packs in the solution — all bundled up pretty and ready to buy. This solution comes at the perfect time within the content — usually after the writer has developed a rapport with the reader. By the time the reader sees the solution, they’re already amped and ready to purchase.
How Do You Solve It Better?
Just because your company has a solution doesn’t mean the customer will think your solution is the better one. It is up to your content to sell the customer on your solution and a copywriting service can help with that. Copywriters can highlight how your products benefit the customer and how it improves the customer’s life. Instead of telling the customer a long list of features, copywriters can spin the features of your products and answer the customer’s question of “Will this help me?”
Does Your Content Really Solve the Problem?
Just because you have a problem and a solution doesn’t mean your content conveys that to the reader. Readers need to walk away from your content thinking that your solution is for-sure and will solve their particular issues. Copywriting services identify what your readers are struggling with and provide empathy, support and write content that makes the reader truly believe your solution is the only solution out there.
A Balance Between You and the Customer
Copywriting services can strike an equal balance between talking about you and talking about the customer. Copywriters do this by giving insight into the company, so that readers have a sense about who is behind the products or services they’re buying. But, copywriters don’t write about you directly, because you don’t solve the problem — your product or service does.
Copywriting services can also help build your authority and reputation with the readers. They can integrate your expertise and help build trust with customers, but in a way that benefits the customer — not your ego.
Don’t Forget the Search Engines!
While it’s all about the customer when it comes to your “solution,” your website must also be about the search engines. It is hard to find a balance between content and SEO, but search engines do consider a website’s content when ranking a page
(see more about how search engines rank on Search Engine Watch). According to Search Engine Land’s “Local Consumer Review Survey,” only 15% of consumers don’t use the Internet to find potential products, services or business.
That means potential customers see your website first, before they contact you or visit you in person. You’ll need SEO to attract the search engines and get traffic, but from there you need high-quality content to keep the customer on your site and interested in what you have to offer. Copywriting services can help you do both by integrating targeted keywords into your content, but still marketing the benefits of your services to human readers.
If you want more traffic or higher conversions, copywriting services is a valuable investment that can do just that. Copywriters know how to make content about the target customer — making them crave your products/services. And, copywriters know how to attract search engines so that you can take advantage of the potential 85% of customers out there trying to find a solution just like yours for their current problem.