Let’s say you have a website, or a corporate blog, and an acceptable presence on social media. You may think you are all set to go and get some contacts that you will convert into sales.
However, something seems not right: people land on your website, but they never fill the decisive form, or worse, they leave in a few seconds. When you start noticing this trend, you will likely invest in technical optimisations, like improving SEO, making the navigation smooth with some UX design tweaks, and calling your web developer to do some magic and increase the loading speed. However, many times it is “just” a matter of words. If your calls to action are too weak and the content of your blog posts is not useful for your target, you might need to include some copywriting services in your optimisations list.
What is copywriting
Copywriters write texts for advertising and marketing, both online and offline. The texts they write, called copy, aim to convert prospects into leads, and leads into sales. On the internet, the copy drives the journey of a user from the first contact to the final purchase, so you may need copywriting services either on all the stages of your funnel or on a particular one.
Being on the web, also means you have to look good not only to users, but also to search engines, even though there is a huge difference between what users search and waht they want to read. Therefore, the language you use must be suitable for both. Again, the answer lies in copywriting services. A copywriter, in fact, is capable of writing easy-to-read contents and optimise them for search engines at the same time.
Copywriting services you might need
Our focus here is on digital communication, so we won’t talk about other kinds of advertising, but the web is not grudging of marketing tools and techniques in which copywriting is involved, and there are some copywriting services in particular that may drastically improve your conversion rate. Let’s see them in detail.
Not just direct e-mail marketing campaigns, but even the classic cold e-mail needs some good copy. This kind of e-mail has a double purpose: presenting your company and services, and persuade the user to do some kind of action.
A good copy should highlight a few elements in your sales e-mails:
- The benefits your products could deliver to buyers;
- A particular problem you could solve for them;
- The core values of the company;
- The main differences between you and your competitors.
It may seem obvious, but a lot of businesses just focus on their numbers, their position on the market, and some technical details that a common consumer would not understand. It’s you who has to speak your target’s language, and not the opposite.
Landing pages are one of the most important stages in any marketing funnel: it is the part in which the actual conversion happens, so a good persuasive copywriting is vital.
The logic is the same: what is the action you want your visitors to perform? Opt-in? Purchase? Whatever is the case, you should explain the benefits of accomplishing that particular action, supporting your argument with a good reason why. Psychological levers will be useful, too.
The tone of voice is also very important, as it should be coherent with the communication style of the brand, otherwise your page will be inconsistent, and you will lose potential buyers.
A copywriter can make sure your landing page has got what it takes to get you a good ROI.
An impressive headline and some resounding words on how you and your team are good at what you do.
Are you sure it is enough? It’s probably not, neither for your visitors nor search engines crawlers. In order to craft a good website copy, a copywriter must take into account not only the target, but also other factors like the communication style, the layout, the font used, and the keywords to include. You have to make sure your website is readable both for people and search engines, and it is not as easy as it sounds. That’s why you should think about using some copywriting services.