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Copywriting services: how they boost your online business

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.

Sales e-mails

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

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.

Website copy

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.

Discover all copywriting services benefits

Do you think you need to improve your texts? You can count on us. There is a vast range of copywriting services we can offer, from naming to microcopy. Check out our dedicated page and contact us.

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Benefits of internal links on a blog

The reason why you opened a blog is likely to attract visitors that could become potential customers in the future. The way you do it is helping your target finding a solution to their problems in your posts.

Your priority is still to write useful content, but you cannot forget about the main goal of a blog post: convince your reader to read the next one. And then another one, and another, and another, and another, until your occasional reader becomes a regular one.

So, how to keep a reader on the blog after the first post?

A good idea is placing internal links in your post, making sure they are related to the topic of the main post, as it is the one which attracted the readers on your blog.

Plan internal links

Once you chose the topic you are going to talk about in your next post, before starting to write it, do a research on your own blog and take note of all the posts with a similar topic, so that you will already know which ones you should mention even before you write your first draft. Also, consider landing pages and take into account cornerstone articles.

On top of placing interesting internal links, this technique also allows you to make your post thinner: let’s say you are writing a post on topic A, which is related to sub-topic B and sub-topic C, and you wrote a post for each of them. Instead, of writing again of B and C into the post A, why don’t you just put internal links to those two posts, which are likely more accurate and specific?

Internal links raise the interest of your readers

In order to keep your readers’ attention high, make sure that not only they find a solution to their problem, but also get more curious about it and wants to go deeper with that particular topic. Internal links allow you to do so: you don’t need to be direct, all you have to do is leading your readers to another post.

However, internal links matter a lot, but this is up to you and your style: if you are good at blogging and place internal links at the right place, rest assured your reader will stay on your blog for long time!

Update old posts

The flexibility offered by a blog is immesurable: once you published a post, you can change it unlimited times, therefore, a good idea could be placing internal links to new posts into old ones. It is a popular practice and Google finds nothing wrong with it.

Even when writing a new post, take note of anything that could be written in details in another post, so that you can insert it in your editorial calendar later. Obviously, do not forget to link the post you just published.

Create an internal links network

Using these techniques, on the long run you will realise you created some kind of spider web in which each link is a knot, and thanks to them, your visitors walks from a wire to another.

Would you like to know more? Check out our copywriting services.

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