Is your business losing traffic, do you wish more people would connect with you and build your customer base?
Here we will explore what Copywriters do to play their part in the process.
There are certain techniques involved in building online traffic. While designing your website is important, techniques such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Marketing, Headlines, Understanding your Customer, Persuading them, and the final step, Taking Action, are major guidelines to growing your business by attracting as many customers as possible. These techniques serve to establish a digital marketing plan and they stand alone.
But Copywriting is the loop that pulls them all together.
Let's have a peek at the techniques.
Copywriters use key words which enable search engines to find your website and put it on top. In order to do this right, they need to research the customer to find out what problems or difficulties they experience, or what portion, or quality they like about the product, service or website. The key words the customer uses should be included in the Copywriting. Why? Because they are the same words the customer would use when searching for a product or service. Google applies this knowledge to decide the relevance of the inquiry. If the copywriting is not done right the ranking can fall way below the first page of Google. Quite often, visitors would click on the first few items on Google and skip the rest. So, if your business falls below these numbers they probably would not a click and you lose traffic.
SEM is another way to get on-line traffic. But what is SEM? Here is a good example. I was searching for track shoes on Amazon the other day, then a couple of days later whenever I did a search, Ads from Amazon kept appearing on my search with track shoes. If I would have clicked on the Ad, Google would paid for it, and Amazon would get more traffic. In a nutshell, the difference between SEO and SEM is SEM is paid Ad for your business, whereas SEO is free. But they are equally important. If you choose to pay for SEM there is the advantage of even more traffic to your business.
Marketing has always been a source to attract business. You market your product or service to promote it, whereby persuading people to buy from you. The better the marketing plan the more people become aware of your business and eventually become customers. Copywriters role in this is to write content to market your product or service. Here again their method is to research and study your customers and your business to find out the benefits you offer, and write content that displays those benefits that will appeal to your customers. Another form of producing your content for your business is by incorporating videos and images unto your web page. Some people relate more to videos and images than by text. In this way everyone is covered. People remember 2,000 pictures with at least 90% accuracy and it increases the traffic on your website, which, in turn, increases your conversion rate. The skill and knowledge of copywriters, whether it be writing content, putting out videos, photos or images, they have the grip to making your on-line traffic busy.
The key to inspire anyone to read any piece of writing is the Headline. Unique Headlines, message of urgency, curiosity to read on, to gain knowledge, are proven methods which prompt people to open your text and read more. Headlines should be succinct and to the point. With so much information to read daily, most people prefer to scan through articles, so those that stand-out and are easy to read will be the ones that appeal most, something like an elevator pitch, outlining the essence, but only enough to encourage a curiosity, prompting the reader to find out what is below the headline. The copywriter understands the importance of this strategy. They devote more time in crafting a Headline to arouse curiosity, to give a lesson, to provide information. It is the starting point, to intrigue the reader to find out more.
Understanding the Customer
A copywriter's journey is to begin to understand potential customers habits, their buying preferences, their likes and dislikes, who are likely to be interested in your product or service, who is looking for your product or service, and who are probably unhappy with the competition. They develop an understanding of those customers. They use this information to strengthen and build a writing strategy to attract such customers to engage with your business.
CTA / Persuasive Writing
Have you heard about the Call to Action button (CTA) on a Website, a blog, or any writing material where you are asked to take an action? That button directs the visitor to click on it to take a suggestive action. In order to encourage that click, the button should be carefully carved out, placed in a prominent position in contrast with the rest of the page. If the visitors take that action it could lead to finding something to benefit them. Many people would bypass that button if the writing around it is not compelling or persuasive enough, and a potential sale could be lost. This is where key persuasive words are equally important like in the rest of the writing. Those key words must appeal to the visitors’ sentiments, create a message of urgency, an improvement in their lives, offer a free trial or simply, to learn more about the product or service. All that is needed at this point is to get your visitors to click on that CTA button, which could lead to an eventual sale for your business and long term loyal customers.
When these techniques are pooled together copywriting is the skill, the expertise, the persuasion, and by using the command of words, to attract readers, to gain search engine prominence, and ultimately to take action. Whether writing your web page, landing page, blogs, E-mail marketing, you are enabling your on-line traffic to grow, your customer base to multiply, and your business to become a brand everybody talks about.
And who wouldn't want that?