This is a post from our content partner The Content Boss. It is a perfect start to the content category of our blog and precedes an upcoming series on writing content for your website.
Let’s face it, in this day and age, image matters. A lot.
The majority of us take steps to look good within our professional environments, intending of course to make great first impressions, dazzle our clients and acquire new business. We want to look the part.
The same holds true about how our companies are presented – everybody wants a snazzy logo, glossy brochures and an impressive website.
So, what’s so bad about that, you ask? Nothing. A professional image is good for business. But it can all be rather pointless if we fail to make use of good copy.
It happens all the time; companies spend big money on a flashy, state-of the-art website, only to slap on some content that reads like a fifth grader wrote it. What a waste, and what a smack in the face of your prospect’s IQ.
Your Image Won’t Close Deals
Looks may get your foot in the door, but they won’t sell your product. Your words have to do that. Even copy that isn’t horrific can lose you sales if it isn’t crisp, clear and compelling. You need to sound professional, or clients may just think that your company isn’t.
Smart business owners realize that what they say is as important as how they look, that strong copy moves customers to buy products. Words hold a tremendous amount of power, especially when it comes to creating buying emotions.
This is why being frugal when developing your content is not a smart business move. Neglecting your copy can mean success or failure, in fact. If you’re product is geared towards a more technical or high-end consumer, even more so.
Is your website copy up to scratch? No? Hire a professional copywriter and never look back. You’ll recoup your investment many times over. If you’ve already blown your budget, however, here are some tips that will help you liven up your text.
3 Easy Ways to Make Your Copy More Effective
- Shave it down: Ever heard the phrase “less is more”? Well, it applies to sales copy, too. In most cases, you don’t need 5,000 words worth of verbiage to communicate your message. Your prospective client probably doesn’t have the time for that, anyway. Remember, this is the digital age. Deadlines are shorter, as are attention spans. Cut out the fluff (including jargon, clichés and ‘marketing babble’ – this can lead to confusion and buyers can see through it). Tell them what you really want them to know.
- Spruce it up: Once you’ve focused your message, it’s time to get the tone right. The usual approach when writing landing page copy is to employ a formal voice, but this isn’t always best. Depending on your product and target consumer, a conversational tone may be better received and much more effective. Who are your customers? What are their values? How do they speak? Keep it neutral if you aren’t sure. Be sure to use action-orientated words and phrases and highlight how your product benefits them.
- Make it shine: Finally, proofread your copy. Already done that? Do it again! Nothing screams “amateur” like poor grammar, bad punctuation and misspelt words. It’s unprofessional. Even one mistake can dilute the credibility of your business and cost you sales. Have you used “you’re” instead of “your” or “their” instead of “they’re” or “there”? Have you left out apostrophes or full stops? These things are easy to overlook. The way your content is formatted can also make a difference.
Sum and Substance: What It Comes Down To
When you’re serious about doing business, having a smart-looking website is important. An aesthetically pleasing site that is functional, easy to navigate and optimised for conversions can help you get more clicks and sales. It enhances your company profile.
Without professionally written copy to complement your website, though, content that is concise, persuasive and speaks to the very core of your customer, your website will never be the cash-generating asset that it should be. You need damn good copy.