Copywriting is one of the most impactful tools of digital marketing and, paired with a visually inspiring website, can be a great asset to the promotion of your business. So in our blog post this month, we’re going to be exploring how to deliver quality, SEO-driven and user-friendly content for your business site.
Tone of Voice
If you’ve ever heard the phrase ‘too many cooks spoil the broth’, well this rings particularly true when it comes to copywriting. Every writer and contributor will have their own voice and their own style of writing – whether they use certain phrases, certain punctuation, certain sentence lengths or certain paragraph structures. But when too many writers try to battle over one type of content, it can come across as messy, disjointed and discomforting to read.
Try to stick to one solid tone of voice throughout your copy, using factors such as your target audience, your industry and your business values to help your content flow in the right direction.
Keep your audience engaged and thoughtful
No matter what you’re trying to sell, promote or educate your audience about, keeping them engaged through thoughtful and interesting copy can be a challenge. It’s important to use your tone of voice to your advantage, and weave thoughtful narratives, thought-provoking questions and calls to action throughout your copy.
Ensuring that each page or section of copy ends with an instruction for your audience to follow (such as click here for more, read on or get in touch) can help to encourage further action and engagement from your readers.
Utilise Empathy
Empathy is one of the most useful tools you can use when crafting quality copy and content. Try to place yourself in your reader’s shoes, and imagine their perspective when scrolling through your site. Which phrases are they looking for to help them make their purchasing decisions? What type of language will inspire them to keep reading? Do they want to feel like they’re talking to a friend or an industry professional?
Use the answers to these questions to influence your writing and the language you use when creating your content. Empathetic language is great for developing a real connection with your readers and inviting further interactions with them throughout their buying process.
Understand Content Structures
A simple fact of digital copywriting, whether you’re writing for a web page or an email newsletter, is that the content at the top is always going to be the most important. Users are searching for the information most relevant to them and their attention spans are likely to be short as they scroll through your page.
Put the most important information, points or messages right at the top of your page and make sure your reader will take note of them. Whilst this doesn’t mean that you should create sub-par quality content for the bottom half of your page, it’s important to start on a strong note to grab your audience’s attention first.
Copywriting is more than just words on a page. The way you write and speak to your readers can play a huge role in influencing their purchasing decisions and engagements with your content. So take care with your content writing and remember these tips for your next big copy project!
