Logo FreelancerComment cela fonctionneParcourir les emplois Se connecter S'inscrire Publier un projet
Find Jobs
Hire Freelancers
Get Ideas
About
Resources
Why Your Business Needs a Content Marketing Strategy

Why your website needs great writing

The copy on your website matters. Hiring a professional writer will help you engage, inform and motivate your customers to convert to your offering.
28 janv. 2021 • 4 minute de lecture
Photo de couverture

If your website content is poor, nobody will convert to your offer

Your website is the first impression many customers will have of your brand. The way it's written could make or break your sales efforts.
Your website introduces your brand to potential customers. It's the first point of contact a lot of them will have with you. Great design is a necessity for your website, but great copy is just as important. It creates a connection with your brand and compels people to take action.
Having professional, high-quality writing on your website makes a difference. A study by Global Lingo found 74% of people pay attention to spelling and grammar on websites , while 59% of people said they wouldn't use a company that had poor spelling and grammar on its site.
But crafting compelling website copy is more than just avoiding typos. It's about introducing yourself to potential customers, persuading them about your brand and motivating them to take action.
Whether or not you're a tech company, a well-written and designed website has the potential to be your number one source of sales. Here are some tips you should keep in mind about your website copy.

1. Communicate your proposition

Your website copy is an opportunity to tell your story to potential customers. The copy on your website should introduce visitors to what makes your brand unique.
This means crafting a written value proposition. A value proposition communicates to customers what sets your brand apart from your competitors and why they should use your specific product or service.
A well-written value proposition should be short and memorable. It should address your customers' needs and explain how your product or service addresses them in a way your competitors can't.
In order to produce a value proposition statement, you have to understand a few things. You have to know your target customer, and understand their needs, desires and pain points. You have to know your own product or service and how it addresses these needs. And you have to know your competitors' products and what makes your product different.

Freelance Freelance Writing Experts

Avatar de l'utilisateur
Drapeau de Happymarli @happymarli
15 USD / hour
4,9 (3056 commentaires) PHP Website Design Graphic Design Copywriting Internet Marketing
Visit profile
Avatar de l'utilisateur
Drapeau de Saminakiran @saminakiran2
10 USD / hour
4,8 (592 commentaires) JavaScript Website Design Graphic Design Translation Internet Marketing
Visit profile
Avatar de l'utilisateur
Drapeau de Daniel Carey @dancarey
35 USD / hour
5,0 (175 commentaires) Copywriting Project Management SEO Research Proofreading
Visit profile
Avatar de l'utilisateur
Drapeau de NovaStudios @NovaStudios
40 USD / hour
4,8 (661 commentaires) PHP Java JavaScript Adobe Flash Website Design
Visit profile

2. Talk about benefits

A tried-and-true rule of marketing is to talk about benefits, not features. Customers coming to your website are looking to solve a problem, and features don't address this problem. You should always keep in mind that your product or service is a means to an end, not an end in itself.
A good example of this is enterprise instant messaging service Slack. While Slack contains features such as the ability to create themed channels, share work documents and integrate with workflow tools like JIRA, its marketing doesn't focus on these features. Instead it focuses on benefits like cutting down on meetings and internal emails, and helping teams collaborate.
Your website copy should address the benefits of using your service and product. It should focus on how it solves the customer's problem or makes their life better or easier. Features accomplish this, but merely listing features doesn't communicate it.

3. Build your brand voice

Your brand should have its own unique voice. A post from the Content Marketing Institute challenges readers to think about whether a customer could read their content and identify their brand without seeing its logo. Brand voice helps you achieve this level of recognition.
Your brand voice reflects your values. It conveys your personality to customers. It also brings consistency to the way you communicate. Your brand voice should be evident in every piece of content you produce, starting with the copy on your website.

4. Be approachable

When you develop your brand voice, make sure you make your brand feel approachable and human. Your customers are looking for a connection. They're motivated by emotion. The copy on your website should form this connection.
Being approachable means that you need to avoid using jargon or technical terms. Keep in mind that you know your industry very well, but your customers might not. Speak to them in terms that are easy to understand.
While you want to remain professional, remember that your website copy should be written in natural language. It should be conversational. Imagine you're selling your product or service to one person, face-to-face. Your website copy should strike that tone.

5. Have clear calls to action

While you want to inform, engage and form a connection with your website's visitors, the purpose of your site is to sell your product or service. Make sure your copy includes clear calls to action to motivate your visitors to use your brand.
Your calls to action should direct your website's visitors to the response you want from them. They should be clear about what you want the reader to do, and what they'll get in return.

6. Make it scannable

The majority of readers skim content. Research shows that 55% of website visitors will read content for 15 seconds or less . You have 15 second to get your message across. That means your site's content needs to focus on eye-catching, attention-grabbing details.
While 80% of readers will read a headline , only 20% will read the body copy. Good web copy focuses on conveying messages through headlines and backing up assertions with body copy.

7. Hire a professional

Perhaps the most valuable decision you can make is to hire a professional writer for your website's copy. A professional writer can ensure your website's copy engages and informs your readers, while motivating them towards a purchasing decision.
Professional writing will help you create a website that conveys your brand's voice and values, as well as the unique value you offer to customers.

Freelance Freelance Writing Experts

Avatar de l'utilisateur
Drapeau de Rana Shakoor A. @thebestwriter66
18 USD / hour
5,0 (17 commentaires) SEO Proofreading Blog Powerpoint Marketing
Visit profile
Avatar de l'utilisateur
Drapeau de Pratiksha J. @TechnoWritesAcad
50 USD / hour
4,9 (550 commentaires) Copywriting Blog Powerpoint Financial Research Technical Writing
Visit profile
Avatar de l'utilisateur
Drapeau de Rashid Q. @topacademics
30 USD / hour
4,8 (1766 commentaires) Copywriting Legal Project Management Accounting Blog
Visit profile
Avatar de l'utilisateur
Drapeau de Hemina S. @Hemi2012
80 USD / hour
5,0 (102 commentaires) Copywriting Data Processing Research Proofreading Telemarketing
Visit profile

Histoires connexes

10 tips to write homepage copy that sells
6 min de lecture
How to write a call to action that gets results
6 min de lecture
8 tips for writing landing page copy that SELLS
4 min de lecture
How offering a free e-book can generate website traffic and leads
7 min de lecture
Why you need a ghostwriter
3 min de lecture

Restez à jour

Inscrivez-vous à notre bulletin pour rester à jour sur les sujets qui importent
Merci de l'inscription ! Gardez un oeil sur votre boîte de réception pour notre prochaine mise à jour.
L'adresse e-mail a déjà souscrit.
Oups, une erreur a eu lieu. Veuillez réessayer. Si le problème persiste, veuillez contacter l'assistance avec l'information d'erreur suivante : Code d'erreur :

Parlez avec un de nos Co-pilotes techniques pour aider avec votre projet

Obtenir de l'aide maintenant

Articles recommandés juste pour vous

Icône d'article Planning your startup
Our ultimate guide will help you write a business plan investors will be ripping out of your hands. Learn how to expertly craft each section of it.
22 min read
Icône d'article 10 local SEO tips you can't afford to ignore
Local SEO helps your business get noticed and sends customers to your door. We've got 10 superb local SEO tips you need to start implementing today.
6 min read
Icône d'article 2020 SEO Guide: How to write website content
Need to write content for your website? Follow our guide to make sure it's optimized to rank on the first page of Google
20 min read
Icône d'article How to use Google Search Console to track your SEO
Google Search Console is an essential to monitor your SEO effectiveness and if it confuses you, you're not alone. We've demystified this tool for you.
5 min read
Utilisateurs enregistrés Total des travaux publiés
Freelancer ® is a registered Trademark of Freelancer Technology Pty Limited (ACN 142 189 759)
Copyright © 2022 Freelancer Technology Pty Limited (ACN 142 189 759)
There is no internet connection
Chargement de l'aperçu