Web copy should speak to your customers by focusing on their needs and offering solutions. You want copy that leads naturally into your proposed solutions, addressing their pain points in an engaging manner. It is a necessary component of a successful business website.
If you want your readers to remain on your website and eventually contact your business to purchase a product or service, you must create compelling website copy. You can achieve that by using copy to address your customers' problems and provide solutions. Creating clear, concise copy is the best way to keep customers on your page, especially if it speaks to your unique audience.
Read on for some tips to help frame your web copy around your customers' needs - an essential action for helping your business succeed.
Speak to Your Customers
It can be tempting to tout your business' accomplishments when creating web copy. But that's not the way to create engagement. People won't necessarily be impressed by your success. Most people land on business websites because they seek solutions to problems they're experiencing.
If your website gives them the information they want, they'll likely search the site further, check out your services or products, and maybe even add themselves to your customer list. Getting to know your prospective and established customers and their concerns is imperative. If you put yourself in the shoes of the people who could benefit from your products or services and write your copy from that perspective, you should be able to reach them.
Viewing the world through the eyes of your customers can help you more effectively focus the copy of landing pages and blog posts on problems for which they're seeking solutions. Doing so will help you attract new prospects and delight loyal, long-term customers. Learning who your customers are may require you to conduct some research, such as through demographic data or surveying your existing customers. If you run a customer-facing business, you can learn a lot about who you service simply by talking to them. Use that insight to develop your web content.
It's okay to explain your business and accomplishments, especially if you tell your story and why your services are effective and unique. But do it in a way that addresses how that background and those achievements aim to help your customers.
Write Using Language Your Customers Use
We all resonate with the language we use in daily conversations with family and friends. Using the tone and style of language your customers use helps keep them on your site, exploring what you have to offer. It makes your site easily readable and accessible to those you want to reach.
National organizations likely can't communicate in this manner without thorough customer research effectively. However, local companies can achieve this more easily since they are part of the community they're trying to reach. That gives them a significant understanding of the people whose speech they're trying to emulate. If you have a customer-facing role, it can help you get a further sense of the type of person you're trying to reach.
Aside from local speech trends, note how casual or formal your customers are. Do they have highly technical or educated manners, or are they more down-to-earth? Take note of the common phrases they use, especially how they refer to themselves and their hometown.
Research and Address Your Customers' Pain Points
A major goal of your copy is to solve customers' problems while alleviating any potential worries they may be experiencing. You must anticipate and address what they're seeking from your website. Conduct research into what issues your customers have by analyzing competing services or giving options for them to communicate with you. Allowing them to speak with you enables them to ask you questions, which you can use to develop future business strategies.
Once you know what customers needs, adjust your copy to reflect what customers look for from a company website. Successful website content tells customers how you can make their lives easier or solve issues in ways they can't accomplish themselves. Using your knowledge of your customers and shaping it to address that perspective increases the chances your website will resonate with them.
Include Testimonials and Case Studies on Your Website
Including reviews and detailed customer feedback helps show customers you're qualified to meet their needs. Including names and information that defines the customers who provided reviews confirms their credibility.
Customers will trust their fellow customers more easily since they know and understand their situation. This type of feedback helps walk customers through the solutions you can provide from their perspective. Demonstrating how your company solved the pain points of people like the reader lets prospective customers know you can solve their concerns too.
Empower Customers with a Call-To-Action
A call-to-action shows readers the next step they can take to solve their problem with your help. The most effective calls-to-action suggest an action, empowering customers to control their solution by taking such an action.
For instance, include a call to action, such as "Give us a call to learn more about how we can help you solve the issue of . . . ". It uses positive, active language, encouraging them to solve their issues through a simple call. You reiterate how you can solve their problem, giving the impression that they're safe in your hands.
Save Some Trouble By Working with a Media Partner
Creating compelling copy takes a significant effort, not only through researching your customers' pain points but in writing the copy itself. It can be incredibly cumbersome if you're implementing a weekly blog. That can be an overwhelming task for a business to undertake. Fortunately, it isn't something you need to do alone.
A media partner can help you develop effective copy for your website that resonates with your audience, helping you achieve the greatest return for your content. They have the expertise and capability to produce a steady stream of content to set up your website for success and keep your company growing.