What is the most important part of a business’s website? Is it the product descriptions? The pictures? The navigation system? No, the most essential part of any website is its killer content. The content is what builds up a website’s search engine ranking, and it’s what keeps customers coming back for more. That’s why it’s more important than ever to make sure that your content shines.
But what if you’re not the best writer or think your writing could be improved? Having to create all this content can be overwhelming.
Don’t fret! With a willingness to learn and the right resources, you can easily improve your content writing skills and develop the knowledge and habits to consistently produce stellar content for your blog or website. Check out the list below to learn some copywriting tips that will form the basis of your copywriting education. Then, develop your practical writing skills with Inklyo’s writing courses and ebooks.
1. Copywriters are, first and foremost, writers.
Businesses want their website copy to be persuasive and earn the trust of potential customers. The best way to do this, however, is not to stuff the website with dry company information or grandiose but empty promises. Producing engaging copy is no different than producing an engaging novel: it must be grounded in a solid understanding of grammar, language, and storytelling.
If a website’s content is poorly written—either filled with typos or filled with cheesy slogans—it says something about the company that produced it. Before you write your website’s copy, make sure you thoroughly edit your work and employ the art of telling a story.
2. Copywriters write for the reader.
As a copywriter, try to put yourself in customers’ shoes. Put yourself into the minds of readers to understand how to speak to them. If your company has developed buyer personas, reviewing these is a great way to create a mindset that will allow you to write something they will want to read. In addition to enticing potential clients to read the content, once you know whom you are writing for, you can help the reader to look at things from a particular perspective. For instance, if you want to draw attention to the benefits of a particular product, gear the article toward the reader by uniting the problems the reader is likely experiencing with the solutions offered by your product.
3. Copywriters write for the business.
In addition to aligning themselves with readers, copywriters should align themselves with their company’s goals. By maintaining good communication with employers and other team members, all parties know what will be included in the copy to produce the desired outcome. This way, the content produced by you, the copywriter, will be in tune with the specific end goals of the business. If you know the end goals, you can clearly convey your company’s message to the public.
4. Copywriters write using search engine optimization.
The Internet categorizes information based on relevance. Search engines will pull up articles that fit certain keywords based on criteria such as the articles’ content, metadata, and posting date. Copywriters need to be aware of what keywords and phrases to include to ensure that the content is optimized and can be found by the readers who are looking for it. This way, the content is brought up in searches more often and will increase the visibility of your site. You should also make sure that the content is not simply stuffed with keywords but incorporates them in a way that sounds natural. This will make the content more enjoyable to read and will help your site avoid penalties from Google.
There’s always something new to learn in the field of copywriting. In addition to having a solid grasp of grammar and being a good writer, copywriters need to stay abreast of new trends and changes in search engine optimization best practices. There is no “finish line” when you’re a copywriter; there’s always a new challenge to overcome or a new skill to learn. This can be daunting, but remember that you don’t have to do it all alone. Check out Inklyo’s blog and other writing resources for help along the way.
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