Web Copy that Gets Your Visitors to Do What You Want

A lot of businesses build, design and write copy for websites without really considering the objectives of the site. This is a mistake. Copy, like every component of a website, requires planning. Once the goal of your website has been established, you can create copy that supports it.

Most companies create web copy with one of three objectives in mind:

To build brand awareness:

There are a few ways to build brand awareness online. The first is to optimise content by embedding keywords into the copy. Search engines associate those keywords with the website and will rank it higher in their results. By ranking high on search engines for relevant keywords, websites can increase the number of visits they get, thereby generating more brand awareness.

Another way to build brand awareness with content is to distribute it through a variety of social platforms. For instance, if copy is created for a presentation and then the slides are put up on slide share, the audio recording converted into a podcast and marketed on Twitter, Facebook and other social media platforms. By distributing content through a number of channels you are expanding its reach and thereby brand awareness.

To gain credibility:

A lot of web copy is written with the intention of making customers feel like they are in good hands to make a purchase or take some sort of action. Credibility can be built from customer testimonials, listing awards and other credentials, hiring experts to guest author blog posts and more. Write about your company and products in a way that will make prospective clients trust you, as opposed to just listing information for the sake of telling your story.

To generate enquiries:

One of the primary purposes of web content is to generate enquiries. In order to do that website owners must understand the needs of their readers and address them in their copy. Three critical questions to ask yourself when planning your copy are: who are you targeting?; what action do you want your audience to take?; and what information do they need in order to take the desired action? If your copy answers these questions you're already ahead of the game.

Remember, visitors have found their way to your site because they have a problem your products or services could potentially solve. Make sure that your copy makes the promise to solve them, rather than just listing features.


------

Adaptive Consultancy is a London-based digital agency
specialising in website design, eCommerce, and internet marketing,
including
SEO, PPC and SMO. For more on internet consultancy London visit
http://www.adaptiveconsultancy.com/internet-marketing-consultancy