On a scale of 1 to 10, how important is the text on your website to you?
If you’re not above an 8, in the words of Ice Cube from the golden year of 1992, you better check yourself before you wreck yourself.
For your website to be an effective business tool, it needs to have a purpose. Whether it’s converting sales, capturing leads, driving traffic, or building your brand, your website should be doing something.
With a purposeful website, the words on your website are no longer just filler, they become your sales staff. Strong, effective words convince your visitors to take the action you want. And I’m pretty sure you wouldn’t skimp on your sales staff.
For the best possible “sales staff”, you need to hire a copywriter. In the world of design, writing, and advertising, your website text is referred to as ‘copy’, and copywriters are trained to write copy that sells. And copy that sells, creates profit for you.
Here are a few reasons why copywriters should be your go-to writers:
- They ask the hard questions, which help you accomplish your business goals.
The measure of a good copywriter is how effective their copy is. They’re not out to write the next great American novel, but to make you money. So, they’ll ask you questions you might struggle to answer:Who is your customer? How old are they? How much money do they make? etc.
What is their biggest complaint? How do you solve it?
Why are you in business, and why should we care?
What sets you apart from your competition?
What do you want your product to be doing in 1 year? 5 years?If you’ll notice, these are strategic business questions, not just copy questions for a single project. But that’s what copywriters do. They help you accomplish goals. The good ones will even push you if your selling points aren’t unique enough, and work with you to find the nugget that truly sets you apart.
- They work within an overall strategy, which should always end with making you a profit.
Without a strategy, a copywriter’s work is meaningless and generally ineffective. A good copywriter knows that their copy is simply a step along the way to get your customer to spend money with you. Their copy isn’t the star of the show, but a facilitator, leading your customer from cold prospect to devoted follower. If they don’t know where to lead your prospect, you’re wasting your money.So, make a marketing strategy and sketch out how you envision a cold prospect becomes a committed customer.If you have no idea how to do this, ask your copywriter to help you make one. Even if they’re not marketing strategy experts, they can help you sketch one out or point you in the right direction.
- They’re targeted and focused on results.
At the end of the day, this is why you want a copywriter. They don’t get distracted by copy that doesn’t matter and help you to focus on the copy that does.As a business owner, your brain is filled with everything from scheduling software to supply chain management to buying paper towels for the break room. It can be incredibly difficult for you to weed out the details that your consumer cares about versus what you have to focus on.Copywriters are in the world of marketing and have a pretty good grasp on consumers, buying psychology, and how your product fits into it all. That means a copywriter can eliminate the fluff, and leave the good stuff to inspire and motivate your consumer to trust and buy from you.
My guess is it’s probably time to get rid of all of those filler words on your website and replace them with words that convert your visitors into paying customers.
At Control Yours, we have trusted freelance copywriters who are excited to get to know your business and help you strategize to reach your customers.
We’d love to get you connected with one of them. Chat with us, or schedule a time to call, and we can get you started.