7 Steps to Creating Content the Right Way: How You Can Use Copywriting Methods to Build Killer Web Copy for Your Business [Part II]
We left off last time with the first 3 steps of our 7 total for creating content the right way. Without further ado, here are your final 4 steps!
4. What is the solution?
Likewise, you want to incorporate the solution for your target audience’s problem into your web copy.
How can your product or service solve a need or problem that your potential customers are having? What does that solution look like?
Again, this is another area where blogposts can help enhance your web copy.
5. Don’t forget your personality.
If you’re writing for your own business, this should be the easy part. (Emphasis on should.) Try to infuse your personality into every piece of content you create.
So if you’re witty, be witty. If you’re serious, be serious. If you’re fun, be fun.
For copywriters, this is a little more difficult. Talking to clients and hearing how they speak about their business is an important way we learn about the company’s culture.
Sometimes, business owners worry they’ll lose out on customers if they show too much personality on their websites. The reality though? If those leads decide not to go with your company based on your web copy, it’s probably for the best.
6. What are your biggest barriers with leads?
In other words…what are the reasons that potential customers say “no” to you?
If you don’t interact with leads directly, consider having an in-depth conversation with your sales team. They’ll be able to give you more insights into why leads turn down your product or service.
An important thing to remember here is that price is always going to be a barrier. While budgets are going to certainly weed out some leads, price shouldn’t be the main conversation. For most businesses, your product or service’s value should always supersede price.
So get to the root of the problem: why are customers actually saying no? Then, incorporate language around that into your copy.
7. What do your calls-to-action look like?
Another issue many of our clients often face is not planning calls-to-action when they plan their content. Your calls-to-action are just as important as the copy and the design of your website. After all, they’re going to drive your customers to take the next step.
Be sure to define clear calls-to-action as you create your web content. What do you want your leads to do?
- Pick up the phone and call you?
- Fill out a contact form?
- Subscribe to your email newsletter or blog updates?
- Buy a product or service?
Incorporate calls-to-action at the proper time and proper stage of the sales funnel. For example, if someone is reading a blogpost, it’s probably not the right time to push them to buy your product. It is, however, the perfect time to offer them a download in exchange for them signing up for your blog or email newsletter.
Follow these seven steps if you’re creating your own content and you’ll start converting customers into leads in no time.