Here are a few easily actioned steps to lift the quality of the content you produce.
No one wants to read posts designed for search engines – stuffed with keywords and imparting nothing of any real value.
If writing isn’t your natural talent, Velocity Media + Communications owner and copywriter Amanda Jesnoewski breaks down what can seem like an insurmountable task.
Write and format text for easy scanning
When it comes to writing for an online audience, keep in mind that most of your website readers aren’t readers at all, they are scanners. This means readers will be scanning through parts of your copy to find what is relevant or of interest to them.
Use catchy titles to grab attention
Sub-headlines, bullet points, bold and italics are great for drawing attention to certain parts of your copy – these visual props make it easier for scanners to find what they are looking for.
Remember, browsers tend to be impatient
You have approximately five to 10 seconds to capture the attention of your target market so provide value immediately – this is where a great business blog can help. A benefit-driven, fear-driven or emotionally charged headline will help you make an impact and connect with your reader.
Map out your sales process
Before putting pen to paper, or fingers to keyboard, you need to ask: where do you want people to go and what do you want them to do? This will help determine the layout of pages and the prompts you need to give in your copy.
Show the value of your content
Your most hard-hitting, benefit-driven information needs to be up front and centre, with as much appearing above the fold as possible. This ensures your reader doesn’t have to scroll. When your reader lands on your website they have one question: ‘What’s in it for me?’ and good copy will always answer this quickly.
Appeal to your audience
The secret to writing compelling content is to get in the head of your customer, find the most powerful emotion to sell to and write personally to them. What do they need and want? What keeps them up at night? What do they fear or try to avoid? Who are they trying to impress?
Present the problem, and the solution
Once you have a good understanding of who you are writing for and their needs and frustrations you need to let them experience the pain and frustration of where they are now. In order to move people to act you need to get them uncomfortable and dissatisfied with where they are currently. Give them hope with a ‘what if…?’ scenario that takes them to the pleasure or benefits they want.
Always include a call-to-action
Lastly, position yourself as the solution and call for them to act. Be clear on what they need to do and why they need to do it (the ‘what’s in it for me?’ incentive). This will create urgency. Your web browser needs to feel that they must act now or they will lose out.