In many cases, your website will be the first interaction your clients have with your company—and first impressions go a long way!
To engage your target market, you’ll need a website that accurately reflects your brand message and encourages prospects to take action, such as hiring you as their coach.
Although the visual aspects of a website work to build a connection between your brand and the site visitor, your web copy also plays a vital role in creating an emotional response within your audience. That response is especially critical if you are in the profession of building trust. After all, your clients need to know they can count on you with their personal and financial investment.
Make a lasting impression with these 5 web copywriting tips for businesses who want to succeed in an online market:
1. Understand your target market: Get clear on who your customers really are. They are not everyone and anyone.
First, come up with a general description of your audience, including their age, income, family status, occupation, net worth, attitudes, and geographic location. Then, outline your market’s psychographic description, which includes their attitudes, decision-making processes, perceptions, and subconscious and conscious desires.
When you know who your target market is, you know what your target market wants, and why.
Remember: Knowledge + Understanding + Clear Message = More Clients
2. Speak to your target market: Avoid industry jargon and speak to your target market using terms and words anyone can understand.
For example, say you own a business-consulting company and your target market is comprised of small-business owners looking to streamline their processes. If your web copy focuses on the intricacies of how you evaluate internal business structures, you’ll lose your audience within seconds. Instead, focus on the benefits and results they will see from your services without delving into the nitty-gritty complexities of your field of expertise.
3. Create client-centric copy: Optimized web copy that insistently mentions how great your company is, isn’t going to resonate with customers. Copy that attracts and engages answers this key question: What’s in it for them? Show site visitors exactly what benefits they’ll receive from hiring you. Try to keep the focus on your potential client.
4. Get clear on your products / services: To the surprise of many, there are tons of companies out there that are unclear about the product / service they offer. (Trust me, my team sees this every day!) When this happens, it becomes extremely difficult to market your brand online because you’re not clear on why prospects need your product.
If you’re not clear, they’re not clear. And a confused mind does not buy.
5. Encourage prospects to take action: What is the end action you want prospects to take once they have landed on your website and browsed?
Do you want them to . . .
- Purchase from your website?
- Call you for a quote?
- Request more information?
- Sign up for your e-zine?
Whatever action you want your visitors to take, your web copy must navigate them and encourage them to take action. Tell prospects what you want them to do.
For example, if you want your site visitors to sign up for a no-cost consultation, make it easy for them by placing calls to action on the side of the homepage and the bottom. You might use a call to action that says “Give your company an edge. Sign up here for a free consultation, and get the help you need to grow your business!”