Could your website copy be compared to an appliance manual—boring, factual and without personality? If so, it’s time to STOP writing boring website copy!
I get it; you want to bring your potential customers all the facts, display your industry knowledge, and present your business in the most professional way possible, right? I totally agree, but the problem is, no one wants to read boring website copy.
You could be an industry expert and have all the right information on the page, but your delivery could be killing your conversions. In fact, if your copy is even remotely bland, there’s a good chance no one is even reading it.
So, how do you write website copy that engages, excites and motivates your readers to take action without sounding too pushy. Keep reading to find out.
This may make some people raise an eyebrow, but your website copy should not be all about you and your business. Rule number one for copywriting is to know and understand your target audience. The better you know your ideal customer, the easier it will be to put yourself in their shoes and write directly to them.
Yes, your copy is going to have information in it related to your business, of course. But you don’t want to make the whole page about “we” and “us.” Good copywriting is about speaking directly to your audience in a way that makes sense and is relevant to them.
Write in a way that makes your potential customer feel like you’re speaking directly to them, not just going on and on about your business. Let them know that you “get” them, and you have the perfect solution to their problems. Remember, the reason people buy things is to solve a problem—always.
This is an age-old marketing strategy and the premise is quite simple: identify a problem among your target audience, remind readers of said problem by giving them a little jab or getting under their skin a little, and then provide a solution to the problem with your products or services.
For example, let’s say you’re a personal trainer offering weight loss and healthy lifestyle solutions. Your target audience is likely people who need to lose weight or live a healthier, more energetic lifestyle.
Problem: You’re overweight and unhealthy.
Agitate: You’re sick of hiding behind baggy, unflattering clothes and avoiding social situations because you lack the self-confidence to put yourself out there.
Solution: You need a way to not just shed the excess pounds, but to regain the confidence you lost over the years. The time is now to commit to yourself to live a happier, more fulfilled life and it all starts with a free 30-minute consultation with one of our expert health and wellness coaches.
This tip plays well with the problem, agitate, solve formula. After you provide a solution, you need to hit the reader with a strong call to action that incites them to click that button.
Instead of going the safe route all the time and saying things like “Want to learn more? Click here.” Light a fire under their seats and say “YES! I’m ready to STOP the nonsense and START living life!” Get your reader excited! Make them feel like it’s a no-brainer to click on your CTA and take the next step.
The better your website copy, the more excited and inspired your reader will become and the more likely they’ll be ready to click that CTA when you hit them with your final punch. And don’t be afraid to get a little aggressive and pushy (but not rude!), it just may nudge your readers enough to move forward with your brand.
If you’ve been staring at your website copy, knowing that it’s boring and uninspiring, but feeling completely overwhelmed with how to revamp it and breath some new life into it, hire a website copywriter to help!
Stop wasting your precious time and energy trying to write exciting copy if it doesn’t come easy to you. We often have the hardest time writing our own stuff, sometimes all it takes is a third party to come in and look at your business and copy from a different angle.
Yes, hiring a website copywriter is an investment, but it’s one that will pay off many times over because your site will be set up to CONVERT and conversions equal sales for your business and money in your pocket.
So, stop writing boring website copy and thinking that you’ll magically inspire readers to buy from you. Boring copy is a recipe for sending your traffic to your competition. And if you need help, reach out and together we’ll light your audience on FIRE.
The days of keyword stuffing to increase your ranking are long gone. Google got smarter and more intuitive; it’s not so easy to try to game the system and cheat your way to the top.
With that in mind, you must understand how to optimize your website correctly, without over-optimizing and getting penalized.
You 100% should be optimizing your website, but too many SEO improvements can hinder your ability to rank. It may sound counter-intuitive, but it’s true—too much of a good thing can equal a bad thing and that rings true in the world of SEO, too.
We’re going to discuss the signs that your site may be over-optimized and what you can do to remedy it to not only avoid Google penalties but to also help boost your rankings.
Most people today know that keyword stuffing is a no-no, but there’s more to over-optimization than that. Today, there’s a whole list of SEO tactics that, if not done properly, can lead to an excessively optimized site.
Here are the aspects of your site to keep in check to avoid a penalty:
If you ask around, you’ll probably hear that your keyword density, or how many times your keyword(s) appears in your content, should be anywhere from 1-3%. So, if you have about 1,000 words on a page a 1% density would be using your keyword 10 times throughout and a 3% would be 30 times.
Now, I’m going to go ahead and say that first, keyword density is a myth. Sure, you can use it as a guideline, but it’s more about WHERE your keywords are placed than how many times.
And for the record, I would never utilize a 3% keyword density. You risk sounding super spammy and Google won’t like it. In fact, I’ve de-optimized web pages, taking out excess keyword usage and witnessed the ranking for that page instantly increase, which solidifies the fact that keyword stuffing is a certain NO in the online world now.
As a way to increase traffic and therefore increase SERP rankings, some people will try to gain traffic for non-relevant keywords.
For example, they may stick high search volume keywords that are completely irrelevant to the site within the content to try to gain traffic from them. Obviously, you wouldn’t convert on any of that traffic.
As the Google bot crawls and indexes your site, it takes into consideration all the keywords that you use across your entire site and then determines your rank for relevant queries. If you have unrelated content, it will take away from the overall strength of your site.
You must focus only on your particular niche. There are plenty of topics and sub-categories to focus on within each and every niche out there, no need to go mixing in other, unrelated topics.
Interlinking is an awesome SEO tool, no doubt about that. The problem is, when you use too many exact match anchor text in your content, you’re setting yourself up for an over-optimized website mess.
Yes, an exact match anchor here and there is ok, even good as it can increase your SEO. But there is definitely such thing as too much.
Here’s an example of an exact match anchor:
Check out our awesome blog posting service
(links to: example.com/awesome-blog-posting-service/)
Do you see? The anchor text is the exact same string of words as the URL. You can do this, but do it very sparingly.
A better option would be to spread your anchor text across a sentence fragment like “Blog posting is a service that provides awesome SEO benefits.” My keywords are still in there, but they’re diluted by spreading them out across the sentence.
The H1 header is meant to identify your page’s MAIN heading. There should only be one main heading—there’s plenty of other H-tags to use for your sub-headings.
Using more than one H1 tag on a page is over-optimization, don’t do it.
Go ahead and go crazy with your H2s, H3s, H4s, etc., but just stick to one H1.
Your website footer is another area to check for website over-optimization. Your footer should be designed with the user in mind—it should be a nice closure to your page not a place to stuff in last-minute keywords.
Footers receive minimal crawler recognition because of their position so don’t waste your time trying to increase your ranking by adding in keywords to the footer, it’s a recipe for over-optimization.
The last place I recommend checking for over-optimized website pages is in your links. A healthy link profile has links that point to the home page AND deep internal pages.
An over-optimized webpage has a ton of links that go only to the homepage or other top-level pages like the services page or contact us. Mix it up by pointing some of your inner links to deep internal pages and blog posts.
It’s easy to overdo it with SEO techniques, and what you might not realize is that it’s hurting you rather than helping you. Now that you know what to look for, take some time to comb through your website and see if there are any red flags and then work to fix them.
Don’t have time? We offer comprehensive website auditing services that will tell you exactly where your content stands and what improvements can be made to help increase your SEO and conversions as well as avoid over-optimization penalties.
So, you’re a business owner and you have a website, great!
The problem is, no one is visiting it, or if they do, they’re clicking off and leaving within seconds and definitely not buying what you’re offering. If that sounds familiar, you’ll want to keep reading.
You’re probably sitting there asking yourself why you’re not converting. You’ve double checked that all your links are working, you paid good money to get an awesome theme and graphics, but you’re not winning.
If this sounds like you and your business’ website, the problem may very well lie in your website copy. Your content strategy, or lack thereof, is probably not designed to convert.
Your site may look great, it may have awesome functionality, maybe you even threw a couple of keywords in there. The thing is, converting traffic to customers takes more than just a pretty design. You need website content that is on point.
If your website is not converting like it should, follow our Top 5 Ways to Make Your Website Copy Work For You.
This may seem like an obvious step,but it's an important one that many people don't get quite right.
Many business owners try to write to everyone, they want to be all-inclusive. They want to create generic sounding content because they’re afraid of niching down too much.
While this strategy is a nice concept, it just doesn’t work. Here’s why; your product/service/brand is not for everyone, it just isn’t.
That being said, it IS for some people. So, you need to figure out exactly who your product or service is for and then speak directly to them in your website copy.
The bottom line is, if your copy isn’t relevant and aimed at your prospective clients, it won’t convert.
Don’t write your copy in an attempt to speak to and please everyone. Define your ideal customer or client and then speak right to that person.
Defining your target audience or ideal customer involves digging in and doing some research. You should be asking questions like the ones listed below to help you put yourself in the shoes of your target customer as you write your website copy.
What do they do?
What are they searching for?
What questions do they need answered/problems do they need solved?
What are their pain points?
What are their fears?
What are their goals?
After taking these questions into consideration, take a look at your current copy and ask yourself:
Does my copy speak to my target audience?
Is it relevant to their needs?
Am I agitating their pain points and then providing them with a solution?
If the answer is no, that’s your cue to go back to the drawing board and create some fresh web content that’s engineered to speak to your target audience.
Your website copy needs to be clear. Great copy is simple and easy for anyone to read and understand.
And the best way to kick things off is by catching your reader’s attention right out the gate.
You really only have a few seconds to make a great first impression with your copy. If someone lands on your site and doesn’t like what they see or feel compelled to keep reading, they’ll hit that red X and keep it moving.
You need to be clear and to the point about who you are and what you offer from the first word of your website content.
How do you do that? You create a headline that packs a punch. It should be short, sweet, and should hit on a particular pain point or benefit that resonates with your audience.
Once you’ve grabbed their attention, keep it by providing clear, concise website copy that explains exactly what you offer and how it will help them.
Additionally, it’s important to not be too vague. For example, if you are a fitness coach and you say, “I’m dedicated to helping you achieve the body of your dreams.” That’s great, who doesn’t want the body of their dreams?
But that statement is too vague, your readers will wonder how you’re going to help them achieve that goal. Do you offer shakes? Does this involve an intense work out plan? Do I need to take diet pills?
So, try this “I’m dedicated to helping you achieve the body of your dreams by implementing a proven, non-restrictive meal plan and mild exercise program that works in sync with your body and lifestyle.”
OK, so now I know that this person is going to help me achieve my health goals by offering a simple diet and exercise plan.
By being too vague, you are selling yourself short and missing out on potential sales. Again, speak directly to your target client and clearly communicate how you will help them.
You’ve drawn your ideal clients in and got them hooked with your awesome copy that’s clear, relevant, and exciting. Now it’s time to provide them with a ton of value.
How do you do that? You show them that you know and understand their pain points and you highlight exactly how your product or service can solve their problems.
Tell them exactly why they should use your services, what makes you stand out from the rest of the crowd.
For example, maybe you’re a carpet cleaning service, why should your website visitors choose your company to clean their carpet over the big-name chain?
For starters, you can hone in on the fact that you’re a locally owned and operated company that’s been serving the area for 50 years. You care about your community and the people inside it.
State your unique value and what sets you apart from the competition. Offer a unique proposal that they aren’t seeing anywhere else.
Make sure your copy makes it seem as though your company is the best and only choice when it comes to what you’re offering.
Anyone can put convincing words on paper (or a web page), but should they be trusted? Why should your perspective clients believe what you have to say?
You need something that shows you are the real deal and worthy of their business. This is where testimonials come into play.
Testimonials will offer the proof you need that you can deliver on your value.
Just like your website content, you don’t want your testimonials to be too vague. You want them to speak to what you offer and how your product or service directly helped your customer.
You could have the most compelling copy in the world and the most endearing testimonials, but if your website is not actionable, it won’t convert.
It's important to make sure you are offering your audience plenty of opportunities to take action. Your call to action (CTA) button will help you close the deal, so make sure there are plenty of them.
Your CTA should be a button on your website with persuasive copy that incites the reader to take action now. The more CTAs you have on your page, the higher your chances that the reader will click on one of them.
This is how you turn your traffic into paying clients, by providing them with the offer and then asking for their business.
Now that you know how to make your website copy work for you, go take a look at what you currently have on your site.
Does it draw the reader in immediately? Are you speaking to your target audience? Do you identify the problem, agitate it, and then provide a solution?
Are you making it clear why customers should choose your business? Do you have testimonials to back it up?
Are you giving your readers the opportunity to take action? Are they excited enough about what you’re saying to click that call to action button?
Feeling lost? Overwhelmed?
If you need help with your website copywriting, get in touch! We can help you strategically design your website copy to clearly communicate your offer, connect with your customers, and increase your sales.
If you’re a business owner, you already know that you need great copy for your website, blog, and brand in order to make the best impression on your audience and generate the most sales.
But, as a busy business owner, you don’t have the time to write all your own content and you want to outsource. (P.S. check here for our top 4 signs that you should outsource your content writing)
The question becomes, where do you find the best business copywriter and how much should you pay for content?
If you’ve done any research into finding a business copywriter, you’ve likely come across several freelancing platforms like Fiverr and Upwork that appear to have the solution to your problem.
But are those $15 blog posts from Fiverr a good investment or a complete waste of time and money?
As someone who got their start on a freelancing platform, similar to Fiverr, and who has also purchased content from these platforms, I can provide a unique perspective into whether or not you should trust your business content to a Fiverr copywriter.
This question could be posed for a multitude of freelancing platforms, not just Fiverr. There are dozens of platforms out there advertising that they have the best freelance copywriters, and their content is cheap!
There’s no doubt that you can get inexpensive content on these platforms. We’re talking an average of $10-$15 per 500 words of content. But, if someone is willing to create content at such a low price point, how likely is it to be of high quality?
Here are a few reasons why hiring a Fiverr Copywriter may not be the best investment for your business:
$5 for a 500-word blog post on a topic of your choice with keywords and images included? Sound too good to be true? That’s because it probably is.
Writing content is hard work. It takes time, research, energy and a natural knack for stringing words together. No copywriter who is worth their salt will charge such a low price for content.
In fact, it’s an insult to content writers everywhere when so-called writers charge peanuts for content. These people are de-valuing a service that should be held with the highest of regard.
After all, the content you put out for your brand dictates potential customer’s impression of your business.
I have personally ordered content from a freelance content copywriter on a popular platform that was marketed as “quality content at pocket-friendly prices,” and let me tell you, it stunk.
You may wonder why I would outsource content when I make a living writing content and, the truth is, I got curious. Was I charging too much for content? Could business owners really get great content for cheap?
The answer to both questions was no.
No, I wasn’t charging too much for content, in fact, I should charge more! And no, you can’t get content that’s good enough to represent your brand and be the message you send out to your audience for cheap.
The truth is, if you want high-quality, SEO focused content that’s personalized for your brand, it’s going to be an investment, but one that will be well worth it.
Anyone can dub themselves a copywriter and set up a gig on Fiverr, literally. All it takes is a computer and an internet connection and you can start your new career as a freelance writer.
But what if you have no experience whatsoever in copywriting? You steal other people’s content of course!
I can’t tell you how many negative Fiverr reviews I have read from customers that say they purchased content, only to find out that the content they were given was “spun,” or re-written to make it “unique”.
Have you ever read spun content? It’s complete crap and even if you only paid $5 for it, you wasted your money.
Worse yet, some writers will actually steal whole pieces of content from others on the internet and try to pass it off as their own. This is a huge no-no and can end up costing your business some serious penalties.
When you hire a business copywriter, you shouldn’t have to put your content through a plagiarism checker like Copyscape, you should feel confident that they are writing 100% unique content that is custom tailored to your business and brand.
Let’s face it, no matter what country you do business in, you want a copywriting professional who knows and speaks the language of your customers.
If you live in the US and your company operates in the US, and your customers are in the US, it makes sense that you would want someone who is a US native to write your content.
Don’t get me wrong, I’m sure there are tons of non-native writers who absolutely crush content and can likely write better than most.
The problem with platforms like Fiverr is that scammers can easily post a gig with a made-up persona that can be misleading. They can use fake names, pictures and background stories that lead buyers to believe they are ordering from someone that writes in their native language.
Business owners only realize they fell victim to a Fiverr scam when their content comes back and it clearly was written by someone who is not fluent in their language.
When situations like this happen, there isn’t much you can do, unfortunately. The Fiverr refunds process tends to be slow, and unless your content was downright unusable, you may not win the dispute.
You end up with a piece of content that you can’t really use, and find yourself back at square one, looking for a business copywriter.
Fiverr and other freelancing platforms can be a great place to find writers, for certain situations. Do I think you should trust your business’s important content that will be the face of your brand with them? Probably not.
I’m sure there are those “unicorn” Fiverr copywriters out there that provide exceptional writing at a fraction of the cost, and if you find one, don’t tell your friends! You’ll want to keep that weapon all to yourself.
If you want personalized content creation that’s designed to boost your rankings and help you convert, you need Business Copywriting Services.
To learn more about how our copywriting services can help your business, get in touch today!
Whether you need content for your website, copy for an email campaign, or blog posts-you know that you want your content to be top notch. You need copy that’s clear, concise, informative, and most importantly, you need it to convert.
If you’re like most business owners, you’re busy. You have a million things going on and you’re likely feeling daunted by the task of writing your own copy, so you’re looking to outsource the task to an expert.
Sometimes, outsourcing your tasks is easier said than done. Unfortunately, it isn’t always easy to weed out the good writers from the bad, especially when you don’t know what to look for. i
n this article we’ll give you our top tips for how to find the right copywriter for your business.
Copywriting is an art form, and some people are better at it than others. There are people who are naturally gifted at writing, while others have spent years perfecting their craft.
Copywriters are sometimes referred to as salespeople on paper. Copywriting is selling.
You may think wait, I’m not really selling anything, I just want a blog post. The truth is, if you’re a business owner, you’re selling. And without compelling content that speaks directly to your target audience, you’re going to have a hard time selling.
So, if you’re not naturally a good writer, or you just don’t have any interest in crafting your own content, you’ll need to find a good copywriter that you can rely on to curate content that converts.
Here, we’ll break down our recommended steps to finding a great copywriter that you can trust to help your business crush it in the content game.
Trusting a writer with your business content is a big deal, you want to make sure you are hiring someone who knows their stuff.
One of the best ways to find a high quality business content writer is ask around. Do you know a colleague whose content and marketing material always seems to be on point? Ask them who writes it for them!
Be cautioned though, some business owners are reluctant to give up the name of their content writer because they want to keep their star writer them to themselves.
Unless you know a writer personally, or you have been referred to a great writer by a friend or colleague, your next logical step is to head to your Google search bar.
We don’t need to tell you how to use the internet but typing in a search term like “business copywriting services” into Google is a good place start.
From here, its all about checking prospective writer’s websites, their bios, services they offer, and any writing samples they have available. We recommend reaching out to a couple of writers whose offer appealed to you.
We highly dissuade business owners from trying to find a freelance writer on freelancing marketplaces. While you can sometimes find a diamond in the rough, the majority of the content writers on these platforms are not producing high quality content.
There’s a reason why writers on freelancing platforms are so inexpensive. Don’t trust something as important as the message your company is putting out into the world to writers who are cranking out sub-par content.
Most of the time, freelance writers will have an option to schedule a consultation or strategy session with you where you’ll get to know them, and they you to see if you’re a good fit.
It’s vital that you have a connection with the person you hire to be your content writer. Chances are, you’ll be working very closely with this person, so its imperative that you’re on the same page.
Additionally, here is your chance to ask some important questions like “do you understand SEO and write content that’s designed to convert?” If you hire someone without knowledge of basic SEO and conversion principles, you’re setting yourself up for failure.
Many copywriters also offer keyword research as part of their content package. This can help you to understand what your target audience is looking for and how you can weave those keywords and phrases into your content.
During your discovery call, you’ll also have a chance to discuss your needs and get an idea of what the copywriting professional charges for their services.
If you connect with a freelance writer, the last thing you’ll want to do before hiring them is to check their portfolio or past work. This step should not be skipped.
You may absolutely adore the perspective writer’s personality, and he or she may sound like the perfect match over the phone, but keep in mind, you are hiring this person to write content for your business, so you must make sure their writing style meshes with your business goals.
Any writer who is worth their salt will be able to produce a portfolio or content samples for you to review and digest. Side note, make sure you request samples that are related to what specific kind of content you are looking for.
For example, if you are looking to hire a writer to write email copy advertising your new product launch, ask for email marketing examples. They may have great, informative blog posts, but blog writing is much different than hard-core sales copy.
Ideally, you’ll see examples of all different kinds of work. If you were interviewing two or more writers, this is the part of the process that should separate out the best.
Once you’ve found the freelance writer that fits your desired writing style and personality, its time to get to business. Depending on your needs, you may need to book a strategy session that focuses in on details, formats, etc.
It’s important that you spend ample time communicating with your writer what your needs are, this saves a lot of time in the long run. There’s nothing worse than getting a piece of copy back that doesn’t embody your style or doesn’t address all your needs.
Taking the time to pick the right copywriting for your business will pay off many times over. Having a good copywriter on your team is gold. You’ll start seeing increased sales, engagement and traffic in no time.