Great Content Is What Sets You Apart From The Competition

For too long content has been the missing link in the web development process.  The focus has instead been on the tools, technology and looks rather than the substance.

The content on your web site needs to be there for a purpose; designed to get people to follow a particular action.

Once you've got the reader involved, you need to build desire. Good copywriters do this by painting a picture and then relating value and benefits in simple language. 

Great content gets customers to act.

Any good salesman will tell you that the call to action is the most important part of a sales pitch. You can have the best and most useful product but unless you get the customer to act, it'll all be in vein.

The bottom line is good content sells and a good web copywriter is worth their weight in gold

Unfortunately the state of copy on the web is pretty shocking.

A large amount of online content is recycled from brochures, mission statements and other traditional marketing materials. It's usually dumped on a website because it's easy and because the company never actually reads it online themselves.

This type of copy has inherent usability problems. It's usually too long and feature or organization focused. (Remember it's about the customer, not the company.)   And it almost always reads like a sales and marketing pitch.

Website content should focus on the individual - a straight shot to what the user needs

Consider the words you use and the tone of your message. Read the copy aloud and listen to hear a normal conversation. By speaking the same language, your readers feel comfortable and get the impression you understand their needs.

Developing a focused message is also fundamental to high search engine rankings.

Adhere to clear goals from the start

We all know that web users have the attention span of a infant. We scan, browse and often have multiple things going at once. If the content doesn't immediately grab our attention and spark an interest, we move on.

Web copy needs to be short and sweet. Tell me what you do and why that benefits me. Then close with a call to action.

Don't just lay your cards on the table, cross your fingers and hope the person knows what to do next. Give them a hand. Anticipate their needs and point them in the right direction.

Now I know you are thinking of developing the website content yourself and saving a few bucks everybody considers that.

Whatever you spend on great web copy will be the best investment you can make. Do not cut corners here. Your customers will know the difference.

The medium is not the message. Many wealthy web consultants and their hapless clients have missed that point, wasting time and money on flashy looks, nonsensical documentation and gratuitous gimmicks.

So don't get fooled and do it the right way.  Produce great content for your website that will make you more profitable. 

To discuss developing your online copy contact Andrew now to learn more. 

If would prefer to further consider the value of hiring a website specialist, you should read this.