Creating compelling copy is an important part of your overall website. If the copy is not targeted and result-driven you may find that it’s driving potential customers away rather than bringing them in. There are two primary reasons your website copy is important; one is to help your searchability, and the second is to help convert the traffic being brought to your site.
Here at Kevin Brown Design, our main goal is to make sure that you have a website that is optimized from a strategic marketing perspective to include not only beautiful design but content that converts. Read on to learn why copy is an important part of your website marketing.
Content for SEO
Website content plays a very important role in your online visibility. Quality content and proper formatting, along with strategically-placed keywords, can boost your placement in search engine results, which helps people find you more easily. Having content that accurately describes your brand is important so that search engines can deliver the right traffic to your site. If you’re not being specific with the types of services and products you offer this may increase your bounce rate because the traffic you are receiving is very general.
Here are some of the things you need to think about when developing your copy for SEO:
- Key Phrases: Keywords are used to tell search engines like Google what your business is offering. Search engines use that information to direct relevant traffic to your site. If you do not have copy that is written well, Google will not be able to identify what you are offering and will not be able to push it out to the correct audience.
- Text Structure: Your text structure helps highlight the important pieces of content on your website. Using headings helps your audience grasp the key points of your message.
- Landing pages: Landing pages are used to niche down your content even more. If you’re hoping to rank for a specific keyword or phrase, try developing a landing page with content specifically tailored to that topic.
Content for Conversions
Web content not only helps with discoverability but if it’s written for the right audience will help turn your business into a conversion machine. Now once you’ve done the work to develop content that will bring in the right traffic you want to make sure that you have also included copy that will convert. This may be your only opportunity to sell your business or product to that potential customer, which is why you need content that is clear, rich and engaging.
Here are some of the things you need to think about when developing your copy for conversions:
- Testimonials: According to a 2013 B2B Content Marketing Trends Report, 89% of B2B marketers consider customer testimonials and case studies to be one of the most effective content marketing tactics. We recommend including at least 2-3 testimonials in various regions of your website including your homepage and the contact page.
- Resources: Your customer may not be ready to commit to whatever it is you’re offering, but a resource center, blogs, eBooks, freebies, etc. will provide them with value and help to move them through your sales funnel. Having a newsletter that your audience can sign up for will keep your brand at the top of their minds. Remember the rule of 7: a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service.
- CTA’s: You’ve created compelling content. Now what? It is important that you provide the reader with the next step, a call to action. The goal of your homepage is to entice visitors to dig deeper into your website and move them further along in your sales funnel. CTA’s should be visually compelling and standout amongst the rest of the content.
Too many people make the mistake of designing their site before properly determining their marketing strategy. This is where our process starts. Our strategic marketing approach to web design ensures that every part of your site serves a specific purpose that is relevant to your end goal, including your content! Contact us today to learn more about developing a winning content strategy!