Writing good copy is both an art and a science. The main goal of course is to connect with your potential customers, but you also have to appear knowledgeable, competent, and even a little humorous. In the age of digital commerce, 99% of the time you don’t get the chance to make a face-to-face impression with your clients or customers. In many cases, your website is all you have to attract them to your business. Good copy is paramount. It stands in for the traditional face-to-face meeting, or phone-call, and can make or break potential sales.
Unfortunately, all too many businesses see competent copy as an afterthought. Their main focus is (correctly) on their product or business, but social media and website duties are often regarded as the final stage of a campaign. In fact, your website and social media strategy should be considered from day one, ground zero. Good copy says a lot more about your business than you might think. It’s not just about telling your customers about yourself and your endeavours, or simply there to serve as an introductory filler before the product page. In addition to its excellent site copy, a successful business will almost always have a regularly updated, SEO-charged blog that contains – yep, you guess it! – engaging and entertaining copy.
So, outside of the obvious literal meaning of what it’s saying, what does good copy say about your business? First of all, it lets people know whether you take yourself and your venture seriously. Bad grammar or poor writing is an instant turn-off for many people, as it smacks of amateurism. The conclusion that visitors will draw is that your products are probably as shoddy as your prose. This is not a good look. High quality is very important in all aspects of your business, and excellence is not an act, but a habit.
In addition to indicating how much care you put into your business as a whole, poor copy can also make you seem uneducated in your field. Conversely, good copy will indicate that you know what you’re talking about. Consumers are inundated with options on the internet but because the medium is essentially faceless, it’s tough to truly know whether you’re dealing with an expert or not. Assured, insightful and engaging copy will help position you as a market leader within your industry and convey to potential customers that you know what’s what.
Good copy is one of the primary tools in your online arsenal and should be utilised as such. It’s critical to remember that, while you know the ins and outs of your business, a potential customer discovers you step by step. One of the first things they see will be your copy; fail to make a good impression with that, and it’s unlikely you’ll be able to convert them in the long run.
Outsourcing your business’s copy is one way to guarantee that you’ll always have the best online shop window, as well as saving you a lot of time and energy that you can then direct towards growing your business. Make sure to hire a reputable content creation business that has reliable testimonials and whose team is keen to get on a call with you to discuss your needs.