How Effective is Your Copy?
When putting together a website to market a business, copy writing is one the most often overlooked tasks. Often copy writing is simply an after thought, yet if you think about it, copy writing is one of the most critical activities you MUST get right in order to succeed in having an end-to-end, integrated marketing campaign. Consider this: You may have the most well constructed internet marketing campaigns on the planet. Your site is optimized, you’ve got your key words nailed, you’re driving leads to your site in droves, but your conversion rate is abysmal. Why you wonder? Could it be your copy?
Copy is the way you tell your potential customer who you are, why your different and why they should give you their business. Get this wrong and YOUR customers simply bounce off the page and go somewhere else. Effective copy should always be driving the customer to do what we ultimately want them to do and more importantly, it should be tell THEM how you’re going to solve their problem. The ultimate desired action is probably different depending on the business, but rest assured, there is always a desired outcome! Important actions or outcomes may be a membership sign-up, contact information capture or a shopping cart check-out. Whatever your goal, your copy should be reinforcing and compelling and ALWAYS leading your customers to you defined goal or outcome. Your copy should create desire and a sense of urgency. Really good copy is hard to write. Effective copy takes time and refinement, but is ultimately worth the investment.
Make sure you take the time to consider your internet marketing as a holistic system. Just getting people to your site isn’t enough. Get leads to your site but more importantly, make sure you get your customers into that sales funnel once they land there with compelling and well written copy. For a really great article on writing copy, see this article on Entrepreneur.com.
Evaluate your copy, ask the following questions:
- Does my copy clearly and concisely describe what it is my business does?
- Does my copy continually drive my customers to the outcome I desire?
- Would my mother/grandmother/granddad understand what I’m selling by reading my copy?
- Does my copy convey a sense of brand? – Think of a “brand” as a promise to your customer.
- And, this might be a shocker, is everything spelled correctly? Grammatical and spelling errors are unacceptable!
- Are you fulfilling the experience they expect once they land on your site?
- Do you provide value added information that increases your customers trust and that reinforces your company’s brand?
If you’d like to discuss your copy issues with us, we’d love to hear from you. Go to our contact page and drop us a note.
Tags: copy
Mar 19, 2009
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