Words Have Power with Laing Media logo

When it comes to digital marketing, businesses no longer have the luxury of throwing their products out into the world and hoping for the best. For your brand to succeed in today’s digital landscape, you must have a strategic marketing plan from the very beginning. Even something seemingly small as your website copy is needed to be part of that plan. Having excellent web copy is essential in creating an effective strategy. 

The words you use on your site give potential customers insight into who you are and what your company stands for; they let visitors know what services you offer, why they should buy from you, and how they can reach you if they want to purchase a product or learn more about your brand. Your website must also effectively communicate that message—because potential customers won’t continue reading if they don’t understand what you’re trying to say. These tips will help you build a winning Web Copy strategy:

1. Define your target market and know your audience

Before you ever start writing your site copy or thinking about how you want to approach the design of your site, you need to understand your target market. For example, do you want to focus on bringing in new customers or retaining your current ones? After you’ve clearly defined your target market, you start thinking about how those customers might interact with your site. 

If your site is B2B, you need to think about what types of people will be visiting your site. For example, if you’re a financial services company, your potential customers are likely educated and make a reasonably high income. They’re also probably fairly busy. You may want to consider using a “quick win” approach on your homepage, where you list the top benefits of using your service to entice people to stay on your site and click through to the rest of the site.

2. Use qualitative research to understand your brand’s messaging

There are many ways to conduct qualitative research, but one of the best is focus groups. Focus group participants represent your target market, so they’re a great source of information for understanding how people will respond to the messaging on your site. You can also use qualitative research methods such as surveys, interviews, and in-person observations. 

Whatever method you choose, you’ll likely need to conduct several rounds of research before you clearly understand how your site visitors will respond to your messaging. Focus group participants will provide you with feedback and insights on your brand’s messaging and offer suggestions for how you can improve your site copy. Focus groups are also a cost-effective way to conduct this type of research. You can either pay a research firm to conduct a focus group for you or use a tool like Zoom to host a web-based focus group.

3. Leverage dynamic copywriting to increase user engagement

Words are powerful and can engage your customers and encourage them to take action. But they are also highly flexible. The words that work best for one industry or product might not work for another. For example, if you’re a financial services company promoting a new investment product, you might focus on the “safety” of the product. But if you’re a financial services company promoting a new life insurance product, you might want to focus on “guaranteed death benefits” instead. 

Copywriting is the art of choosing the best words for your website and other marketing materials. It’s all about finding the correct words to encourage your visitors to take the next step, whether that’s clicking a link, making a purchase, or otherwise interacting with your brand.

For copywriting, a general rule of thumb is to “keep it simple.” Your site visitors don’t want to be confused by overly complicated language. They want to understand what your product or service does and how it can help them.

4. Define a clear goal for each page on your site

Before you start writing, you need to have a clear goal in mind for each page on your site. Why do you have that page on your site in the first place? What do you want your visitors to do? Once you’ve answered those questions, you can start to think about the words you want to use to get your message across. 

You should have a goal for every page on your site, even if that page isn’t directly related to your product or service. For example, let’s say you’re a financial services company and have a “retirement” page on your site. The goal of that page might be to get people thinking about retirement and encourage them to start saving for their future. That goal doesn’t have to be related to your financial services product at all. It can simply engage your visitors and get them thinking about their future.

Brilliant Copy for Your Website

Your website is an essential part of your digital marketing strategy, and the words you use on your site have the potential to make or break your brand. These tips can help you create an effective website that engages your visitors and drives them to take action. Remember, you don’t get a second chance to make a first impression. The words on your site are your first opportunity to make a positive impression on your customers.

Learn how you can work with an experienced web development agency and a team of copywriters by visiting https://www.laingmedia.com.

Talk to an expert.

For more information on holiday season content and Laing Media’s digital marketing services.

Lamar Laing

Senior Web Developer e: sales@laingmedia.com p: (770) 696-6583