If it’s true that we’re consuming more content on the web, it must follow that our interest in certain products and services is as significant as the effort required to swipe our finger across the screen. In the digital realm, the flick of a finger can sweep your brand’s presence into oblivion.
But if creating a memorable brand experience on your website is paramount, the good news is that it’s more about strategies than chance. And one of the most effective tools for grabbing an audience’s attention is high-quality website content writing.
The words crafted by website content writers are capable of defining a brand’s unique identity and projecting a powerful voice to the audience. Below, you’ll see how quality content on your site can establish a captivating online presence for your brand and prevent it from being swiped into the abyss.
What Is Web Copy?
In short, all content written on a website falls under the umbrella of web copy. This includes the content on a landing page for products or services, blog posts, articles and any other content that’s written to inform, educate or persuade visitors.
Here are a few examples of the places you’ll find web copy:
- Homepages. Homepages serve as the hub for all other brand pages.
- Landing pages. These are pages specific to a campaign or product promotion.
- About us pages. Talking about a brand’s history, mission and team is a great storytelling opportunity.
- Contact us. If visitors click on your contact page, they’ve taken an action that requires compelling copy to usher them along.
- Blog posts. A brand’s blog is often the most significant outlet for establishing a brand voice and identity.
Simply put, web copy is any sentence or word that shows up on your website. As a highly effective means of communicating with your target audience, the copy you use can serve or sabotage your brand’s goals.
Who’s Writing Web Content and Why?
Any discussion of web copy necessarily involves engagement. It involves informing, attracting and persuading visitors by means of creative, magnetic copy that pulls readers in and refuses to let go. When it does, the ensnared readers remember the interaction.
A website for a store specializing in linen dresses for upper-class consumers needs engagement that translates into sales. Great web content can help achieve this. But this same content also translates into brand recognition across the fashion industry and within the store’s target audience.
This brand recognition and organic boost to business is the context in which copywriters work. They’re responsible for writing memorable and compelling copy that aligns the message with the brand’s voice. And the work takes time: Copywriters often spend hours researching, writing and editing a single page to ensure accuracy, relevance and audience buy-in.
Copywriters work in diverse segments and produce strategic content for companies of all sizes. Others who specialize in specific industries, either through many years of writing about them or from hands-on experience working in them, are known as subject matter experts.
By mastering the nuances of a particular industry or topic, these writers are capable of blending insightful, in-depth analysis and thought leadership with captivating, persuasive copy. They can also make complex topics accessible to a wider audience. This is the kind of content that stands as a cornerstone for a brand’s voice.
A good web content strategy also involves other experts:
- Content strategists. These are the pros responsible for planning and managing the strategic elements of the content.
- Marketers. This is the team responsible for aligning content strategy to marketing efforts and business goals.
- SEO specialists. These people ensure your content and website are optimized to maximize search ranking.
Mistakes to Avoid When Writing Content for Your Website
When writing for a website, you need to be aware of mistakes that affect engagement and brand credibility. In many cases, these mistakes begin when the copywriter doesn’t understand the target audience, leading to the creation of unrelatable content. But there are other crucial mistakes to avoid when crafting web copy.
Failing to Establishing Targets
Before you start writing, it’s essential to define the content’s goal. If you aren’t clear on this, try asking yourself these questions:
- Is the objective to increase your brand’s sales?
- Are you writing to increase brand recognition or improve your brand’s reputation?
- Are you introducing a new product or service?
Every goal necessitates a different writing strategy. Applying the wrong strategy can transform an otherwise great piece into writing that feels disingenuous to readers, leaving a smudge on your brand.
Failure to Launch
Setting the tone and style from the beginning is essential to any written content. The first impression is what lasts, so your text should grab audiences and create a connection from the first few lines. In journalism, they call this the lead.
The content must also resonate with the target audience by speaking to their needs, desires and interests. Generic, lifeless copy can come off as stale, or worse, unrelated to the products and services your brand provides.
Too Much Jargon
Regardless of industry, everyone that visits your site should understand your copy. Using technical language, writing flowery prose or stuffing jargon into your copy can make visitors close their browser tab sooner than you’d like.
While it’s tempting to use jargon and technical terms to show in-depth knowledge, it can limit the reach of your content. Your target audience won’t always possess a mastery of the subject, and your copy might come off as confusing.
Poorly Structured Content
Just as an editor carefully considers each photo, title and text that composes the front page of a newspaper, your website requires strategically formatted content. Poorly structured content diminishes visitors’ interest and can drive your audience away.
This entails an understanding of hierarchy and the correct use of headings and subheadings, bullet points, pull quotes and how and where to place photos and videos.
Forgetting to Proofread
Forgetting to review written content can damage a brand’s reputation. Typos and grammatical errors undermine your professional image. Before publishing any content, take the time to read and review it. If you can, leave it for a day and review it with fresh eyes.
SEO, or search engine optimization, is the practice of optimizing websites and content to help them rank higher in search engines. This is what helps brands target specific audiences, and when it’s neglected, it drains a website’s potential.
Content should be engaging and valuable first and foremost, but you shouldn’t ignore relevant keywords or phrases that fit naturally into your copy. This often requires a nuanced approach in which writers blend search engine requirements into content without diminishing the writing quality. For this reason, a great SEO content writing service can help.
Failing to Finish Strong
A call to action, or CTA, is quintessential in marketing and advertising, and it’s just as important for website content writers. In the same way that you need compelling copy to catch your visitors’ attention, you need to convert that attention into action.
A catchy phrase or a persuasive link can set readers on the path to completing the action you want them to take, especially if it’s personalized. This might be filling out a form, subscribing to a newsletter or purchasing a product. The bottom line is that creating website content without a strong finish is a costly mistake.
The Benefits of Great Content Writing
Writing great website copy requires a strategic vision and adequate planning. There are many nuances and variables involved, but when the copy is well-written and on target, the benefits are plentiful:
- Great copy builds trust with your target audience and establishes a reputation.
- Content is one of the most significant factors for ranking on search engines.
- A site with good copy is likely to have more traffic and better engagement.
- The best copywriting can convert new visitors into leads, capturing valuable customer information.
- Well-crafted copy is how brands differentiate themselves from the competition.
- Copy strengthens the connection between brands and their target audience.
Start Generating Brand Impact With Crowd Content
If you want your brand voice to get more recognition, your copy needs to resonate in readers’ minds. If this sounds like a challenging endeavor, it’s because it is. If you aren’t getting the results you were hoping for, Crowd Content can help define your brand’s identity and generate an impact. Crowd Content’s open marketplace gives you the opportunity to work with hundreds of freelance writers who can enrapture your audience and keep them thinking of your brand long after they’ve left your site. Crowd Content’s seasoned writers number in the thousands, so there’s no doubt you’ll find the perfect fit for your brand’s voice.