We chatted with Kaitlin Ortega on her Entrepreneur Sip Podcast about the importance of copywriting to grow your business online (listen to the full episode here: S1 EP 11 Attract Dream Clients Through Purpose-Driven Copywriting ft. Haley Dagan). We’re covering some of the main points discussed on the pod in our blog today!
What is Copywriting and Why is Copywriting Important for your Business?
Copywriting harnesses the power of words to convey whatever your goals are for your business. Strategic copy should be behind every single thing that you do as a business. Whether marketing on social media, campaigns, online courses or an e-commerce site, copywriting is key.
But why is copywriting important for your business? While images and videos on your website help represent your service or product. Still, you need copywriting that’s engaging and fun to read, so you captivate your audience and ultimately find your dream clients.
Copywriting isn’t just about connecting, it’s also about converting.
Your website can have amazing imagery and photos, yet you need to sell your services and products, explain what makes them different, and sell to a particular audience. Many business owners may shy away from this as it’s hard to write about our own businesses. Writing can prove to be difficult, and if you’re mixing in business, it can be an intimidating task.
If you’re writing advertisements such as a pay-per-click campaign or a social media post, the image used can’t tell the whole story. That’s where copywriting comes in to speak directly to your audience. Sometimes business owners are too close to their product and don’t necessarily think about what their audience needs to hear to decide on using that product or service.
How to Incorporate Copywriting into Your Business Marketing Strategy
Now that you’ve found the answer to “what is copywriting?” next ask yourself what your main goal is with your copywriting. If you’re doing a website copy refresh, maybe you want to attract a new audience or launch a new product. This is where purpose-driven copywriting comes into play. Your copy needs to be conversational and capture the reader’s attention, ultimately convincing them they need whatever product or service your business provides.
A tip for those struggling with what you want your website copy to say, try recording yourself having a conversation as if you were speaking to a potential client. Using voice dictation on your computer or voice notes on your phone are great tools for this. Then you can transcribe and write out some of the things you want to say to connect to that person to take whatever goal-oriented action you want them to. It will help get to the root of what you want to communicate when writer’s block makes it difficult to get the right words out.
Does Having a Website Without Much Copywriting Affect SEO?
The trend of having a minimalist-style website with lots of white space and little text seems to be popular regarding visual identity. There’s a huge misconception that having copy means you can’t have a beautifully designed website, but the two are not mutually exclusive. There is a very strategic way to still have a minimalistic design and have enough copy for the search engines to pick up on.
For SEO purposes, it’s a non-negotiable to have text on your website. When a search engine scans a website, it needs a minimum of 300 words per page to get an accurate idea of what your page is all about. If you have mainly images, alt texts for the images only allow for 140 characters. Your audience needs context to the images and videos you have on your website to understand what your business does and can provide for them. It becomes challenging to drive leads to your website for someone looking for your services with minimal copy.
Using a website designer to strategically place your copy throughout your website is essential. There are many creative ways to incorporate text, such as having an FAQ page that can provide answers to long-tail keywords potential clients are searching for. Having the right balance of copy on your website will help your SEO visibility to better connect with those who may be interested in your product or services.
Why You Need a Copywriter for Your Business
If you’re struggling to find the time or don’t know to write website copy and blog copy, your business can benefit from a professional copywriter. Whatever is written on your website represents your brand and ultimately should lead to conversions. But what process does a copywriter take to achieve this?
The first step is filling out a questionnaire about your business. This will give the copywriter the whole picture of your business and what goals you’d like to achieve with it. Going in-depth about everything that makes up your business will help to convey that through copywriting.
Some example questions include:
- What are your goals for your business?
- What is the purpose of your business?
- What does your business service or product provide?
- What types of clients are you targeting?
- What are the needs of your audience?
Next is the keyword research portion with questions like:
- How are people searching to get to your type of business?
- What are your target audience behaviors and patterns?
- What product or service are they looking for to find your business?
The goal is to find out the context to give your audience so they can know who you are, why you’re best to serve them, and what they need to do to get you to help them. That’s all part of the copywriter’s process; from then, they can move on to having a web designer implement the copy on the website.
Once you’ve grasped the fundamentals of the importance of copywriting and what is copywriting, you’ll be able to work with your dream clients. If you’re looking for help with your business copywriting, we’ve got you covered! Check out our website copywriting services to see how we can help supercharge your content.