1.Optimized Copy is Crucial!
Every site needs copy that supports the planned optimization strategies and goals. You must have copy that will bring users in for specific phrases that will help you meet your goal, whether it be selling a product or services or bringing in donations…whatever your goal is, your copy needs to enable that goal to happen.
2. Getting People to Your Site is Great, but If You Offer Them NOTHING to Stay For, What is the Point?
Most Web users are searching for information. They are looking for a reason to go with one company or another or they are trying to determine which product to buy and from whom. They are trying to choose which service to use and which company to trust.
Your Web copy needs to provide information for users that are searching for your product or service. Write to convince the reader to invest; the goal is conversion. Sell, but don’t look like you are selling.
It is important to have the right kind of information for your readers, because some people are completely ignorant about what you do and others are experts. You need to please the entire spectrum effectively. Informative headlines that break down copy for people to scan is a good method.
3. Trust, Without It You Have NOTHING
I will say this, if I go to a site and the overall look and copy do not make me feel safe or do not encourage me to trust a company there is no way I am giving up a dime of my money. Everyone has been ripped off at one point or another and in this economy people are very choosy about how they are going to spend their money. So guess what? Your copy and your site need to create trust with those that visit your site. People need to quit worrying about the traditional way of copywriting or selling and realize that in this era you are going to have to prove that people can trust your company.
Ask Yourself….
• What are people looking for?
• What do they want to hear/read?
• Why should they choose my company over my competition?
• What do I have to offer them that my competition doesn’t? Have I highlighted these things on my site?
• If I was the consumer would I trust my site? Would the copy convince me of anything?
• What changes need to be made to our site to create trust, inform the visitor and make a sale?
Keep in mind that you need to give your visitors something.
Melissa – SEO Aware