Fantastic website copy requires a little skill to produce. It is also the heart and soul of heavily traveled local business sites. Great copy not only presents a call to action, but also evokes emotion, tells compelling stories and excites visitors about a product or service that your business offers. Even if the service is simply offering answers and providing quality information, well-written website copy is essential on your website. This in turn establishes credibility, informs, convinces, inspires action and identifies with the customer.
Establishes Credibility
Terrific website copy speaks “with” customers not “to” them. Doing so builds instant credibility. Local business websites in particular have a unique opportunity to pull the reader in, evoke emotion and build trust and loyalty. Visitors believe what you have to say if your website copy is great and not overly pushy, filled with fluff or stuffed with keywords. The bottom-line is to be real and relatable.
Convinces
On a local business website, effective copy persuades the reader. The purpose is to convince the public about the usefulness of your product or service. Great website copy does this and more without the reader feeling pushed to buy something. Internet users are savvy; they know the difference between an informative site with great website copy and a site dedicated only to the sale. After all, great website copy is the ultimate persuader.
Informs
Visitors are looking to you for answers. You are the authority or “expert” in your industry. They need to know that they can learn from your website. You educate them on a product or service and explain why it is the best. Truly great website copy explains to the reader why they should or should not do a certain thing. You do not have to sell to them, if your copy is written well enough then they will sell to themselves.
Identifies
Great website copy connects with the customer by identifying with them. Visitors are at your business’ website because they are interested in learning more or purchasing from a local business in your industry. Build copy that reflects your targeted audience and get repeat visitors. Additionally, this common language is the perfect way to present a call for action. In this regard, trust builds and visitors are confident that they are getting great information.
Remember that a website is not enough. You need to provide an informational website that shows expertise in your industry, not a BUY NOW website that does nothing but push for the sale. If you earn credibility as the go-to place for information in your industry, your customers will start to sell your products and services for you. Great website content is something that you need to have on your local business website.
Since 1994, Jeff Fisher has been helping entrepreneurs and business owners improve their businesses and marketing strategies. In 2009, Jeff decided to focus his efforts on the emerging internet marketing for local businesses, which is why he started Local Web Traffic Solutions