Copy and Content

Where the Rubber Meets the Road

Compelling copy and content are at the center of effective web conversion. Your site may look great, but if it doesn’t resonate with your audience, visitors will leave, shopping carts will remain idle and your stream of leads will dry up.

Define Your Site’s Main Objective

To craft great copy and content, you must first define the primary purpose of your site. What are you trying to accomplish? Are you looking to sell products? Generate leads? Inform readers? Collaborate with users in different locations? 

Define Your Audience

After defining your site’s objective, you must then clearly define and understand your target audience. What does your ideal visitor look like? What is he like? What does she want? Why would he buy from you or respond to your call to action?

E-Commerce Site Considerations

An e-commerce website should have copy and content that communicates its unique selling position, handles common visitor objections and engenders trust through vehicles such as money-back guarantees, testimonials, customer lists and third-party security certificates.

Lead Generation Site Considerations

A lead generation site will need to make a strong case for its products and services and how they add value for potential prospects. Visitors have become reluctant to share their contact information. That’s why only the sites that promise real value and back it up with credible proof and a solid track record stand a chance of generating a steady stream of inquiries and leads.

Content Site Considerations

A content website that is driven by ad sales should have fresh, up-to-the-minute, engaging content that is relevant to its target audience. Site traffic depends on the quality and timeliness of this content.

Service Site Considerations

A service website built to reduce calls to a customer service department should have a deep knowledge base that’s easily searchable. Visitors should be able to find the answers to common questions in seconds, not minutes. The site should include a mechanism that allows visitors to send feedback on the usefulness of the answers provided. This enables the host to continually refine the content, making the site even more useful.