If your client wanted to read a postmodern masterpiece, they probably wouldn’t be on your website. They’d be chasing Moby Dick with Captain Ahab or pitching a sequel to Inception where it all took place inside a dog’s leg-kicking dream.
A picture might be worth a thousand words, but when it comes to communicating your brand clearly and effectively, the importance of solid copy cannot be overlooked.
Not to mention, the SEO algorithms appreciate a formula as much as your readers do. Clear sentences, proper use of punctuation, and straightforward integration of keywords are necessary if you’re going to capture clicks where they count.
Put those character counters down! In the spirit of today’s topic, we’re getting right into it. These are my “the 3 C’s of Copywriting.”
Clear
See my point?
If you have to jump around in writing to understand what’s going on…it’s no fun for the reader.
If someone is visiting your site as a potential client or business partner, you need to establish both your professionalism as a communicator and as a credible voice in your field.
Think about your keywords and what drives the most traffic to your site. By providing high-value information, you increase the chance of them visiting again, exploring your products or services further, or linking to you through their social media or blog channels. This relationship between the reader and your content can increase your conversion and site ranking while helping clarify to visitors why you are the best choice for solving their problems.
Your copywriting should focus on clarity—save the flashiness for the slam poetry stage.
Concise
Conciseness goes hand-in-hand with clarity but forces you to consider how your content is deployed across your website and social channels.
Concise writing focuses on readers’ needs, not necessarily on yourself and your passion for writing on topics close to your heart or training. It might be very cool to share that a company called General Magic invented a smartphone in 1994 (a full 13 years before the iPhone), but it doesn’t exactly help explain how to rank higher in a blog about mobile searches and trends in digital marketing.
Having concise writing also allows Google to pick out sentences from your site that will help you rank higher on searches. There is room for keyword deployment in everything you publish—you just need to make sure the format matches what your reader is looking for.
If you will absolutely pop like a balloon if you don’t get your thoughts out, put it in a blog, maestro! Leave the services page as-is.
Compelling
No matter what your job is, there is a part of the world that you have access to that no one else does. Compelling writing is critical if that unique viewpoint allows you to answer questions, resolve pains, or otherwise speak to those looking to expand their knowledge in your field. Leveraging these points of intent in writing is how you can create compelling copy.
Having compelling content drives engagement on social channels and conversion on sites. You can format your About Us page’s evocative angle, review how effective your CTA’s are, or consider how well you can articulate the niche you fill. Creative copy is a way to drive demand that can pay off while you sleep. A few extra minutes today to put the finishing touches on your copy could mean the difference between a site visitor and a sale.
So how did I do? Did you make it to the end?
That’s the power of good copy, or so I hope. For extra writing tips, see my blog on Copywriting Hidden Secrets here.
If you’re looking to level up your written content (cold emails, website copy, social media), you can reach out to me, and we’ll get started on a custom plan that will push your content to the next level. Book a meeting to get started!