Do you really need a website content writer?

You might think you don’t really need a website content writer – and you might be completely right! But before you turn your attention to Word and start typing furiously, you might want answer these questions:

  1. Do you need more traffic to your website?

  2. Do you need more enquiries and sales from your website?

  3. Do you have the time to research content marketing and try it out on your own?

If you answered yes, yes and no, then I’d strongly advise getting a writer to help you create a great website. If you’ve said the opposite – then you probably don’t need a content writer. They still have the added benefit of creating professional content for you; but if you’re not interested in people reading your content or making more money from your website, then you can probably write whatever you like and no one will mind.

If you are interested in more people getting to your website and selling more online – then read on!

Here’s how professional content writers can help you:

Attracting more relevant traffic to your website

A good website copywriter can help you create seo articles and posts that are devised to attract your customers to your website. They help in a multitude of ways:

  • They contain keywords and search terms your customers are likely to be searching the web for
  • They make your website look ‘bigger’ to search engines which can help make them more highly ranked
  • Frequent articles help your website seem fresh and frequently updated – something search engines love too
  • They’ll create titles and content that is aimed to be ‘shareable’  – the more an article is shared online the more search engine’s will highly rank it too

Turning your web visitors into new customers

Website copywriters should also be able to help you create better sales pages that work hard at converting your traffic into more sales. This doesn’t necessarily mean lots of text is written (in fact, too much text in the wrong place can be a giant turn off to many markets), but it can take a great deal of time to be done well. Considerations about your websites goals and your target markets must be made and it can take a number of drafts to create something that really works.

Having said that, a well written and thought out sales page can mean the difference between your website being a success – or complete failure. So out of all the work you could get done by a website content writer, if you had to pick just one – this would be the highest value.

Saving you time and head space so you can focus on your own expertise

Investing in a content writer can save you an incredible amount of time – especially if you’re looking for an entire website to be written. If you consider that an article may take an average of 3 hours to write, and a sales page can take between 4-7 hours to write, and then add the additional time for reviewing, then multiply that by the number of pages you want on your website… you’re starting to look at your next few weeks, if not months, being a write off (pun intended). And let’s face it – if you’re not a professional content writer, the content you create is unlikely to reach the standard that today’s web users are looking for, so it could all just be a waste of your time.

We don’t want you to waste your time – so if you are interested in having your website professionally written by a content writer in the UK, simply fill out your brief today and let us take care of the rest!

Creating content designed for SEO

Content can certainly be a big factor in your search engine rankings. After all, search engines trawl the internet when they get a query for the best matching content. Even if your business is the perfect answer to that query, if the content isn’t there, it won’t look like it in the search results. For example, if someone searches ‘cheap London hotels’, if you don’t have those words appearing on your website at all, then you could be the cheapest hotel in London, but it wouldn’t look that way in to a search engine, and so, it won’t appear in a potential customers search results.

You might think the best way to make good content is to make sure it’s full of the search term you want to be found for – and a long time ago it definitely was – but search engines have become wise to this tactic, so please, don’t keyword stuff your content!

There are a multitude of factors that effect SEO, and a large one is your content. Another big factor is the number of links pointing to that content. The best way to get these good links, is to make your content shareable too.

To make great content for SEO, we recommend paying attention to the following:

1. Creating content that search engines can read

When a search engine looks at your website, they look at many factors to decide where to rank it. It’s read like a book and then filed away to where it thinks website users will find it most relevant to be. Because of this, a key factor when you want to create good content is to make sure it’s clear to the search engine what your book is about.

Make sure you have the keywords that you most want to be found for in your content, and not just the normal page content, but pay close attention to your headings, metadata and urls.

Search engines aren’t mind readers, so the easier you make it for them to figure out what your website is about, the better result for your ranking.

2. Making your content shareable

Making your content shareable comes down to great writing, great promotion of that writing, and a good pinch of luck.

The easiest thing you can do is to make sure you post your website on your own social media channels, instantly creating your first links. Getting other’s to share the link from there is much harder.

A good way to approach it is to think about why people share content. People often share posts because they think it will reflect well on themselves – social media profiles are like a self controlled & edited reflection of yourself. If they share something funny, people will think they’ve got a good sense of humour. If they share something controversial, they might be wanting to shock others or to be seen as political/knowledgeable on the subject. If they share something childish…well you get the idea. So when you come to write something, think not only about keywords, but also about who might share that content. What do they want to share? Maybe they will want to share your tips and tricks with others so they can feel helpful? Or maybe they’re more likely to share an entertaining product testing video? Or a funny article about how hard it can be to find a cheap hotel in London – maybe with some funny alternative suggestions like bedding down in Buckingham palace for the night – surely we’re allowed to stay a few nights since it’s paid for by taxes, right?

If you’re stuck, it’s a great idea to find profiles of people you think might be interested in what you have to say and find out what they have shared in the past. Maybe they only share short articles, comical things or pictures of cats. To find profiles of people you think might be in your target market, it can be a great idea to look for the types of people who already comment/share/follow similar pages, people or magazines in your industry.  Whatever it may be, try to make content you think they’re more likely to share – as long as it’s appropriate for your business of course.

Lastly, remember that although it’s important to make sure your content is well optimised for search engines, it’s also really important that your customers buy from you when they get to your website. Find out more about how to turn a web visitor into your next customer here.

Do you have any other tips for making your content better for search engines? We’d love to hear about it! Comment below with any extra tips or questions.

How to turn a web visitor into your next customer

You’ve finally got some traffic – but still no enquiries? It’s really important that you not only work on bringing in traffic to your website, but also that you learn how to turn a web visitor into your next customer after they get there. Most people might think the hardest part of developing their website is to get traffic to it once it’s up and running; but the truth is, the real work begins once they’ve arrived. Convincing someone to buy from you and not your competitor can be a lot simpler than you might first think; below I’ve popped the most important things to consider into 5 parts.

1. Highlighting benefits and listing features

You might think the reason someone is buying your product (and not your competitors) is one of it’s features; maybe it’s faster, louder and bigger. But that’s not why they’re making the purchase. To figure out the best way to convince your customers to buy your products, you need to first understand why they buy anything.

People buy things when they believe the benefit of that purchase is worth the price you have valued it at (and they are even more likely to buy if they believe the benefit is worth  more than you valued it at). To highlight the benefits of your product to your customer, you don’t want to just list out all the features and throw them onto a website; you need to call as much attention as possible to the benefits of those features so they can understand the true value to them. So if it runs faster than your competitors product – how exactly does this feature benefit your customer? Do they save time that they would prefer to spend elsewhere? Does it enhance their ego? Is it important to them that they have one faster than their colleagues and friends? Is it safer to use because of the speed? Will it bring more joy because it’s fast? People don’t buy anything directly because of features; they buy because of the benefit that feature may bring.

One of the best things you can do on your website is to bring the best benefits of your product to your customers attention as soon as possible, and leave them the chance to further explore this benefit elsewhere on your website if they wish. Depending on the product or person, they may wish to research more and find out how you achieve the benefit you claim – so certainly don’t ignore the features, just make sure to make the benefits the loudest voice on your primary pages.

2. Getting into your target markets shoes

Once you understand the benefits of your product, it might be hard to pick which ones to highlight – on average, people remember 3 – 4 strong messages at a time, so if you have more than this, we would suggest cutting it down to the 4 strongest benefits and highlighting the rest in a less prominent position on your website. The question is, however, how do choose which benefits are the best selling points?

We find the best way to approach this issue is to step inside the mind of your target markets shoes; what is most important to them? Even if your product is faster than any other on the market, if speed is not important to your target market then you’re wasting valuable website real estate by highlighting it as one of your top 4 benefits.

Try to imagine what your clients do on a day to day basis and how your product can improve their day. If you are a hotelier, for example, your clientèle will include a wide variety of customers coming to your hotel for it’s differing benefits. If your main focus is bringing in family bookings, you should highlight the most important benefits to parents or grand parents – maybe you have on site babysitting services? Or free cribs to any room? If there are family activities near by, you could highlight the short distance between your accommodation and the fun – so they have to worry less about travel costs and can spend more time enjoying themselves.

It’s important to also consider who is the purchaser; if it’s not the direct user, it’s going to be important to convince the non-user that purchasing this product will improve the relationship between them and the user.

For example, if your main target customers are boyfriend’s buying engagement rings, the important thing to highlight isn’t necessarily how much their fiancée is likely to enjoy the ring, but how their relationship will be improved once he gives it to her. You could simply show photographs of happy couples during a proposal; showing the joy the ring could bring their relationship. Or highlight how long the ring might give her happiness, and therefore how happy she will be with him – by showing images of a beautiful diamond ring on an older married couple and the joy it brings their relationship. However, you also want to highlight not just the benefits of any engagement ring – but in particular, your engagement rings. What benefit do your rings offer that your competitors don’t? If you give a lifetime guarantee with your rings, the image of the older couple may impress upon your customer the importance of choosing a ring that’s guaranteed for life, so they feel secure that the joy it brings is ‘insured’.

If their main fear in the purchase situation is whether or not she will like the ring, you might want to highlight a friendly returns or exchange policy. If they are unsure whether or not she will say yes, you could aim to highlight the number of successful proposals with each ring design. When your customer is considering where to buy the ring, you ultimately want them to be more convinced by the benefits you’ve highlighted vs your competitors.

Quick  Tip: Why do your competitors suck?

If you’re struggling to think of benefits different to those of your competitors, thinking of their weaknesses can be a great place to start. Simply take a look at your competitors website – if you were a customer, why would you be put off from there? You can highlight in your content that you do the opposite – this could be the ultimate benefit to highlight!

3. Showing the value of your product – and why it’s worth more than the cost

Once you’ve highlighted the most important benefits to your customers, they’re all going to be asking the same thing – ok, so how much? At this stage, it’s important that your price point is right. If you have a product that’s value to your customer is more than the cost, they’re nearly guaranteed to buy it; and if you have the opposite…you can highlight benefits all day long and no one’s going to make the purchase. So how do you figure out the value of your product?

People value things differently; if you’re a mum with a new baby, you’ll value a push chair with a high safety car seat detachment extremely highly – the benefit being that not only do they not have to make 2 separate purchases, thereby saving time and money, but they can rest assured their baby is safe from harm. Whereas if you’re buying a push chair as a non-driver – you probably don’t value the car seat detachment feature very much at all. In fact, it would be of more value to invest in a pushchair that has more storage space as you’ll be more likely to be using it during shopping trips where extra storage space is of huge value.

While you need to take in a multitude of different aspects of your business to decide on a price – one that is very important is the price your customers are willing to pay to achieve that benefit. We believe the best way to find this optimal balance is through a mix of testing your market and good research. Find out what your competitors are charging, if possible, and weigh up the benefits of your product vs theirs. A key benefit of your product might be that it is cheaper; but you will still need to make sure the investment in your competitors products doesn’t seem more appealing to your target market.

4. Making clear calls to action

It’s really important to make your call to action clear and obvious at the right points in your content. If someone wants to click ‘buy’ or ‘enquire’ at any point, you want to make it as simple as possible for them to do so. You can get a variety of different types of buyers on your website – and some will need more convincing than others. Being aware of the different stages where someone might be ready to ‘convert’ can be really important to improving your online enquiry or sales rates. you might want to place a button right next to your highlighted benefits, but also further below at the end of your full descriptions and FAQs for those who need to read more before they are convinced to buy.

5. Be honest and be yourself

Lastly, some of the greatest copywriters out there will tell you, be as honest and natural as possible in your writing. If you sound too ‘salesy’, it comes across as false and therefore untrustworthy. People can be really scared to buy online because they haven’t met you and don’t know whether to trust you or not – and let’s face it, there are a lot of scams online to be afraid of! So it’s really important that whatever you’re wanting to sell online, that you come across as genuine and trustworthy. The easiest way to do this, is to avoid writing in a ‘salesy’ way and instead, just write the story you would tell your customer if you were speaking to them face to face. It’s far more important than making sure all of your grammer and spelling is right; in fact having a couple of minor mistakes only goes to show you’re  real human being typing and not a robot!

 

If you’s like some help making your sales page better online get in touch today or fill out your brief now. Or if you have any other tips you’d love to share, please feel free to comment below!

Brand New Year, Grand Opening Offer!

We’re bringing in the bells this year with a bang! (Or a pop?)

To thank you for being one of our very first clients, we’d like to offer you 20% off on all of our services – right up until March 31st 2016!

And that’s not all; if you write us a review on our Google+ page, we’ll give you an extra 10% off your next purchase in 2016!

So if you’ve been wondering whether or not to take the leap and get your website written professionally; or if you just really want someone to take your blog off your hands, now is the time to try it out!

Get started now and create your brief here; or if you have any questions, please contact us through our contact form. Happy 2016 everybody!