“Content is King” is the new mantra of the digital age. It’s no more about getting on top of the search engine results with effective SEO, but also about quality and appealing content. Copywriting is not only about explaining flawlessly, but also to convince the readers about your point of view, to boost your sales or services and turn traffic into conversions. Effective copywriting can turn the tables for your business. Yet, the most interesting part is that copywriting is a dynamic art, and there is no one standard way to do it right.
Huge amount of unique data and information is published worldwide every day and everyone wants to be on the top. Experts propose numerous tips — they predict the search engines’ algorithms’ evaluation process. Search engines update their algorithms to evaluate more accurately against the search query or keywords. Content marketing and advertisements are also considered as important techniques to boost up the business and increase online presence; however, these techniques need tremendous amount of investment.
Is SEO Everything?
That makes us wonder, is SEO everything? What about providing value to the readers and getting the attention of your audience with something that they enjoy reading? Apparently, today it’s not just the readers who judge how interesting and valuable your content is. Search engines are now smarter than ever. The CEO of Google, Sundar Pichai, recently disclosed that it’s no more a game about keywords, and they’re further reducing the optimal keyword density. Now, Google is smarter than ever to judge how interesting your writing is and how valuable it is for readers. All of this is now coming down to who provides the most, and the best.
So, the next time you spend several hours working to ensure the quality of your copywriting text, rest assured that none of it is in vain.
We will discuss the copywriting tips that are recommended by several. Using these tips right will surely boost up your business to the next level. Let’s take a brief look over these tips.
Quality and Quantity of the Content
It was believed that the quality of content matters a lot, but quality alone is not enough now. The Google updated algorithms also have begun to consider the quantity of the content. Readers love to read the content that provides comprehensive details. Lengthy content of more than 1500 words is recommended, which gives an impact of genuine research or information written by a professional writer.
It has been observed that usually a casual visitor reads 28% of the total content. This figure in percentage gives a clue that 420 words takes a little more time to read. Keeping this point in mind, it is essential to include all important information about the topic or what the reader is looking for, in the beginning of the content. This is how the visitor would get the information of his interest within the lengthy content. As far as quality is concerned, it should include the interesting facts that engage the readers, consistency of voice, authentic information, nativity and easily understandable text.
Usage of Brand Name in the Content
Brand recognition is the identity of your business in the market. It is a weapon that works as a tag on the web. Along with the logo, the content on each page of the website must include your brand name.
‘Social Media’ is a platform that engages a number of individuals socially according to their interest. For every business, it is highly recommended to create a business page on social media platforms for social interaction with the potential clients. The content is noticeably considered in the process of page creation, growth of subscribers, engaging audience on postings and interaction with the people.
Principles of Readability
When dealing with post copy, make sure you work on title and introduction — make it entertaining and clearly understandable. The initial lines of the paragraph should contain all important points about the whole post. Avoid using passive voice and always use the important information right at the beginning of the sentence.
Work well on First 2 Paragraphs
Readers pay attention to the first 2 paragraphs of the page. After a quick look, the reader gets to know whether the page is worth reading or not. Have a look at the chart below showing the drastic dropping of visibility.
The starting lines of 2 paragraphs in the beginning should not have any repetition – the readers might bounce back thinking that they’ve already read these points before. The picture in the beginning should not be too big to cover the whole page at the first sight.
You must have heard of the 80/20 rule. Only 20% of the visitors read the content, while 80% only go through the headings. Using a lot of subheadings engages the readers. Assume 8 people who will read headings only. Using the subheads techniques, you’ll be able to engage the readers further into the following sections of the content. Make sure the subheads develop the curiosity that compels the reader to peek into the paragraphs too.
Keep Reading and Scanning in Mind
While writing your content, be wary of the readers who scan the subheads and content visually. Potential clients will switch to the reading mode when they come across the information that they are interested in. The content should force the reader to stop glancing and switch to reading mode – this will increase the readership on your website.
Use Interactive Elements and Tools
Calculators, GIFs, pictures, infographics, add to cart option and niche relevant tools should be integrated on your website. These tools and elements give the potential clients a point to think about the prestige, reliability and status of the company. Polls, surveys and forms make the content more engaging and inspire potential clients to stay tuned.
Think of Targeted Keywords
Almost 90% of businesses on the internet or e-commerce depend on search engine rankings. Before creating the content, think of appropriate keywords that you think best relate with your business. Ask yourself which keywords people might use to find your business or niche. Do your best to write content using those keywords. Remember not to repeat the targeted keywords before 100 words.
State Your Value
You are not the only one doing business of a specific niche – millions of competitors are out there to sell. You need to demonstrate your value and tell your audience why you are the best choice for them. Discuss with your colleagues and friends about USP (Unique Selling Proposition) which help you stand out and include it in your copy.
Add Call to Action
Never underestimate the power of a call to action. There’s no point in complaining about not getting something without asking for it. Make them do something that benefits your business, i.e. make a phone call, fill out a form, download notes, add to cart or buy now. Keeping these factors in mind can assist you to craft effective social posts, website updates and ad campaigns.
The content on your website must be clear and to the point. Remember not use such big words that may confuse people — keep it simple!