Whether you own an established small to medium-sized enterprise (SME) or are just getting started in the business world, performance copywriting can be a game-changer for your company.
By convincing your target market that your product or service offering will suit their needs and give them value, quality copywriting boosts profitability, generates a return on investment (ROI), and helps your business achieve its goals.
Content that is well-optimized for search engines and reader-friendly not only increases your brand awareness and wins you new customers… it can also help you outrank and outperform the competition. But penetrating the crowded market isn’t easy, as most visitors will only read 20% of your digital content. Thus, your copy must be nothing less than top-notch from the very first word.
As a business owner, you need to seize the opportunity to build your brand and not let it stagnate because of ineffective copywriting. A positive impact on sales should be your ultimate goal, whether working with a copywriting agency or employing an in-house marketing specialist.
Still not convinced? Keep reading to see what exactly performance content can do for your business.
1. Good copy speaks your target customers’ language
To be an effective communicator, you need to know who you’re speaking with. As a business owner, you may have already defined your buyer persona (otherwise known as your ideal target customer). But simply identifying your target customer is not enough to win sales. No… that’s where copywriting comes into play.
Professional copywriters can produce content that appeals to your audience no matter what industry or niche you belong to. They spend a considerable amount of time getting to know your audience before they start writing (through competitor analysis and keyword research), identifying keywords and phrases that your future customers are searching for. Capturing this search intent and communicating your value proposition effectively is the key to business success.
2. Copywriting helps customers find your brand online
Your business will never take off if your customers can’t find you, and SEO copywriting is the solution to this problem. Creating content that is appealing to both search engines and humans is no easy feat, but when you get it right, your website will rank higher in SERPs (Search Engine Results Pages) and your average session duration will skyrocket.
Furthermore, in today’s competitive marketplace, it can be difficult for consumers to determine which brands they can trust. SEO copywriting, however, can enhance your authority and trustworthiness. Statistically, on the first page of search engine results, the first five organic results account for 67.60% of all the clicks. Therefore, investing in high-quality, optimized copywriting is a winning strategy to follow.
3. Great content builds great communities
Building a strong community and fostering engagement with your customers is a must for any online business. Using aggressive sales techniques to ‘close the deal’ is no longer effective, while strong business-customer relations are only becoming more and more important. Creating engaging and insightful content that speaks directly to your audience’s needs (and imaginations) can help you stand out from the crowd and make a lasting impact.
Your audience will come back time and time again if you can convince them you have something valuable to offer. According to HubSpot, as much as 80% of brands reported an increase in traffic as a consequence of their community-building initiatives. Thus, effective content not only conveys business information – it also entices, captivates, and persuades your target audience, directly impacting your bottom line.
4. Well-crafted CTAs can boost your sales
Getting lots of traffic to your site but not enough conversions? A lack of call-to-actions (CTAs) could be to blame. Imagine you have strong content – a product description, email, or blog – but you forget to encourage the reader to take action at the end. That action could be ‘Book an Appointment’, ‘Shop the ‘Collection’, or anything else that brings home the bacon. Failing to do so means your content marketing could be for nothing, as you should always be guiding your audience toward conversion.
CTAs are the full-stop at the end of your content – the button that says: ‘You’ve read our content, ready to spend some money?’. The most compelling CTAs tell your visitors exactly where to go next and what to do when they get there, which is normally buy, buy, buy! Using them correctly can increase your conversion rate by up to 202%.