How many times have you read online copywriting about a product or service only to be left with a feeling of uncertainty that the business might not deliver?
You do one of two things: email the business with your question (because you harbor undying patience), or like most of us, continue surfing until you find a website that respects your time and answers all of your questions through their well-written content. Online copywriting for startups represents the backbone of any successful startup business. In today’s era of copywriting, every single page of your website carries as much weight as the home page. Since viewers will find various pages of your website via organic marketing and social media, every single page holds just as much purpose as the home page and should shine with precision content.
Bill Gates coined the phrase “Content is King”.
In his article of 1996, one year after billionaire Sumner Redstone said it first. Your website content is one of the most important investments next to the business itself. I’m talking about sexy content that intrigues the reader about your product or service, ultimately converting them into a client. Compelling copywriting will pique the interest of your almost-client or soon-to-be-customer to purchase your product or contact you for an appointment. But what if you’re not a professional writer or worse, can’t stand writing in the first place? A blank page staring you in the face can be a scary thing. As an entrepreneur starting a new business, there’s no doubt that you’ve worked extensively to get your new venture on the map. Following these tips will set you squarely on the path to writing excellent content that impacts your bottom line:
- Trust – honest copywriting written in a style that is fair and reliable will instill confidence in your reader. When talking about your product or service, avoid using words that are gimmicky or misleading. Rather, focus on phrases that are straightforward and directly applicable, leaving no question in the mind of the reader.
- Authority – for starters, have you analyzed how the competition does it? It is essential to familiarize yourself with product industry etiquette and practices. For example, the manner of style in which an organic skin care company writes their content is distinctly different than that of a real estate law firm. Let’s also remember that plagiarizing represents the kiss of death by the search engines and can even land a nasty lawsuit. Never copy someone else’s content! Your words should reverberate with expertise no matter how abbreviated your tenure. Confidence in words favorably influences client conversion.
- Intimacy – have you targeted your audience? It’s essential to learn the psychology of your client profile(s). If you’re not crystal clear, define them using pen and paper before you write any sort of content. Know to whom your products or services appeal. Then, speak to those types with sentences to which they can relate. Think of your reader as a friend and make them feel special. Write your words in a selfless manner, communicating that you care more about your client’s or customer’s satisfaction than simply putting their hard-earned money in your pocket. In short, place your client on a proverbial pedestal in the most genuine of ways. He or she will feel appreciated, realizing how much time and effort you put into generating your content.
- Interest – what is special about your business? What makes your small enterprise stand apart from the competition? Whether your venture is an art gallery, finance company or cosmetic line, every last word should resonate with the human element. Do not hesitate to use simplistic, colorful words that create a clear picture in the mind of the reader about your business.
- Clarity – sort of like preparing a red wine reduction sauce for an incredible rack of lamb (my daughter’s favorite dish), reduce, reduce, reduce! Today’s world operates on speed and has no tolerance for redundancy. Thus, hyperbole should be avoided. ‘Sit’ on your content for a few days before publishing. Then, edit with a sharply critical eye. Can your cat read and understand it? If your content is anything near cryptic, start over.
Copywriting for startups originates at the beginning.
Fire writer’s block because it has no place in your mind. Just. Write. Get it out. Purge, keeping in mind that later you can always click the delete button. Then, apply these five tips when reviewing and editing your words. Never, ever publish your content before running a spell check. If grammar is not your hotspot, ask a friend to review your content for structure and accuracy. And of course, if writing your own content threatens your sanity, you can always turn to a professional copywriter.