How often have you read website content about a product or service only to be left with doubt that the business might not deliver?
You do one of two things: email the business with your question, or like many, continue surfing until you find a website that instills trust by answering all of your questions through their well-written content. A robust content strategy represents the backbone of any successful startup business. In today’s era of copywriting, every page of your website carries as much weight as the home page. Since viewers will find various pages of your website via organic search or social media, all pages of your site should be well-written 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. Since then, not much has changed about this philosophy. I’m talking about compelling content that intrigues the reader about your product or service, converting them into a prospect and ultimately a client. But what if you don’t enjoy writing or feel that your writing is not good enough? A blank page staring at you can seem daunting. As an entrepreneur starting a new business, there’s no doubt that you’ve worked extensively to launch your venture. The following tips will set you on the path to writing good content that lends to the authority of your business:
- Trust – honest copywriting that fulfills a need 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, analyze 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 from 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 resound with expertise, even if your business is new. Confidence in the mood of your words will influence client conversion.
- Insight – before putting finger to keyboard, profile your client. It is essential to learn the psychology of your client profile. Know to whom your products or services appeal. Then, speak to those types using language to which they relate. Think of your reader as a friend and make them feel special. Offer them something that caters to their pain points or needs. Write your words in a selfless manner, communicating that you care more about your client’s or customer’s satisfaction. In short, place your client on a pedestal in the most transparent of ways. He or she will feel appreciated, realizing how much effort and genuineness you have put into writing your content.
- Interest – clearly define your offerings so that you know what to write about. What makes your small enterprise different from the competition? No matter the nature of your business, every word should resonate with the human element. Use simplistic, colorful words that create a clear picture in the mind of the reader about your business.
- Clarity – less is more. Today’s world is perpetually busy, harboring little tolerance for redundancy, so try to avoid hyperbole. Incubate your content for a few days before publishing. You might be surprised by the need to edit what content just a few days prior you thought was perfect. If your writing is cryptic, have a friend review it and ask for their feedback. If your cat can read and understand it, it is ready for publication.
Copywriting for startups originates at the beginning
Aaah, our old friend writer’s block is always looming in the backs of our minds waiting to sabotage our writing efforts. Just. Write. Get it out. Purge. Any word is better than no word. Keep in mind that you will be editing, deleting and re-writing. Soon, ideas will flow into words and you will have made progress. Apply these five tips when reviewing and editing your words. Always run a spell and grammar check before publishing. If grammar is not your hotspot, head on over to Grammarly. Or, ask a friend to review your content for structure and accuracy. Of course, if writing your own content threatens your sanity, you can always turn to a professional copywriter.