When writing content for your business, many business owners struggle to create copy that will turn casual browsers into interested buyers. So, how can you write about your business to pique the interest of buyers and not bore the browsers into moving on from your site?
1. Focus on your customer
Instead of tooting your own horn, consider how your achievements and skills can solve your customer’s problem. Use more “you” pronouns than “we”. If you want to highlight an achievement, remember to highlight the benefit for your customer.
2. Use active language
Most of the time, companies want browsers to take action, so make sure you use the active voice when writing. You should use words that encourage your customer to take action.
3. Don’t forget about your “about us” page
Many companies write a brief “about us” page and think that it’s not as important as the sales page or home page, but the “about us” page is a place for companies to build trust, encourage the customer to like you, and share what your brand values.
Use the “about us” page to tell us about who you are, where you see your business in the future, and what you believe in, and in this way, you build trust for your business.
Furthermore, this page should not be static, but rather be changed as your business grows.
4. Don’t be afraid of your competition
If your customers have found you online, then there is a good chance they have found your competitors online too. Don’t let this get you down, but rather highlight why your product or service is superior to other products online. It’s important when comparing your business with your competitors that you don’t degrade them, as this will not reflect positively on you.
5. Talk to a friend
Read your copy out aloud to hear what it sounds like. This will cause you to hear if your copy sounds robotic or conversational. Try also to use plain language when you write. You need to keep your customer in mind when you use industry jargon in your copy. Will they understand it, and will they appreciate it?
6. Tell your story
Stories help us to connect. It’s important to tell your brand story. Where did you start, and how did you grow to where you are today? What do you believe in? By sharing your story, you help to activate the different hormones in your customer’s brain, which help them to believe in and care about your brand.
By following these six tips, you will be well on your way to creating content that will build trust and likability with your customers.
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