In 2019, I combined my 6+ years of experience in copywriting and building brands and made website copy a mandatory piece of our process when working with clients. It was a total game-changer.
Until then, our clients needed to provide us with all of the details on their brand voice, messaging, positioning, and even their website copy before we could start building their brand and designing their custom website. This didn’t work. Why? Because most copywriters don’t understand websites, user experience, website best practices, etc… so we were often receiving copy that just didn’t mesh or make sense with their website.
Until then, we also had not seen any of the competition in our space include copy within the branding and website process. Rightfully so. They weren’t trained in the art of copy, and it really had never been done before. They are very different skill sets.
What separated us from the said competition? We had equivalent experience in both. Knowing that copywriting is crucial for building and promoting your brand, we made it a mandatory of our process nearly 4 years ago (and since we’ve seen many of those competitors follow suit, wonder why!)
Brand positioning: Copywriting can help you define and communicate the unique value proposition of your brand, as well as its personality and tone. By crafting a clear and consistent message in your copy, you can position your brand in the minds of your target audience and stand out from the competition.
Telling your brand’s story: Copywriting is a powerful tool for telling your brand’s story and connecting with your audience. By crafting compelling copy that resonates with your target audience, you can build emotional connections and establish yourself as a trusted and authoritative source in your industry.
Attracting the right ideal client: By understanding your ideal client and crafting copy that speaks to their needs and desires, you can attract the right customers to your business. This includes not only attracting new clients but also retaining and engaging existing ones.
Conversion optimization: One of the main goals of copywriting is to persuade your audience to take a desired action, whether that’s making a purchase, signing up for a newsletter, or booking a consultation. By crafting persuasive copy that speaks to your ideal client’s pain points and needs, you can optimize your conversion rates and drive more business to your brand.
Research: Before you start writing, it’s important to do your research and understand your ideal client. This includes understanding their pain points, needs, and desires, as well as what type of language and tone will resonate with them.
Brand voice: Establishing a consistent brand voice across all of your copy is crucial for building and promoting your brand. This includes not only your website copy, but also your social media, email marketing, and other online content.
Headlines: Headlines are important for grabbing the attention of your target audience and persuading them to keep reading. Make sure to craft compelling headlines that clearly communicate the value of your content and speak to your ideal client’s needs.
Benefits-focused language: Instead of focusing on the features of your product or service, use benefits-focused language to communicate how your offering can solve the ideal client’s problems or meet their needs.
Calls to action (CTAs): A call to action is a specific request for the reader to take a desired action, such as making a purchase or signing up for a newsletter. Make sure to include clear and compelling CTAs in your copy to encourage your ideal clients to take the desired action.
Copywriting is a crucial element of building and promoting your brand. By crafting persuasive, informative, and engaging copy that speaks to your ideal client’s needs and desires, you can attract the right customers to your business, build trust and credibility, and persuade them to take the desired action. Remember to never underestimate the power of copywriting – it can make a huge difference in the success of your brand.
Did you find this valuable? Have more questions about developing good copy? Let’s work together!