Whatever type of business you have, copywriting is important for portraying your brand image and sending the right message to your target audience.
The copy you write can be used and adapted to be placed on all business platforms from websites and blogs to social media and brochures. It is used to tell your company’s story, why your services stand out from the crowd and it gives off a good impression to potential customers.
Here are six reasons why copywriting is important for your business.
1. Brand image
It reflects your business personality. If you’re a B2B organisation, you may choose to keep your copy formal and informative to portray a professional image and demonstrate your expertise to your audience. Whereas, if you’re selling quirky products and have a more light-hearted and consumer-based image, you may wish to make your copy more entertaining to give off a fun impression.
2. To help with understanding
If the industry your company operates in is complex and jargon-heavy, it’s important to ensure that your brand’s messaging is clear and easy to understand. A website full of complex sentences may prevent potential customers from staying on your page as they might find it difficult to understand if they don’t work in your industry. Therefore, translating any convoluted phrases into text that is easier to read will keep your potential customer engaged and informed.
3. For engagement
Audiences want to relate to you and engage with your copy, if they don’t, they will quickly lose interest. Instead of writing sales-heavy copy, think about what your target audience would want to read. Engaging copy is more likely to encourage audiences to respond to your call to action, whether that be clicking through to a page on your website or requesting a quote.
4. For credibility
Good quality content tells your audience that you are an expert in your field. If your website features in-depth knowledge about your industry and the services your company provides, it will help to build trust with your audience. It’s also important to make sure there are no spelling or grammar errors in your text as this will damage your business’ credibility.
Make sure you’re communicating with a specific demographic when writing copy to ensure the content and tone is relevant. Think about the type of businesses you’d like to target and what information and writing style would benefit them. The chances are, if you write something without an audience in mind, it’s not going to relate to many people.
Make sure you think about what channel you’re posting your brand’s messages on and if the copy is right for that platform. For example, when writing a blog post, it’s important to include key words and semantic variations throughout your copy, particularly in the opening paragraphs for SEO purposes (i.e. to increase your chances of appearing at the top of a Google search). When writing for social media, copy needs to be clear, concise and engaging. When writing for adverts, you should be grabbing the reader’s attention and encouraging them to respond to your call to action.