Do think about who you are writing for. Who actually buys your products or services? Is it small business owners? Is it stay-at-home mums? Teachers in their 30s? Retired people? University students? Only you will know who your target audience is and when you define who those people are, copywriting becomes much easier. • Do plan your website pages before you start your writing. It’s vital to have lots of unique and interesting content on your website but it’s no good if it’s thrown together and uploaded randomly on your website as this will just confuse your visitors. Before you create new content for your website, jot down the key message you want to convey and where the content will be uploaded so you can ensure your content is clear, logical and easy to navigate.
• Do show your customers your credentials. When people visit your website, they’ll be wondering why they should buy from you. It’s likely that there’ll be many other websites selling similar products or services to yours so use your web copywriting to really sell your company to them. Include the benefits of what you sell along with testimonials and case studies to promote your company.
• Don’t forget to create new content. If you don’t have an in-house website copywriter creating your content then it can be difficult to keep on top of writing and uploading your site. The easy way to solve this is to hire a website copywriter who will work with you to create a schedule so your website content is regularly updated.
• Don’t ask an offline copywriter to create your web copywriting. This is a classic mistake which many companies make. Many traditional offline copywriters don’t know how to create online copy which means your website will miss out on search engine optimisation and clear and compelling copy which is written for an online audience.
• Don’t forget about article writing. As well as main page website copywriting, you should also create regular news articles to keep your clients informed about your company and give them something entertaining to read. Ask an article writer to give you some ideas for your article writing sessions or better still ask them to create the articles for you.