How to Create Content for Your Website: Contrast is Key
When writing copy for your website, contrast is an often overlooked attribute. Determined to produce copy that searches well, we sometimes overlook fundamental sales and marketing ideals. Long after a perspective client clicks your search result, your copy will still be working for you if written correctly.
I like to prepare a T chart showing benefits of my product over my competition. Then I choose those items with starkest contrast, and those with the most general appeal and spotlight those early and often in my website. For instance, let’s say you are the owner and operator of a company which designs, manufactures, and sells watch winders. Some may say a watch winder is a watch winder, and they’re all the same. Oh contraire! You say to those who walk into your store, and you proudly explain that yours are designed for the safety of the watch, speed in winding, quiet in operation, and lifespan of the product. You may also have noticed, that the safety of the watch, and the lifespan of the product are not the attributes which light up the eyes of your would be patron, but, the quiet operation and speed of winding really gets their wallets out and ready. Your arch nemesis, Whiplash Winders, down the street has a model close to yours in speed, but it lacks other qualities. His large banner “fastest winders in the west” puts you at slightly less of an advantage when discussing this particular attribute. I this example, I would urge my client to write copy emphasizing first the quietness, then the speed of his product, then safety and lifespan.
But you can’t ignore your key search terms. Luckily you don’t have to. If your key terms are watch winders, Father’s Day, and wedding gift, Utilize them as well by getting a little creative in your copy. “A wedding gift that will let the new couple sleep throughout the night, our ultra-quiet watch winders make the perfect gift.” Or “So quick his Father’s Day nap will be long enough to wind up to three of his favorite watches, our watch winders get the job done quiet as a whisper.” Introducing search engine components as well as marketing components can seem tricky at first. The language can feel contrived or juvenile at times, so be careful to test and re-write as needed to convey your marketing message.
Remember when placing testimonials, written or video, to utilize ones that stress these priorities as well, and in your descriptive copy for them consider language such as: “Father’s Day can be simple shopping when you consider watch winders, here’s what Steve Stucky of Tulsa has to say about his quiet watch winder.”
Keeping website copy relevant, informative, current, and motivating will make your site a better conversion tool once you perspective client finds your site. Find a harmony between SEO and your marketing message, and you can receive the best of both worlds. If you need assistance writing copy, or determining your marketing message and how to get it seen by the largest group of potential customers, contact FreeCustomWebsite.com at 1-877-503-7657 and ask for internet marketing manager today for an evaluation of your online plan.
