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Killer content writing is your secret weapon for business success. It has the power to turn your website into a lean, mean selling machine – how exciting is that! On the other hand, badly written copy won’t convert and you will lose sales!
Every business needs a sales machine. It starts with a website that attracts your target audience, generates leads, nurtures potential customers, and, most importantly, generates revenue. And if you don’t have a website in this digital age, you’re literally throwing money away and losing out to your competitors!
Getting a prospect’s email address early on is crucial
For any business, there are three key stages in the buying process as follows:
- Awareness – this is when website visitors are just browsing
- Consideration – this is when website visitors are actively looking to buy
- Decision – this is when website visitors are going to make the purchase
Research indicates that most prospects prefer to remain anonymous through two-thirds of this process. However, engaging them and getting a prospect’s name and email address earlier in the process is one of the first steps which will turn your website into a lean, mean selling machine.
70% of people prefer content over ads!
According to Demand Metric: 70% of people would prefer to learn about your brand through content over ads. And 70% of people feel like they’re closer to a company after reading content that inspires them.
The good news is that if you can’t afford to hire a professional SEO friendly Copywriter/Content Writer/Blogger to help you, my top tips will help you make a start!
I’m often asked to write website content, lead magnets and blog posts for my clients to help supercharge their SEO and boost their Google rankings. And in this blog post we’re going to look at what killer content writing is and how you can use it to supercharge your sales.
However, before we do this it’s important to distinguish between content writing and copywriting. Although they overlap, content writing generally informs, educates and entertains your audience. On the other hand, copywriting is focused on conversion as it persuades people to buy and therefore it’s what drives sales. In this blog post, I’m using the term ‘content writing’ as I’m talking about both!
Needless to say, a killer website also includes brilliant design as well as strong visuals including video.
What is Killer Content Writing?
Killer content writing is customer-centric, memorable, has the power to create an emotional connection with your target market, establishes your business as a leader in your niche, builds trust, drives engagement and ultimately turns prospects into customers.
However, before you can start writing killer content, you need to know who your target market is and understand who your ideal customer/client is. The easiest way of doing this is by completing a Customer Avatar.
Once, you understand your target market you need to nail your brand voice. Then you can start writing your website content. This is where many businesses come unstuck. Unfortunately, they don’t have the skills to write website copy that converts and aren’t familiar with things like power words and brand storytelling.
Furthermore, they are clueless about SEO so their website content isn’t SEO optimised with the keywords they want to rank for. And, finally there are no clear and compelling CTAs (Call-To-Action).
Educate Prospective Buyers using Brand Storytelling
The best way to educate prospective buyers is through telling stories. There is a powerful storytelling formula known as Before, After, Bridge.
Here’s how it works:
Before – paint a picture of your prospect’s world where things are today
After – show how their world would be different after using your product/service solution
Bridge – the two worlds together with your product/service solution
We’ll now look at the top 5 elements you need to master to help turn your website into a lean, mean selling machine.
Killer Content Writing: Top 5 Tips to Turn Your Website into a Lean, Mean, Selling Machine
1.Nailing your Brand Voice
Your brand voice is essentially your brand personality. It needs to authentic and create an emotional connection with your target market. I’ve done a brand voice toolkit which will help you nail your brand voice.
2. Writing SEO-Optimised Website Content
If you’re writing your own website content, you need to understand SEO and how to write SEO optimised website content. It should include killer headlines and the keywords you want to rank for. If your website and content isn’t SEO optimised, then nobody is going to find you and you are going to lose out to your competitors.
A killer value proposition is absolutely crucial. This is a simple statement that clearly communicates the product or service benefit you promise to deliver to your customers/clients. As mentioned above, use brand storytelling to educate website visitors.
Did you know that 52% of visitors head over to a company’s “About Us” page before doing anything else? So, make sure you spend time getting this right!
It’s also important to ensure that you have effective landing pages. And make sure your content is memorable! I highly recommend reviewing your website content at least once a month to make sure everything is up to date including pricing, opening hours (if applicable) and current special offers etc. And it goes without saying that your website must be mobile friendly!
For a deeper dive, grab a copy of my Killer Content Writing Toolkit. And for more insight into writing killer web content, I highly recommend ‘Killer Web Content: Make the Sale, Deliver the Service, Build the Brand by Gerry McGovern. Click here to read the first chapter.
3. Including Clear CTAs (Call-To Actions)
Don’t forget to include clear CTAs (Call-To-Actions) in your website copy – this is things like downloading your lead magnet, your BUY NOW button etc. You need to be clear on what action you want your reader to take next.
4. A Kickass Lead Magnet
A lead magnet is at the top of your sales funnel and is essential to help turn prospects into customers. If you don’t have a lead magnet on your website, you need to add one now! A lead magnet can be a discount code, an eBook, or any other valuable piece of content that you offer website visitors in exchange for their email address. Don’t forget to set up your follow up email sequence.
5. A Regularly Updated Blog
A blog will help with SEO and establish you as a leader in your niche. But it must be regularly updated and obviously SEO optimised. My blogging toolkit will help you write SEO optimised blog posts.
Finally, you might want to monetise your website. Website monetisation refers to the various methods used to convert site traffic into real online revenue.
I hope you found this blog post useful. It is by no means comprehensive but will give you some insight into the power of having a website with all the bells and whistles! Writing killer content takes time, practice and perseverance. But it’s definitely worth investing in if you want to reap the rewards!
Killer Content Writing Power Hour
If you want to book in a Killer Content Writing Power Hour, please email annie@bijouconcierge.co.uk for more information. Or you can hire me to write your website content, blog posts, lead magnets, product descriptions and sales emails!
