Making sure the content on your business's website accurately reflects your brand and speaks to your target audience is often easier said than done; however, it is one of the most important things you can do on your website.
A professional copywriter can capture your audience's attention quickly with content that's structured in a clear and persuasive flow, while accurately echoing the voice of your brand. If you've ever felt overwhelmed by the pressure of writing content for your business, then you know how invaluable a professional copywriter can be! That said, no matter the skill of the copywriter, there are a few things you can do to help in the content creation process.
1. Describe your target audience. Every page on a website is meant to speak to a certain type of person. In some cases, the target audience may change depending on the page of the site. In these cases, it is important to clearly explain to your copywriter who the message is intended for. This helps directs the tone and structure of the content, as well as determining which features to highlight and which to downplay.
2. Share 3-4 points that you would like emphasized. A copywriter may have a way with words, but you are the expert on your business. Share some of your insights with your copywriter. There may be a particular question that customers always ask you or maybe you've developed a keen instinct about what's important to your clientele. This is great information that can help your writer figure out what information should be highlighted without leaving it up to guesswork.
3. Tell the writer what you DON'T want. Sometimes what's left out can be just as important as what's written. If there are certain things that you know are a turn-off to your customers, speak up and share that with your copywriter! If there are phrases or jargon that run counter to your brand or value proposition, don't include that in the content.
At the end of the day, a copywriter cannot hope to effectively write about your business if they know nothing about it. A good copywriter will take time to research your industry and gather information before they start writing, but you are the best person to give valuable insights into the in's and out's of your business.