When it comes to creating content for your website, you may start to clam up a little. After all, you have to be an expert to write, don’t you? Well, while there are always going to be expert health copywriter out there that you can hire, you can also craft incredible copy for your own website when you approach it in the right way. If you know that you want to get something up on your website right away, you want to save some money, or you’re a newbie copywriter looking for some experience, then there are a few things that you can keep in mind to make this a success. Yes, advertising copy is a craft – but you can master it if you take the right approach. So let’s take a look at some of the things you can do to craft your own web copy.
SETTING GOALS FOR YOUR COPY
To start with, you always need to have a goal. What is your copy looking to achieve here? What results are you looking for from your content? When it comes to writing sales copy, do you want to persuade or engage? Inform or excite? Have that set goal in mind, and then make sure your copy reaches that.
UNDERSTANDING YOUR AUDIENCE
But you also need to understand your audience too. Do you know who they are? What do they want? What they need and like? If so, you are then able to create better copy that they can relate to, and show how your company, product or service, can remedy their problems.
CRAFTING THAT TOV
Now, you’re going to want to work with the right tone of voice (ToV). And this will be personal to your own business or the brand you’re writing for. In short, it should suit the brand values, image, and personality. The ToV crafts the right image in the mind of the reader, consumer, or the audience. So choose words that are the right fit, and know what kind of language you want to avoid.
MATCHING THE MEDIUM
From here, you then will want to make sure that you are creating the best possible copy for the medium that you’re working with. Predominantly, this may be for your website – but it may not be. Maybe you’re looking to create a social media profile or posts, copy for the sign trade or a physical advertisement? This is why having a goal and knowing the audience is so important, as you can twist the words you use and the overall message, to make sure it matches.
AIMING FOR ENGAGEMENT
But then the final thing that you have to keep in mind here, is engagement. Be fun, light-hearted, and aim to connect with your audience. Don’t just think about how you can come across as professional or too salesy. Remember to stick to your goals and make sure that you’re creating copy that your audience can connect to. Engage with them, be descriptive, and speak to them. This is the most powerful way to craft your copy. Collaboration