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Although an image lead approach may look fantastic, words are still exceptionally important, particularly when trying to build any kind of visibility online. Copywriting is often used to promote, educate and engage an audience, but it doesn’t need to be packed with sales messages to be effective.
In fact, creative copywriting has quickly become a firm favourite with brands around the world, identifying it’s clear ability to engage more effectively with a variety of audiences. It’s all about determining a purpose and building the right kind of copy to fit the needs of your audience.
Sales copy is used to appeal to audiences and encourage them to convert in some way, whether this is to make a purchase or inquire about a service, your core aim is often to get them to hand over information or money. It requires the synthesis of information into a more user-friendly piece of copy, which is written with a complete understanding of the audience and placement. The key is to target people with a problem which can be solved by your product or service, without sounding overly salesy.
If you need to communicate a message, event or product launch to the press, the clearest way to do this is through a press release or statement. Clarity in communication is key here, in order to portray your brand in a positive light and ensure our best possible chance of the piece being picked up by the press. A neutral and journalistic approach teamed with a skew in favour of the company is crucial when creating press material.
Creating technical copy is no easy feat, requiring a significant amount of time to research and make sense of facts, to then relay them back to the audience in a simplified and intelligent format. Long-form, tehcnical copywriting requirements, such as eBooks and whitepapers require a special kind of writer who can create a bespoke asset that can be used to build your brand trust, educate your audience and capture their personal details (with an opt-in of course!).
Whether you have a new site or are refreshing an exciting once, tailored website copy is critical to ensuring an effective and engaging user experience. Informative blog psots, custom service pages and unique brand storytelling are important to gain your customer’s support. Through combining elements from SEO, technical, sales and creative writing, your website can become an insightful place that encourages returnvisits and customer loyalty.
In order to be found by people unfamiliar with your brand, your site needs to be optimised for organic search. Onsite copy is a key element required to achieve this, through utilising a variety of relevant keywords and searches terms, intelligent layout and unique content, your site can have a much better chance of ranking and be found for searches relevant to your offering.