Copywriting is simply defined as the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Anyone can write, but not everyone can produce writing professionally – on time and deliver results. There is a long list of the benefits of professional copywriting, and why your business needs it, from building your company’s Image to distinguishing your business from competitors.
The web copy is the first thing readers see when they discover you and it helps them determine whether you’re credible, professional, and potentially worthy of their business. Your copy reflects the quality of the products or services you provide. Copywriting factors all these in, and finds the best possible angle to showcase your business. Great copywriting doesn’t just present your brand in a favourable light, it allows your reader to experience what your brand feels like and what it truly stands for.
Besides your front page and brand story, your business has multiple touch-points keeping you connected with your audience. These could be emails, social media posts, or even blog posts.
Each of these touch-points allow your audience to learn more about your business. It’s like having a conversation with a friend and these conversations have to be consistent and aligned with your brand’s core personality.
Consumers are spoilt for choice these days and when they want to buy something, a simple Google search offers them lots of options, which means to win the sale, you need to stand out. It’s important to connect your products’ benefits to their needs and serve them better than anyone else. Good copywriting does this by offering them a fresh angle of how you stand out from your competitors, in an objective manner.
Copywriting also helps you rank higher on Google as it isn’t enough to create your website if you’re not seen. Your website is an important “virtual salesperson” for visitors who come on it. The purpose of copywriting is to help convert your visitors into paying customers, good copies also optimises your website to rank on Google. This happens by strategically integrating words and phrases that are keywords into your website’s copy that your visitors are searching for.
In the long run, it is important to note that good copywriting doesn’t just help you to convert your leads to sales, it also helps to protect your brand.