If you’ve applied my advice you’ve defined your ideal customer. And know the steps needed to frame captivating copy to make your website a magnetic sales tool…
a. Define their triggers
b. Clarify their problem
c. State their outcome
d. Invite them to act
Crafting exceptional homepage copy is key.
But you also want to think about your primary marketing elements. This list might include:
• Website content
• Email marketing
• Blog posts
• Social media marketing
Copy drives ALL of it.
Copy helps people find you, get to know you, and builds enough trust so they buy from you.
Copy is your foundation.
So, how do you start crafting captivating copy?
1. Start by focusing on your customers
• What does your ideal customer care about?
• What problems do you solve for them?
• And how are you uniquely suited to help them?
Read this post again to build this power.
Keep thinking about your ideal customer and the problems you solve for them.
2. Create a basic content plan
You want to create engaging content addressing things your ideal buyer is looking for. So, initiate a plan for the following…
a. Your main website pages:
Start with your homepage.
When it comes to page value your homepage is king because it’s what people see first.
And homepage copy should entice, enchant, and fully engage your ideal customer.
Its job is to convince a potential buyer that you’re the clear choice.
Then work on your interior pages.
Decide what other pages you’ll need. Start with the basic pages: About Us, Products or Services, and Contact.
Create a basic sitemap of these pages and add other pages you think you’ll need.
b. Make ongoing content a priority:
What type of ongoing content will you produce?
Will you publish a blog, shoot video, have an email newsletter, or all three?
Don’t stress. Think about your audience. What will they like? What comes naturally to you? What is doable?
Here are a few other ideas:
• Case studies
• A podcast
• Detailed Q&As
For now, let’s focus on creating a steady stream of blog posts.
Write down the top questions your customers ask or, if you’re not 100% sure, what you think they’ll ask.
Work alone or with your team to create a list of the top 10 questions and your answers.
The questions and answers become your posts.
In my previous post, I provided a few sample businesses. Here’s how their content calendar might look…
Our Couples Therapist
• How to Reclaim Your Life and Strengthen Your Marriage
• How to Practice Self Awareness and Create a Stronger Marriage
• How Daily Practice Leads to a Happy, Healthy Marriage: Three Easy Steps to Create Positive Change
Our Plumbing, Heating, and Air company
• Is Too Much Humidity Hurting Your Health?
• What is a Slab Leak and How Can This Affect My Water Bill?
• COVID-19 & Your HVAC System: Your Questions Answered.
See how this works?
It’s a simple process that will help you create the content your potential customers are searching for.
Don’t write about your business. Craft posts that provide the answers they’re looking for.
This 7-step Modern SEO Strategy will help if you want to take a deeper dive.
Later, you can repurpose this content in the form of emails, videos, eBooks and more.
3. Make your ideal customer the focus of your writing
Always frame your content around their problem.
• What is their problem?
• And how can they fix it?
Keep the content educational.
This is your foundation to craft copy that teaches AND sells.
And it will be the foundation of everything you do going forward.
It can work a bit of magic if done right.
Just get started.