Why Choose a Copywriting Professional?
In a world riddled with content and businesses attempting to sell you products and services, how can you, as a small business owner, stand out from the competition? The answer consists of a variety of different aspects business owners can incorporate into their online presence. One of the most important components of establishing your business as a leader in your specific service industry is to allow potential clients to see your knowledge. Having engaging content that captivates and informs increases the trust factor of your business. No matter the industry your small business provides, your goal as a small business owner should be to establish your business as someone your customers can trust. Positioning yourself as an expert in your space helps to consistently sell more of your service or product. Great copywriting helps you accomplish all of these goals and more for the growth of your business.
Effective Copywriting for SEO
Think for a moment of a time when you visited a local service website that had effective copywriting, what made that content stand out? Was it the tone that the author used to create the small business’s personality? Or maybe the ability to convince you that this particular small business was an expert in their space? Either way, to build your business and reach more of your target audience, you need to have a copywriting strategy in place to help you succeed. One of the first areas to focus on with any business writing is how you will incorporate SEO content into your small business’s website. While the odds are likely that you’ve heard this marketing buzzword thrown around over the years, it simply stands for Search Engine Optimization. According to the well-established marketing expert Moz, SEO “is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.” Without getting too much into how it works, increasing SEO practices increases chances you will be found by customers. To succeed online, you need to create content that plays by Google’s rules. Why Google? Google is the forerunner of search engines and it makes the majority of the internet marketing rules.
Business Ranking in Google & Other Search Engines
Although many aspects can help you rank higher in Google, a good place to start is by incorporating keywords into your homepage, service pages, and even your blogs! Keywords play a crucial role in enabling not only Google to find your business website, but customers, through what they are searching for on Google. For example, if your business is a roofing company based in San Antonio, Texas, your target audience might be home or business owners based in the local San Antonio area. To make sure these business owners can find your services, SEO content would allow you to stand a chance for potential customers to find you. A best practice would be to use keywords that also include the area that you are servicing with the service that you are offering also attached. It can be challenging to find the right keywords if you are unfamiliar with this aspect of marketing. For this reason, it is best to partner with a copywriter or marketing agency that has experience in this area.
What Does the Consumer Need?
Besides using SEO content to help you be found by more customers, another way to improve your copywriting is by incorporating your customer’s “pain points” into the writing you are including on your website. Regardless of your industry, services are designed to satisfy a problem the customer has or is facing, even before they realize it. By identifying these pain points early on, before you ever start creating content for local home services, you can ensure that your content will be relevant to your audience. Just as a salesperson uses pain points to resonate with their prospects, a small business owner should be using these same pain points to deliver engaging content.
Call to Action
Delivering engaging content is just the tip of the iceberg for creating effective copywriting for your desired target audience. You could have the most engaging content, optimized for all of the major search engines, but without a clear call to action, you will lose out on potential customers. To gain new customers, it is essential to tell your customers what you’d like them to do. Whether your call to action is downloading your latest ebook or to get a free estimate for your services; your content should include this call to action. Your call to action should be short, sweet, and to the point, as to not lose engagement with your website viewers. Don’t let your viewers get lost in too much content, otherwise, your writing will not be as effective as it could be.
Trust Building through Copywriting
Lastly, to build trust with your clients, it is a great idea to establish a blog for your business. Blogging has been on the rise in recent years and can help position your business as a leader that your target audience can trust. Remember, the point of a blog is to establish yourself as an expert, so it should be more about providing your customers valuable information surrounding your services, and less about trying to outright sell them on your services. Use your service pages to sell your potential customers on why they should choose you, and your blogs to establish credibility. It is alright to do some selling through your blogs, but just be conscious that the majority of the blog writing should be used to position your company as a leader in the industry to which you are selling. Typically, two to four blogs a month are effective in establishing trust.
While there are many other tips for creating content for local home services, this list is a good place to start. By consistently incorporating SEO friendly keywords, using customer pain points in your copy, including a call to action, and establishing a blog, you will be able to improve your content and gain more customers. Establishing great copywriting takes time though, so don’t get discouraged in the process. Whether you decide to invest in a copywriter, or take on the task yourself, achieving great content is not only possible, but essential in establishing yourself as a local service expert. Check out our blog for more helpful tips!