7 tips to boost your small business’s online visibility with effective copywriting

(Successful) digital marketing = (good) copywriting + a (thought-out) strategy

Drive customers to take action, convert them into loyal customers and capture new leads with the first half of the equation: good copy.

First (and worst one to ignore)? Not knowing your target audience.

“When you understand your target audience, you know what drives them, what they’re interested in, and what they need. You can then tailor your message to resonate with those needs and interests, making it more likely that they’ll pay attention to your message and act upon it.”

Vivian Mokweri, LinkedIn

In other words? ‘[Y]our message can only be effective if it resonates with the people you’re trying to reach.’

No.2: Don’t know who your target audience is? You’re probably using the wrong style and tone.

You sell boutique scarves to career-driven, yoga-lovin’ 40-50 year-old female execs – but your post is about how to rock a Saturday morning hangover with an elegant ‘Starlit Savannah’ scarf.

Chances are your message had no effect. Or a detrimental one (can I get an ‘unfollow’?). 

Find your brand’s style and tone. We recommend Semrush’s guide. 

Once you’re speaking in the right tone (consistently), you’ll steadily build credibility:

Consistency in tone (and style) can help you establish a “voice” for your brand, company, and overall image, and this consistency is invaluable in connecting with your audience because it gives them a familiar voice of authority.

Entrepreneur

No. 3: Seal the deal with successful SEO

While you craft on-point copy, keep the relevant keywords in mind.

Forbes argues SEO is a small business necessity. We agree.

Read our blog and find out more.

No. 4: ‘Always Be Solving’ is the new ‘Always Be Closing’

Your copy should solve a problem or meet a need.

Unless it’s your mom or super supportive bestie, a reader’s engaging with your copy because they want to get something out of it.

(PAS) Problem → Agitate → Solve, a common copywriting formula, is a good goalpost to keep in mind. Remember: if you’re not actively solving a problem for your reader, then you should be prompting some sort of a reaction, whether that’s a feeling, an insight or an action – even if that’s simply sharing your post. 

No. 5: Highlight the benefits of your product, as well as its features

‘Always be solving’ = ‘Always be showing how YOU benefit the customer’

Your scarves are 100% silk, they have hand-rolled edges and they’re made in Italy… So what?

Our scarves are soft and timeless. Because they’re hand-crafted, they drape, fold and puff beautifully. Enjoy the luxury of unsurpassed Italian quality.

• Features are facts about products or services; they add credibility and substance to your sales pitch
• Benefits give customers a reason to buy because they explain how your product or service improves their lives
• To translate features into benefits, answer the question “So what?”

(Thank you for this helpful summary, Enchanting Marketing!)

No. 6: Use your copy in the real world, in real time, to create a sense of urgency

Increase conversions and get your reader to take action. How? Share special offers, limited-time discounts, or other time-sensitive content.

e.g. Spoil your Mother this Mother’s Day with our limited edition ‘Serengeti Sunset’ scarf. Visit our online store now. 

No. 7: Sometimes other people’s copy states your case better than you ever could! 

88% of consumers trust online testimonials and reviews as much as recommendations from friends or family.

Read up on stats like these if you’re still not convinced of the efficacy of testimonials.

Need help with your style, tone and SEO? We’ve got you covered; contact us now. 

PS Know an entrepreneur who’d benefit from these tips? Share the love: