As professional copywriters, “How can copywriting improve your sales?” is a question we get asked a lot at On Point Copywriting. However, since all writing you do for your business is effectively copywriting (including any web copy, social media posts, flyers, etc.), a better question to ask would be “How can good copywriting improve your sales?”
In this article, we’ll explain the benefits of professional copywriting for your business, including building rapport with your ideal customers, demonstrating your expertise and ultimately increasing sales.
Enhanced credibility
Often a piece of copywriting is the first interaction a potential customer has with your business. Whether it’s a leaflet posted through the door or an advert they see on Facebook, first impressions count. A well-written piece of copy can be the difference between a customer being intrigued by your product or losing interest quickly.
Although there’s much more to professional copywriting than accurate spelling and grammar, it’s a good example of how the quality of written content can affect the credibility of a business. A company that has glaring spelling mistakes on its homepage is unlikely to fill visitors with confidence about its level of professionalism. By contrast, copy that is easy to read and free from errors is likely to be viewed much more favourably.
Building rapport
Copywriters are skilled at tailoring written content to make it appeal to the desired audience. By using the correct tone of voice, language and style it’s possible to build up strong relationships with your potential customers and show them that you understand them. One way to do this is by highlighting customer pain points and tapping into their emotions before providing a solution.
For example, a company that sells a SaaS workflow management tool could write ad copy that focuses on the pain point of its target audience struggling to organise projects efficiently. This will grab the attention of the reader, who is likely to be receptive when they are presented with a solution to the problem.
Demonstrate your expertise
If you’re a business owner, you’re probably an expert on your product, what its benefits are and what makes it unique. But unless you also happen to be an experienced copywriter, it can be surprisingly difficult to communicate all this to your target audience in a way that will convince them to buy your product.
If your product or service is quite technical, it can also be hard to distil the relevant information so that your audience understands what it is all about. A good copywriter will be able to cherry-pick the most relevant aspects of your product or service and persuade your audience that it perfectly solves their problem.
Increase conversions with clear CTAs
Effective calls to action (CTAs) are a crucial element in any copywriting strategy. A call to action encourages the reader to make a certain response that will hopefully lead to a sale now or later down the line. For example, you might add a sentence or two at the end of a blog post inviting readers to “call our friendly team for a no-obligations quote” or “sign up to our mailing list for the latest news from our industry.”
If a piece of copy doesn’t have a clear CTA that makes it easy for readers to contact you or find out more about your product, they are unlikely to progress through your sales funnel.
Improve Google rankings with SEO
SEO copywriting is a relatively new type of copywriting that can help you to get more exposure online. In a nutshell, one of the best ways to optimise your online content is to ensure that it includes certain keywords. These keywords reflect what people type into Google when they look for a product or service similar to yours, and Google’s algorithms determine which web pages are most relevant.
By including lots of relevant keywords in your content, you can make it score higher in the Google algorithms and it should show up nearer the top of the search results.
Although there are some free keyword research tools that you can use to try to implement an SEO strategy yourself, the process can be time-consuming and it may be a better idea to work with an experienced copywriter who can help with SEO optimisation.
By including lots of relevant keywords in your content, you can make it score higher in the Google algorithms and it should show up nearer the top of the search results.
Create a brand voice
Brand voice refers to the tone, style of language and personality that your brand or business puts across in its messaging. Getting your brand voice right is essential in attracting your ideal customers to your business, winning their trust and ultimately persuading them to buy your product or service.
A professional copywriter can help you to be consistent with your brand voice across different communication materials, including web copy, blogs, social media posts, advertisements and more. Using language that speaks to your audience and makes them feel comfortable will help them to form an emotional connection with your brand and want to make a purchase.
Brand voice is determined by thinking carefully about your audience and how they would want to be addressed by a company like yours. For example, a B2B company that sells a task management solution to project managers is likely to have a clean, professional brand voice that gets straight to the point. In contrast, a new vegan restaurant aimed at a Gen Z audience is likely to have a much more casual and playful brand voice.
Want to boost your sales with expert copywriting?
We hope that has answered the question “How can copywriting improve your sales?”. Working with a professional copywriter is a great way to grow your business and convert leads into customers. If you’d like to explore this possibility further or learn more about how On Point Copywriting’s team of expert writers can help your business, contact us today for a friendly chat.
Written by Holly.
