Online Copywriting - What You Need to Know Before You Hire a Copywriter
Online marketing calls for creating content to sell products and services.
Yet entrepreneurs who operate online often do not realize the importance of choosing a copywriter who specializes in online marketing.
When you offer a professional service, you need to be especially aware of how your content will serve as a promotional tool to attract clients and sell information products.
Online copywriting is actually closer to direct response copywriting - those letters addressed to "Dear Occupant" - rather than those aesthetically pleasing ads you see in glossy magazines like Vogue, Esquire and the New York Times.
Like their print counterparts, online copywriters need to understand the psychology of selling.
They need to emphasize clarity and communicate effectively.
But differences between print and website copywriting are important to consider when you hire a copywriter for your own project.
For example: - Visitors to your website will expect information as well as promotion.
Every site and blog needs pages that contain solid information with no promotion in the content.
- Website visitors skim and scan.
They don't go back and re-read.
Give them brief bullet points and lots of white space.
Make it easy for them to find you.
- Humor and subtlety rarely work on the Internet.
In fact, they usually backfire.
Emphasize content that presents a problem and shows how it can be solved using the product or service being sold on the website.
- Forget about creating a "memorable" site.
Think "sticky.
" Aim for creating relationships with your prospective clients and buyers.
Copywriting for a website includes developing and implementing opt-in strategies to develop relationships with future buyers.
- Online copywriting calls for an understanding of keywords.
At the same time, you can't sacrifice communication that influences conversion rates once visitors arrive on the site.
- Recognize that your content will be read by visitors from all over the world.
Your tone, regional references, nuances of language and even color choice will be interpreted differently by visitors from different parts of the world.
Yet entrepreneurs who operate online often do not realize the importance of choosing a copywriter who specializes in online marketing.
When you offer a professional service, you need to be especially aware of how your content will serve as a promotional tool to attract clients and sell information products.
Online copywriting is actually closer to direct response copywriting - those letters addressed to "Dear Occupant" - rather than those aesthetically pleasing ads you see in glossy magazines like Vogue, Esquire and the New York Times.
Like their print counterparts, online copywriters need to understand the psychology of selling.
They need to emphasize clarity and communicate effectively.
But differences between print and website copywriting are important to consider when you hire a copywriter for your own project.
For example: - Visitors to your website will expect information as well as promotion.
Every site and blog needs pages that contain solid information with no promotion in the content.
- Website visitors skim and scan.
They don't go back and re-read.
Give them brief bullet points and lots of white space.
Make it easy for them to find you.
- Humor and subtlety rarely work on the Internet.
In fact, they usually backfire.
Emphasize content that presents a problem and shows how it can be solved using the product or service being sold on the website.
- Forget about creating a "memorable" site.
Think "sticky.
" Aim for creating relationships with your prospective clients and buyers.
Copywriting for a website includes developing and implementing opt-in strategies to develop relationships with future buyers.
- Online copywriting calls for an understanding of keywords.
At the same time, you can't sacrifice communication that influences conversion rates once visitors arrive on the site.
- Recognize that your content will be read by visitors from all over the world.
Your tone, regional references, nuances of language and even color choice will be interpreted differently by visitors from different parts of the world.
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