Boring, dull, predictable…is that how people view the business copywriting on your corporate website? Many companies don’t recognize or value the fact that their website is their most visible branding tool. Others make the mistake of investing a lot in their website’s structure, design and functionality — all of which is important — but overlook the importance of great business copywriting.
This article provides business copywriting tips for web professionals, marketing teams and anyone else in charge of the look and feel of their company’s corporate website.
1) Remember to Use Keywords for Search Engine Optimization (SEO)
Even though you’re a big corporate company, you still must optimize your website for maximum keyword engagement so that people can find you in search engines. In many ways, the web levels the playing field so little companies can gain a huge web presence with proper SEO techniques, business copywriting and internet marketing strategies. And please don’t make the mistake of thinking ‘I don’t need to worry about SEO because everyone knows who I am.’ That kind of too-big-to-fail thinking simply doesn’t work in today’s competitive world of business.
Effective business copywriting for the web focuses on using keywords for search engines and for people. What keywords or phrases will people enter into a search engine to find your company? Spend some time up front researching, and then wisely choose the keywords you want to optimize. Write your web copy — especially your titles, headings, subheads and anchor tags — using these phrases.
2) Minimize Fluff, Maximize Fact-based Copy
In today’s competitive corporate environment, fluff is out and fact is in. Successful business copywriting calls for corporate websites to provide useful, relevant information about the products or services they offer. Visitors want to see testimonials, case studies, white papers and examples from real clients. Here are two examples of fluff versus fact business copywriting:
• Corporate, fluff copywriting: Our clients love what we do thanks to our superior customer service and top-notch results. We’re the best!
• Facts-based, results-oriented business copywriting: We receive referrals from 1 in 3 customers so we know our customers love what we do. Average clients see an average 27% increase in sales as a result of using our service.
3) Include a Call to Action
Business copywriting strategies for corporate websites and ecommerce ones differ, yet both are ultimately selling a product or service. For an ecommerce site, the sale or conversion usually takes place right there on the website so a direct call to action is needed. However, even corporate websites that are not directly selling products on their site still need to use a call to action. What’s the use of good business copywriting on your website if the customer doesn’t know what to do next?
The call to action can be to contact — via phone, email or IM — a sales rep. It could also be to sign up for your company’s newsletter or download a how-to ebook. Offering something for free in the call to action is a good marketing strategy. It could be “call to ask us for a free quote” or “email us today for a free assessment of your marketing plan.” Be specific and tell the prospect what you want them to do. Make sure the call to action is placed predominantly on the website in two or three key spots. Successful business copywriting should make it easy for a potential client to contact you.