Image source map insect: used by the stationmaster’s home
“Why is my website not in the search rankings?” Why hasn’t traffic increased significantly since we hired you? We can’t track the calls from customers… Do you know what you are doing? ! ”
Ah… the music that makes customers disgusted, the website you designed and made, but found that it is full of boring words, terrible, and full of mistakes, which makes customers afraid of the company. The Internet is still full of sites that look fascinating and full of horrible copywriting. These websites will never produce decent results, and website owners will often be held accountable by web designers.
It is hard enough to explain this to them with diplomatic rhetoric. But what you really need to do is turn things around so that you have another efficient website named after you, and another recommendation that satisfies your customers.
Worse than the customer sites that make poor or misrepresented copywriting, even worse, they simply don’t have time to run the site, making your project look like a new house waiting to be painted and renovated. That’s why, although most web designers don’t come from creative backgrounds or content operations, many of them are good at finding images and improving the pieces of text that customers have to piece together.
Design does not sell
The problem is that content doesn’t just need to be decent. To really make a website work, what we usually say is to improve the business of your customers, it must be outstanding.
The thing to remember is that “design itself is not selling well”:
Good content is where your site is different and delivers the right information to your customers. The success of your website depends mainly on its content. In the end, the content will win the customer’s wallet. All other components of the site (design, visual, video, etc.) are provided with additional support.
The only two key areas where content can really make a difference are by driving links to websites or attracting search engine robots to drive traffic to the site, ultimately establishing connections with customers and convincing them to buy. Therefore, each of your customer sites requires some longer text and some shorter (and well-constructed) “sales copy” to guide users through contact or purchase when accessing any browser.
As a web designer, how do you ensure that your website’s copy is not popular, but excellent? The following process will help you make sure your design gets the words they deserve.
Plan ahead
Considering the right content should start with a website design effort. You may be happy to start working on the site before getting the text, but you do need to agree on the time scale of the delivery and outline the content of the copy.
How long is each page? Leverage your expertise in design and web analytics to guide customers toward the right goals, rather than having their subjective tastes determine an 800-character home page to describe all the main content is necessary and effective.
Often, customers will say that they have the right copy on their old website. Don’t think this is true. If you go to investigate and analyze it yourself, you will find out why this website fails. In this case, you need to convince them that a completely new approach is the way to really produce results. Ideally, this will involve some strategic thinking about customer preferences, pain points, sales and marketing.
The content of the website should start with an appropriate market survey. First, you should identify your high-value customers and define roles for your website. Then you should decide how to target them.
If your client is a small business, they may not have such a strategic marketing budget, but on the other hand, they should have a good idea of themselves, who their customers are and why they buy. This is a good starting point when planning a copy.
2. Editing is as important as copywriting
Even good copy planners need an editor to check their work, and a little smart editor can save a bad manuscript to a large extent. For individuals or small institutional designers, editing is a key skill that is well worth the familiarity.
Editing is not just proofreading, it is a beginning. If you like what you read, it’s good: just correct spelling, grammar, and punctuation as needed. If you don’t, try to find out what the problem is – they can often be divided into two categories: bad copy or failure to solve the problem. In the latter case, a good editor usually returns the draft to the original author and asks some constructive questions.
The length of the paragraph, the typography is not harmonious, the appearance is not beautiful, or the sentence is difficult to understand, but you should be able to correct it by editing. Start reading again and improve while reading. Then again. Until you can.
In the context of modern analysis, in summary, good content should be:
- Short words, economy;
- Make the sentence simple and moving;
- Use simple descriptions to avoid clichés and jargon.
3. Ensure high quality landing pages with a winning formula
As a first-line sales copy, the landing page plays an important role. They are usually very short in length of the copy, so this is a real opportunity, you can add value to your customers, relatively speaking, with very little effort. Just make sure that their key sales pages stick to a reliable, tested formula—and that it’s even more ruthless to remove any nonsense as part of the editorial intervention.
A good landing page starts with solving a problem: I hope you will find it in the planning phase.
Once you have successfully established an emotional connection with your client, explain to your client how to help them. Point out that your client has successfully solved this problem for others and linked to your recommendation letter.
Now add “behavior call”. This may be to “consult” to the company or click on the “Buy” button.
4. Generate ideas for blogs on a regular basis
Basic business websites don’t have enough copywriting to get SEO-friendly, so you really need your customers to commit to maintaining a blog. This commitment usually does not last long.
In any organization, at least one person is usually keen to do some creative writing and promotion. The problem is that people don’t even know what to write. As their web expert, this is an extra help opportunity to give them some guidance on how to keep the blog going.
Here are some tips for using it as a reference to help you pick a blogging topic that is strategically friendly from anywhere.
For example, take a look at the company’s establishment and its important development milestones, and develop an anniversary calendar worth celebrating. You can also write about your company’s values and visions and choose the hot topics that affect your customers.
