What Your Nonprofit Needs to Know About Blogging

Group in office discussing blogging content
Business image created by Katemangostar – Freepik.com

If you’re regularly on the internet, you’re probably encountering blogs on a daily basis. Blogs are everywhere—some people even blog for a living. Content development has become an established piece of marketing and fundraising strategy. It’s important that both for profit and not for profit organizations can give their audience value and information, and blogs are a popular way to do that.

Blogging is an effective way to stay in touch with your donors in a format that is informative and engaging. Whether you have an established blog for your nonprofit or you’ve never written a blog post in your life, these ideas can help you create a top-notch nonprofit blog page so your organization will stand out from the crowd.

1) To Blog or Not to Blog?

It’s important to consider a few things before you get down to blogging:

  • What host will you use? WordPress is a popular website tool, but there are other options.
  • Do you have a goal or goals for your blog? Have key members of your organization sit together and come up with some concrete guidelines for what you hope to get out of blogging. Maybe you’re trying to attract volunteers. Over time, you can measure whether your blog is succeeding based on the numbers of new volunteers you’re seeing.
  • Who will be in charge of posting? Maybe one person is always in charge of blogging, or duties are shared throughout your nonprofit. Whatever you decide, ensure everyone knows their role and the publishing timeline.
  • Does your organization have the time and resources for a blog? You can read more about this below. But if you know upfront that regular blogging is not a feasible possibility for your nonprofit, it’s best to focus on other projects. Having no blog is better than having a lackluster one.
  • Who is your audience, and what questions will they have? Different causes appeal to different groups of people. You know your donors, and you’ll want to consider what language/tone you should use to speak to them in your blog, as well as what they want to know about your organization.
  • How will you promote your blog? You can share your blog on social media, include a link to it in an email newsletter, feature it on your website’s homepage…think about what channels you have a following on, and use them to your advantage.

 2) Consistency is Key in Blogging

Blogging requires frequent updates of fresh content to keep followers engaged. If you’re going to start blogging for your nonprofit, make sure you have the time to regularly devote to it.

Part of being consistent is publishing content on a regular schedule. It could be once a week, twice a week, a few times per month—whatever timeline you feel you can keep up with. When you update on a regular basis, say, every Wednesday, your audience will come to expect your posts on Wednesdays and will be more likely to come back to your site looking for them. A blog that is only sporadically updated is not going to receive that kind of attention. Readers won’t view it as a reliable, regular source of content.

You’ll also want to be consistent in the feel of your blog. You want your readers to come to see your blog as a friendly and trusted resource. Keep your tone of voice and the look of your blog similar from post to post. For instance, if many of your posts start with an image, make sure to include an image at the beginning of every post.

3) Blogs Give Your Nonprofit Authority and Build Trust

Handshake_Trust_Paw_Print_and_Mail
Business card image create by Katemangostar- freepik.com

There are a lot of nonprofits out there—1.5 million in the U.S., in fact. And it’s likely there are other organizations with goals and missions that are similar to yours. Blogging is a way that you can showcase your unique story, while also establishing your knowledge of your field.

You can use a blog to inform your audience on topics centered around your nonprofit’s mission. By showing you have an extensive knowledge of the issue and topics surrounding it, you present yourself to donors as an authority in your field. This helps to give your organization credibility, and donors will feel that you have the experience to put funds to best use and truly solve problems.

By showing your knowledge, along with proof of the work you are doing, you build trust with your audience as well. It’s important to think of your donors as friends, individuals you’re building a long and sociable relationship with. Typically, we trust our friends. Blogging is a way to deepen that trusting relationship by showing that you’re listening to what your donors have to say and are actively working to achieve goals they’re looking to you to solve.

Consistency helps build trust as well. If you are consistent in your efforts and consistent in your blogging, your audience will rely on you to provide them with regular information that they want to know about your organization and its work.

4) Engage your Audience with Blogging

Enhancing donor loyalty requires you to think of your donors as friends and develop relationships with them. One of the best ways to do that is to create opportunities for donors to engage with you and share their thoughts.

Blogging is an effective way to enhance your engagement with a wide audience. People can comment on your blog, contact you based on a post they found interesting, attend an event or volunteer after reading a post, sign up for your email list, and share your content on social media. Sharing is huge for blogs. It allows people to see your blog and learn about your organization who might not come across you otherwise.

Engagement is truly one of the main goals of blogging, and while everything you post won’t lead directly to a donation, giving people exposure to your organization and getting people talking about it is going to have an impact.

5) Blogs Tell Your Story

Stories are a compelling way to give your nonprofit personality and heart. You may have stories that you regularly use in fundraising and marketing materials. But there are all kinds of stories you can tell about your employees, volunteers, and beneficiaries of your nonprofit that make for great blog posts.

Event coverage is an effective blog topic. You can show who is involved, how you’re working to make an impact, and what you achieved. Your events may not get a lot of coverage from external media groups, so covering them yourself ensures people will see the good work you’re doing.

Talking about the stories and goings-on at your nonprofit shows your audience that you are actively working to achieve your mission and that your efforts are effective at doing so. Being able to communicate that you are active and making a difference is important to donors, because they can be sure their donations will be making an impact for good.

6) Blogs Convey Your Purpose

Your nonprofit is up against a lot of competition. Your blog is a place for you to separate yourself from the pack and convey not just the story of your organization, but also its purpose. Why does your specific nonprofit need to exist? How is it going to provide something different than organizations with similar goals? What is your blog’s purpose? How will it work to contribute to your mission and the betterment of your community?

7) What Types of Content?

smiling woman blogging on laptop
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You want to achieve consistency in the look and feel of your blog. At the same time, you’ll need a variety of content to keep your blog interesting. Sometimes you may want to share an interesting article you find, or you’ll be writing your own. Some posts will be more text-heavy, but visuals are helpful for readers to visualize what you’re writing about. Take lots of pictures and videos of different events and happenings you’re involved in. That way, you’ll have a lot of content to draw from.

You may also want to feature a guest blogger occasionally. A board member or a volunteer could write about their experience with your organization and why they’re so passionate about helping you to achieve your mission. Or an expert in the field related to your nonprofit can contribute a post to help further educate donors about the issues you’re working to solve.

Another great post idea is to address frequently asked questions about your organization. If it’s content that people are regularly looking for, a blog post can pull double duty.  While contributing to your regular posting schedule, it will also provide evergreen content that can regularly be referred to.

And as we know a thank you is always welcome, your blog is another way to show gratitude and appreciation for your donors. Make a fun video with volunteers, employees, and beneficiaries saying thank you, and weave a tone of thankfulness throughout all your communications.

Paw Print & Mail specializes in nonprofit appeal production services and copywriting and content marketing, including ghost blogging services. If you need assistance with your nonprofit appeal strategy, contact Paw Print today.

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5 Ways Marketing Automation Delivers Qualified Leads

Generate Qualified Leads with Marketing Automation

woman holding card reading wanted: more leads

What are your biggest challenges when it comes to marketing your business? According to HubSpot’s 2017 State of Inbound Report, 63% of marketers say their top marketing challenge is generating traffic and leads. Even if your company is doing a robust business now, it’s important to think ahead. Always have strategies in mind for how you will generate future leads and sales.

But not all leads or lead generation strategies are created equal. It may seem like the best way to increase business for your company is to send your message through the most channels. That way, it will be seen by the largest number of people possible. However, this method will spread your efforts too thin. It will likely end up costing you money rather than increasing sales.

The secret is to direct your digital and direct mail marketing so that you are specifically targeting fewer, more qualified leads. When you are able to more personally connect with potential customers that you know are or have been interested in your services (based on things like past purchase history, or tracking visitor activity on your website), you enhance the effectiveness of your communications.

Targeting qualified leads in a personal and timely manner is essential. But it can be hard to keep up a consistent strategy when you’re working on a case-by-case basis. Marketing automation allows you to generate qualified leads in an efficient and effective manner.

What is Marketing Automation?

At its most basic, marketing automation is the use of a software platform that replaces repetitive manual processes with automated solutions. It can be used across channels, including direct mail, email, and social media, to help to provide information to and maintain contact with leads and customers for a variety of marketing purposes.

When someone completes a certain action, such as opting in to an email list or searching your website, they will trigger the automation system, which will automatically send a message to them. Think of the last email newsletter you signed up for, or the last web purchase you made. You probably got a welcome or thank you email pretty fast, right? That was thanks to marketing automation. You can learn more about the specifics of marketing automation in this post.

Since you aren’t personally sending out these kinds of communications yourself, you create greater efficiency and have more time to focus on high-gain activities. Another major benefit is that you will be generating qualified leads to enhance your sales process.

Why Use Marketing Automation for Lead Generation?

cartoon man looking through scope
Background vector created by Dooder – Freepik.com

Say you’re in the apparel business, selling inexpensive, fun clothing designed for teenage girls and young women. You likely have a list of current and past customers, and maybe an email list. You want to send out a mailing advertising a sale. You’ll provide an exclusive coupon or sales offer to get customers in the door.

If your goal is to increase brand awareness and find new leads, you need to expand your mailing list. But how will you decide who to mail to? If you have the ability to mail to every household within a 5-mile radius of your store, it’s easier to do that than to manually sort through a gigantic mailing list looking for leads.

But it doesn’t make sense to send a campaign targeted at young women to every person in town. It isn’t relevant to many people and will be disregarded. Marketing automation software will solve this problem for you. It can easily sort through a mailing list, to only send your mailing to female recipients. You may also have enough information to further pare it down by age. And if you’re selling products for multiple demographics, it’s easy to segment mailing lists. You can then send two selective, targeted campaigns rather than one large generic one.

And what’s the purpose of targeting a more specific audience? Qualified leads increase sales.

Benefits of Marketing Automation for Qualified Lead Generation

1) Automate Your Marketing on Schedule

Time is truly of the essence in marketing. When a lead is looking for information or considering making a purchase, you must connect with them in a timely manner to retain their interest. You need to be able to contact your leads with information when it is most relevant to them. This is hard to do if you are personally sending out every communication.

With automation, you can schedule out communications so that when a lead completes a specific action, such as signing up to your email list or creating an account, they will automatically be sent an email. Even with a scheduled system, you can make your communications personal.  Leads won’t feel they are being contacted by a robot.

2) Know Your Prospects

Before you begin any kind of marketing campaign, you need to know your prospects. It’s helpful for you to dig deep and understand the demographics, needs, and wants of your prospective customers. That way, you can make your marketing message most effective at connecting and driving action.

However, this is just a first step. Once you know your message, you need specific individuals to communicate with.  Marketing automation brings it all together by helping you to identify these individuals. The software provides you with comprehensive information about prospects. Targeting becomes much easier when you know your prospect’s location, purchase history, and when they last purchased from you.

3) Segment Communications for Relevance

target leads with marketing automation
Background vector created by Makyzz – Freepik.com

Because automation can give you such in-depth information about leads, you can specifically identify where leads are in the sales process. Your leads will be at all different stages, so sending them all the same message doesn’t make sense.

When you send more personalized and relevant information, you increase the chance that your lead will respond. Automation software makes it easy to segment communications so that smaller groups of leads are receiving content tailored to them. You can easily craft a more compelling and specific message or call to action for each of the segmented groups you’re reaching out to.

More comprehensive automation software helps you generate leads through website visitors, traffic from pay-per-click advertising, email responses, and any other inbound marketing that you’re using. This will help increase your number of qualified leads while providing you with specific information, such as what pages they visited, to help personalize your messages to them. You’ll always be finding new leads who were interested specifically in a product or service provided by your company.

4) Deepen Relationships with Leads and Customers

When you have business coming in, you need to focus on fulfilling those commitments and working with those specific customers. But once a sale has been fulfilled for a customer, they don’t disappear from the sales cycle. And they shouldn’t vanish from your radar. Your best customers are going to be those that frequent your business. You need to nurture your customer base just as you would any other group of leads.

Marketing automation takes some of the stress out of this process by identifying when past leads and customers should be contacted again, and offering them content to enhance their experience with you. For instance, once a lead has made a purchase, automation can be used to send them information on how to get the most from the product they purchased. Down the road, automation can suggest similar products they may be interested in. This helps to deepen the customer’s relationship with you, especially as personalization is the preferred way for leads to receive communications from brands.

5) Save Money While Targeting Better Leads

Automation processes make sales more efficient. Rather than spending money across channels on a wide reaching but low target message, you’re spending less and sending out fewer communications. Because these marketing messages are highly targeted and sent to a specific audience, you are reaching out to leads that are better qualified to make a purchase, and are sure to see results.

At Paw Print & Mail, our marketing automation services are capable of effectively using cross-channel touches, like email and direct mail, together in harmony to put your message in front of your customers and prospects in an orchestrated fashion. To learn more about the specifics of marketing automation and how it can generate leads for your company or organization, contact Paw Print today.

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7 Reasons You Should Be Mailing Postcards

Sampling of Paw Print postcardsDo you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out from the rest.

What about direct mail? Some days, my household doesn’t receive any. So, when I do find something in my mailbox, I tend to remember it, and I certainly notice it.

Direct Mail Works for You

In our increasingly digital world, direct mail is often seen as an outdated and ineffective marketing strategy. But there are many statistics in its favor:

  • About 80% of direct mail is opened
  • 70% of Americans believe mail is more personal than digital communications
  • 56% of consumers have tried a new business, and 70% have renewed relationships with businesses, after receiving direct mail from them

And that just begins to scratch the surface of the powerhouse that direct mail can be for your business. It’s even more effective when used as part of a multi-channel marketing strategy. Direct mail is also a versatile medium, allowing you to be extremely personal with your audience and adding interest with a range of colors, textures, and shapes.

One of the most popular direct mail formats is the postcard. 56% of postcards are read by direct mail recipients, the most read of any direct mail piece. If you haven’t included postcards in your marketing strategy, here are 7 reasons you should consider doing so.

1. Strong Visual Potential

Postcards are attention-grabbers, standing out among the typically white envelopes that fill our mailboxes. A challenge of direct mail is enticing recipients to open an envelope, but with postcards, everything is immediately visible. Your message is right in front of the reader, increasing the chance that your audience will read your content and follow through on a call to action (CTA). It’s an opportunity for you to get creative, with exciting visuals, colors, and shapes.

2. Concise Content for Consumers

There are many media and marketing messages competing for our attentions on a daily basis. Consumers are short on time, and must be selective in the content they read and watch. Postcards don’t offer a lot of room to get technical, so they require you to be concise with your message. Short, compelling copy combined with attractive visuals effectively gets a message across to your reader, striking their interest and leaving them wanting more.

3. Postcards Save Time and Money

Direct mail is a versatile medium, and each type of mailing has its purpose. More costly mailings can be very effective. But postcards are an affordable option that allows you to cut down on costs while still delivering a compelling marketing message. Postcards are also faster to produce than other mailings. They require no folding or envelope stuffing. You can eliminate the need for labels by printing the address right on the card.

4. Craft Targeted Campaigns

Other traditional forms of advertising, like television or print ads, allow you to reach a wide ranging but not highly targeted audience. With direct mail, you know exactly who will receive your message, and you can craft that message accordingly. Since postcards are relatively easy and inexpensive to produce, you can create different versions to send to segmented audiences based on demographics like location or past purchase history. Messages that are more targeted toward the recipient are more likely to be acted upon.

5. Pursue More Leads

Additionally, postcards are a better direct mail format for pursuing leads. Current customers are likely to be more receptive to receiving in-depth communications from you. If a recipient doesn’t currently have a relationship with your company, you have to work harder to pique their interest. Since postcards are inexpensive and visually engaging, they can be used to introduce a prospective customer to your company in a visually compelling way, and encourage them to connect with you.

6. Measure Mail Effectiveness

Direct mail campaigns are more meaningful when you measure how effective they are at compelling your audience to act. A postcard with a concise CTA is easier to measure, especially when your CTA includes a coupon or special offer. As recipients use the coupon or take you up on your offer, you’re able to see whether your mailing had the result you were hoping for, or whether it fell flat. You can easily adjust your postcards to do an A/B test, sending multiple versions at one time to find the offer that most effectively converts your customers.

7. Encourage A Conversation

Postcards are a great format for promoting events, as you want lots of visuals and color to encourage people to attend. And, though postcards can be personalized, the format encourages them to be shared in a way that a letter wouldn’t be. A postcard may be viewed by multiple members in one household. This increases the reach of your message and generates a conversation.

At Paw Print & Mail, we’re specialists in direct mail marketing strategies and fulfillment. Contact us today to enhance your direct mail marketing strategy.

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Step Up Your Website’s SEO

Search Engine Optimization key words

I don’t know about you, but when I think about buying something, I like to do my research. It’s important to me to know a bit about the company I’m doing business with, and to see if their product or service is truly the best option. And with a world of information available just a click away on the internet, it’s easier than ever to find the information I’m looking for.

According to HubSpot, 81% of consumers do online research before making a purchase, especially for larger investments. And, 64% of web traffic comes from organic searches, rather than ad clicks. It’s critical that consumers are able to find your website during a web search. You can drive more traffic to your site using search engine optimization (SEO).

What is SEO?

SEO involves strategies to ensure your website will be visible in search engine results. It’s usually possible to find the information you’re looking for in the first page or two of search results. Consumers aren’t going to go through multiple pages of results if they don’t have to. Sites that appear higher up in a search are going to have the most visitors. How do companies get their sites to appear first? They’ve implemented SEO.

You can also increase SEO value with paid advertisements and by sharing content on social media. But today we’re going to talk about how you can make changes on your website to achieve a higher SEO ranking. You’ll start generating more traffic and more leads organically, without the expense of a paid search.

1) Track Web Visitors

To get the most value out of optimizing your site, you’ll want to keep track of the numbers. You can use software like Google Analytics to determine how many web users visit your website, how long they stay on the site, as well as what pages they visit the most. If you know before making any adjustments to your SEO what kind of traffic your page sees, it is easier to measure the effectiveness of your efforts, and test different words and phrases to get better results.

2) Use Title Tags

SEO title tag descriptions

The title tag appears in two places. In a search result, it’s the headline text that you see and can click on. Once you click on the link, the title tag also appears in the tab at the top of the web browser.

A title tag should be a concise and accurate description of what the webpage is about. For instance, our website’s homepage title tag is “Printing & Mailing Services, South Burlington, Vermont | Paw Print & Mail.” The title tag picks up on key words that a prospect is likely to put into the web search bar.  If someone were to search “printing services Burlington Vermont” the search platform would pick out those words from our title tag, and our website would appear higher in the search results.

When creating a title tag, you’ll want to keep it under 60 characters so that it is easy and quick to read. Also make it readable, as if you’re speaking or asking a person a question—a list of keywords won’t do. Instead of “SEO title tag keywords web search,” or something along those lines, try “How to Optimize SEO with a Title Tag – ABC Company.” Web users may be looking for information related to the terms in the first example. But it isn’t user friendly and doesn’t tell you what the web page is actually about or who created it.

Another important tip is to give each of the pages on your website a unique title tag. This increases the phrases and keywords associated with your site and the chance that your site will appear in search results.

3) Write Meta Descriptions

This is the text that appears below a title tag in a web search. It’s usually a sentence or two that gives users an idea of what they’ll find on your site, so keywords are important here too.

SEO meta description examples

While not as closely tied to a search result ranking as a title tag, the meta description allows a web user to determine if your site is relevant to what they’re searching for. It can be the factor that leads someone to click on your site, or not. Using action oriented words and phrases in the meta description will help compel a web user to go to your site and take action.

Google allows meta descriptions to be up to 320 characters long. But you may find a shorter description conveys your point more concisely. Like the title tag, meta descriptions should be different for each page on your site. A generic meta description for every page on your site decreases the relevance for web searchers, as it is not descriptive enough.

4) Add Internal Links

Internal linking means including links on each of your pages to other pages on your website. You can include them in the main navigation bar and throughout the copy. Your home page has the most SEO value of any page on your site. When your content can be easily reached through links on the homepage, it has greater value in a search result.SEO spider

Think of it like a spider crawling through your site. A web search sends out spiders to every search result. The spiders are happy when they can easily crawl to the bulk of your site’s content just by accessing the home page—like a well-designed web! The happier the spider, the more search value your site will have.

Make it easy to navigate your site, too. Clear headers in your navigation bar and a consistent layout on each page will allow visitors to quickly find the information they’re looking for. When your website is easy to navigate, spiders will like it, and so will your prospective customers.

5) External Links

These are links that go to any site or domain other than your own. Search engines place greater value on links that lead to separate sites than internal links to your own site. External links add to the authority of your site, especially when you link to a reputable source, and add to the relevancy of your content in the search engine’s eyes.

Linking to another site can also help you to develop a relationship with that site. By sharing their content, you make them aware of your webpage, and hopefully they will see you as a source to link to for the future.

External links are enhanced when you focus on the words you are using to hyperlink, the anchor text. Rather than hyperlinking the words “click here,” make your anchor text descriptive. If you’re linking to a source about increasing SEO value, your anchor text could be “top ways you can increase SEO value.” These are the kinds of keywords people will use to search for information about the topic, and it helps give a sense what the link is about.

6) Generate Fresh Content

The marketing climate today demands that companies be producing fresh content on a regular basis. In addition to supplementing your overall marketing strategy, new content can help to increase traffic to your webpage. One of the best ways to do this is by regularly publishing a blog. Writing about topics that your audience is interested in and searching for will allow you to appear in a wider range of search results, giving web users greater exposure to your brand. Blogging also builds your authority as an expert in your field or industry.

7) Include Image Descriptions

Images are a key part of a website’s content, but a web search looks for text only. “Alt” tags are a way to add SEO value to the images on your site. Including a tag for each image can help increase the search ranking of your site, especially when you write it with SEO in mind. The alt tag should be specific and include key words but, like the title tag, should be a readable/conversational phrase. Alt tags are also a critical piece of website accessibility, as they ensure visitors who can’t view the images can still understand what your content is about.

8) Test Your Loading Time

While not directly related to search results, the time it takes for your website to load can also be a factor in the level of traffic you’re seeing. 40% of people will abandon a website that takes longer than 3 seconds to load.  And the longer the site takes to load, the higher that percentage gets. Make sure that your prospects can not only find your site, but can get to it as well. Try some of these strategies to speed up loading times.

9) Create Search Friendly URLS

Create a standard system for naming your page URLS. Often when a page is generated, it will be a random mix of letters, numbers, and symbols that are not attractive to a search engine. If you sell apparel, for example, a friendly URL could be “www.apparelcompany.com/women/tshirts.” The search engine will put that site high in the search results when someone looks for women’s t-shirts.

Writing compelling web copy isn’t easy, and Paw Print & Mail is here to help! Contact us today and ask about our professional copywriting services.

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5 Steps to Writing Compelling Web Copy

Website_Copy_Paw_Print_And_Mail
Infographic vector created by Freepik

When you write something good, you feel proud. You want to share it with the world, and you hope everyone will read it.

In a business environment, compelling copy is critical, as is a well-built website. When you combine the two, you create an effective lead generation tool that will increase your company’s sales.

But how much of your copy is actually being read? According to Hinge Marketing, visitors only read an average of 28% of the words on a web page.

The good news is, this is an average, and won’t be true for every website. While some websites aren’t user-friendly, your site doesn’t have to be one of them. You can increase the percentage of words read on your site, generate more traffic, and drive more sales using these 5 tips.

1) Know your SEO

Driving traffic to your web page is the first step, and it’s an important one. In order for this to happen you’ll want to know a bit about search engine optimization (SEO).

SEO involves implementing strategies on your website so that it will appear higher up on a list of search results. It’s based on how search engines like Google use words on a web page to locate the content you’re searching for.

Some places to implement SEO are:

  • Title Tag: Text that appears in the tab when a page is open in a web browser.
  • Meta Title: This is the clickable link that appears in a search result.
  • Meta Description: Text that appears under the meta title in a web search.
  • Page headlines
  • Keywords sprinkled throughout the page

Check out this site for some helpful tips to better understand SEO.

You can also use software like Google Analytics to track the number of visitors to your site. Analytics can tell you what pages visitors are looking at, what links they are clicking on, and how long they are spending on your web page. And you can test out different title tags, headlines, etc. to see if it affects the traffic being driven to your page.

2) Concise Content Converts

Next time you’re on a webpage, consider how you’re reading it. It’s highly likely that you’re skimming the content, looking for key words and important points.

The reality is, most web users skim. They are generally not going to read dense paragraphs of text, as it is time consuming and they are eager to get at the facts.

The layout of your page is key for ensuring the content is read. Too many words and not enough spacing will give you low read and response rates.

Strong copy relies on brevity. Make your web copy concise, removing unnecessary words and breaking it up into short paragraphs. Start with a solid lead, the most compelling and interesting sentence, so that readers will want to continue down the rest of the page.

You should use headings and bullet points to make it easy for visitors to find the information they’re looking for as they’re skimming. And present key terms you know your audience is looking for in bold so they will stand out.

Also include links to other pages on your site that offer in-depth information. While you help grab a visitor’s attention with short copy, they will eventually want more information about a product or service you’re offering. Links will bring them directly to what they want to know. External links are also helpful, as they can bring credibility to your claims.

3) Speak to the “Experience”

Copywriting is all about selling an experience, and that’s critical to your web copy, too. You may be tempted to write copy that focuses on the intricacies of your company and its products/services, because it’s what you’re dealing with every day. However, your website should have an outward focus rather than an inward focus.

Why? Web users take between 10 and 20 seconds to decide whether or not to stay on a webpage. That means you have to communicate value to them fast. Your prospect is searching for an answer to the question, “how will this site help me?” If they’re not finding answers right away, they’re going to look to another website, and another company, to solve their problem.

Make your copy about the prospect and the experience they are going to get from your product or service. Simply listing the features offered is not going to keep the reader’s attention in the same way as showing the value the product offers, how it will give the prospect what they want.

This is a great place to include a link to a separate page with more details about the features and benefits of the product. Once you’ve emotionally hooked the reader with your initial copy, they’ll be looking for more information to rationalize why your product is a good buy.

4) Know Your Audience

Any copy you write needs to be understood by your audience. Your website is no exception. When you know your prospects and can visualize who will be visiting your website, you can write web content with that demographic in mind. What words are they using? What ideas/concepts are important to them? And why are they searching for your product or service?

Most businesses use internal, industry-specific language to refer to their products and processes on a regular basis. It may be easy for you to talk and write about your company this way. But technical terms mean little to your audience. Think about the search terms your prospects will use to find your page.  Incorporate that kind of language into your copy, rather than writing jargon-filled sentences that are likely to confuse and lose visitors.

You also connect with your audience better when you write like you talk. While keywords are an essential piece of driving traffic to your site, overusing them or using them in a manner that reads awkwardly will make prospects stop reading.

5) Always Include a Call to Action

Call_To_Action_Paw_Print_And_Mail
Business vector created by Freepik

While some of your web pages, like blog posts or an About Us section, are meant to inform, your website’s main function is to generate leads and sales. Every page that includes a product or service you are selling should include a call to action (CTA). You don’t want your prospects to read your web page passively. Instead, you want copy that intrigues them and language that compels them to take action and make a purchase.

You should also make it easy for the prospect to take the desired action. Create a button in a contrasting color with text like “Order Now” or “Learn More.” You can make the CTA more compelling by adding value—try “Order Now to save 20%” or “Get Your Sample in 24 Hours.” A CTA becomes stronger when your webpage includes testimonials and reviews, guarantees, and/or generates a sense of urgency (buy now or miss out!)

Well-written copy is essential for your website, but it’s challenging to find the time to give writing the attention it deserves. Paw Print & Mail offers professional copywriting services, so contact us when you’re ready to give your writing a boost.

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