Web Copy

Customers are your best guide for creating better web content!

Presenting your products effectively online means your customers are more likely to purchase, come back and then recommend you to others. And that starts with creating useful written content.

But what is useful information for your customers? This all depends on the problems you are helping them to solve. Try gathering any recent customer enquiries via email or telephone as these will help you to identify any gaps. If you’re just starting out, then think about what your ideal customers would want to know before buying.

The customer purchasing process for business to consumer (B2C) usually looks like this:

  1. Problem or need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Purchase decision
  5. Post-purchase behaviour

See the Content Marketing Funnel infographic opposite - This recommends what you need to do content-wise in tandem with how your customers move through their buying journey.

Using this structure will help you to focus on what needs to be written on your webpages to address each of these stages. The customer journey basically influences how information is presented and interlinked throughout the site. It also helps you to plan other content such as your company blog, printed marketing material, online and offline advertising and social media activity.

What I offer

I can write website content to support the various stages of the sales cycle to work with your sales funnel. These fall broadly into two main areas:

Product Information & Advice

  • Product Descriptions – bullet points, short descriptions, longer explanations.
  • FAQs – create copy which uses your database of questions to provide straightforward answers to questions with hyperlinks to appropriate pages.
  • Case Studies – write these using real customer experiences.
  • Tips and Tricks – "How-to" guides e.g. installation, better use of product, lively and fun information.

All of the above can be complemented by your Blog and Social Media.

Operational Information

  • Ordering & Delivery
  • Help pages - sizings, measuring-up
  • Customer service - can include FAQs to do with ordering, payment, bespoke requests,etc
  • Terms & Conditions – including returns information and the 'legal bits'.

I can work to your company style, because I understand that this type of consistency is important in gaining trust from your customers. Also, the choice of vocabulary and tone should be appropriate for your audience and will affect your ability to sell. My aim is to work with you to publish web content that converts and helps to build your brand.

 
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