If your website content sounds dull and you subconsciously patronise your readership with a distant, sales-driven tone, and thus fail to really connect with your target audience, any potential customers are likely to give up and go elsewhere to find a company who actually empathises with their problem and have a genuine solution for it.
When web copy is written to be semi-formal and conversational, however, and actually provides a basis on which trust and empathy can be based between customer and company, you can connect with your audience on a much more personal level – even before you mention your products.
An effective way of gaining customer interest and trust is by providing evidence that your services or products can answer the needs of your audience, rather than just making promises. Anyone can say that their products are amazing and list the reasons why, but readers aren’t likely to care unless they can see as well as hear about how great your services are without committing to a purchase.
By simply incorporating a Testimonials page that displays authentic success stories from your customers, you can effectively demonstrate to potential clients that customer satisfaction is a top priority of your company, and that your services or products genuinely get results.
It can also be constructive to optimise other forms of content on your website, such as video content. However, if you are already using video content such as blogs to communicate with your audience, you may actually be missing the mark completely without even realising it.
Think about it: if you watch a video blog on a website in which the CEO or Managing Director are addressing the audience, rather than lower level employees, you are more likely to think that this is a company who are actively involved with the needs of their customers at all levels. Simply switching the presenter of your video blogs can have a direct impact on how long a user is likely to stay with your site, rather than visit another one.
Unfortunately, even if your videos and content are optimised to promote an understanding of consumer needs, this means nothing if you don’t strategically offer your readership the opportunity to contact you or sign up to receive emails before they decide to conduct business with you.
By providing an easy-to-use sign-up form along with some engaging, empathetic web copy, you are giving potential customers the opportunity to invest in finding out more about your services upon impulse. By initially attracting your target audience in this way, you are making the process of luring customers into your business much easier, and are more likely to generate long-standing loyalty in your brand.
For more information about how web copy can benefit your SEO campaign, contact SEO Consult today.
