Creative Web
Creative content plays a central role in convincing visitors to take those actions you want them to take. In fact, the whole point of your website is in encouraging customers to do exactly this.
Your copy must be appropriate for your audience and also for the medium (search, email, blog, PPC, etc) it is being used with.
Quality content is now the main requirement of the search engines - not just relevant copy and tying your content in with social media networking such as Google+1, is more important than ever.
When selling online, your ability to persuade visitors determines not just how many potential customers enter your sales funnel but how many convert into sales.
Like all good marketing, the better you understand what motivates your audience, the more effective your actions will be.
This can mean defining the demographics of your target market; profiling your customers thinking styles and behaviours to grab their attention; writing copy that resonates with what they are seeking.
The clearer you make your value proposition (your message), the more persuasive it will be but it has to run convincingly across every page of your website to guide them to take an action.
Good content can help prevent the visitor immediatley hitting the back button and conveying your worth has to be communicated within milliseconds.
When prospects first come into contact with your website page they will want to see instantly what you have to offer.
However,they will often just skim the page for relevance before deciding to stay or leave which means your copy must contain attention catching keywords and headlines because it is the headlines that people remember.
Any barriers you put up, mispellings, broken links, irrelevant content, create anxiety and friction to further action in the visitors mind, generally mleading to a log out.
The look of the web page is step one but it is the content, what you say, that nails their interest.
Any page on your website can become a landing page, depending on where your visitors have journeyed from, so each page should be persuasive and optimised to move the visitor towards the call of action you want taken.
Different mediums require different writing styles. For example, your website content is about convincing visitors as to your relevancy to them and guiding them to a desired call to action.
They are all critical to your marketing mix but serve different purposes and are therefore written differently, in different styles, to different audience platforms.
Knowing your audience and what they want to read is central to great copywriting.
At Xanthos we can create great copy that chimes with the audience you wish to connect with.