As a small business owner, you know how important it is to have a strong online presence. It’s not just about having a website – it’s about creating a digital footprint that sets you apart from the competition. And when it comes to creating content that resonates with your target audience, there’s no one better than a skilled copywriter.
A great copywriter can help you craft compelling messages that showcase your brand’s unique value proposition. They can create content that’s optimized for search engines and social media, making it easier for potential customers to find you online. Whether you’re looking to revamp your website, launch a new product, or simply improve your overall digital strategy, a small business copywriter can help you achieve your goals.
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Today, we’ll explore how a small business copywriter can boost your online presence and help take your business to the next level (in a sustainable way – of course!). If you want to HIRE a small business copywriter, learn more about working with us here.
The Importance of Copywriting for Small Businesses
Copywriting is both the art and science of creating written content that persuades people to take action. In the context of small businesses, copywriting is critical for attracting and retaining customers. Your website, social media profiles, and email campaigns are all opportunities to communicate your brand’s message to potential customers. Without engaging copy, your online presence will fall flat. I’m sure you’ve experienced that before!
Copywriting is especially important for small businesses that are looking to scale. When you’re competing against larger, more established brands, you need to find ways to stand out. Great personality-focused copywriting can help you do that. It can help you tell your brand’s story in a way that resonates with your target audience and it can help you highlight what makes your business unique. Ultimately, it can help you build trust with potential customers (so that your “views” can convert into sales). Trust me – I see this all the time as a small business copywriter and in my own business!
How Copywriting Can Boost Online Presence
Copywriting can do wonders for your online presence beyond having a website that “sounds good”. Here are just a few ways a small business copywriter can help you:
1. Improve Your Website’s SEO
Search engine optimization (SEO) is all about making your website more visible to search engines like Google. By optimizing your website’s content for relevant keywords and phrases, you can improve your search engine rankings and attract more organic traffic. A great copywriter knows how to write content that’s both engaging and SEO-friendly. They can help you identify the right keywords to target and create content that incorporates them in a natural, organic way.
Hey – just a little reminder that this is our SPECIALTY. Learn more about hiring us here.
2. Create Engaging Social Media Content
If you are like most of my clients, you’ll relate to this. When you think of hiring a small business copywriter, you likely aren’t thinking about Instagram, right? But to be effective on social media, you need to create content that’s engaging, informative, and shareable. A skilled copywriter can help you do that (or at the very least – write website copy that makes it EASY for you to repurpose for the gram). A good copywriter will show you how to showcase your brand’s personality and voice, and that will help you encourage your followers to engage with and share your content.
3. Build Trust with Your Customers
Trust is critical for small businesses. When potential customers are deciding whether or not to do business with you, they want to know that they can trust you. There are so many business coaches and online courses promising THE WORLD these days. Great copywriting can help you build that trust. By creating content that’s informative, helpful, and transparent, you can show your customers that you’re a business that cares about their needs and wants to help them succeed.
Copywriting Trends for Small Businesses
Copywriting is constantly evolving, and it’s important to stay up-to-date on the latest trends and best practices. Below are a few copywriting trends that I’m seeing in 2023 that are particularly relevant for small businesses. And by the way – while they might seem “obvious”, most of the businesses I follow aren’t using them enough on their websites YET!
Personalization is all about creating content that speaks directly to your audience’s needs and interests. As much as we love just following our intuition, the truth is that by using data and analytics to understand your audience better, you can create content that’s more relevant and engaging. Personalization can take many forms, from addressing your audience by name to creating content that’s tailored to their specific interests and preferences. Tech is getting better at helping us do this!
Storytelling is a powerful tool for small businesses. By telling your brand’s story in a way that’s engaging and relatable, you can build a deeper connection with your audience. Storytelling can take many forms, from sharing customer success stories to highlighting your brand’s unique history and values.
Here are a few stories you should have for your brand:
1) The Origin Story – Every business should have a narrative about how it got started and how it was able to become successful. Knowing where you came from and how far you’ve come can be incredibly inspiring for customers and employees alike.
2) The Why Story – What inspired you to start this business? Was there a specific problem you wanted to solve or an impact you wanted to make? Sharing your vision can provide people with valuable insight into why they should support your company.
3) The Impact Story – Showcase how your product or service has made an impact in the lives of customers, partners, or the world at large. These stories help give potential customers something tangible to connect with when considering buying from your company.
4) The Future Story – Explain what lies ahead for the company and how customers can be part of its growth journey. This will help keep people interested in what comes next and also set expectations about what could potentially come down the line for those who decide to join in now.
By having all of these stories, businesses can ensure that their customers not only understand their product or service but also why they decided to create it in the first place—which can be hugely beneficial in terms of customer loyalty and engagement!
3. Less is More
There is a lot of pressure to write LESS as a small business copywriter. While I always want to hit a certain word count for SEO, the truth is that copywriters are creating shorter, snappier messaging that gets straight to the point and is more memorable for readers. It’s more important than ever to write clear and impactful messages, often in as few words as possible.
Crafting Compelling Copy – Tips and Tricks
Crafting great copy takes time and practice, but there are a few tips and tricks that can help you get started before you are ready to hire a small business copywriter:
1. Understand Your Audience
To create copy that resonates with your audience, you need to understand who they are and what they care about. Take the time to research your target audience and identify their pain points, desires, and values. Use that information to create content that speaks directly to their needs and interests. Don’t skip the research because you feel like you know their favorite TV show or coffee order. This isn’t supposed to be an “intuitive” process. I always get resistance on this!
2. Focus on Benefits, Not JUST Features
When creating copy, it’s important to focus on the benefits your product or service provides rather than just its features. You’ve likely heard this before – so let’s go deeper and explain this further.
Features are the tangible characteristics of a product or service, such as size, weight, color, quantity, etc. Benefits, on the other hand, are more subjective and focus on how those features can improve someone’s life. For example, if you are selling a new type of computer, the feature could be that it is “ultra-lightweight” while the benefit could be that it is “easy to take with you wherever you go.”
Focusing on benefits rather than features is important because it lets you connect with customers more effectively. While features may appeal to some people on an intellectual level (such as tech enthusiasts or our logistical buyer types), benefits speak directly to their emotions and make them feel like they’re getting something valuable out of your product or service.
Often as women, we look for something to resonate with us emotionally first, and then we look for the features to justify our decision to buy (so despite what’s trendy to say – you DO actually need to list the features).
3. Use Clear, Simple Language
Great copy is the cornerstone of effective communication. When crafting copy for any purpose, whether it be an advertisement, marketing material, or even an email, it is important to remember that we all have a limited attention span, and if something is difficult to decipher, our brains will quickly move on to something else. When writing, you will want to avoid using complex language or industry jargon that will likely confuse or alienate your audience. Instead, use clear, simple language that effectively communicates your message in a way that resonates with your target audience.
Want an easy way to do this? If you have Jasper (my favorite AI writing tool), you can use the template “explain it to a child” which will rewrite your text in a way that’s easier to read and understand. The ROI potential on THIS ALONE is huge. The confused mind does NOT buy.
Copywriting Mistakes to Avoid
Even the best copywriters make mistakes from time to time. Here are a few common copywriting mistakes to avoid:
1. Focusing Too Much on SEO
I’ve been guilty of this myself from time to time! While SEO is important, it’s not the only thing that matters. Don’t sacrifice the quality of your content for the sake of keyword optimization. Remember, your ultimate goal is to create content that resonates with your audience and builds trust with potential customers.
2. Being Too Salesy
Nobody likes a hard sell. Avoid using pushy language or making unrealistic promises. Instead, focus on creating content that’s informative, helpful, and authentic.
3. Neglecting Your Brand’s Voice
Your brand’s voice is what sets you apart from the competition. Make sure your copy reflects your brand’s personality and values. Whether you’re aiming for a professional, authoritative tone or a more casual, conversational voice, make sure your copy is consistent with your brand’s overall identity.
Growing Your Online Presence in 2023
As you can see, great copywriting can do wonders for your small business’s online presence. By creating content that’s engaging, informative, and SEO-friendly, you can attract more organic traffic, build trust with potential customers, and establish your brand as a leader in your industry. If you’re ready to take the first step towards improving your online presence, consider hiring a small business copywriter. We would love to be considered! You can learn more about working with us here, OR head here to set up a call!