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When you work in an industry like online marketing, no two work days are ever truly alike. With that being said, there are some very consistent components to most of my days at Blue Corona. For example, at least one person will make fun of the way I pronounce something. My Pittsburgh accent is a source of never-ending amusement for my coworkers, so I think it’s safe to say my job is prolly secure n’at.
And then there’s usually a situation where myself or another member of Blue Corona’s copywriting team is required to do math—which inevitably leaves us scratching our heads and/or scrambling to find the calculator app on our iPhones.
It’s almost entertaining how bad Blue Corona’s copywriting team is at math. My fellow word nerd Michelle and I even considered making a YouTube channel called “Copywriters Trying to Do Math.”
Realistically, a copywriter with above-average math skills is like a hotel with a gym—convenient, but something that most people don’t care about. When it comes to skills you want a copywriter to have, I think we can agree that writing skills trump math skills. Just like when it comes to amenities you want your hotel to have, I think we can agree that clean (bed-bug free) sheets trump access to a gym.
How Is Any of This Relevant, Miss Bond?
It’s relevant, Mister Reader, because writing is, in fact, a skill—a skill that not everyone has. I don’t need to tell you that. After all, a quick glance through your email inbox could tell you that.
But when it comes to marketing your business online, my guess is you underestimate the value of good writing. So if you’re trying to save a few bucks by having your secretary write the content on your website or by outsourcing it to another country, here are a few reasons to rethink that:
Google Needs Text to Rank Websites
If you’re trying to get your business ranked and found in search engine results, you’re going to need a lot of online text. Sure, pictures and videos are important too, but our research shows that the best ranking websites in some of the predominant industries we service have an average of 1000 or more words of content per page.
When done right, more pages generate more rankings, which will ultimately lead to more traffic, more leads, and more sales for your business.
Google Wants to Connect its Users to High Quality Information
Once people realized that writing a lot of website content for commonly searched keywords and phrases could increase their visibility online, a content marketing revolution was spurred—giving birth to an online world of poorly written blog posts, landing pages, ebooks, and more.
It didn’t take long for Google to take notice. In order to provide the best experience for its users, Google is forever at work, tweaking its algorithm to connect searchers with the most relevant and authoritative version of the information they are looking for.
These days, plenty of websites get booted off the first page of search results for partaking in the following schemes to get their site to rank:
- Keyword stuffing – Repeating the same words or phrases so often that it sounds unnatural.
- Thin content – According to Search Engine Watch, thin content is “non-original content found in your website. It can be something like product descriptions that are taken from a feed that can be found on many other sites, or can simply be a page that has a little content on it other than things like the navigation…”
- Scraped content – Scraped content simply refers to content that is taken from another website or source.
- Duplicate content – According to Google, content is considered duplicate when “substantive blocks of content within or across domains either completely match other content or are appreciably similar.”
Website Content Is About More than Just Getting Ranked
Even if you manage to trick the search engines to ranking your website with a bunch of low quality content, will it be enough to get your website visitors to convert into customers?
My coworker Steven said it well:
“Good content doesn’t just put your website high in the SERPs. It converts your visitors into leads. It attracts outside links. It creates social media sharing. And above all, it lasts… You might see a website as an ancillary element of your company, more akin to a direct-mail brochure than a virtual store front. But for many customers, your website is literally the only representation of your company that they’ll ever see.”
So you have to ask yourself—is the copy on your website that a copywriting service in another country produced something you’d be proud to show those prospects?
A Website Full of Informative Web Content Acts as a Virtual Sales Rep
No matter what industry you are in—HVAC, plumbing, remodeling, b2b software, or landscaping—or what customers you serve, those customers have problems and they are looking for answers for those problems—quickly. So I’m sure you can imagine where they go for their answers.
Here is where your opportunity lies. Think of one question that your prospective clients frequently ask you. At Blue Corona, one question we get all the time is “What does an SEO company actually do?” Now think about the content on your website. Do you have a section of your website that answers that question? (We do! Here she is!)
And now for my favorite innuendo ever: that’s just the tip.
There are thousands (if not more) questions that your potential clients have about your products and services that you should answer on your website. And when they finally do pick up the phone to call you, you might even find that you don’t have to do much selling at all. Your website has done a great job of warming up that prospect for you already.
Data Driven Copywriting
When it comes to getting more leads and sales from the Web, it doesn’t matter if you’ve got Mark Twain doing your copywriting for you if his writing doesn’t help convert your website visitors into customers.
The great thing about online marketing is that everything can and should be tracked. It’s easy to tell which pages of your website are performing well and which ones are duds. So while Blue Corona’s team of copywriters might not win a math competition anytime soon, we can definitely navigate our way around Google Analytics (and have the certifications to prove it).
Want to test out new copy on your website? Hire Blue Corona’s copywriters. We’ve got plenty of experience getting our clients ranked in search engine results and as well as getting them more leads and sales from the Web.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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