Your website has a lot of responsibility to reach out to your audience, engage and offer them value, and then convert them into happy customers, or even better, advocates.
It is also the only digital asset that you truly own and have full control over, which means that it plays a significant role in your business’ online success.
Does your business website tick all those boxes? It should.
According to recent findings by Australia Post and StarTrack which were looking at the eCommerce trends in evolving customer behaviour:
- Online shopping is growing 6 times faster than traditional retail
- Online shoppers are purchasing 28% more often
- 2017 has shown sustained online growth in online customer numbers and purchases
But it’s not just purchasing- the vast majority of people in Western Countries such as Australia, the UK and America have access to the internet, and are both active and proficient online, looking for solutions to there problems. In other words, they’re using search engines to research and hunt down the answers that interest them at the time.
Don’t misunderstand that last sentence: they aren’t so much looking for your business – they are looking for a solution to their needs.
This is a big misconception that many businesses make. They think that the customer is going online to look for their brand specifically, but that’s NOT the case. Really, they’re looking for a gift idea, how to solve an issue, or how to fulfil something they want.
What role does your website play in this?
The ultimate goal of today’s businesses that will lead to guaranteed success is to make your website relevant to your audience. If you get onto their radar as ‘useful’, then you’ve won.
You see, people are looking on the Internet for things that interest them, and sometimes that happens to be your website.
Let’s state this again to really drive home what this means: the best thing your business can do is to make your website what your customers are actually looking for.
If your website is a part of what your audience is interested in, rather than distracting them, your business will see success.
So what does your business need to do about your website to see this success?
First things first:
It’s essential to have a website for your business today; one that is well designed, well written and mobile compatible. MUST. Not a Facebook business page, or a LinkedIn business page- a genuine website that you build and control.
Your website is the only digital asset that you truly own, which means that it needs to be working hard for you. While your social media pages are great for amplification, you are ‘leasing’ that space from companies like Facebook, which put heavy rules and restrictions on the way you can use it.
In the online world, your website the only platform truly waving your flag for your business, raising brand awareness and converting visitors into leads, on your terms.
For it to perform this role successfully for you, it must:
- have professionally written copy
- be strategically designed to be accessible and engaging for your audience
- offer a fantastic User Experience (UX)
- be Search Engine Optimised (SEO), and
- guide customers through conversion channels correctly.
Does your website do these things? If not, your online presence is severely crippled and it could be costing you more than you realise.
It’s no surprise (or shouldn’t be).
Quality copywriting acts like a magnet to attract both search engines and your customers.
If people are looking online for solutions to their problems:
- Firstly, you need them to find your website, and
- Secondly, when they visit, your site offers them everything they need to convert.
This is done with well-written content by a professional copywriter with a thorough understanding of Marketing. They can help you carefully cater your website directly to the audience persona you are trying to reach, so that they find your website, remain there (i.e.: low bounce rate) and then filter through all of your conversion channels correctly set up to lead to a sale (for example, landing pages, sign-up forms or contact us links).
Remember- it’s not just the words themselves- it’s also how it’s arranged and formatted too. The site architecture has to be producing the best SEO and UX, in order to offer value and cut through the online noise so your audiences hone in to your business.
How Can Melotti Media Help You With Your Website?
At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So focus on what really matters, while we take care of all of your copywriting and marketing needs.
If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at chris@melottimedia.com.au. Or leave a comment, below.
I can sharpen your words to achieve your goals, today!
Christopher Melotti
Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
TheCopywritingBlog.com.au
