As a small business or freelancer, it’s probably fallen to you to produce the copy for your website and marketing content (along with everything else you have to manage) but how do you know your copywriting is working?
Being faced with a blank screen is tough and so it’s unsurprising that most people don’t ever want to revisit that content once they’ve finished it. Getting that first draft of copy uploaded is the biggest hurdle (feel free to give yourself a pat on the back) but it doesn’t stop there, I’m afraid. You now need to make sure that copy is doing what you need it to.
Ten Ways to Find Out if Your Copywriting is Effective
There are many factors that can affect your visibility online such as heavy competition, a poorly designed website, or a lack of content – but strengthening your copy is a good place to start as this is often the easiest and quickest to change, update or rewrite.
If you’re unsure whether your words are at fault for your diminishing revenue, the following 10 questions will give you a good indication. If you answer ‘No’ to any of these questions, your content probably needs work:
Is your website ranking well in Google (on page 1 or 2)?
Don’t just search for your company name. You need to search for words related to your service/product and location to see if your website, blog or advert is appearing.
Are you attracting a good number of visitors to your website?
This may not be case of bad writing but it could be a result of not enough content, irrelevant or unpopular content, or poor optimisation.
Are your website visitors staying on your site and reading your content?
You’ll need to look at your Google analytics to find the answer to this one and it is recommended you do. Don’t rely on assumptions. If visitors are finding your website but exiting straight away, you’ll need to revisit your web copy and any content, links or adverts that are pointing people to your website. It may be that visitors are expecting something else from your website than you’re giving them so look at how clear your message is.
Are you generating a healthy number of enquiries or sales via your website?
You may be getting enough visitors but your content isn’t encouraging those people to buy or contact you. Analytics will show you where the drop-offs are and which pages need strengthening.
Are you receiving a steady flow of enquiries or introductions via LinkedIn?
If you’re a freelancer, LinkedIn (and other freelancer sites) can be a major source of new business. If you aren’t receiving emails or you’re receiving the wrong type of introduction, you’ll need to refine your copy and strengthen your profile. Don’t be afraid to reveal your personality. Be confident, show your specialisms and tell people how you can help them.
Are recipients responding to your emails or clicking on your newsletters?
If you find that your emails are often unopened, misunderstood or not read properly, you’ll need to revise the way you write. Instead of becoming frustrated at your recipients, put yourself in their shoes. Be succinct and clear, and use descriptive or attention grabbing subject lines.
Are you increasing your followers and friends on Facebook and Twitter?
Social media marketing requires an ongoing effort and there are many ways to build your audience but as a starter, make sure that your updates read well. Typos and poor grammar or punctuation, even in those few characters, can put potential followers off.
Do people read your brochures, flyers and leaflets or do you find you’re repeatedly answering the same questions?
Sometimes you’re just too close to your business to write about it. What you think people want to read may not be the case (Hint: they don’t just want to hear about how great you think you are). Keep a note of the questions you get frequently asked – this will give you a good place to start. Think about your story and how your service, product, experience or knowledge benefits the people you’re targeting.
Do you struggle to sell your business or explain what you do in a way that sets you apart from your competitors?
If you find yourself stuttering and floundering when asked to write or explain what you do, you need to strengthen your positioning statement. If you aren’t clear and confident about your business, no one else will be either.
Are you only able to win new business by dropping your price or offering discounts?
Don’t do yourself that disservice and don’t kid yourself that buying on price is just how your industry works. People will buy on price if they have nothing else to influence their decision. No one really wants to buy the cheapest – they want the greatest value. Good marketing copy can show a prospect why they should pay what you’re truly worth.
Good copy can transform your business and it pays to get it right. Find a good copywriter here.
Want to become better at writing for your business? Take a look at these copywriting courses in Buckinghamshire, just outside London.
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