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From the time the type hits the electronic paper, your headline calls to action what is going to come on your landing pages. Compelling copy is necessary across all platforms that your company engages in to convey a brand personality that connects with your target audience and brings out the personality of your company.
People prefer companies that have personality, culture, and have a human voice in their writing that is consistent across every page they go to. Regardless of whether your business is business-to-consumer (B2C) or business-to-business (B2B), developing and maintaining a consistent brand voice across all facets of your digital marketing strategy is essential to building long lasting relationships that will maximize customer lifetime value.
It's not enough to just assume or guess about your general demographic and hope that your sales pitch will convert them into paying customers. You need to perform proper research into your niche audience. A persona needs to be created and tested against all pages that have content. By connecting to each of these personas, you can specifically address their expectations. With an effective copywriting strategy, you will speed up the conversion process.
The wording and style of a newspaper should not be identical to that of a website or social media post. When a potential customer comes to your website, each one is at a different phase in the conversion funnel process. When they come to your website they will want to interact with your brand differently. Copy across your digital presence must retain a common theme and a consistent voice while also exhibiting versatility to take advantage of each unique digital platform and each level in the process the customer is at.
Organic traffic from search engines is still the most effective and cost effective way to generate leads for your business. Writing with SEO and highly ranked industry keywords in mind will leapfrog you over your competitors but should not confuse those that don't necessarily know all the terminology. Your website should help every person in the conversion process and that will get your website ranking appropriately for what you want. By producing valuable content that will garner links from websites with high domain authorities, your website should see an increase in traffic volume and more qualified leads.
The last place businesses want to lose potential customers is at a user's point of entry into their business's conversion funnel. The landing page should not be thought of as just the homepage of your website. Someone coming to your business can reach into it from any page. The homepage is the most common landing page but all your pages are truly landing pages. To get users to convert, pages must have a descriptive, a clear page title, explain why the product or service is better than the competition, answer all the questions they currently have, and have a persuasive call-to-action. Landing page copy can be the determining factor between a successful conversion and a lost potential sale.