How on-brand copywriting can drive conversions

It often goes unacknowledged that an integral part of website seo  – whether for your own business or your clients’ – is on-brand copywriting. As consumers become more interested in the personalised experience and in putting a face to the business in which they’re investing, the creation of content that is SEO-friendly and also engages your audience is key to driving conversions.

The myth about SEO copywriting

Before we tackle the means by which copy can improve conversions, let’s dispel a common myth about SEO copywriting. Although it is SEO-friendly, SEO copywriting is about much more than writing for Google or weaving in the requisite keywords and walking away. Keyword density within copy doesn’t hold the weight it used to ten, or even five, years ago. On-brand SEO copywriting is about generating accurate, high-quality content that provides answers to questions and speaks to our audience in a way that’s consistent with your brand. So how is it done?

Determining brand messaging

Determining brand messaging is naturally a key part of creating on-brand content. Copy – for SEO marketing or otherwise – cannot be on-brand if it has no brand guidelines to follow. The first step is to answer a number of questions that will help to define your tone of voice, USPs and message.

Ask yourself what makes your product or service unique. It’s not enough to say, “We’re a family-run business” – countless others are. Think about what is special about your offering and why consumers should choose you over the competition. Next, map what your customers look like and as what problems they may need to solve or what questions they need answering. In relation to this, think about the kind of language that’s appropriate to them.

Optimised, persuasive web copy

Answering the above questions enables a copywriter to formulate copy that appeals to your audience, persuades them and informs them. On-brand copy for your web pages adopts a tone of voice your consumers can engage with and relates what the benefits of your offering is to them. It leaves out jargon, answers key questions and ultimately gives customers at least one good reason to choose your business over a rival company.

Descriptive headings, bullet points and tables give a scannable quality to the content. Users will rarely read through a whole page unless it’s a blog post, so enabling them to pick out the key elements that are relevant to them is essential.

Finally, there should be a call to action at the end of the copy, enabling consumers who get that far to get it touch. If possible, hyperlink email addresses or enquiry forms to make things quick and simple.

Consistency

As with all SEO services, SEO copywriting should be consistent throughout the website, whether it’s on a product page, home page or blog post. Ideally, it should also reflect your brand through other channels such as social media too. In this way, it remains on-brand and familiar to your customers during their journey from research to conversion.

If you need help to improve your conversion rate or content, find out more about our SEO services today.