In a crowded, competitive market, it’s not what you say that counts but rather the way you say it. If you don’t really have anything unique to say about your product or service then make sure you sell it in a way that’s unique and engaging. The content should be easy to read, clear and informative and provide your customers with useful information that will help them to make an informed decision.
Remember, the copy on your site plays the role of sales advisor so you need to make sure you use words and phrases that sell. It should be punchy and exciting, highlighting the key benefits of your product or service.
Don’t be afraid to inject some personality in the copy
– this will help you stand out from the next website selling a similar range of products and helps the customer engage with your site and feel positive about it. Nobody likes a cold, unwelcoming atmosphere in a high street store. The same goes for your website.
In order to help with your Google rankings, you’ll need to make sure your copy is unique, so avoid just copying and pasting product information from the manufacturers. You’ll also need to make sure you are using the right keywords. For example, if you sell a range of camping equipment then your keywords will include things like ‘camping equipment’ ‘camping gear’, ‘camping essentials’ as well as individual products like ‘sleeping bag’, ‘four-man tent’ etc. Adding customer reviews and feedback will also help you add unique user-generated content which Google likes.
And finally, don’t forget to use spell-check! It might not seem hugely important but spelling mistakes and poor grammar look unprofessional and don’t make a good first impression. Get someone to proof read your copy before you publish it on the site.