Let’s dig into the details of building an engaged audience with great content. It boils down to writing honest, compelling copy, selecting the right images and icons, and A/B testing to make sure your content aligns with your audience’s preferences.
How to Write Compelling Copy
Publishing great copy fosters engagement and loyalty. It’ll help your business attract the right customers...and it might even be off-putting to those who are a bad fit. (Note: this is a good thing, since it means you’re not wasting one another’s time!) Great copy will help amplify and elevate everything else you’re doing to build a thriving business.
First, you’ll need to get to know your audience. Maybe you’ve done this already, (and if so, bravo! So many people overlook this critical step.) If not, try carving out time to connect with customers and audience members in whatever way you can, whether it’s in person, on the phone, during sales calls, through your support channel, or on Facebook. Get to know their needs, priorities, and how they perceive your brand.
Next, think about the tone you want to use with them and the experience you want to provide. For example, are you an expert in HR benefits like Compt? If so, you’d probably want to adopt a tone that’s authoritative but friendly. You might decide that you want to create an experience that’s educational and business-oriented but not overly formal.
Write down the tone and experience you want to create, and review this whenever you launch a new landing page or edit a section of your site. As you A/B test different approaches, make sure you document the outcomes of these tests. This will help you refine your site content over time, so that it’s increasingly aligned with your audience’s characteristics and priorities.