It’s hard to remember when a business plan didn’t include the online market. Today, very few businesses don’t also offer their services or products online. Business giants and small operations alike have grown to adapt to online trade – and in general, all are more successful for it!
Small- and medium-sized businesses also benefit from having an online shop as a second sales point. Creating an online shopfront can be a lengthy and stressful process, however. Maintaining updated stock informations, keeping back-end IT management up-to-date, these things take time and energy. And on top of that, there's website copy as well!
Product images and videos are invaluable, but the written word is a key pillar of a successful online shop. Welcomes, product descriptions, FAQs, and bios, all of these help website visitors get a feel for your business while building rapport and relationships. Website copy should be specific and informative to convey competence, but a friendly, warm tone is what will help convince a new visitor to trust you enough to order from you.
Too much jargon can alienate, and being too specific seem exclusive. Better to find that fine line between specific and general, giving the customer the leeway they need to see how your products or services fit with their needs.
Put yourself in the shopper’s shoes. You’re in the market for a new hammer. Which one sounds better:
"A new style of hammer, its head made of multi-hardened steel, its handle made of ultra-modern carbon-fibre reinforced plastic, held together using a combination of clamps and composite adhesive."
Or:
"Simply a hammer, built for durability and strength, comes with a life-long guarantee."
Which do you choose? Keep in mind, for those clients who are excited about the details, you always have the option to include more information in the small print.
When it comes to online sales, it's vital that things are worded right. But many find this to be the most difficult part! And, when you’re a small business, resources like time and energy are limited. That's when it's time to bring in an outside expert, someone with the ability to adapt their words to appeal to your target audience, someone who knows how to phrase things just right.
This isn’t the moment to scrimp – the cheapest offer may also provide the worst results. Money saved, in this case, could risk losing you several times as much in lower sales later on, while budgeting bit more at the start can pay off in dividends further along the line.
A serious copywriting agency caters to every client individually, working closely with them to ensure their needs are met. Plus, an established organization also has extensive experience and expertise. This professionalism may come at a price, but will surely be worth the costs as your investment pays off in successful sales.
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