For a content writer, web copywriting is like cooking for a great chef. A chef has the skills and knowledge to handle the ingredients, bring them to life and create a perfectly balanced recipe. The recipe for Web copywriting requires a combination of careful reflection, thoughtful word selection and specialized techniques. Here are the winning ingredients used by our team to write successfully.
Establish specific web content objectives
If a chef’s sole purpose was to feed his clientele, all he would have to do is put together the essential nutrients of the human body in a simple, dull beige dish. Instead, the chef wants to give his customers a sensory experience with ingredients, flavors, textures and colors. In writing, far beyond the obvious objective of selling a product or a service, we want, for example, to entertain, educate and raise awareness through our web copy. Whether they are technical or qualitative, these objectives will provide guidelines and consistency in the writing process. Let’s take the example of an art gallery who wishes to promote its artists, products and services.
| Examples of technical objectives | Examples of qualitative objectives |
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Who is the target audience?
Identifying the target audience of a brand or project is critical for good web copy. To do this, we create personas, those fictional customers that help us personify our target audience. For example, our art gallery targeted two personas :
| Nathalie, 42 years old | Michelle, 65 years old |
| Senior official Determined Passionate about opera and contemporary art | Young retiree and member of several boards Globe-trotter Organizer of a circle of amateur painters |
As part of their strategy, the gallery owners decide to write an article on the right attitude to adopt in order to open up to new forms of art. Through the identification of these targets, they can easily see that the topic will interest Nathalie more than Michelle, who is already rather curious by nature and who is primarily interested in art through her own practice. The writing of the article will be relevant and targeted.
Targeting the right communication channels
Web copywriting must be adapted to each communication channel. Which elements influence a chef in his or her decision to opt for a home catering service, a ready-to-eat counter, or a restaurant? It all depends, in part, on its target audience. The ready-to-eat counter will undoubtedly attract more young families in a hurry than a retired couple. A home catering service will target foodies more than gastronomy novices. Also, we will not use the same writing techniques for a post on social media than for a Web page that describes the history of a company, for example. If Michelle, one of the two personas of our art gallery, has the impulse to go to Google to search for information, our editorial strategy could rely on a website with optimized content. If we’d rather talk to Nathalie, who spends most of her day on her computer, a newsletter with exclusive content might be a better, more interesting option.
Carefully choose the topics
In Web copywriting, the selection of topics is an opportunity to capture the attention of our target audiences. “In an article, avoid restricting yourself to explaining the importance of a service. Instead, identify related topics that have the potential to pique your target audience’s interest and to provide value while enticing them to click and read the text.” Would Michelle and Nathalie be interested in reading an article describing the steps to follow in order to set up a professional art gallery? Maybe not. Conversely, a list of outdoor places to view contemporary art might interest Nathalie, while an explanation of the process of mounting an exhibition would certainly interest Michelle.
Use proper writing techniques
Just as a chef masters kitchen techniques, a copywriter also has specialized techniques to write well.
Make it accessible!
The choice of words is essential. Let’s start from the premise that our target audience is not a specialist in our field. We will thus avoid the technical words specific to that field. Let’s also evaluate the performance of the selected keywords on search engines. This step will allow for organic optimization (SEO) and ensure the visibility of our online content.
Writing with personality
A text without paragraphs and punctuation will be of interest to no one (and to no search engine!). We must therefore think about the personality that we want to bring to the copy: the number of paragraphs, the inclusion of images, graphics or quotes. How do we want to structure the text? Does the topic lend more to an analytical plan (problem/cause/solution), a thematic plan (multiple paragraphs) or even to a question & answer (Q&A) type of plan?
Once upon a time… there was a story.
Let’s tell and provide a picture of what we have to say. Storytelling is used as an editorial approach to get to the bottom of things and to make the story more captivating. Bits of more personal or less work-related information will be offered to highlight the personality behind the text. Concrete examples will be used to illustrate the content and allow a better understanding of the information. Emotions will be used to elicit a reaction. By paying attention to this process in Web copywriting or by opting for a specialized writing service, you improve your performance and add richness to your Web presence. Would you like to get feedback or a complete update of your Web content? Book an appointment with us now to discuss it!
