Monday, February 13, 2012

BRCC + How to Write Benefits Focused Copy for Your Website

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This week we would like to showcase a website with clear calls to actionBuilding Repair Cost Consulting (BRCC).  Site owners also took into consideration a lot of design elementsto ensure their website provides a simple way for visitors to browse.  Check it out for yourself:
Looking over this website, there is just a small suggestion we would like to offer to the owner of BRCC – try putting more emphasis on the benefits your services provide.  Adding benefit focused copy will answer the vital question all visitors seek: “What’s in it for me”.  Here are some suggestions on the type of statements BRCC could emphasize:
  • “With BRCC, you will not have to worry about overpaying contractors.”
  • “Using BRCC you will gain a piece of mind when it comes to major renovations”.
Looking to add benefits focused copy to your website? Here are a few tips you can utilize:
  1. It’s not about you – Keep in mind that website visitors want to know how you/your services will solve their problems.  Make sure the copy on your website is not centered on you but rather on the benefits your services will bring. When looking over the copy on your website, try putting yourself in the position of your clients and asking “What’s in it for me?”
  2. It’s not about the product stats– Similar to the information you present about yourself/your business, if you sell products remember not to get too technical with product features. Sometimes people want to know how the product will solve their dilemma. Putting emphasis on product benefits can help to increase your product sales. Few suggestions on benefits you can focus on when presenting available products:
    1. Does the product solve a specific problem?
    2. Is it easier to use than what is currently on the market?
    3. Will it improve their lives somehow?
    4. Don’t be vague – providing information on your website that is vague can lead to uncertainty. You do not want visitors questioning whether or not you are the subject matter expert. Thus make sure to provide information that is detailed and helps to set you apart from your competitors.
    5. Keep it short – While detailed information is important, remember to keep a critical eye on the length of information you provide on your website. Since most Internet users today scan sites for information, longwinded paragraphs are daunting and will not provide a lot of benefit. Instead, readers will ignore the posted information or worst choose to go to a competitor that has easy to scan data.
    6. Speak Clearly Man! – Always keep your target audience in mind when writing content for your website. While you know all the latest industry jargon, ask yourself if these terms make sense to your target audience. One way to test if your copy is clear or not is to get a fresh set of eyes to review it, preferably someone that is in your target audience.
Websites are a great marketing tool that can only improve with continuous tweaking and testing.  Make sure to review and test your copy on regular basis to ensure information is fresh, easy to understand and speaks directly to the customer needs.
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