The shop window to your business

This month, we are delighted to welcome our guest blog writer, Joanne Howe, Creative Copywriter from who will talk to us a little more about the importance of having great website content.  Read on to discover what Jo has to say . . 

Have you ever walked along the high street, been drawn to a striking shop window that has led you to look inside, only to discover that either the rails are so crammed it overwhelms you, or the shelves are sparse and you’re wondering what it has to offer?  Your immediate reaction is to walk straight out.  It may be all bells and whistles from the outside, which of course, grabs your attention, but once you take a closer look, you have no desire to pick up any of the products, let alone make a purchase.

Your website is the shop window to your business.  Great website content and design will immediately draw in your target audience, but if the copy isn’t engaging, one click and a potential client has moved on to one of your competitors.  A professional copywriter will look at your business from the outside, stepping into the shoes of your target audience and write informative and inspiring copy.

Knowledge isn’t always power

‘But I know my business better than anyone’, I hear you say, ‘and I can write’.  Absolutely, but often, the former can be a downfall, because you know your business so well, you are very close to it, and you may lose sight of what your target audience really needs to hear.  You may have so much information to share, that you can’t help but feel the need to get it all out there.  At the other end of the scale, you could make the mistake of assuming your readers know as much as you do, leaving them in the dark.  A copywriter will write great website content which is exactly what the reader needs to know.

Communicating your business in your language

But here’s the real secret, your tone of voice, which essentially, is exactly how you communicate your business.  You may know what you want to say, but a consistent tone of voice, in a language that connects with your target audience, is vital in strong brand representation.  Every business has its own language; industry terms that are second nature to you and your employees, but most probably, a foreign language to your readers.  There is a knack, in clearly portraying your company and what you have to offer, in a tone that not only engages your potential clients, but they actually understand.

So have a think about your website, your very own shop window, are your potential clients going to step inside and be queuing at the till, or will they walk away and move onto the next?

CLICK HERE to check out our other content related blog posts and of course please get in touch Jo, Sophie and the team can help you review and update your website.

Sophie Comas

A highly successful self-motivated and results driven, senior marketing professional. My passion lies within developing and delivering marketing solutions which make a difference in today's complex digital market place. A marketeer with a strong academic background and broad ranging level of experience working with small businesses and in the travel and hospitality sector, across the Thames Valley, I love a challenge!

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