copywriting and web content

Good copywriting is about using the right words in the right places.

And its aim should be to help the customer make a decision and take action.

That's true for offline marketing – things like brochures, flyers, case studies, newsletters, mailshots; anything someone holds in their hands and reads (we hope).

And of course it holds true for online marketing – websites, emails, e-newsletters; anything that someone reads on screen.

Business, Commercial, B2B copywriting - call it what you will, it's about

• including marketing messages which give the solution to a customer's pain
• using language and words the customer understands
• having a very obvious, very easy Call To Action.

Those search engines

Plus you’ve got to think about search engines for the online stuff (and, increasingly, for the offline stuff, because that's often accessible through a website).

• identify the search words and phrases your customers actually use
• work them in to each web page, especially in headings, content and links
• add them to meta titles and other 'behind the scenes' areas
• place key phrases into downloads such as pdfs.

Writing for the screen

Think about how you read a screen. Do you read very single cotton-picking word, from top left to bottom right?

No, of course you don’t - you

• scan the headings to see if it’s your sort of thing
• or you might print it off if you’re interested enough
• or, of course, you might just click off to somewhere else – you decide in about 3 seconds if you want to stick around.

So you have to make those words work in a different way onscreen – short sentences, bulleted lists and useful headings all make reading onscreen easier.

Spelling, punctuation and grammar

Has GOT to be right. Every time. No argument.

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PharosMarketing can help with all your business copywriting.

WEBSITES

- be one in a million rather than one of a million

SEARCH ENGINE OPTIMISATION

- bring quality traffic to your website through natural search

BROCHURES & FLYERS

- grab the attention and make your services sparkle

NEWSLETTERS

- a great way to keep in touch regularly with customers

CASE STUDIES

- showcase your success stories

ADS

- get customers to take action

KEYWORDS, ADWORDS AND LANDING PAGES

- improve your click through rate and conversions

We'll take away the time and hassle of your copywriting and help you get results.

Contact Pat Harper on 01672 511146 or ph@pharosmarketing.co.uk to see how we might help.