How can you write original and authentic web copy?

A natural environment where people share their problems and speak openly could be used to understand your audience. A very good place to start is a Facebook group. I.e. if you offer online sales training for small businesses, i.e. people who have handmade products, then you should join such groups and get started: Researching keywords in the posts Commenting and provoking people to voice their concerns and fears Posting polls on topics covered in training sessions Share experiences and encourage group members to share their point of view. All the information and words gathered should be incorporated into the copy in a natural way, so that people really feel they are having a conversation with someone who knows them and their needs well.

People miss to define the audience and then cry for reach. But this point is as important as every alphabets to write a content. I saw a lot of poor contents are getting more than expected reach, just because the author knew his/her target audiences properly and delivered only the focus points. People do not want to read or learn something if it doesn't give them any direct & relevant information.

When working with a startup in the green tech space, they struggled to convey their unique selling point. After diving deep into their offerings, we identified their value proposition: 'Harnessing nature's power to create sustainable solutions for tomorrow.' Unlike competitors who focused solely on technology, my clients firm blended nature with innovation. We crafted web copy that emphasized this blend, appealing to both tech enthusiasts and eco-conscious consumers. The result? A 60% increase in website engagement and a clearer brand identity.

Storytelling transcends mere words on a page. It evokes emotions, paints vivid pictures, and creates a shared experience between the writer and the reader. By weaving stories into your web copy, you're not just presenting facts or selling a product; you're inviting your audience on a journey. This journey can be the challenges your brand overcame, the transformation of a satisfied customer, or the vision of a better future with your solution. Remember, people don't buy products; they buy stories, emotions, and connections. So, when crafting your web copy, think of it as penning a captivating tale that resonates deeply with your audience.

Consider the example of a local bakery. Instead of merely stating 'We sell bread,' an SEO-optimized yet authentic copy might read: 'Experience the freshness of handcrafted sourdough bread at our downtown bakery.' Here, 'handcrafted sourdough bread' and 'downtown bakery' act as potential keywords that locals might search for. The copy remains genuine, emphasizing the bakery's unique selling point – its fresh, handcrafted produce. It's a balance of SEO and authenticity, ensuring the message resonates with both search engines and readers.

"In my own experience, I once wrote a headline for a product page that I believed was catchy and engaging. However, after using A/B testing, I found that a simpler, more direct headline resonated better with our audience, increasing our click-through rate by 15%. Additionally, heat maps revealed that users were not scrolling past the first half of the page. This insight led me to reposition our call-to-action button higher up, which significantly boosted our conversions. It's moments like these that underscore the importance of testing and refining. Trusting your instincts is vital, but validating them with data is transformative.