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If you have to decide between a great looking site and terrific content, I'm pained to have to say this, but content has to be the winner.
There are some pretty dreadful looking websites and blogs out there with such valuable content that millions overlook the design because the content has so much to offer.
Now we'd much rather you had both of course, which is why we offer stunning, user-friendly, intuitive website design PLUS terrific content - and that's where our copywriting service comes into play.
You can probably name a few different personality profiling systems. One example is the popular Myers Briggs that many businesses use to evaluate potential employees.
The way you go about making your buying decisions online also relates to your personality.
Most of us fall into 1 or 2 of the following 4 groups when it comes to the methods we use to evaluate products, services and suppliers before we make our decision.
So which one are you?
You zoom around a company's website, seemingly erratically but you're actually looking for the exact information you need. You're keen to find out how you could get the edge from the products and services they offer. You're curious, goal-oriented and eager to try new products and services. You'll give new suppliers a go. You rarely have the patience to read through all the waffle and just want to get straight to the good stuff.
You can't resist reading the reviews and testimonials. You value the recommendations of friends and family very highly. You tend to be loyal to a small number of companies that you purchase from time and again. You feel most comfortable when you know everyone and everything is safe. Others probably tell you to stop worrying about them and think about yourself more often.
You're that person who has everything organised. You're the detail-oriented amongst us. You love lots of information so you can thoroughly research before you buy. You'll be looking out for the facts, the evidence - not just the sales hype. In fact, if someone pushes you too hard you'll probably head elsewhere. Simple, 'no fluff' marketing appeals to you. You're a car salesman's worst enemy.
Many find ourselves in the Disciplined group when it comes time to part with a lot of money, even if we usually live in one of the other groups for general purchases.
Say hello to the fun kid inside us all. You are a trend follower, an early adopter. You value word-of-mouth and are prone to jumping into purchases without always thinking things through. You know what you want and once you've made up your mind, you want it now. Patience is rarely one of your virtues. Other people's opinions tend to matter more than the facts. You'll readily try something first then tell everyone about it.
Did you read about the 4 groups above and find you share tendencies from more than 1 group?
That's because the way you bought your last car or your first house, is going to be a very different process than choosing a chocolate bar while standing in line at the supermarket.
Yet many websites only talk to 1 of these 4 buying methods, which, surprise surprise, often matches the profile of the person who wrote your copy.
But by doing that, you're excluding potentially ¾ of your customers, or at the very least putting up some significant brick walls to customer engagement.
As part of our Online Foundation service, we start by researching your current and potential customers. In everything we do, from your website copy to selecting your social media tools, we match your online efforts to your target audience.
When it comes to writing copy for your website, we'll evaluate all 4 methods your customers will use to evaluate your products and services before they buy.
We then ensure your website content talks to all 4 of those groups and talks to their needs in the correct order on your site. Copywriting for online is more than just words, it also takes into account your layout.
It's no good looking after the needs of your Disciplined clients first for example, they'll happily scroll down the page and patiently read through your entire website - but forget to answer the needs of your fast-paced, impatient Ambitious and Impulsive prospects right at the top of your landing page above the fold and you're off to a bad start.
Get in touch today to find out more about our copywriting service.