Every organisation has a story to tell, but how well they are able to communicate it can drastically affect their level of success. Well-written, search-engine optimised website copy is critical.

Companies frequently spend thousands on the design of their website, but too often they don’t invest enough in the words that bring their pages to life, engage the reader and invite them to take action. This, of course, undermines the website that they’ve spent so much on.

Strong written content enhances the standing of your organisation with its customers, potential customers, stakeholders and the wider industry in which you operate.

Content reflects brand

As noted in Contentful’s Marketers’ strategy guide for digital content creation white paper, “The content you create communicates your message, educates your readers, and persuades them to purchase your products and services over your competition. In fact, providing high quality content is one of the most important things you can do to attract clients.”

Because of this, it is imperative that you have a modern digital strategy that allows you to produce unified content that is consistent with your brand identity and messaging, and is timely.

The written word can turn even the most boring of subjects into a fascinating read if discussed in the right way, which is why creativity is also one of the main pillars of good content.

Open the doors of your organisation and provide insights into your senior leaders, your employees and your day-to-day operations. The human element really helps to bring your brand to life and breaks down any corporate barrier between you and your audience.

One of the best ways to do this is by writing good-quality blogs. Companies who do this gain far more visitors to their websites. Try to produce regular updates to keep the online traffic flowing, even if you’re initially struggling for ideas.

The quote “Good artists copy, great artists steal,” is often attributed to Pablo Picasso and, while you should not plagiarize others’ work, there is nothing wrong with letting great content ideas influence your own future output. There is often no need to try and reinvent the wheel.

Online audiences also want to know more and more about the businesses they choose to work with and support. Your corporate identity, your values and opinions on industry developments can be shown through your written content. It can also be used to highlight recent business successes and show your potential customers exactly why they should consider you over your competitors.

Make it accessible

There is no point producing written content unless it is going to be well-received by its intended audience.

It must be interesting, clear to read and easy to understand. It’s always beneficial to keep the average reader in mind when writing.

Drawing in the audience and capturing their imagination – by producing answers to questions and/or peaking an interest for more good content – should, hopefully, also lead to a demand for the products/services that you provide.

Content should always have a purpose

When it comes to content, you should have a carefully considered plan. Content should have a clear role, such as helping with queries about your products that your customers or clients are likely to be searching for.

However, not everything has to be about products and sales. Content can inform about wider issues concerning your industry, such as sustainability innovations, and entertain, too. This will make your audience more likely to share it within their social media circles – allowing the reach of your work to grow organically.

Likewise, due to search engines like Google trawling through websites to determine who is an authoritative expert on a particular topic, you can also increase the likelihood of customers finding you online by housing relevant, accurate, well-sourced information on your site.

Investing in a PR agency or other copywriter could be very beneficial

It is often argued that anyone can write, but to quote American author John C. Maxwell: “If you want to do a few small things right, do them yourself. If you want to do great things and make a big impact, learn to delegate.”

Not many people would try to create a company website without the required knowledge and experience needed. So should copywriting not be held in the same regard?

A professional copywriter or PR firm will have significant experience of writing clever, absorbing copy that can give a fresh, unique perspective on your business.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]