Yesterday I started on a new website copywriting project and it struck me how important it is to know what your prospects know when determining what your website should say. In this case, the people come to the website already know they have a need (the patient is aware of the disease).
Not only that, they've heard of the company. (Which is why this is not an SEO copywriter project in this case.) And they've had contact with a sales rep from the company already.
What does that mean to me as the copywriter? It means there's a heck of a lot of stuff I do NOT need to say. These prospects are already interested. They are in the research phase. They have questions, like "Why should I choose you?"
As the website copywriter, I don't have to sell them on the whole idea of what this client is selling. Nor do I have to introduce them to this company.
Instead I as the client's freelance copywriter get to delve into the competitive differences of this company. Plus I can streamline the sales process by answering the questions prospects typically ask right there on the website. Finally, I have room for "proof points" in the form of real-life stories that prove my client's claims.
Knowing where in the sales cycle or research cycle the prospect is helps me as the online copywriter to provide the information they are really looking for, not fill the website with fluff they already know...and that will make them just click away with a yawn.
Not only that, they've heard of the company. (Which is why this is not an SEO copywriter project in this case.) And they've had contact with a sales rep from the company already.
What does that mean to me as the copywriter? It means there's a heck of a lot of stuff I do NOT need to say. These prospects are already interested. They are in the research phase. They have questions, like "Why should I choose you?"
As the website copywriter, I don't have to sell them on the whole idea of what this client is selling. Nor do I have to introduce them to this company.
Instead I as the client's freelance copywriter get to delve into the competitive differences of this company. Plus I can streamline the sales process by answering the questions prospects typically ask right there on the website. Finally, I have room for "proof points" in the form of real-life stories that prove my client's claims.
Knowing where in the sales cycle or research cycle the prospect is helps me as the online copywriter to provide the information they are really looking for, not fill the website with fluff they already know...and that will make them just click away with a yawn.
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