Marketing Tactics

Six rules of thumb for quality digital copywriting

Quality copywriting can set your business apart from the competition and help you present yourself as a credible business.

Published: March 10, 2017

1. Create a consistent brand identity

Think about the brand you want to build for your business, and make sure all your content supports that identity by aligning with your industry, target audience, and positioning in the market. Be consistent across platforms with your style, tone of voice, and the stance your business takes on topics.

2. Put yourself in your customers' shoes

When you write content, think about your customers, how they consume media, and what media they trust. Review your analytics to get a sense of the social media platforms this audience prefers and the types of posts they read. Analytics can also help you gauge whether your visitors consume content on their mobile phones, where they may prefer easy-to-read information and quick-hitting tips to in-depth articles.

3. Know your channel

If you're writing a lengthy insight piece, it may be appropriate to get into the nitty-gritty of a topic. But when you're writing online — a social media post or an email newsletter description, for example — keep it simple. Leave out business jargon and other word clutter, so you can relay your business's message as efficiently as possible.

4. Pay attention to your headlines

Web site traffic can vary as much as 500 percent because of an incredible or lackluster title or subject line. Winning headlines often include questions ("How Much Do I Owe in Taxes This Year?"), how-tos ("How to Determine What You Owe in Taxes This Year"), or numbers ("10 Things to Consider When Doing Your Taxes This Year").

5. Include a call to action

What's your content goal? Do you want the reader to subscribe to your newsletter, share the article, or visit more pages on your websites? Let them know. End each article or update with a call to action that keeps your reader engaged and open to learning more about your business. This may come in the form of a "Subscribe" or "Share Now" button, a link to related content, or a specific action to take after reading the article.

6. Proofread everything

Once your copy is ready to be posted or shared, complete a final read-through. For small business owners with a limited set of eyes to spare, running your copy through grammar-checking programs, such as Grammarly or Ginger, will help you edit as you write and correct any grammatical, spelling, or syntax errors.

Learn more about incorporating digital strategies into your business's marketing plan.