Yes, it is true that websites could be treated like a 24/7 salesperson, but that does not mean it should be treated like an encyclopedia. An effective website structure with well-written copy should serve a bigger purpose that matches searcher intent without repeating information that the ideal buyer already knows. Knowing what your target customer wants or needs and how they think will help you deliver the best content for conversions.

Keep your Ideal Customer’s Intent in Mind

It can be easy to treat webpages like Wikipedia entries, regardless of the industry you are in. When initially creating a website, the focus may be on filling out each page with copy, and less on providing the exact information your ideal customer may be looking for. This approach to writing often results in more informational and encyclopedia-type pages. While it’s not necessarily bad content to have on your site, this basic, less targeted copy is less likely to convert.

Searcher Habits Change Over Time – Update Your Copy to Match

Another tricky thing to consider is that as time passes, so does your ideal customer’s searching habits. For instance, when your site is brand new, perhaps you find that most of your target audience is indeed looking for information first. As time moves on, your customers may change the way they search and are now looking for more targeted and solution-based content. Producing this type of content for your site relies heavily on using customer personas. Using buyer personas helps ensure you’re addressing your ideal customer’s needs.

So, while a “Wikipedia entry” webpage may have worked well for you in the past, it may no longer serve your business in the same way it once did. You must continually update your copy to match what your potential clients find the most useful at the time.

What is the Right Kind of Information to Include?

If you write 800 words of encyclopedic information about injection molding, for example, there is a good chance that you page will rank well for the keyword phrase 'injection molding'. However, this type of page is not likely to result in quality leads. Why? Because informational copy targets people that do not know what injection molding is and are looking for definitions and educational material.

The ideal injection molding customer is already familiar with the process and does not need it defined for them. Instead, they need to know how your services meet their needs and solve their problems. If you provide this information, they are more likely to convert on your site. Consider focusing on the information below to see more high-quality leads.

Industries Served

What types of parts have you made? Who are your clients? Do you specialize in making parts for a specific industry? Do you have long-standing relationships with well-known manufacturers? This is the kind of thing people want to know when they find your site.

Expertise and Experience

Why should the reader choose you over all the other businesses out there? What do you have to offer that other companies do not? Your website should highlight what sets you apart from your competition.

Facilities and Technology

If your facilities and technology provide additional benefits to your customers, make sure to include that information. For example, if you have multiple clean rooms that meet specific requirements or update your technology regularly, make sure to mention the specifics within your copy.

Quality Control Standards

What steps do you take to ensure that every part you produce is top quality? If you can provide higher quality control standards than your competitors, you may start to see more leads through your website.

Production Capacity

How many parts can you make in a day? In an hour? How quickly can you turn around orders? Can you handle everything from a small order to a massive one?

All these questions are important to consider when discussing your ideal customer. For example, if your facility only has the capacity to produce high-volume orders it needs to be clearly stated to help minimize requests from individuals looking for low-volume production.

Services

If you offer comprehensive services, give readers a complete picture by working this information into your copy. Do you assist people with their designs or help them select material? Relay this information clearly and concisely.

Well-Crafted Copy Generates Better Leads

Promotional copy that targets the right audiences does require knowledge and copywriting and content marketing. Ecreative can help you turn your Wikipedia-style pages into benefits-focused copy that reaches your ideal customers. Contact us today to learn more about our copywriting services.