What distinguishes a great web copywriter from an average web copywriter is their ability to engage the reader. As we saw with the previous skill, it is important to write web content according to good SEO rules. But that doesn’t mean you should forget about the reader. Otherwise, Google will stop promoting you. If Internet users click on the Chad Email List to your website on the search engine but they leave immediately, this will send a bad signal. Google will deduce that the Internet user is frustrated by what he has offered – your content – and will therefore stop suggesting it. Storytelling is, therefore, an essential skill for a web editor. To find out more here, you have two options: This comprehensive guide to storytelling. The podcast below;
Benefit 3: support your salespeople. There is a statistic that I like to remind the salespeople I train in digital prospecting: 59% of buyers don’t want to talk to a salesperson. This statistic dates from the beginning of 2018, before the Covid and all the technological developments that have appeared since (chatbot, automation, etc.). Suffice to say that this share has certainly exploded since. Behind this statistic, there is a crucial point: the buyer wants to do his own thinking before talking big bucks. If you remember the 3 stages of the buying journey that we saw previously, the buyer will not move forward with a sales representative until the decision phase. However, the majority of your prospects are in awareness or consideration. This explains why out of 100 cold calls, only 1 will lead to a qualified appointment. But what happens to the other 99?
Exploiting certain cognitive can be very useful for a web copywriter
Nothing. Just a 6 or 12-month task in the CRM to get back in touch. If you have an effective web copywriting strategy, sales reps can use the content created to fuel the buyer’s thinking in the meantime. Better yet, you can automate everything with marketing automation. Everything you need to know about marketing automation. Benefit # 4: reduce the length of your sales cycle. Quite often, a prospect does not make their buying decision because of an internal sticking point. With us, for example, the prospect can wait for the redesign of his website before thinking about digital marketing. Thanks to our web copywriting efforts, we can send them regular content and make them aware that the redesign is the best time to implement a digital strategy. If that doesn’t work, we have several web content to help it successfully redesign.
In both cases, we put all the chances on our side to move faster. We see with our clients that web copywriting reduces the length of the sales cycle by 30% on average. So much for the profits. Now, to take full advantage of it, the web copywriter must have some key skills. The web editor must be able to rely on the following 5 skills: natural referencing, storytelling, community management, reporting, and curation. He also has these 4 character traits: curiosity, creativity, organization, and thoroughness. Natural referencing. This skill is obvious: to generate results with web content, it is essential that it ranks well on Google and other search engines. Natural referencing is the strategy that optimizes content and optimizes its chances of appearing in the first position in search results.
A good web editor has a documented process
Community management. As I said in the intro, web writing and community management are arguably the two least respected skills in marketing. Many claims to be experts in community management because they have used social networks in their private lives since their childhood. Of course, communicating on social networks in a professional context has nothing to do with it. First, social networks are essential to generate visitors to your content while waiting for Google to reference them. SEO takes time. Then it is very dangerous to rely only on Google to generate traffic. If the profitability of your web writing strategy depends solely on the goodwill of Google, you might well be disillusioned sooner or later. I’ll give you a very concrete example.
This weekend, our website “broke down”. For 48 hours, he was unavailable. Google has made the decision to deindex our content immediately. We went from 3,300 visitors per day to “only” 600. We will get our visitors back in a few days, but you can see here that betting everything on Google is suicidal. The web editor must therefore be able to communicate well on social networks to share his content. It will thus be able to diversify the sources of profitability. This is the big flaw of web editors in business: they too often overlook reporting. The problem, your employer is paying you and needs to be reassured. I used to say that the return on investment of web copywriting is not only measured by the turnover it generates.