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March 3, 2015

Hit a Home Run With Compelling Copy

John Timko
Vice President, Marketing Strategy
ConnectWise, Inc.
How to Write Compelling Copy

How many times have you been scrolling through a website or a news feed, only to be caught by a fantastic phrase? Given the option, which would you rather read? A technical essay on the statistics of your service offering (zzzz), or two paragraphs that cleanly summarize what you need to know? For your website visitors, the answer is the latter.

You know that your website is your first chance to make a lasting impression. You also know that the way it is designed can make or break a sale. Now, your copy has to do its part in batting 1000 for your team. 

Remember Your Audience

The key to compelling website copy is to focus less on how great you are, and more on how your clients will benefit from your services. Just like any business owner, your clients’ main concern is how you can help them reach their goals. Make sure your message reflects a user-first focus by offering up benefits and features instead of leading with company achievements and awards.

Leave It to the Pros

Are you ready for copy that hits it out of the park in attracting new business and keeping current clients in the know? Consider outsourcing your copy to a freelance writer with experience in IT. Just like you don’t want your clients taking on their own IT service management, you don’t want to spend time and resources on writing copy. Freelancers can be a great option for getting professional-quality copy on an as-needed basis, or to serve as editors for copy you write in-house. To find a great freelancer, look for word-of-mouth recommendations or try sites like elance.com.

Outscore Your Competitors

The true purpose of copy is to give a voice to your company, one that directly addresses the problems that only you can solve. Give yourself the chance to sell what’s different about your company. Smart copy reflects a strong value proposition, but don’t be afraid to have a little fun with it.

Useful, engaging copy also plays a vital role in driving leads to your website. With concise messaging and a user-first approach, it just might be what gets you into the big leagues. Tune in next week as we wrap up our series on making your website work for you, with tips and tricks for an all-star user experience that crushes the competition.

John Timko Vice President, Marketing Strategy
ConnectWise, Inc.

As a former pitcher for the Detroit Tigers, John knows the importance of playing for the name on the front of the shirt instead of the back, so he’s always looking out for what’s best for LabTech partners.

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