Copywriting II: reasons to choose a professional | SiteMap 11

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Last week we explained why copywriting is an essential service in any digital marketing strategy and highlighted the importance of website content, ad copy and email texts, among others, being written by professionals who know how to adapt texts to the characteristics of online reading and who are familiar with proven effective writing techniques based on neuromarketing studies.

Today we intend to reinforce this idea by focusing precisely on these aspects.

WEB COPYWRITING VS COPYWRITING FOR PRINT FORMATS
Writing for the web and writing for print are very different things , and you need to be aware of that. Why? Because on the web, people don't follow the traditional left-to-right reading mechanics, but twitter data rather adopt an F-shaped reading pattern designed to get as much information as possible in the shortest amount of time (read here How to create persuasive and effective copy online ). Studies that analyzed the focus of the gaze during online reading concluded that:

Readers begin by making a horizontal eye movement across the top of the pages
Then, they scroll down the page, looking mainly at the beginning of sentences.
They perform a horizontal movement again in the middle of the page.
They go down again , now focusing almost exclusively on the left side of the monitor.
This means that more than reading, what Internet users often do is skim through the content of pages looking for something of interest , concluding that it is imperative to capture their attention immediately, otherwise they will not hesitate to leave the site.
To achieve this, it is essential to be able to say a lot with little – which involves not only knowing the product or service to be promoted well but also clearly defining the action you want to obtain from the reader, taking into account the stage of the purchasing process they are in and knowing the psychology of the consumer.

ADVANTAGES OF WORKING WITH A COPYWRITER
A good copywriter will deliver:

Persuasive copy , but still simple and direct
Focusing on benefits rather than features of products or services – a basic rule that is so often ignored
Texts free from excesses , professional jargon and any noise that could disturb the transmission of the message
Texts structured according to the characteristics of the medium
That appeal to reason but also to emotion
Focused on the target audience to be impacted, the objectives to be achieved and the stage of the purchasing process to work on
Texts written with people in mind, but also with the search engines that will index them, which will promote the best positioning of your website in the search results rankings – unfortunately this is an aspect that is rarely considered at the time the website is created and it is difficult to correct it later.