The purpose of a website article is to provide helpful information for the reader. However, website articles executed in a competent manner can be incredibly effective at increasing website traffic, boosting conversion rates and landing page views, and even driving sales calls and orders! Let’s examine how marketing and sales copywriting work together to create an article that will perform above expectations.
Marketing And Sales
The purpose of a marketing plan is to generate interest in a product or service among customers, prospective customers, and people who are merely aware of the brand or company. At the very least, a marketing plan should set out a clear value proposition to articulate what the brand stands for and why a customer should purchase or utilize the product or service. For B2B (Business to Business) brands, this is often called the ‘unique selling proposition’ (USP).
Marketing and sales are often viewed as separate entities, with marketing doing the creative work and sales doing the financial work of bringing in new business. However, from a functional standpoint, marketing and sales are more closely aligned than they are divided. Marketing creates the awareness and interest in a product or service among prospective buyers while sales converts this interest into a purchase. While marketing may do the selling, sales should not be overlooked as an essential cog in the marketing machine. Good salespeople often have a significant say in the strategic direction of a brand or company and can influence revenue generation and growth opportunities both now and in the future. For this reason, it’s important to view marketing and sales as a single, unified process, even if they appear to be separate entities at times.
The Importance Of Sales Copy
A brand’s website is generally the best place to find out more about the brand and what they offer, but it is also the first place that a prospective buyer’s eyes may fall upon when they are searching for information about your product or service. As a business owner, marketer, or brand manager, you have a limited amount of space on your site to ensure that your product or service is easily discoverable, and you also want to avoid using complex language that may confuse or even scare away potential customers. Choosing the right words to describe your product or service is an important part of the selling process and will directly impact your conversion rates and sales.
When a customer is searching for information about your product or service on the web, you have an opportunity to speak with them and introduce yourself as the person who can provide answers to their questions. This is called the’speaking prospect’ or the ‘walking prospect.’ Good marketing and sales material will help to generate interest among potential customers and make them more receptive to learning more about your product or service. When a customer is on your site and finds relevant content, you have essentially established a relationship with them and given them a reason to stay.
From a branding and sales perspective, creating high-quality, compelling content to engage with potential customers is essential. If you’re looking for ways to improve your content strategy, why not consider using a tool that can easily turn blog posts into lead-capture pages—and perhaps even landing pages—that will automatically generate targeted leads for your business? With little to no effort on your part, you can gain access to thousands of well-written blog posts, dozens of popular niche websites, and over a hundred million monthly active users – all waiting to be turned into leads or sold as services to your company. This might be a great fit for your business if you’re looking for a content creation tool that can also drive traffic to your site.
Headline Strategy
The headline of an article is often times the first thing a reader will see, and it can either make or break the readability and effectiveness of the piece. A poorly written headline can decrease the conversion rate of an article by as much as 20%. In a nutshell, a well-written, effective headline can draw in or repel readers based on their own psychological needs and interests.
From a marketing/sales perspective, brand managers and marketers should work together to choose the right headlines for their content. When marketing creates the content, the sales team should work to ensure that the right message is delivered to the right audience at the right time. One way to do this is to consider the headline strategy and write a few different versions of the headline to see which one resonates the best with the target audience. A good headline should try to grab the reader’s attention and make them curious enough about the article to want to read more. In addition to this, using keywords and relevant keyword combinations in the headline will help to ensure that the right audience sees the article when they are searching for content related to your subject matter.
Summary And Call To Action
The summary at the end of an article is an informative section that provides the reader with important information about the topic itself. Although the summary is supposed to be a concise overview of the key points of an article, it typically comes in handy for those who have not had the time to read the full piece. In general, the summary should include a call to action (CTA) for the reader to take some sort of action, whether it’s to visit a website, make a purchase, or what have you.
If a brand or company is offering a new product or service, the summary should include some sort of benefit to the reader aside from just listing out all the key features. For example, if you are writing an article about SEO (Search Engine Optimization), you might list out all the key features of the product like how many words the article will cut out for you, how easy it is to use, how many images it will pull in, and so on. However, if you’re trying to sell a service, you might want to include some of the key benefits of the service like how much it will help your SEO, the types of websites it can be used for, and so on. When crafting the summary, it’s important to consider the audience and what they need to know. In addition to this, you want to keep the summary to a minimum, usually around 150 words or less.
The Main Points
The main points are simply the most important or vital information in the article. This information should be presented in a way that is easy to understand and memorable. In general, the main points should be easy to find and relate to in the summary. When writing the main points, it’s important to keep in mind what the article is trying to achieve and the target audience for which it was written. The main points should include the most essential and relevant information for the reader to understand and remember.
From a marketing/sales perspective, the main points can be used to summarize the article and be used as an easily accessible point of reference for the reader. For example, if you are writing an article for a popular blog in the marketing space, your main points might consist of a list of the most popular blogging platforms, the most used marketing words, or the most popular social media platforms. The main points section should not be overloaded with text or ideas; keep them short and sweet.
An Outline
It is always a good idea to have an outline (also known as a framework) for any piece of writing. As the name would suggest, an outline is basically a list of the various parts of an article or report, as well as the main points, the most essential information, and so on. The advantage of an outline is that it makes writing a piece easier as you know what to include and what to leave out. It also helps to ensure that the piece is structured and that the information is presented in the correct sequence.
If you are writing an article for a popular blog or magazine, you might want to consider creating an outline beforehand. You can also use your outline to check for any errors in your article before publishing. The more you use an outline, the easier it will become to write and the better your overall piece will turn out. Although getting ideas from an outline is often the most effective and efficient way to write, some writers like to brainstorm ideas and not use an outline as a crutch. Whatever works best for you.
The Structure
The structure of an article is quite similar to the outline in that it is a list of the various parts of an article, as well as the major points, the essential information, and so on. In addition, an article structure can be used to determine the flow of ideas and information from one part to the next. For example, if you are writing an article for a newspaper or magazine, you might want to consider using the structure to plan out the layout and design of the article. In particular, if you are writing for a newspaper, you might want to think about how you want the article to appear on their website.