If you write and maintain a professional blog for your company (or even a personal blog for yourself), it needs to be written well. A good blog provides regular, relevant content to its readers. This could mean entertaining, informative, or written to fulfill someone’s search intent. However, if we’re to go a little deeper, it would be more along the lines of impacting your readers’ lives. A good blog would inspire them to create conversation and explore more on the website they’re reading the blog on.

If a blog doesn’t fulfill these areas, it won’t help your business. At best, it just won’t build an audience, but at worst, it can undermine your business and cause people to distrust you. If your blog contains sloppy grammar, spelling, and poor language use, then readers will be quick to point out these sloppy mistakes. Even if the information is infinitely important, the message you’re communicating will be muddled because these mistakes show the readers that you’re not professional. Additionally, if you aren’t consistently generating fresh content on your blog, then you’re directly undermining your business by reducing your chances of showing up on relevant search inquiries on Google, Bing, or Yahoo.

This is why it is so important to have compelling copywriting. Here are a few more reasons to invest in your company blog’s copywriting.

Capture Attention

People want to read good blog posts. However, 73% admit to skimming blog posts instead of reading them. Good copywriting will capture their attention and make them want to read. To help capture interest in a topic, you need to add personality to the written content. Similar to the tone of your site, if a reader is able to decipher that an authentic individual wrote a specific piece, then it will help spark interest.

People also tend to find topics interesting if they fulfill their search intent, satisfy their curiosity, or even find humor in them. Someone could find the title of the topic interesting and decide to give the blog a read. Or, someone could be an enthusiast in a certain hobby and find that a specific blog on a particular site helped them discover something new within that hobby that they would’ve never known before.

Therefore, it’s important to find interesting topics and to make sure that they are well-written. At a base level, a blog must be grammatically correct and written naturally. Furthermore, at a higher level, one would also want to write with authentic knowledge on the topic. For instance, if you wrote about bungee-jumping, you may only be able to regurgitate facts found on the internet. More experienced bungee jumpers will want a deeper insight from someone who is intimately familiar with the hobby. Once people are engaged, they’ll be more interested in learning more about your business and what it has to offer.

Build Your Brand

Your brand is so much more than just the name of your company. It is also your online presence, your appearance, and your actions. Compelling copy will help you build your brand, giving you a reputation as someone who is interesting and informative. Depending on the tone you’re going for, your blog could be snarky, silly, or academic.

Understanding Tones and Writing Styles

A specific tone or style helps make the written content more interesting for the intended audience. It may encourage a reader to seek more information and, therefore, utilize your services or buy your products. For example, a snarky writing style may read, “Thank you for explaining that my eye cancer isn’t going to make me deaf. I feel so fortunate that an intellectual giant like yourself would deign to operate on me.” A silly writing style boils down to using tricks with language that people can find humorous. For instance, things like unrealistic proportions can be found funny, like: “Any 30 second ad from Spotify is likely to suck harder than a Dyson Vacuum.”

An academic writing style may read, “Extended physical inactivity can contribute to a range of chronic health conditions and may have a negative effect on mental health.” Qualities of an academic writing style, generally present and evaluate issues in an objective manner rather than of personal feelings or opinions. Also, formality plays a large role in the way academic writing is presented. Generally, the information is given in a formal manner while avoiding contractions, colloquialisms, informal verbiage, and avoiding rhetorical questions the reader cannot answer.

Now that you understand snarky versus silly versus academic writing styles, choose a tone and a style that fits the feel of your company. Then, provide compelling copywriting that will get attention.

Understanding Compelling and Attention-Grabbing Content

When one wants to create compelling content, one must provide useful content to read. That type of content would involve answering the end user’s search intent, enriching the user, and would more likely than not have an appealing headline. Then, the post should be scannable, contain no fluff, and give the readers something to do next, like call your business for a quote.

For copywriting to get attention, you want to determine the purpose of your blog and stick with it by generating regular content each month. There are many ways to garner attention to one’s copywriting and blogs. For starters, you could make sure the written content is SEO-friendly. This makes it so search engines like Google have an easier time understanding what your site is about and having it rank for topics that you’re writing about so you attract the right audience. You could also leverage social media and reach out to other industry experts so you can be “a part of the conversation” outside of your blog. That way, you can direct potential interest to your site.

Establish Your Expertise

Your blog posts should be strongly related to the type of company you are. Whether you provide services, goods, or both, your blog should reflect that. For example, if you own a hair salon that sells hair care products and provides hair services, your blogs may be about choosing hair products, what to look for in a quality hairstylist, and how the hair care industry is booming. It’s important to write blogs about every aspect of your business so potential customers can easily understand what your business provides without having to look it up themselves.

Make sure that your copywriting is compelling and deeply informative. If people come to your website and learn things, they’ll grow to trust you as an expert in your field. This will increase your trustworthiness and lead to better sales in the future.

Better SEO

If you want anyone to find your website, you need to have a good SEO plan. Compelling copywriting will not only appeal to your readers, but it will also appeal to the algorithms that run these search engines. Quality links, strong keywords, and regular content will help move you up the search results, making customers more likely to find you.

More specifically, every blog you publish must contain a topic keyword that is naturally integrated into the topic of the blog and its content, a meta description, a title tag. Plus, it should be published to a relevant category within your blog so that readers can easily look at similar blogs on the same topic they’re reading. Additionally, ensure every blog has a unique title and a relevant image with proper alternative text. This way, all of the blogs for your business will be uniform and SEO-friendly!

Copywriting is essential for modern businesses. If you have an online presence, you need to design it in a way that is compelling for readers so you can gain their trust. Make compelling copywriting a priority on your website today.