PlusStuff

The Basics of Copywriting

Good design will do little for you without solid content.

The copy on your CPA Website is key. Your words are your marketing voice. You will attract prospective customers by showing them what makes you different from the competition. A nice looking website alone can’t do that. Here are some tips for making sure the copy on your site get’s noticed.

No Underestimation of Punctuation

Those grammar rules you learned so long ago STILL apply on the Internet. Do you know the difference between their vs. there vs. they’re? What about your versus you’re? If not, you will want to brush up, because being accurate adds credibility to your website.

If you promise me you’re going to do my taxes right, but you don’t remember which witch is which, then I’m less likely to believe your promise of carefully filing my taxes. You want to market yourself as a reputable and accurate CPA who goes the extra mile to get it right.

Put in the effort to read over your site, ask a trusted friend to check it for punctuation, spelling and grammar. Show your clients that you make the extra step to make accuracy a top priority.

Breaking Up isn’t Hard to Do

Even newspapers, known for their text-heavy pages, break up their paragraphs with spaces, bullet points, photographs and graphics. The same applies to copy on your website, perhaps even more so. Online readers are accustomed to glancing at headlines, and are often drawn towards small blocks of text as opposed to larger ones.

Writing paragraph upon paragraph of text without something to break it up will overwhelm your site’s visitors.

• Bullet point information that lends itself to being in a list.
• Don’t be afraid to hit the enter key each time you begin a new thought.
• If you’ve got a visual, throw a small photo or graphic icon on the page to break up all those words!

Some readers are turned off by a page of static text, no matter how well-written it is. Take that same page of text and jazz up the layout just by using some simple spacing.

Why Should They Care?

Why should your potential client care what you have to say? The answer should ring loud and clear throughout your copy. It’s not about all the tools you have on your accounting website. It’s about why those tools save your clients time, money and energy.

You want the content on your site to excite potential clients. Let clients know, for example, that a secure file exchange system means instant access to their tax documents 24/7. You can’t just tell the clients what services you offer. Let them see the value behind those services!

Think about the “why should I care” idea each time you write about the services you provide. “What’s in it for me” is the key objection to any sales pitch. Put yourself into their shoes, and address this objection form their stand point.

Related articles

• Optimizing your CPA Website for the search engines. (understandingecommerce.com)
• Content Optimization Tutorial: How to SEO your Content for Rankings (searchengineguide.com)
• Second Leg of Entrepreneur’s Stool (businessinsider.com)
• Website Writing is a Different Animal… Or is it? (blisspr.com)

Popularity: 5% [?]

Related posts:

1. Learn SEO Basics Image via Wikipedia Search engine optimization is the most...

Related posts brought to you by Yet Another Related Posts Plugin.

No comments yet.

Leave a comment