Before you engage in any web copywriting for your website you should first analyse your intended audience. It’s essential that you know who you are writing web copy for so that you can get the tone of your content correct.
You should ask yourself questions such as:
- How in-depth do you need to go?
- How informal should your content be?
- What do you hope to achieve from your content (sales, enquires, links)?
- How old is your intended reader?
- Do they have prior knowledge of you and your services?
Without first identifying who you are writing content for, you can’t expect your content to be successful. There’s no point writing and publishing extremely detailed works on your website, discussing the finer intricacies of your service in language that only a PHD would understand, if your average reader isn’t going to understand it.
Equally, you don’t want to dumb down your content when you’re aiming it at educated professionals who won’t want to be patronised.
By understanding your average reader you are able to specifically tailor your content for them, ensuring that it is as successful and effective as possible. Build a profile of your average intended reader; include their education, age, career, lifestyle and any other information that you believe to be relevant.
Only then will your content hit the mark.