Getting Overlooked? Try Pro Copy That Pops

We live in a digital world overflowing with content. How can your business not only grab attention but keep it?

Standing out isn't just about having great products or services—it's about how well you communicate the value that those products and services deliver. With countless competitors all vying for attention, your brand's messaging must be clear, compelling, and strategically crafted to make an immediate impact.

Here at WISE Digital Partners, our mission is to help clients make sense of and excel at digital marketing. One of the best ways to excel is through professional copywriting. Let's break down how well-crafted content captivates readers, establishes credibility and ultimately drives conversions, making it one of the most powerful tools in your digital marketing arsenal.

First Impressions

Online users form an opinion about a website in as little as 0.05 seconds.*

Before a potential customer even considers your services or unique selling points, they've already made a snap judgment based on your website's tone, copy, and design.

What's more, 88% of online consumers are less likely to return to a site after a bad experience,* which means once you've lost them, you've likely lost them for good.

With hundreds of other companies offering similar services, first impressions can make or break a business.

How Copywriting Influences Perception

Your website needs to be all about subtle persuasion. When crafted by a skilled professional, words on a page can make a consumer take action—without feeling like they've been through a hard sell.

That's because high-caliber writing establishes credibility and trust, differentiates your brand through style, tone, and messaging, and engages leads, increasing the likelihood that they'll convert.

Consider the difference between these two approaches for an accounting firm:

Approach 1

DeBlanc, Murphy & Murphy provides comprehensive audit and attestation assistance, tax compliance, and business consulting services, ensuring GAAP adherence and IRS compliance for businesses of all sizes.

Approach 2

Confused by taxes and financial reports? DeBlanc, Murphy & Murphy will simplify your accounting, reduce tax burdens, and keep you compliant—so you can focus on growing your business.

The first approach is too impersonal and jargon-heavy. The second approach is more personal, easy to understand, and clearly showcases the benefits being offered to consumers.

It's difficult to articulate unique business values in ways that resonate with intended audiences. This is where professional copywriting makes all the difference. Let's unpack this.

Why Professional Copywriting Matters

Creates a Unique Brand Voice

A brand voice is the personality infused into your messaging, and it needs to be consistent across all touchpoints. It not only defines how your business communicates but can also immediately evoke emotions and make consumers feel understood by and connected with your company.

A professional writer is skilled at:

• Translating a brand identity into clear, engaging language
• Ensuring consistency across all digital marketing touchpoints
• Striking the right balance between professionalism and approachability
• Evoking the emotional reaction needed for a browser to become a buyer

Let's take a look at two WISE examples, both in the home services industry.

Good Clean Plumbing has a personable, warm and community-focused brand voice. The copy emphasizes the company's:

• Friendly, neighborly approach
• Local Texas roots

Phrases like "our family to yours" and "we'll care for your home like it's our own" convey a sense of personal investment and trust. As you continue to navigate their website, their community-oriented values are further underscored by including discounts for first responders, military personnel, seniors, and teachers.

While in the same sector, Stephens Plumbing, Heating & Air Conditioning takes a more direct, service-oriented approach. Their brand voice is more centered on their extensive experience, affordable prices, expert-level work, and customer service.

The language is more straightforward, emphasizing their reliability and efficiency with phrases like "5-Star Service, 24/7" and "friendly, fast, and family-operated."

While both businesses emphasize professionalism and customer satisfaction, Good Clean Plumbing's brand voice is more personal and community-focused, while Stephens uses a more concise, service-centric approach.

Builds Trust and Credibility

Consumers buy from brands they feel they can trust, period. While they may not be able to identify copy that's rushed, unpolished, or overly salesy, they can identify how the copy made them feel. If you've missed the mark, they're moving on to another website.

Great copy not only positions your brand as knowledgeable, reliable, and professional but also conveys authority. Consumers see your company as more legitimate and credible when your website, emails, paid ads, and newsletters are error-free and communicate value effectively.

Resonates With Target Audience

Someone who has made a career out of the written word knows that the first step isn't writing; it's researching.

Before they type a single word, a professional copywriter has analyzed:

• Who your ideal customers are
• What problems they need to solve
• How they talk about those problems
• How the competition speaks

Only then is it possible to tailor messaging that resonates. Let's take a quick look at another WISE client, Air Control Heating & Air. We could have used an uninspired, technical approach to their air conditioning services, something like:

Air Conditioning Services

We've been providing cooling services since 1998, using the latest HVAC technology.

But instead, our WISE writers wrote this:

We'll Help You Find Your Comfort Zone

It may be hot and muggy in Atlanta, but our residential air conditioning experts will make sure it's always cool and crisp in your home.

Which feels more personal and compelling?

Drives Conversions

Effective messaging that speaks directly to your ideal customer establishes an emotional connection. Copy that shows you understand their needs, pain points, and desires drives conversions. When paired with proven techniques like social proof, the idea of scarcity, and strong call-to-actions (CTAs), persuasive copy can significantly increase conversions.

An amateur might think that a "Contact us for more information" is adequate, but a pro knows that "Book your free consultation and take the first step toward stress-free accounting" can dramatically improve engagement.

Whether through clear product descriptions, engaging social posts or the art of persuasion, compelling copy makes your brand feel more human and relatable—and those are the businesses consumers buy from.

Helps Search Rankings

Think SEO is all about keywords? Think again.

It's also about engaging, high-quality content that both humans and search engines appreciate. That means the words on your website play an important role in your search rankings.

Consider balancing keywords with engaging content that addresses user queries. Then, expand upon the subject, anticipating what will be asked next and proactively answering it. By doing so, you don’t just attract clicks and attention—you keep visitors on your site and engaged, increasing the likelihood they'll take action.

Signs You Need Professional Copy

• High traffic, low conversions: This means visitors are coming to your site but not taking action; your messaging could be to blame.
• Generic content: If your copy sounds like every other business in your sector, users are likely to move on.
• Too much jargon: If you have complex explanations about what you do and industry jargon appears all over your pages, the value you offer may not be clear.
• Underperforming SEO: Site not ranking well? Your content may need a refresh to engage users and register with search engines more effectively.
• Spending too much time on writing: Writing is a time-consuming process, and the longer you spin your wheels trying to craft the perfect message, the longer you neglect other core business needs.
• Inconsistency: If the copy on your social media profiles is super fun, but your paid ads take a more straightforward approach while your website leans into the technical side of things, you're confusing potential customers. Copy should be consistent across all channels.

You Have a Message. Let WISE Communicate It Effectively.

Copy isn't just about looking professional. It's a strategic business asset, setting the stage for how you communicate with the world, building trust, clarifying your unique selling propositions, and turning casual visitors into loyal customers.

Here at WISE Digital, we help businesses stand out, even in saturated markets. Are you sick of blending in and ready to break through? Our experts are standing by, ready to talk. And write.