While your competitors are busy creating content to market with, you can gain an edge by creating web copy that is geared toward gaining trust, increasing engagement and improving search engine rankings. The reason for this is because when you focus on creating excellent web copy; it works best if you create with a “If you build it, they will buy” mentality. The web has changed so much about how and why consumers buy, gaining their trust, engaging with them and showing up in the search engines for more people to find you is going to serve you better in the long run than simply focusing all of your attention on marketing for the sale will be.
Of course you do want to spend time marketing as well, but marketing should almost become a “By the way” point of why you are creating content. When people spend time at your website and social media sites because of the great web copy you are publishing, you can work with them in a way where finding your products and buying them just makes perfect sense to them because they feel as if they know and trust you enough to go ahead with the purchase.
Content that is geared to gain the trust of your target market can be articles about social services your business is active in, publishing reviews from actual customers or publishing other type of content that will help you show that your business has social proof. Engaging content will compel readers to leave comments, share the information you’ve published with friends or coworkers or otherwise become active at your website. Those activities can help more with your marketing efforts than by placing an ad. Although, advertising is something you should still consider as a viable marketing means for your business.
When you set web copy creation goals that are designed to increase engagement and build trust, you will find that your success starts to snowball because when people do find businesses online that they enjoy patronizing, they want to stay involved. Their involvement through sharing your content or commenting on it will signal to the search engines that you are running a quality website and they will start to give you higher rankings within their pages. All you will need to do is consistently add to that success and soon your competitors will be left far behind.
