Your website caters to a particular group of readers, and your web content writer should be able to connect with that group. If you sell Harley Davidson accessories, you naturally attract a different audience than another business that sells baby furniture. Within your target audience, however, there are shoppers with different personalities and at different stages in the buying process, and your writing needs to cater to each of their needs as well. So how do you hire a writer that can effectively persuade your audience?
Web Content Writer: Who is Your Target Audience?
You’ll need to give your writer some guidance about who your target audience is, so it’s important to make sure that you know them well. Your target audience is the group of people who will be most likely to convert on your site. This will be affected by age, gender, income level, relationship status, type of product or service, educational background, cost involved, and customer values. Of course, not every customer will fit a perfect target customer profile, which is why you need to proceed to step number two.
Web Content Writer: What are the Personality Types of Your Customers?
There are four basic types of customers that visit your website. By understanding the needs of each, you can develop customer personas for which you want your content writer to write. As you interact with people, you’ll discover that some are competitive quick decision makers, wanting to be convinced as to why they should buy from you. Some are impulsive, wanting to know why you are the best company to meet their needs. A third group is relational, looking to get to know you as a company and wanting to see how your products/services have helped other people like them. The final persona is methodical, wanting to see detailed specifications and comparisons of your product with other similar products. Your web copy needs to answer potential questions that all four of these personas might pose in order to be most effective. In other words, you need to give big picture pros and cons, informational articles, testimonials, opportunities for interaction and detailed discussion of specific products or services.
Be aware also that people of each customer type might visit your website at various stages in the buying process. Your writer should be able to persuade visitors who have a detailed knowledge of your industry and are ready to make a conversion decision as well as those who know little to nothing about what you offer and are just browsing. A skilled web content writer can engage readers of various personality types at every stage of the buying process in order to give you the greatest opportunity to convert them into buyers.