Attention: Small Business Owners!

Here’s 3 easy ways YOU can improve your business content right now

Is your current content connecting with your target audience and potential customers?  Here’s a 3-step audit you can complete yourself to ensure you’ve covered the basics of Captivating Copy #101.  These 3 tips are relevant for all sorts of copy – website copy, social media captions, blog posts, LinkedIn profiles, newsletters, emails and flyers.

#1 How good are your headlines and sub-headings?

A targeted headline that addresses your customers’ problems – and offers a solution – is more likely to attract and engage your audience than a vague one. 

For example: Here’s 7 ways a copywriter can help your small business get off the content production treadmill

Or, a home security blog headline that reads: The 5 best alarm systems that fit in the family budget

Even this, for a headline as part of a grant application: Here’s how ‘Tender is the Night’ supports local musicians and composers looking for creative work during COVID-19

Pose a question. Offer a solution. And invite the reader to scroll further to find the answer, with sub-headings. Sub-headings throughout your text draw the reader’s eye and guide them to the important information you are delivering.  They also help break up the content, so it doesn’t look too word heavy, and, in the eyes of the reader, overwhelming.

Write it or type it – start with your targeted headline and the rest will flow!

#2 Are you using the right images?

Invite your audience further into your story with easy-to read content that is scannable and broken up with relevant images. Images are important. Relevant images are crucial. 

If I’m researching a new alarm system, I don’t want to see a picture of a padlock (that says locksmith to me) or a guard dog (as much as I love dogs). I want to see the actual product. And, better yet, I want to see the people who will install it in my home.

In terms of images on your social media content:

  • Do you regularly showcase the people in your business? 
  • Do you share staff introductions and updates? 
  • Do you show staff on worksites or in a work vehicle?

Relevant images help to humanise your business and familiarise your clients, and potential customers, with people they will actually be dealing with.

How to do a content audit in 3 easy steps
My writing desk, thoughtfully decorated by my 6 year old daughter.

#3 How obvious is your call-to-action? 

What do you want the reader to do once they get to the end of your blog?  How should they respond to your social media post?  What do you want them to do on your landing page? Your call-to-action (CTA) needs to be a verb.  After all, you want the reader to DO something. Even better, give your audience something to do at every stage of the customer journey.  And make it simple to complete.

For example, for clients at the ‘Awareness Stage’, your CTA could be:

  • Download a free product guide
  • Click here for an e-book
  • Complete this checklist

For clients at the ‘Consideration Stage’, suggested CTAs include:

  • Watch the product / service in action here (video link)
  • Listen to this podcast
  • Download this comparison report

For those at the crucial ‘Decision Stage’, offer a CTA such as:

  • Read this case study
  • Click here for your free trial
  • Call now for a free quote
Make it happen baby!
Let’s make it happen baby!

Over to you!

Choose one piece of business content and scan it for these 3 elements:

  1. Practical headline and sub-headings
  2. Relevant images
  3. Targeted call to action

Work through this process, one piece of copy at a time, and it will become an automatic part of your content creation process.

Want a piece of your business copy audited for FREE?

Send me a piece of business copy under 500 words (via the contact form) and I’ll flick it back to you within 3 business days, with suggestions and a rewritten sample.

Happy writing.


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