As a small or medium business, you need four things to get the copy on your website right:
A user person analysis: a detailed analysis of your target audience's goals, frustrations, values, fears, and needs.
Hero statement definition: how is your brand your customer's "hero"? What is your ultimate value proposition?
Competitor analysis: Studying your competitor's offerings, positioning, voice, and brand personality.
Keyword research: determining the keywords your target audience uses on Google to search for your products and services.
The result of these come together to form a branding strategy that guides the tone, voice, and wording of your website copy. The keyword research will enable you to cover topics your audience is actively searching for.
Writing copy should be the final step. By doing the foundational work for your business, your copy will speak directly to your ideal client and entice action. In addition, by conducting keyword research in advance, you will be sure to include keywords in your content that your target audience is actively Googling for!
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