Good technical content can’t read like it was written by a robot.
When someone hits your website, you don’t have long to catch their attention. Regardless of whether they’re looking at your home page or a piece of content, you need to grab people’s attention and hold on to it.
Expert-driven content
Content needs to be two things to catch the attention of your audience, keep their attention, and (eventually) to convert them into customers--it needs to be expert-driven and engaging.
Expert-driven content is content that is fuelled by the knowledge that you have within your company. Sure, I could go out and do a bunch of research to write a blog post (and I do), but when you add that extra layer of knowledge that comes from subject matter experts, it takes it up a notch.
You get content that…
…contains an unparalleled level of insight.
…helps people understand the true value of what you do.
…keeps people coming back for more (and who are happy to spend money with you).
I offer:
Blog posts
eBooks
Data sheets
Pillar pages
Conversion copywriting
Conversion copywriting is a form of expert-driven content that is powered by the people who know your product best - your customers.
It involves talking to your customers, digging into their motivations for seeking out, explores the reasons they choose your business, and we dig into what sets you apart. Sure, I could ask you and your team all those questions, but it’s just not the same. You don’t get the same understanding that you get from people who choose to spend money with you.
Conversion copywriting involves…
…Customer interviews & surveys.
…Recorded user sessions and heat map exploration.
…Message mining.
…Competitor reviews.
And when it all comes together, you get copy that speaks to the pain points your customers are experiencing. It answers their questions. And, it puts the information they need to see front and centre.