Writing engaging copy for the web - or any other publication - is a challenge for many companies. While it's true that you know your product best, all that inside knowledge may be spilling into your writing in a way that just doesn't resonate with readers.
It's very easy to start writing about a product or service using all the technical terms that surround you as an expert in your industry. Unfortunately, those terms are often meaningless and frequently ignored by potential customers who really just want to understand what the product can do for them. Good writing for them means that your articles and descriptions talk about product features in a way that is easy to understand and digest. Tell your readers how using your product or service will make their lives easier, more comfortable, happier, or more efficient. Don't talk at them; talk to them.
If that isn't challenging enough, make sure that when you're talking to your readers, you're also talking to the search engines that help them find your site. It's important that your writing include the search terms that people are likely to use when looking for products like yours. Think about what you might type on Google when shopping for your items, then use those terms when writing for your website.
There's a lot to keep in mind when writing with the goal of making sales. Read more about best practices here, or contact us to learn how ImageWorks can help with your copywriting and internet marketing needs.