Prior to asking a copywriter to write copy for your website, clearly define the visitors you need to appeal to and engage. Why? Because if you fail to identify with your website’s target audience, you’ll never attract them or keep them interested once they find your website.

Ask yourself and your team the following questions. How old are they? Are they men or women? Are they in the higher or lower earnings brackets? Do they live in a town, the suburbs or a remote hamlet? What challenges do they face? What are their dreams, hopes and worries?

Then bring your website visitors to life. Write descriptions of them as if they were characters in a book. Give them names, ages, families, life histories, careers, houses, interests and more. These descriptions are often called personas.

Once you’ve crafted a few personas depicting each of your market segments, make sure your website answers their requirements. Your copywriter should use language and taps their emotions, addresses their concerns, answers their objections and awakens their desire for your product.

To make this simpler, look through publications to find pictures of individuals who resemble the people you’re trying to attract. Then attach the picture of 1 or 2 of these people to your monitor. As you write, imagine you’re talking with them. This will help you to write in a conversational tone and to keep your audience slap dab in the front of your mind.

The result of keeping your target audience under consideration is you get copywriting that’s more engaging and convincing.

Your personas can be used to help with other marketing tactics besides website copywriting. For example, use them to help plan and create photography and graphics that your ideal audience can identify with.

The closer you get to your target audience the more probable it is that you can achieve your goals of stepping up lead acquisition, converting them to prospects and closing sales.

Carolyn Frith of Carolyn Frith Marketing, brings over a quarter century of corporate marketing experience to her practice. She specializes in content marketing and copywriting to attract leads, nurture prospects and convert them to customers.

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