Well-written and engaging copy is an essential part of any effective small business advertising strategy. As well as demonstrating that you are a professional and well-run company, flawless copy can help build your brand.

However, as even the most seasoned of copywriters will know, putting words on a page is not always an easy task. Fortunately, we’ve put together a few tips to help you conjure up attractive copy, push your website up Google’s rankings, and grow your business.

1. Get to know your audience

Before jumping in and writing your copy, it is essential that you figure out who will be reading it. Gauging an appropriate tone of voice for your target demographic is essential if you want to drive sales, so spend a little time considering how to draw readers in.

2. Consider how to split up your writing

Web copy can be very difficult to read if it is bunched together in extensive paragraphs. In this way, aiming for short, sharp sentences and bitesize paragraphs tends to be beneficial for most types of copy.

3. Make your blogs playful

Writing a blog is now a popular strategy for many businesses regardless of their size or target demographics. Some marketers, however, tend to make their blogs much too dry and journalistic. A blog should endear the reader to your company, so finding an engaging and friendly tone of voice is essential to success. Try being a little playful when writing your content, and don’t be afraid to include a few tasteful jokes. This type of copy should look very different from your standard business web pages.

4. Avoid jargon

It can be tempting to show off your impressive vocabulary when taking on a writing task, but long words and jargon will not entice your readers. If you’re unsure about the clarity of your work, get an honest colleague to give it a thorough proofread.

5. Include a call to action

Remember that the purpose of your copy is to build a customer base. In this way, it is important that you make clear exactly what your goods and services are. The message should be brief and clear and should sit at the end of your piece.