Learn How to Write Copy for Your Target Audience

Learn How to Write Copy for Your Target Audience

Strategic website copywriting isn’t just about sitting down, picking a topic, and writing a blog. Even without factoring in the additional step of SEO copywriting, there are many reasons why you need to have a proper think about the strategy behind your copy before you even start tapping away at the keyboard.

To be blunt, there is no point writing a blog if you don’t follow a few key steps. When professional copywriters create copy to fit into a broader marketing goal, they need to think about who will be reading the copy, why they will be reading, how the copywriter will be writing for them, and what the audience will be gaining at the end. 

If you are writing copy for your own website, here are a few key steps to get you writing copy that is engaging and strategic.

Step 1: Find Your Audience

You might think that the first step to website copywriting is actually writing the copy – but you would be absolutely wrong! To create copy that is interesting, relevant, and timely for your audience, you need to first figure out who that audience should be. 

To find your target audience you need to ask yourself a few questions:

  • What type of person do you want buying your product?
  • Where do they live?
  • What age and gender are they?
  • What type of language do they use?
  • Where do they spend their time online?
  • What do they like to do in their free time?

The clearer an image you have of your target audience, the easier it will be to figure out the tone, message, and topics for your copy.

For example, if your target audience are 25-40 year old women living in Brisbane who spend most of their time online watching TikToks while binge watching Married At First Sight you will be writing very differently than if your target audience is 45-60 year old men living in Sydney who spend most of their time online readying industry news or LinkedIn posts after they’ve just spent hours at the golf range.

For one audience you would use a more relaxed tone, probably throwing in some slang or pop culture references, and keeping the message of your content easily digestible for bite-sized second (or third) screen viewing. For the other, however, you would use a very professional tone with meatier content that is meant to hold the sole attention of the reader.

Step 2: Figure Out What You Want To Say (And How To Say It)

Now is when you need to figure out what you’ll be writing. You should keep your target audience in mind and think about two key things here – what topic do you want to write about, and what about that topic will appeal to your target audience. 

If you are stuck for ideas, keep in mind that you are the industry expert here. There are always going to be topics you could write about. Is there a particularly timely topic that you want your audience to know more about? Are there new updates within your industry that you want to add your own commentary to? Do you have a new product or service? Are there any FAQs you could talk about?

The next part of this step is thinking about how this topic will appeal to your target audience (this is where all of that thinking about your target audience comes in). What is happening within the online spaces your audience frequents? Are there any recent pop culture references you could make? What is happening in their lives right now?

Once you’ve thought about these questions, it’s time to marry these ideas together to figure out the topic and tone of your copy.

For instance, if you’re writing for those same 25-40 year olds about recent legislation changes in your industry, you might want to make a couple of reality tv references in your website copywriting. You could even use little summaries of your key points in pull out quotes to make sure that your key points still hit home, even if they are being read in between commercial breaks.

Step 3: Knuckle Down Your Key Message

After you’ve figured out what you want to write about, and how you’re going to write it, read back through it to make sure you have a clear key message throughout. 

Your key message should be something that provides information to your target audience, and isn’t telling them something they already know. For example, if your target audience lives in Brisbane, you wouldn’t tell them why they should consider moving to Queensland! Having a clear key message in mind will also help you make sure that you stay on topic, and don’t write content that will confuse your audience.

Step 4: Starting Your Website Copywriting

You’ve made it! You’re finally at the stage of actually writing copy for your website. Once you’ve figured out the strategy behind the who, what, why, and how, you can finally sit down to write content on a topic you’re deeply knowledgeable in. Don’t be discouraged if it takes you a while to work through these steps, though. After you’ve worked through your strategy a few times it will start to become a habit to work through these steps on your own.

 

Ishat Narain