The 3 Types of Research that Underpin Impactful Website Copy
As a website copywriter, I've penned and polished website words for a range of industries and audiences, from a financial planner to functional nutritionist to SaaS for the recruitment industry.
That’s a variety of voices, vibes and vocations. But one thing that stays the same no matter what type of business I'm crafting web copy for—whether creative or corporate, digital store or online educator—and that is the research that underpins the website content.
Copywriting research…really, Yolie?
Yes! If you’re surprised, you’re not alone!
It's an oh-so-common misconception among clients that the writing part makes up the bulk of the website or sales page copywriting process—and that's not true. In fact, after 5+ years as a freelance copywriter, I would hazard that the research phase can often take up as much time as the writing phase. No matter how much time it ends up taking, it’s undoubtedly of equal value to the writing itself.
Think of it as the foundation that lays the groundwork for stellar, solid web copy and helps me capture the essence of your business/brand.
Since it’s so important, today I’m shining a spotlight on it in a bigger way!
So, let’s jump into the 3 types of research that lead to hard-working website copy. AKA: The kind of website copy that serves as a tool to grow your business.
Copywriting research strategy #1
1) Brand Research
This is the first stage of research and involves getting up close and personal with the brand/business I am writing for.
What goes into it?
In my boutique copywriting studio, brand research is part questionnaire, part interview, and part Sherlock Holmes detective skills!
First, I will send over a questionnaire with a series of targeted questions. Then I'll conduct an in-depth, 90-minute interview with you. These heart-to-hearts make me make my words sound like you. We'll deep dive into your process, your perspective on your offer, why you created it, and your business backstory, as well as tap into your understanding of your target market. Plus, I’ll review podcast episodes you’ve featured on, Instagram content you’ve posted previously, and web content you’ve created to better capture your voice, vibe and views.
Why does it matter?
This part of the website copywriting process is so important because it sets your business apart from others and makes it more likely that your website copy will fit like a glove! When you hire a ghostwriter as a personal brand or a service professional, you still want them to capture your voice and vision. And whether or not you're a personal brand, the story and purpose behind your business matter to the people who will buy from you.
Brand research is that 'secret' to your copywriter nailing your brand voice, story and perspective.
Copywriting research strategy #2:
2) Voice of Customer Research
What is Voice of Customer research? Honestly… it's exactly what it sounds like! 😉 Research into what your ideal customer has to say. More specifically—what they have to say about their desires, frustrations, problems, objections, and values as they relate to your offer.
Why does it matter? How does Voice of Customer Research benefit your business?
With VoC research, we reverse-engineer those 'aha' moments when your audience recognises themselves in what we're saying on the page. The challenges they face, their experiences, their headspace, and their hopes. And if you want your website copy to spark sales and reel in more clients/customers, you need to know them inside out.
It can be beneficial to the small biz founder too—because when done right, you can get invaluable insight into why past clients/customers chose you over other competitors, what else they tried before working with you/buying from you, and what benefits they gained for your work together or your product. (Some of these you might not even know yourself!)
What goes into the Voice of Customer Research phase?
Any touch-point with a customer is an opportunity to learn more about them and what makes them tick. But ideally, I would interview up to 3 past and present clients and customers, which is the most effective way to glean this information.
If your budget doesn't stretch that far, we can keep the detective work online—by researching Reddit groups or surveying your community, for example, reviewing testimonials for similar services and mining them for relevant information. This only method is not really unique to you, though, so it won't speak specifically to your service or USP. Which is where interviews come into their own.
Copywriting research strategy #3:
3) SEO Keyword Research
What is Keyword Research?
Keyword research is all about choosing which keywords we want to optimise your website for—so that you can increase your visibility for these search terms.
Why is SEO important?
Well, when your on-page SEO is strategic and follows best-practice, you’ll enjoy greater visibility in search engines like Google Search—so that when people search specific search terms—those are your keywords!—specific pages on your website will appear on the SERP (Search Engine Results Page). Organic traffic earned through SEO can be a diamond-worthy asset for a local, small business. It’s certainly not going to hurt to leverage it as part of your longer-game promotion plan, on top of other forms of marketing.
How is keyword research done?
Once I've done VoC and brand research, I'll hop into Mangools and Keywords Everywhere to conduct SEO keyword research—reviewing competition, search volume and search intent to select the keywords we will target on your website. For a three-page website (Home, About, Services), you'll have a list of 10-15 keywords that we'll focus on.
In conclusion: What happens when you combine these 3 types of research?
It's like the witches' brew—the combination that leads to the best results! So that when you receive the first draft of your copy, it feels true to you. And once you hit publish on your site, you ultimately see an upward trend in traffic, search engine visibility and leads.
It seems like magic…but it's not. It's the result of a careful, thorough, and intentional process. And it helps to ensure your copy ends up sounding like you and working to bring prospects to the next stage—whether that's a phone call, an enquiry, an opt-in or a purchase.
Ready for website words that work bloomin’ hard for your small business?
Creating website copy for local and global small businesses—and the talented, driven founders behind them—makes my heart do handstands! I would love to put my words to work in your biz to support you in reaching your traffic, positioning, and sales goals.
Scope out my website copywriter services here then fill out this contact form to kickstart a conversation, and we’ll schedule a 20-minute no-strings-attached discovery call so I can create a quote for you. (And we can make sure it’s a match.)