There is a myth out there that copywriting is not really important.
Wow, that totally blows my mind. If copywriting is not that important then what is? If a propsect visits your site then tell me what it is that makes sale?
Your site is your "salesman." I mean really think about that. Your online business is NOT like an offline business where someone can "walk in" and you can talk to potential customer and sell something to them. People visiting your site do not have that face to face interaction with you...so with that said, what do you think you have to rely on to get that sales process happening??
Yup, your copywriting becomes your salesman. Your personality, belief in your products/services, and knowledge comes through in words you use. From there a prospect, depending upon how you come across will decide to do business with you, or of course not.
Now, if you site is your "salesman" then hang with me for a second and go through this little exercise with me. Let's say our site is actually a store on Main Street. A customer comes in and is looking around at products/services you have to sell. You go over and talk to this person and start asking questions and start communicating with them. Through this communication you are exchanging information. You are answering questions that your customer has so that they can make a more informed buying decision. This exchange is building trust and rapport with them. Through exchange they feel and see belief you have in your products/services and they know that you are quite knowledgable in what you are selling. You are certainly someone they "need" to keep around.
Ok, having said all that and using an offline approach, all those points and traits I just went through is exactly what you site now has to do. Your site has to show how knowledgable you are, either through information you write yourself, or information you obtain and post from other sources, and/or a combination of both. People online are looking for INFORMATION first before they buy. Just like in our little exercise above. Yes, there are times when a customer knows exactly what they want, however, these impulse buyers are rare. People STILL will go through process of gathering information, and why not, I mean that's what internet is all about right??
So, people search for information and of course solutions, which is basically same process they go through offline, right? You go into a store, talk to salesman, ask questions, salesman offers a solution and a sale is made.
Online we provide information and solutions as well, through:
Give them information they are looking for by converting your knowledge into content related to theme of your business or interest.
If your business is selling Paint Pellet Guns, then write everything you know about Paint Pellet Guns, what to look for in a gun, perhaps rate ones that are out there. Write about what a newbie to Paint Pellet Guns should start with.