Corporate events

How to Write a Web Copy to Market Your Services – Guest post

Have you ever wondered how Apple makes us ditch our perfectly fine iPad Air for an iPad Pro? Yes, the company has a reputation and its consumers know that everything that comes out of Apple is crazy good, but that’s not the only factor responsible for our madness for its products. It’s all about the seductive marketing. We get great headlines and readable content with brief, powerful sentences. Moreover, Apple’s marketing content gives us all information we need before buying the new product. That’s the example an event manager should follow. When you’re trying to attract new clients for your services, it’s important to inform your target audience about the offer and seduce them with great marketing content. How exactly can you do that? Read on; we have some tips that you’ll find useful.

1. Your web copy should be readable

Your college professors were demanding advanced academic style in your essays. Maybe you still assume that high-quality writing means long, beautiful sentences that make you look smart. You’re wrong. Online readers don’t have an impressive attention span. They expect you to say what you need to say in few words.

When you’re trying to promote an event, use broken sentences, such as:

Summer is here. And this is the summer you’ll enjoy the most. Breeze. Love. Joy. Join us for this adventure and you won’t regret it.

Then, you can provide more information about a summer festival, but make sure to keep it brief and fun.

how to write web copy Image source

2. Think about your ideal reader. Address them directly!

The perfect web copy doesn’t address a mass of readers; it speaks directly to the person who’s reading it. Think about few determinants about your ideal reader:

  • Age
  • Gender
  • Education
  • Location
  • Interests
  • Budget

Then, craft a copy that speaks to that reader and often includes words like you, your, we, us, etc. Event managers, team building trainers, and people with similar professions understand their audience. Think about the things your ideal reader is dreaming of and show how you can make their life more exciting.

3. Tell a fascinating story

Storytelling is an important aspect of every successful marketer’s campaign. When you include a story in your copy, it will leave a more powerful impression, since it’s easy to remember. If, for example, you’re trying to attract business owner with team building session, share impressions and real experiences of teams that have already been part of your program.

Stories showcase your services in a much more effective way than simple explanations. You can also share your own story – how you’ve grown into the manager/trainer you are, what your inspiration was, and what challenges you overcame when developing your program.

how to write web copy 2Image source

4. SEO is more important than you think

The point of writing promotional content is increasing the awareness for your services among the target audience. One of the best ways to achieve that goal is through online promotion based on search engine optimization. For that purpose, you’ll need to identify the keywords your target audience uses when searching Google. Google AdWords Keyword Planner is the perfect tool for that.

Once you locate the most important keywords, you need to include them in logical context. Don’t overstuff the content with keywords, though! The last thing you want is to turn your promotional piece into something that looks like spam. You can achieve balance by using no more than 2 keywords in 50 words.

Are you wondering why SEO is important? A good campaign will put you on top of Google’s search results. Once you achieve such ranking, you’ll start getting plenty of visits to your website. From that point on, the quality of your content and the website itself will be responsible for conversions.

5. Focus on the benefits the reader will get

Everyone loves talking about their business. You just love writing about all features of your services, but guess what: the audience is not that interested in reading about them. They don’t care how much training and education it took for you to become the manager you are. They are only interested in the benefits they will if they fall for your offer.

What are you giving them for their money? Why is it better than the competition’s offer? Before you start writing the copy, create a list of all features that distinguish your service. Then, find a way to present those features as benefits your ideal customers will get. For example:

I’ve been in this business for 15 years. I know you need safety and cost-effectiveness when organizing an event, and I know exactly how to provide them.

That’s how you seduce a reader – by recognizing their problem and showing that you’re the solution.  

6. A Great Web Copy Takes More than Writing Skills

Are you a talented writer? That’s a great starting point, but it’s not enough. A successful promotional web copy is based on market research, creativity, and skillful writing. The main thing to remember is that you’re having a conversation with your ideal reader through the piece you’re working on. When you make it readable and attractive enough, it will lead you to the results you’re after.


Kate Simpson is a professional writer and editor. She works for assignment writing service where she is a senior content creator for various projects and also manages an editing team.


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