What do #Geospatial analyses and good website copywriting have in common?
At first glance, not a lot:
๐ Geospatial is about analysing spatial data to solve problems
๐ Website copywriting is about using words to get people to act
But they share a crucial principle.
Like the data layers of a geospatial analysis, website copywriting relies on various streams of data and combines them in a meaningful way to generate information and knowledge.
Here are the data streams to consider for effective website copywriting
When writing your website, you want to think about more than just words on the page. You want to think about who you’re writing for, what you need to tell them, and how you need to tell it to them to get them to act.
And to know those things, you need various input data, like:
โ Audience data
You need to have a deep understanding of your audience – who they are, what problems they face, what impact their problem has on their life and business, how they think and talk about their problem, how they have tried to solve their problem, and so on.
This understanding is crucial for nailing your positioning and messaging. Without it, you’re stabbing in the dark when it comes to which messages will appeal.
โ Competitor data
Although many Geospatial brands are pushing blue ocean territory, your prospects will always compare you to the incumbent. Whether that’s a direct competitor, and old way or doing things, or an acceptable status quo.
You need to understand exactly who and what you’re up against so you’re best equipped to proactively overcome objections and show your prospects that you a) understand the switching costs, b) will make it undoubtedly worthwhile, and c) make the process extremely easy for them.
โ SEO data
Even the best website still needs to get found, and SEO is still one of the best ways to generate traffic. But only if you have optimised your website for the right keywords and phrases. You’ll want to do keyword research to understand exactly what your audience are searching for and then integrate those keywords and phrases strategically in your site.
โ Conversion frameworks
When it comes to website structure, information flow, and copywriting, certain structures work decidedly better than others. This is where it pays to be familiar with principles of human psychology, conversion, and copywriting, to ensure you present your messages in the most compelling way possible.
And like a good geospatial analysis, we can generate much more value when we put all that ๐ together in a meaningful way than when we look at each thing in isolation.
And here’s how to layer them together to create highly effective website copy
๐๐๐บ๐ฎ๐ป ๐ฝ๐๐๐ฐ๐ต๐ผ๐น๐ผ๐ด๐ ๐ถ๐ ๐๐ต๐ฒ ๐ฏ๐ฎ๐๐ฒ๐บ๐ฎ๐ฝ ๐บ๏ธ
Everything you say should be aligned with core principles of human psychology – how people think, how people make decisions, what people need to know to act.
๐ง๐ต๐ฒ ๐ป๐ฒ๐ ๐ ๐น๐ฎ๐๐ฒ๐ฟ ๐ถ๐ ๐ฐ๐๐๐๐ผ๐บ๐ฒ๐ฟ ๐ฟ๐ฒ๐๐ฒ๐ฎ๐ฟ๐ฐ๐ต
Itโs understanding how the general human psychology principles manifest in your specific audience. What do they care about most? What will make them progress on their customer journey?
๐ง๐ต๐ฒ๐ป, ๐๐ฒ๐ฒ ๐๐ต๐ฎ๐ ๐๐ต๐ฒ ๐ฐ๐ผ๐บ๐ฝ๐ฒ๐๐ถ๐๐ถ๐ผ๐ป ๐ถ๐ ๐ฑ๐ผ๐ถ๐ป๐ด
So you can do it better, knowing what you now know about human psychology and your specific customer research. How can you create a smoother customer journey? How can you explain things better? How can you structure your site more intuitively, etc.
๐ก๐ฒ๐ ๐, ๐ป๐ฎ๐ถ๐น ๐๐ผ๐๐ฟ ๐ฝ๐ผ๐๐ถ๐๐ถ๐ผ๐ป๐ถ๐ป๐ด ๐ฎ๐ป๐ฑ ๐บ๐ฒ๐๐๐ฎ๐ด๐ถ๐ป๐ด
Based on psychology, customer research and competitive research, you can now nail your positioning and messaging to show your clear USP, value prop, and market position. This guides WHAT you say.
๐ง๐ต๐ฒ๐ป ๐๐ต๐ถ๐ป๐ธ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐๐ผ๐ป๐ฒ ๐ผ๐ณ ๐๐ผ๐ถ๐ฐ๐ฒ
Do you want to sound serious and dominant (AKA voice of god), or friendly and helpful (AKA friend at the bar)? Depending on how you want to come across, you can fine tune your vocabulary, tone and cadence to suit. This guides HOW you say it.
๐๐ฎ๐๐๐น๐, ๐๐ต๐ถ๐ป๐ธ ๐ฎ๐ฏ๐ผ๐๐ ๐ฆ๐๐ข ๐ธ๐ฒ๐๐๐ผ๐ฟ๐ฑ๐
Once youโve fine tuned all the other layers, you can layer in your SEO keywords to ensure that the right people actually find your website based on their keyword searches and search intent.
So, just like thereโs limited value in a single map layer, you canโt expect to write effective copy when youโre lacking some crucial input layers.
Collect data โก๏ธ Put it in context โก๏ธ Analyse it โก๏ธ Apply your insights to achieve certain objectives.
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