Top 5 Tips for Writing Compelling Copy for Your Small Business

SEO Copywriter and Brand Strategist - Claudia Bouma Copywriter

Feeling overwhelmed at the thought of writing your own content?

Wondering how to write copy that engages and compels?

Struggling to transform your thoughts into words?


Don’t stress. You’re not the only one.

In fact, many business owners dread the thought of having to write their own website copy, blog, monthly email or social media posts.

As an experienced copywriter, I’ll share 5 tips to take the stress out of filling the blank page. And write content you’ll feel good about. Anyone can learn to write well, with a bit of expert advice.


Tip 1: Understand your own business

Putting words onto paper (yep, I’m an old-fashioned writer who loves paper and pen) becomes a whole lot easier when you know what you’re on about.

  1. Why did you start your business?
  2. Have you thought about what you’re hoping to achieve in the long term and set yourself short-term goals?
  3. What about your Unique Selling Proposition?
  4. What makes you different from the competition?
  5. Does your business have a set of values and principles?

 It’s important to have clarity because it gives your business a clear focus. And this focus will help you write engaging content.


Tip 2: Know your ideal audience

If you’re trying to write for everyone, you’ll end up writing for no one. Knowing who you’re writing for is as important as what you’ll be writing about. It can be helpful to create customer avatars as they help paint a picture of who your target customer is. Think about gender, age, location, career, family situation and anything else that’s relevant to the person you’re wanting to reach.

Are you trying to appeal to teenagers? Talk in their language.

Do you want to reach businesswomen in their 30s and 40s? Address issues they can relate to.

Focused on the corporate world? Make sure you know the lingo and share your expertise.


Tip 3: Work out your tone of voice

What on earth is tone of voice? Put simply, it’s the way you communicate with your ideal customer. It’s all about how you say things. Let me give you an example of expressing similar content but in a different tone of voice.


Current marketing trends show the importance of a well-developed tone of voice for increased client engagement and improved conversion rates.


You know you need to develop your tone of voice. Competition is fierce causing your brand to drown in a sea of sameness. It’s time to take action. The time is now.


Why not talk to your clients the way you chat with your best friend? You know, simply tell them why your stuff is the best on the planet. Because it is.

Aussie (my absolute favourite)

You’re like a bull at a gate when it comes to getting your act together. Tone of voice? All sorted.


Tip 3: Use an online thesaurus

Variety is the spice of life, and this holds true with content as well. You know those articles where the same words are used again, and again? Change up your vocabulary to keep readers engaged and stop them from dropping off to sleep.

A couple of examples to illustrate this point:

  • Sure, you can write content but why not craft compelling copy?
  • Or maybe you keep books for small business clients and help them to get on top of their finances.


Tip 4: Finish with a strong call-to-action

What do you want the customer or client to do? Sign up for your course? Schedule a discovery call? Buy a particular product? Share an article?

Choose your words carefully when writing the call-to-action (CTA). Don’t just settle for ‘Learn more’, ‘Tell me more’ or ‘Submit’. Be creative and trial different CTAs.

Have you tried any of the following:

  • Ready to work together?
  • Keen to give it a go?
  • Send me specials now
  • Go Premium


Tip 5: Keep it short and punchy

Say what you want to say. Full stop. That’s it. Don’t elaborate. Avoid the temptation to use big words and lots of jargon (unless your audience thrives on it).

Try and keep your sentences short. Break up the copy with white text and use bullet points to make it easy to scan the content. Edit what you’ve written. Then edit again.

Enjoy writing!

Oh, and a final tip.

Be yourself.


A little bit about me

Claudia Bouma is an SEO copywriter and brand strategist who works with big and small brands across the globe to develop their brand tone of voice and craft compelling website copy that compels, converts and sells.

Check out my SEO copywriting services and tone of voice development to see how I can help your business stand out from the crowd.

Claudia Bouma

SEO Copywriter and Brand Strategist - Claudia Bouma Copywriter

Working with people who are passionate about what they do can make all the difference.

As an SEO Copywriter and Brand Strategist I've helped countless businesses to stand out from the crowd by creating attention-grabbing copy that speaks to their audience. Websites are my favourite and incorporate Search Engine Optimisation (SEO) to ensure your website is found by Google.

As a local I take the time to get to know your business inside out to ensure the best results.

I also write personality-packed copy for:

* LinkedIn Profiles
* Press Releases
* Brochures
* Flyers
* Blogs

Claudia Bouma Copywriter