There’s a common misconception that people today have the attention span of a goldfish. It’s a complete myth! Readers actually enjoy spending a long time reading online content. It’s just that there’s so much content to choose from.

With so much to read, watch and listen to, modern audiences are easily turned off unless the content grabs their attention right away. That’s why investing in good content is essential for attracting potential customers’ attention and growing your business. Let’s look at three ways a good copywriter can help with this:

1. Good texts attract attention

Just look at any guide or tutorial to online copywriting and there’s a good chance it will start with a chapter on “attention.” After all, you’ll never get a message across if you don’t attract people’s attention first. 

Good content is still the most reliable way to attract the attention of people who may want to do business with you. The tricky part is making sure that your content stands out from the crowd. The people you’re trying to reach are reading, listening to and watching content all day long. Your challenge is to cook up the perfect content “snack” to entice them with.

So, how do you do this? Tracking your online traffic and figuring out where visitors to your site are coming from is a fundamental task for any business owner with a web presence. Dive into your Google Analytics and check your visitor statistics. How long are people staying on each page? Which articles are doing well and which aren’t?  

A good text reads easily

2. Good texts create a loyal audience

Once you’ve got someone’s attention, the key is to hold onto it. Whatever strategy you use to attract people to your site, offering them a wide variety of interesting content will ensure they keep coming back. Only then will you be able to start a conversation about what exactly you’re offering.

In short, you need more than just good, attention-grabbing headlines. You’ve got to round this out with well-written content that makes your visitors want to take the next step. Encourage the visitors you’ve attracted to get in touch via e-mail or chat. That way, you start a dialogue that shows them how you can give them what they want.

So, how do you do this? Put out a regular newsletter with interesting information that targets your audience. Entice your visitors to become subscribers. This is the point at which the static on the line fades away and you start building a relationship with your readers.

3. Good texts turn leads into paying customers

If people have a problem that needs solving, they’re willing to hear what you’ve got to say. As soon as they see that you’re offering a solution, they’ll naturally want to give you more attention. But not every potential customer who stumbles across your site is necessarily ready to reach for their wallet right away.

Nothing is more effective than good content that interests your lead and keeps them satisfied till the point at which they are ready to make a purchase. This is where longer pieces, like white papers, come into play, so you can showcase your expertise on the subject.

So, how do you do this? Keep track of how often your whitepapers are downloaded. The right software for newsletters lets you create series that steer your potential customers towards making a purchase. This software usually also lets you track precisely how effective your content is.