The first is always your target audience: who you’ll be writing to.
It is low resource intensive, extremely powerful and highly secure.
But something most people neglect is giving due attention to the buying process as a whole and where your target audience is within their own process.
Understanding this can, oftentimes, make or break the success of your copy.
When AEwebworks (an online, dating-site software developer) approached me about rewriting their website copy, it became immediately apparent that their copy could benefit from paying some due diligence to the buying processes of their customers.
The Problems My primary concerns with the copywriting on this site included the lack of synergy within the copy, the use of testimonials, the lack of focus on the target customer’s buying process, and the inability for the copy to support the search engine goals of AEwebworks.