Hire an American Copywriter & Watch Your U.S. Sales Soar

International Companies - You Need an English Website to Attract Prospects and Convert Them into Buyers

posted under Hire a Professional Copywriter

Does your international company want to sell its products or services abroad? If your target market includes the United States or other countries where English is spoken, then one of your first steps should be to build a website in English. And not just any English – American English.

Hire an American copywriter to choose the right words for promoting your business to the world and watch your sales explode!

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A Website Is Crucial

Having an internet presence is critical to establishing credibility, particularly if your company is not based in the U.S. Americans are cautious when purchasing products and services online. They want to know the company they’re dealing with is legitimate and will live up to any claims it makes.

The very first place an American will turn to find a product or service is the web.  A website written in American English will go a long way in building trust. It’s not enough to have attractive photos or impressive graphics.  Your website must answer the questions the searcher is asking.

Provide useful information, and you’ll capture the visitor’s attention. An American copywriter can choose words that position your company as the expert in its field. Furthermore, using American English will give the appearance of being a U.S. company or at least one accustomed to selling to the U.S. market.

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Your Copy Must Sound Authentic

Treat American consumers with respect and they will reward you with their patronage. Try to deceive them and you are destined to fail.

Americans respect honesty. They appreciate straightforward information. If your copy contains generic statements or fluffy descriptions, you’ll create skepticism and have a harder time converting visitors into customers.

In your rush to be picked, get noticed or build buzz, your instinct may be to over-promise. Instead, stick to the facts, and your copy will sound authentic.

Americans can detect lies. Information regarding the benefits of your product is expected. But don’t lie, exaggerate, withhold information, or mislead. You’ll be expected to deliver whatever you promise. And if you want repeat business and referrals from loyal customers, you’ll want to meet and, if possible, surpass their expectations.

Build Trust with Testimonials

To further support your claims, consider adding social proof in the form of customer testimonials. These quotes listed on your website can range from a single sentence or two to a few paragraphs. Ideally, you want to include the customer’s full name, title and company (if relevant), and photo added credibility.

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Testimonials from happy, satisfied customers can help foster trust.

A longer version of testimonials can be a detailed case study.  Define the customer’s problem and then reveal how your product or service solved it.  Add a few quotes from the customer and photos, if possible.  Having third party endorsements will enhance the believability of your statements.

Americans Want Value

Whether rich or poor, Americans want value. And they do their homework to make sure they get it.

They’ll evaluate all features of your product or service and compare them to competitor offerings. They’ll read every word of your description and scrutinize your photos to ensure they’re getting exactly what they want. They’ll compare prices if you publish them.

Skip the hype, and make your information clear and easy to understand. Point out all the positive qualities of the product so the visitor can appreciate all that they’re getting for the price.  Convey the information in a way that is engaging and believable.

Use American English

Search online and you’ll find plenty of copywriters offering to write your website in English. But not all copywriters speak the English you want. If you are targeting Americans, the copy must be written by an American, someone for whom American English is a first language.

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Tell the story of your company in conversational American English to get your visitor’s attention.

American copywriters are familiar with the literary and cultural nuances of the U.S. They understand implied meanings and subtle statements. They know the transitional terms, popular expressions, grammar and phraseology Americans use. And they can write the copy with the tone you want, whether that’s elegant and formal or casual and fun.

U.S. copywriters also realize that well-chosen words translate into power. They will write copy that resonates with fellow Americans. Someone who has learned English as a second language or was not born and raised in the U.S. may not have mastered those elements.

Spelling Counts

Nothing will bring attention to your foreign heritage more quickly than spellings that are not American English. Americans spell words like favorite, humor, gray, center and theater differently than their British, Australian and Canadian counterparts.

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If your primary market is the United States, be sure to choose commonly-used American spellings.  And that goes for grammar too!

Translations Don’t Cut It

If you already have a website or other marketing materials written in your country’s native tongue, don’t assume you can simply translate them into English. Americans can spot translated copy, and it won’t ring true. They can also tell when someone who is not 100% fluent has written the text.

The copy must sound natural, not forced. It must flow. Copy that is awkward will cause your prospective customers to hesitate. And if they don’t believe your copy, they won’t buy your product.

Be sure your communications are targeted to your audience. The way to stand out amid the communication clutter is with native English copywriting by an American copywriter that first empathizes with your prospects, then educates them about your product or service, and finally compels them to action.

Captivate Your Readers

When crafting your copy for the U.S. and other English-speaking markets, be sure it meets the following criteria:

  • Explains product features — Include details like size, color, composition, construction, unique qualities and more.
  • Describes benefits — Tell customers how the product will solve their problem and make their life better.
  • Is engaging and straightforward — Use familiar vocabulary, avoid jargon, and keep sentences short and easy to understand.
  • Uses good grammar and spelling — Nothing detracts from your professionalism faster than misspelled words or bad grammar.  And check your punctuation too.
  • Works in concert with photos, graphics and design elements — Your pictures should complement your copy.  They should work together to communicate the message.
  • Uses words and phrases that support your branding — Consider the connotations of the words you choose.  How will they enhance or detract from your brand?
  • Includes a persuasive call to action to convert readers into leads — If you’ve done a good job educating visitors, you should have no problem asking for the sale.

Targeting the U.S. market is a smart move. Despite media coverage of the country’s lagging economy, plenty of Americans are doing well and have money to spend.

Additionally, most Americans are comfortable shopping online.  They have confidence that anything they order will be delivered to them without problem.

All you have to do is attract Americans to your website with good copy that causes them to stop, think and ultimately reach for their wallet.

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Do you sell your products or services to buyers in the U.S. and other countries where English is spoken?  Be sure your website speaks their language.  Hire an American copywriter to compose your copy and watch your sales soar! Contact Susan Greene today!

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Testimonial

You hit it out of the park!

Once again, Susan, I think you hit it out of the park. Your article for The Coleman Report is spot on. I even caught myself reading a few of those lines in Sundip’s {CEO} voice in my head!

I will go ahead and send out to Sundip and Ailleen for review. This is really good work!

Anish Dhanjee
Marketing Associate
AVANA Capital
Glendale, Arizona

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