Using Web Copywriting to Separate Your Company from Competitors

Eric Brantner
SEO Content Writer

When writing copy for your website, the first thing you should ask yourself is “What separates my company from the competition?” While your first instinct might be something like customer service, that’s just not going to cut it. Every company says they have the best customer service. Your website visitors won’t be wowed by that.

Also, avoid the use of ridiculous superlatives. Simply saying “We’re the #1 company in our industry” won’t separate you from your competitors. No, you have to find something unique that adds value to your business. Something that a customer will grab hold of and associate with your brand for years to come.

As an example, Domino’s Pizza built their brand on the 30 minute guarantee. They drilled it into their customer’s minds that they would have their pizza delivered within 30 minutes. This service added value to the Domino’s brand. It distinguished them from all the other pizza joints in town. After all, everyone has experienced waiting hours for a pizza delivery at some point.

FedEx is another prime example of a company separating itself from the competition. Through numerous TV ads, the company has dramatized how missed deliveries can ruin a company. That’s why they absolutely guarantee you will receive your packages on time. This creates the impression that other shipping companies can’t promise this (and they don’t) and it adds value to the FedEx service.

So, what really separates you from the competition? As a business owner, you should already know this going in, but if you don’t, it’s time to start brainstorming. Do you offer a unique guarantee or service that nobody else in your field does? Feature your unique qualities in your website copywriting. Don’t just talk about the features, but explain how they will benefit the reader. Your website readers don’t care about all the technical differences between you and the competition; they just want to know how your unique features will benefit them as a customer.

It’s only after you truly distinguish yourself from the competition that your online brand will have real value.