When it comes to writing for the web, you’ve got to take into account the fact that people won’t read every word. They’ll naturally skim, scan and look for reasons NOT to continue reading.
That’s where great web copywriting comes into play. With these five tips in mind, you’ll be able to grab your readers attention, direct them effectively through your site, and turn them into paying customers.
Who knew words could do so much?
Tip #1 – Write for Skimmers and Scanners – Break up your long paragraphs into visually “digestible” chunks for easier reading. Consider using bullet points to make a brief statement rather than rambling on and on. Our eyes are naturally attracted to short, concise information. Add sub-headings in between those content chunks to break up the reading even more into understandable “sub-sections” that propel the visitor to continue reading.
Tip #2 – Create personas for easier target marketing – A persona is a fictional demographic (and even psycho-graphic) of your ideal customer. Chances are you already have an idea of who you’re trying to reach: single moms, young, adventurous couples, people who enjoy do-it-yourself-projects, and so on. Make a list of the typical things this person wants in a website. What they’re looking for may not necessarily line up with the kind of copy that’s currently on your site. You can even create several personas to match your primary customer, secondary customer and so on.
Tip #3 – Add a single call-to-action – Too many sites (especially corporate ones) direct the user to a million different potential destinations. People who do this obviously don’t know their audience well enough to know what they want. It’s fine to have different sales funnels to narrow down each type of “persona”, but give every one of those funnels a single objective to complete rather than forcing their attention to be scattered all over your page.
Tip #4 – Make it personal – People love stories. If you can tell a brief but interesting story on your sales page, you’re more likely to make a sale than someone who simply screams advertising. Demonstrate or tell about how your product solved a customer’s problem. You can even tell your own story related to your product, and detail how it helped you personally.
Being hundreds or thousands of miles away from each other makes each online customer more difficult to convert – but personal experience can help build up trust and authority – two things that are very hard to find and very prized when it comes to credible websites.
Tip #5 – Get to the point – Put away the flowery language and the cute puns. Online, people want “just the facts”. Give them relevant information that makes them picture themselves in a positive light as a result of using your product. Along with developing a persona, write in the kind of language that your ideal customer understands and uses themselves. To do that, find out what kind of magazines they’d be most likely to read and see how those articles and lists are laid out.
As a bonus, you can also use the best articles from these magazines and guides as part of your swipe file. Every good copywriter has one – and it’s made up of snippets, articles, headlines and other tidbits of information that the copywriter can use for inspiration or a possible future sales letter.
Please share your opinion about this by leaving a comment below