Anyone can write. But have you ever wondered why some websites draw your attention more than the others? They make you stay on their page, read the blogs, capture the mysterious ‘know, like and trust’ and sometimes make you to buy their stuff?
Before getting into the context of the web, its danger and warning signs, the first thing you need to know is that anyone can produce good content. But it’s the ability to differentiate the good from the bad that sets the professionals apart from the beginners.
As a business you need to work on developing engaging, meaningful web copy which is a balance of Function and Emotion. It can be tricky.
Sell it in the title
You can write the greatest copy in the world, but if your headline is weak, no one’s going to read it. Did you know that most people read just the headline – only few read the rest? This is why a solid headline is important. There’s no magic formula for writing a good headline, but some time-tested strategies include the direct approach (e.g. “Flat 50%”), the how-to approach (e.g. “How to Use Google Analytics”) and the list approach (e.g. top 5 cruelty-free makeup products).
People like good stories. Stories resonate with us – statistics don’t. Journalists have known this for ages. If you’re writing marketing copy, the same rule applies. You can tell your readers all impressive statistics and technical details about your product/service, they’ll smile. If you really want to get their attention, however, give them a good story. Open with a compelling story. Provide case studies. Highlight testimonials from your customers.
The visitors to your website who are the most likely to convert, are the ones who are looking for something specific. Don’t speak in generalities about how your company sells “high-quality leather goods,” or “software that will maximize your business’s conversion rate.” What kinds of leather goods do you sell? How does your software maximize conversion rates? The more questions you can answer for your reader right off the bat, the better.
Every industry has its jargon. In this industry, for example, we talk about SEO, SEM, PPC, and ROI. Jargon serves a purpose as convenient shorthand for those in the know, but you can’t always expect your readers to be familiar with it. Even if you’re marketing to other businesses in your industry, a more informal approach often works better.
Use persuasive language
Did you know the 5 most persuasive words in the English language? The words are “you,” “free,” “because,” “instantly,” and “new.” Readers want to feel like they are being personally addressed (you) they want to know what’s in it for them (because), and they like things that are free, new, and instant (who doesn’t?). Some other words you might want to add to that list are “win,” “how”, and “save.” Just make sure that these words are used in an appropriate context, and that they accurately describe what it is that you’re offering.
End with a call to action
This is Marketing 101. The conclusion of your copy should always answer the question “What next?” If you’ve done a good job with your copy, I’m going to be ready to pursue next steps. Tell me what those steps are. Maybe you want people to sign up for an email list. Maybe you want people to add an item to their shopping cart. Maybe you want people to Tweet your article. In any case, the call to action should be clear and definite. If there’s no call to action, what was the point of the copy?
Hope you enjoyed reading the Blog!!
Have a good weekend guys!
@ReTweaks Private Limited