By Matt Brennan
Writing copy for websites requires establishing a bond with your reader. It requires connecting on a deep, emotional level that leaves the reader enthusiastic to take action.
There is an art form and psychology to doing this successfully. You have to be able step out of your shoes and consider your audience. Below are some methods for making the necessary connection for a successful website.
The Rules for Writing Copy for Websites
Write a stellar headline – When your page comes up in a search result or on social media, your potential customer will spend fractions of a second determining whether they want to continue. The Internet is a crowded place. You have to make people curious, or let them in a benefit. Make them want to read on. Your headline is the first thing they see.
Be a problem solver – When someone clicks on your page, it’s because they think you’re the solution to what’s been bugging them. Make sure you understand your customers’ pain point, and how you can present yourself as the solution.
Keep it punchy – It’s pretty hard to bore people into becoming a customer. Keep your sentences punchy. Use short sentences and active verbs to enhance the quality of your marketing message.
Keep it conversational – The days of being able to clobber a reader with your advertising message are over. Your reader can respond by closing the browser window or moving on to a competitive page. Instead of aggressive and spammy, go for conversational. Picture yourself out for coffee with your prospect. Write like you’re talking to them.
Be Yourself – While the competition might be tight in your industry, one thing that’s missing is your personal voice. Go ahead and throw in some personal anecdotes here and there. Write how you talk (but keep it professional).
Research – The more details you can include in your website copy, the better. In order to make your website the go-to resource for your industry, you’ll have to do some research and pull together ideas from around the web.
Write to your ideal reader – Make sure you have a firm understanding of who is buying your product or services, and how they are being used. This information makes it easier to target your marketing in ways that make sense.
Highlight benefits – A V8 engine is a product feature. How fast your car goes from 0-60 is a benefit. Your reader cares far more about the benefits of your product or service, because they are what create an emotional pull. Another way to consider this, is to write about how your business will help them.
Remember, you’re selling the experience – What does it take to turn your business into a lifestyle brand? A landscaping company isn’t selling an outdoor kitchen installation, they’re selling another way to entertain during the summer. What’s the ultimate desired impact to your customer? Sell that.
Understand the knowledge gap – It’s important to remember that you are an expert in your industry. You understand Go to the full article.