Writing copy can be pretty darn challenging. What to say, who you’re saying it to, where to say it, and how, are all things we copywriters deal with daily from client to client.
And if we find it challenging, then non-writers must find it downright scary. Or awful. Or both.
To make it a little easier for you (copywriters and non alike) to write better web pages, here’s a short list of 10 copywriting tips you can use to write copy for your website that doesn’t suck. You may have seen some of these before, and that’s because these are tried and true techniques used by copywriters around the world to create fantastic, can’t-stop-reading sales pages that sell.
There are more tricks o’ the trade, but I can’t give them ALL away here:)
1. Write a relevant, attention-getting headline for your home page. I added ‘relevant’ here, because maybe you come up with a kick-ass headline that has absolutely nothing to do with what your website’s there to do. You’ll get attention, but if your website’s selling what the visitor doesn’t want, then *poof!*. Bye-bye.
The same goes for the old standby, “Welcome to our Website” headline. Yawn. *Poof!*
2. Highlight the reader’s problem or desire – that’s why they’re on your website. They’re looking for a solution to their problem.
For example, if your website is for an audio/video installation service, you might say something like, “Tired of trying to figure out the best setup for your home theatre, and unsightly wires?”
People don’t want to read about how many years you’ve been in business on your home page – at this point, they don’t care. They want to know you can solve their problem. Period.
3. Write to your reader as if you were meeting them face-to-face, conversationally and in the first person. Use the same language they would use. If you’re selling widgets to factories, chances are they use more technical terms and language than the average consumer. Avoid jargon unless you’re writing to a jargon-laden audience that knows what it all means.
4. Weave in “belief builders” like studies and statistics to prove your claims. Eg. “The latest study by Audio Video Magazine shows that 97% of you are frustrated by setting up home theatres.”
5. Have a strong call to action & awesome offer: tell the reader what you want them to do next. “Buy Now”, “Click here to get started”, “Call to book your free in-home consultation today” are all good examples of strong calls to action. Then tell the reader what they’ll get in return for doing what they’re told (eg. Book your in-home consultation today, and get a free home theatre selection guide).
6. Focus on benefits, not features – how will your product or service change a person’s life? When you focus on writing about benefits, you’re essentially writing about those things that reach down deep and stir people’s guts up.
This is your chance to draw on your readers’ emotions, desires and dreams. New wireless, built-in speakers with crystal-clear, earth-moving, just-like-being-there sound will address a concern with wireless speakers delivering quality audio. And, the fact that they’re wireless means your customer doesn’t have to worry about unsightly wires, or fiddling with setup when they could be kicking back and enjoying their new system.
7. Have a little personality. Make your website stand out by adding a little “you” to your copy. Rather than having a stiff, corporate voice, write how you want to be perceived, whether authoritative (as in you know your stuff), helpful, fun, a little cocky, friendly, and so on.
8. Identify what sets you apart from your competition. I’m not saying bash your competitors (yeah, don’t do that), but figure out how you’re different. Do you have awesome, personal customer service? Check. Biggest selection of X-Widgets this side of Toledo? Check. Next-day delivery of home theatre goodies? Check. These are all strong value propositions that can make you stand nicely apart from your competition.
9. Write for scanners. It’s true – most visitors to your website won’t read every word you’ve painstakingly pored over. Breaking up your copy with headings, sub-headings, bullet points and lists not only helps gets your readers’ attention, it looks much nicer on the page as well. Nothing turns a visitor away quicker than a page filled with writing.
10. This may seem like a no-brainer, but holy geez, check your spelling Louise! We’re all guilty of small typos once in a while, but when your visitors read page after page of misspelled, misused words, they won’t hang around long, guaranteed. Quite simply, spell stuff right. It makes you look smarter.
If you don’t have the time, or writing your own web copy’s just too intimidating (or you just don’t like writing), consider hiring a professional. We’ll write rockin’, customized copy perfectly matched to your needs.
