How to Write Web Copy that Converts?
Table of Contents
Web copy: The art of writing pretty words that sell like ice cream on a hot summer day. Writing powerful web copy is not just a skill – it’s two parts art, one part science. Web copywriters can improve a brand’s voice 3 times over, making your product the subject of your customers’ obsession. There’s just one problem; not everybody can write copy that makes people want to buy the proverbial “ice cream.”
Like this one…
Or this one…
The Art of Seductive Web Copy
Ever wondered how big-name brands trick us into buying their crappy products? Why do we find ourselves peering into a soulless Kindle when we’ve always loved how the pages of real books feel, smell, (and sometimes, when you’re hungry, even taste)? Or why do we fork up more money for an overpriced iPhone every year? Not that we’re haters here, but the Apples and Amazons of the world seem to have aced their marketing game.
But how did they get there? By using professional copywriting services.
The best website content writers won’t tell you your life sucks; instead, they will tell you how your life can be a lot better with XYZ product. Whether it’s the promise of happiness or status anxiety, professional website copywriting services can help craft web copy that not only piques the reader’s interest but inspires them to take action. That’s the whole idea behind a stellar web copy that converts.
As technology forces us to gaze through glowing screens to feel closer to people around the world, we begin to miss out on the things that make us human. So, how can we preserve the human element in our marketing in a world where brick-and-mortar stores are closing shop and words are being replaced by friggin emojis?
Sure, you can slap a witty title on your website’s landing page and include a few bullet points. But, great web copy goes beyond that. It’s a complex process that involves threading together words that will form sentences that will make a persuasive argument that will get the reader to nod in agreement.
Most of the web copy that’s written today either reads like assembly instructions for IKEA furniture, or a can of Pringles. In other words, they are either too complicated and boring or just plain boring. While crafting a stellar headline acts as a great hook, it is the rest of the copy that will get people really interested, and there’s a reason for that.
Most people live a 9 to 5 life, which means their lives are dull and long. The trick that web copywriters use is to create a momentary diversion from the “usual routine.” The web copy should make a promise that there’s something of value waiting at the other end of the link (and that you don’t have to croak to get there). In short, the web copy you write must make the reader feel something… anything.
What’s Makes You Unique?
The individual who clicked on your website isn’t going to read your marketing content just because. They’re going to be looking for useful information, a product or service that helps solve their problem. In other words, they’re going to be on the prowl, and it’s up to you to give them what they want.
Of course, the only way you can do that is by first understanding your target audience. This is the demographic a product or service appeals to the most. Once you’ve identified this customer, you have to create content and position it in a way that’s relevant to their needs and offers them value.
To make your web copy effective, you should always arrange your content so that the most useful information is always located in the top half of your page. This will ensure that your reader gets all the information they need in the first few paragraphs rather than having to skip through blocks of text.
Be Clear, Concise and Complete
According to research, during an average visit to a web page, users tend to only read around 28% of the content on that page. The following chart shows just how much time the average visitor spends reading the content on a web page.
If you’re a business owner, web copy will be on your home page, about page, services and product pages, and all of the other pages of your website. While you need to make sure your unique selling proposition is delivered within the first few paragraphs of your services and products page, not all web pages are created equal.
No need to be mysterious here. Tell your brand’s story; share a personal reason/experience that led to the brand’s creation. Your ‘About’ page should include all the information you feel will build a human connection with your audience. For that, you can include a backstory, profiles, and the company’s motto. The words you choose here should tell the reader that you’re not some fly-by-night service and that you’re here to stay.
Product and Services Pages
These pages need to include the most important details of the product or service. Depending on the product or service being offered, you could include detailed information, statistics, and the benefits of using the product. The same goes for emails, proposals, and marketing material.
Blogs and Articles
This is the meat and potatoes of web copy. Here, you’re going to take your web copy a step further by providing the reader with in-depth information on your product or services. The idea behind writing blogs or articles is not to sell, but rather, to offer relevant information that the reader will find useful.
Whether you’re writing blogs or articles, be clear and concise with the information you’re providing, and most important of all, be thorough. According to research, the average readers are more likely to click on long-form content that provides them with complete information on any specific topic.
Make the Ask
Once you’re clear about how you want your reader to feel, you need to go a layer deeper and make it clear how you want them to act. One mistake that many businesses make with their web copy is they either skimp on their delivery or the ending; either way, it makes your web copy fall flat. If you want your reader to take action, then you need to “make the ask” and be clear about it.
What is it that you want them to do? Do you need them to pick up the phone, click on a link, sign up for a subscription, or share your content? Make sure your web copy has been baked with all the necessary ingredients that are going to make your readers understand, feel, think, and act the way you want them to.
Professional web copywriters know that effective web copy is not just about seducing your reader; it’s about seducing Google as well. Like it or hate it, Google will critique your content based on its own ranking factors, which involves, you guessed it: keywords.
Keywords have become a necessary evil if you want to write web copy that ranks on Google. You can get the right keywords by carrying out thorough competitor analysis and having a deep understanding of your target audience. While stuffing your web copy with keywords will only get you on the bad side of Google, the smart use of keywords and strategic placement will ensure that your web copy gets to the top of the search results.
The good news is there are plenty of tools available online and industry best practices that can help you achieve that. Including the target keyword in your title, H2, and H3 tags, and within the first 100 words of your content has been shown to help rank web copy higher.
Here’s another tip to roll off with. Writing web copy is not like writing a novel. One of the most overlooked mistakes made by businesses is writing good web copy without arranging the content on their website cohesively. Good formatting will make the web copy you create look more appealing to your audience. If you’re using images, screenshots, videos, or infographics along with the written word, make sure they have all been optimized for mobile screens.
After reading this, you’re probably thinking to yourself… “I should use website copywriting services.” and you’ll be wise to do so. If you’re still on the fence, here’s as honest a review you’re ever going to get on professional copywriting services.