So you’ve written your attention-grabbing headline. Now you need to get your reader to continue reading your winning website copy. For your website copy to sell it needs to be focused and benefit orientated. But most of all it needs to be persuasive.
Let’s look at some of the key rules professional copywriters use when writing website copy that sells
1. Make It About Your Reader
Guess what. It’s not about you – it’s about your reader. Keep your web copy focused on your audience and their needs only. Remember, no matter how fantastic you believe your product or service is, your readers only want to know ‘what’s in it for them?’
2. Choose Active, not Passive Words
Using an active voice in your writing gives it more energy and life. Passive copy, on the other hand, is dull and will bore your reader. Write your web site copy in an active voice and keep your readers interested.
1. Example of passive voice: “The window was broken by the boy.”
2. Example of active voice: “The boy broke the window.”
3. Keep It Simple
Forget about using big words or long sentences. They just overwhelm your reader. The secret is to have a “no-frills” approach to your web copywriting. When it comes time to edit your copywriting shorten your sentences as much as possible. Get rid of unnecessary words or phrases.
Don’t say “You’ll be ecstatic about the unique flamboyance” – When you can say “You’ll love the style.”
4. Make a Compelling Offer
Why should your reader buy your product? Just because you tell them your product or price is great does not mean they will be motivated to take action. You need to make your offer compelling.
You can do this in a few ways.
1. Offering incentives
Giveaway incentives and bonuses that make your offer too good to refuse. The perceived value behind your offer should be equal to, if not more than, the product you are selling.
2. Build-up the value
Promote the value in your product to prove it is worth a lot more than the asking price. For instance, if you were selling an e-book on Best Chicken Recipes, explain the amount of time and money invested into researching the various recipes, ingredients, and techniques for the book.
Point out how this research has saved your potential customer countless hours and energy acquiring the same information. When you highlight the full cost versus how much money they will save, it makes your offer irresistible.
5. Call To Action
Professional copywriters never leave the customer’s actions to change. They tell their readers exactly what to do giving them no room for guessing. Make sure you include your call to action when writing web content. Tell your reader what you want them to do:
1. Enter your details here for your free report
2. Call the toll-free number today and receive your special discount
3. Download The XYZ Book Now!
This covers only some of the basics required for effective copywriting.
Watch this space for updates in the Hacks category on Running Wolf’s Rant.