Good copywriting will take your website from a ‘pretty picture’ to ‘sales machine’! What your organization offers is incredible and you know it. In order for the world to know it, they must first find your website (and then find it convincing). The key is in the website copy. Good copywriters are good storytellers, but they’re also so much more. Keep these six tips in mind, and you’ll increase visibility and conversions while strengthening your relationship with your target market.
Write Strong Headlines and Hero Section
According to Hosting Tribunal, there are 4.2 BILLION web pages on the internet, and somebody has chosen to visit yours. If you think about it, that’s pretty incredible actually, so don’t give them a second to doubt that decision! Your opening headline must convince them they’re in the right place. Research has shown that you have 10 to 20 seconds to present your value proposition or they will leave, so you need to be clear and to the point.
Now is not the time to bury them with self-congratulatory details about your company. They’ve got a problem, and you want to show that you have the solution. Your first headline should cut to the heart of your unique value proposition, and it should do so with snappy action verbs. Accompanying this should be a couple of short, persuasive sentences with an eye-catching graphic.
This opening section provides your best hope of capturing someone’s attention, which is why it’s called the Hero Section. It’s immediately visible without any scrolling, which is why it’s also sometimes referred to as ‘Above the Fold’ (a throwback phrase from an ancient invention called a newspaper).
Benefits > Features
You’re an expert in your field and you’re obsessed with details and statistics. Are your website visitors thinking that way? Maybe, but probably not. Most are likely there for a specific reason. They likely want to either understand a new subject, to eliminate a hassle, or to gain a slightly better existence. Highlighting the benefits of your product or service will create a stronger psychological response with the reader than features ever could. This approach allows you to identify their problem, and solve it! Anticipate their pain point and use benefits-based statements to position yourself as the solution, then offer information about features in a supporting role.
You are welcome to tell them that your product or service is 25% faster, 38% more effective, and 43% less expensive. But before you do, first be sure to point out the benefits, how it’s going to save them time, make their life easier, and leave them with more money in their pockets. This may sound like mere semantics, but cutting to the heart of the issue is a critical part of persuading them to take action!
Speak Your Customers’ Language
Do you know what words people use when they discuss or even think about your business, products, category or niche? If not, just ask! Surveys and quantitative research can really help you get on the same page as those you’re trying to attract. If that sounds like too much money or effort then simply observe the information that’s already out there.
Social media, product reviews, and subreddits offer great clues on customer vernacular and frame of mind. Even the emails and phone calls you receive can provide a roadmap to speaking and thinking like a potential client.
Using the right language will strengthen your sales pitch and help you make more money! (See what I did there? That’s a benefit!)
Include Social Proof
The world is full of skeptics, none of whom will be surprised to hear you say great things about yourself. If you have backup, include it! Positive quotes or reviews from customers, publications, or bloggers provide great credibility as it backs up your claims by a third party. So too do social media mentions, awards, and verifiable statistics.
If you’re new, you may not have a deep pool to pull from, but even a few short quotes from satisfied customers can go a long way.
I hired Andrew to design a website for my Psychology practice. It was easy to work with him and his associate, who did great work on the copy writing. Andrew is very responsive, and both his copywriter and himself took time to understand what was important for me in terms of branding and messaging, which has clearly reached the demographics and presenting issues I specialize in. Peak Ed Designs were able to skillfully transform my ideas into a coherent vision and a solid product, which I’ve been very happy with.James Murch, R. Psych, Grey Matter Psychology
Don’t Neglect Your SEO
Search Engine Optimization is such a far-reaching topic that it warrants its own article. Being ‘findable’ on Google and other search engines is of the utmost importance, and involves a plethora of ever-evolving principles and best practices. Researching frequently searched terms and including them in your copy in a natural way is just step one. Headlines, page descriptions, image description, linking to supporting websites, and simply being active by displaying new content are some of the important elements that Google likes to see.
Making Google like you is not so much a task as an ongoing way of life, but well considered website copy is a great step in the right direction.
Include Strong Calls to Action and Intuitive Layouts
Q: What’s better than suggesting that somebody do something?
A: Telling them outright!
You’ve explained all the reasons why the reader should purchase your product or service with flawless, compelling copy. Now, don’t forget the most important part: telling them to do it. Seems obvious, right?
Once you’ve convinced somebody that your proposition is a good one, it’s absolutely imperative that you present them with a link or button that allows them to easily and immediately take the next step. Remember to accompany your button with a straightforward, convincing, and benefit-based call to action. Avoid potential confusion or guessing and make it easy for them!
With that in mind, consider this…
Peak Ed Designs’ website development, evaluation, and tune-up programs are designed with your success in mind. A key part of our process involves gaining a true understanding of your company, and utilizing that knowledge to provide professional website copy that will give you results!
Contact Peak Ed Designs & Grow Your Business Today!
(Psst… that’s the call to action! 😉)