image courtesy of hin255 at www.freedigitalphotos.net
The thing about the content on your website is that web copy that sells has to be very special to work.
When you write a brochure, the expectation is that a salesperson will present it as an enhanced business card with contact info and “further information.” Or it’s included in a packet with cover letter and product specs.
But writing your web copy like a brochure begs the question...Is that all you want your sales message to be online, an enhanced business card with contact info and further information?
Your website IS your salesperson. So let’s give your salesperson a pitch that works.
Web Copy Rule #1
With each word you write, you must ask yourself if you were your customer reading your text, would your interest level stay high?
The odd thing about our tendency to write about our businesses is that so few are interested in us. Your customers and prospects want your product. More so, what they really want is your product to solve their problem.
The only reason they may care about your company is, of course, they’re concerned over whether your product will work. Will it actually help them. That’s where your experience, your testimonials, and your expertise come in.
But as prospects read your sales copy, be sure you're focusing on them and their problems. Keep them engaged and their interest level high throughout your web page.
Web Copy Rule #2
Tell the reader what to do. Put another way, don’t be afraid to sell. It’s easy to forget that many of the visitors to your site have never heard of you. But they want your product. That’s why they searched for it.
It’s the same when in the old days you had to physically get into your car and visit your local store. You needed paint, a scraper, and brush to start in on that nasty looking back porch. Imagine getting to the hardware store and there’s no salespeople or cash registers. How do you get advice on the different products available? How do you cash out?
Same on your website. Sell your reader on the right paint for the job. The different style brushes available. And then don’t forget the Call to Action/Shopping Cart so they can get what they need right away.
Web Copy Rule #3
Use your website for your message, not for show. Sliders on the homepage can rarely be read because they go by so fast and they only confuse and annoy your visitor. Your business video should not start automatically, creating what might be a distraction for a visitor in need.
Remember that announcements can’t compete with salesmanship. Your company just took on a new project…what does that mean to me? You’ve moved your headquarters…why do I care? You’ve come up with a 10% discount…what is the discount on and why should I look into it?
Web copy that sells is different than traditional copy written to create awareness on TV, radio, or in the newspaper. Think about that if you have decided to take on the task of writing content for your website yourself.
Until next time,
Nick
Nick Burns is an SEO web writer specializing in persuasive copywriting and content marketing. He provides clients a winning content strategy plus the special web writing to make it work. You can contact Nick here.
