Whether you’re writing copy for yourself or a client, it can be hard to know where to begin sometimes. How do you make web copy interesting enough to keep a person on the page, and for that matter, who is that person anyway?
Let’s get down to business and see how you can make your web copy do its work online.
Don’t write too much.
What I do know is that nobody wants to read reams and reams of unreadable content. People who read online read differently to when they’re reading in print. Apparently, it’s seconds before someone leaves your page, and that may seem unfair, because it only gives you a little time in which to grab someone’s attention. It means that you have to really spend quality time crafting those all-important headlines and first sentences because no one wants to be bored – or they leave - simps really.
Who is your ideal client?
So, earlier I asked who is that person? That person you’re writing to of course, and you need to make sure you’re pretty certain you know who that person is. Spend some time visualizing who it is you want to sell to, the ideal person that matches the content you’ve written, and feels as if it has been written especially for him. And it does matter, I know what it feels like when someone is talking to me, exclusively to me and that makes me want to stick around. I’ve bought from people I felt spoke to me and what I needed, so I know it works from the perspective of a customer as well as that of a copywriter.
Who is that person, and what would you say to them if you knew them?
Think of them out there, like a friend you’ll never meet. Know them enough that you could talk to them, you’ll know exactly what to say and what not to say, because that’s how well you know them. Once you’ve got that imaginary person, that ideal person in front of you, you’re writing for them. And that’s when the magic will start to happen.
Don’t go too deep.
Don’t think in terms of the age or gender of that person, or their education, what their income is etc, that’s going a little too deep. What you want to imagine is, what do they dream about and what keeps them awake, and do you have the solution, can you solve their pain points?
It’s time to research and draw up some useful lists.
Once you’ve got a good idea of who your ideal client is, the next thing you need to do is draw up a list of benefits, features and any objections you can think of. However, don’t drone on about your product or services and how amazing you think they are. Nobody cares about what you think, what they care about is themselves - yeah, selfish right? People only want to hear about what will benefit them. So, focus on the benefits.
How can you solve your ideal client’s pain points?
How are the features of your product or service a benefit for your ideal customer? Think about how you can help them, and how you can help them to solve a problem by using your product or service. Consider any objections that potential clients might have about buying your product or service, how can you address these objections and meet them head on?
Once you’ve got all your information in front of you, you’re now ready to write some seductively gorgeous web copy that’s going to start converting and reeling those customers in and gaining extra traffic.
SEO and keywords.
And that’s where SEO comes in. Your web pages don’t have to be smothered in keywords that aren’t in context, and make your copy look rushed and hard to read, people will see through it easily enough.
What words do you think your readers use when they’re looking for the types of products or services you provide? Use the same ones, you’ll have a much better chance of being found on Google.
Research it, put your service or product words into Google and see what comes up, which words bring up the most results, what keywords are similar companies using keep them at number 1 on Google? However, keep in mind, fresh content added regularly to your website will also help you get up the Google rankings, not just keywords.
Contribute often to your website with fresh content demonstrating your expertise.
Writing regularly and as frequently as possible on your subject area will demonstrate your expertise, it’s a great search engine optimization tool as well as keywords, and you can always slip a few well-chosen keywords into your blogs as well as your web copy.
Say no to jargon!
You don’t want language that no one understands or wants to read, much less read with a dictionary by their side. It doesn't have to be overly simple, just unambiguous and well-written without looking like you’ve swallowed a thesaurus or a baby’s first book. Strike a balance, don’t insult your reader’s intelligence.
Please don’t over use exclamation marks, and over egg your message, it’s good that you’re excited about your new product or service, but too many 'awesomes! and amazings!' and general over-excitement may send your potential clients running for the hills.
Naturally, your tone of voice will determine how your copy will look, but don’t go for overly long paragraphs, split them up with bullet points or just stick to shorter paragraphs.
Your blogs are different, you can go longer on there if you think it’s necessary, but on your web pages try to keep it reasonably short, to around 500 – 600 words. What you write is so much more important than how many words there are and not everyone will have the patience to read it all, they’ll skim the bits that are relevant.
Look to other industry specialists and reference their blogs and articles into your content with links. This is also good for SEO purposes.
However, always think in this order before you write:
1st Ideal client
P.S and if you don’t have the time or the patience to write your copy yourself you can always hand it over to me, and I will treat it with the kind of care and attention I’d give to a newly born baby and coo over it endlessly till it’s perfect. I might have more time to go deeper than you can right now, so let me take the reins.
You know where to find me. Copywriter/Website Strategist at your service.