Copywriting that sells may not come naturally to ever business owner or marketing representative.
Your website content has but one goal – to convince readers to take action. It does no good for someone to read your website content to merely like it. Adoration is lovely, but it does not pay the bills.
Good website content helps your readers to know, like and trust you. But most importantly and like every other type of marketing content, your website helps you to advance the sale.
What’s Involved in Website Copywriting that Sells?
It Draws People In – The most basic of Google searches can net thousands of results. While this may be helpful to the searcher, it gives businesses a competitive playground where distinguishing your business is a must. Your headline is what people will judge you by in the search result – so it better stand out.
Write a compelling headline. This can be done in a number of ways: You can state the largest benefit, be upfront about a sales offer, or use the most powerful psychological words. Study the framework for the successes that came before you. Understand your audience and give them something they are more likely to open.
Compelling Stories – Let’s say you just walked away from the best book you’ve read in a long time. It’s the kind of book that has you thinking about the plotline for days after you’re done. What made it so good? What do you remember? I guarantee it’s not an obscure piece of data. It’s the story. What happened inside those pages really resonated with you.
The same is true for website content. People love a good company story. Two very basic stories that each business can tell – Your business origin story, and how a costumer solved their problem using your product. What other stories can you tell?
It Allows Your Reader to Identify – When your reader lands on your page, they arrived because they arrived as part of a quest to solve a problem. Are you the solution? The best way to produce copywriting that sells is to give them a way to identify.
Your home, about and services pages can all acknowledge the specific problem at hand, while presenting your business as the ideal solution. If handled well, this simple acknowledgment can help establish trust.
Emotion – No matter what business you are in, you’re not just selling a product or service. You are selling the way that product or service makes someone feel. Someone looking to buy a sports car is likely picturing a drive down the highway with the top down, at 60 mph.
Even the most straightforward products that don’t feel so invigorating to use are still selling an emotion. For example, I’m partial to my toddler seat and my homeowner’s insurance because both make me feel secure (albeit in totally different ways).
We all fancy ourselves intellectual consumers who buy purely based on what is the best possible product on the market. Here’s the kicker – We’re all wrong.
Supporting Data – We’ve already established that people remember stories over numbers. But you should still use specific data that helps bolster your main argument.
A quantifiable argument is tough to beat. Statistics and other supporting data tell people why yours is the product or service to trust.
Good Grammar – When it comes to website copywriting that sells, this matters more than you would think. A web page riddled in grammar and spelling errors distracts from your point. Pretty soon people are splitting their attention, and that won’t help you convert sales. If it helps, you can always have a copy editor, or another fresh set of eyes take a look at your post.
Clarity – Website copy needs to be clear and concise. You’re taking what are often complicated concepts, and boiling them down into manageable chunks. As a business owner or company representative, it’s important to recognize those moments when you may have more industry knowledge than your audience.
It’s a good idea to avoid industry geek speak, and check the $10 words at the door. In fact, when you write website copy, you can think of yourself as a translator or educator, helping the reader to understand your industry (and why you are a solution to their problem).
There’s no need to impress people with your command of the subject matter, by leaving them behind.
It’s Conversational – We already established that you need to write with clarity, and that may change the way you talk with the reader. It’s also a good idea to write in a conversational tone. The web is an informal medium. Try writing to your audience the same way that you would talk with a customer over coffee.
This has several advantages. One, you are being truly authentic. When you are able to write the way you talk, it comes across as likeable and personable. Your audience will likely stick with your copy for longer, and it helps you to establish a bond with them.
Overcomes Resistance – People may not land on your website completely ready to pull out their wallet and do business. They may be faced with indifference to what you have to say, or skeptical about the claims you are making. They may have some other form of objection.
In order to produce website copywriting that sells, you may be forced to address significant objections within the copy. When done right, this can enhance sales.
Emphasizes Benefits – When you write website copy, think of the difference between features and benefits. Features are the product specifications. They are the line items that only a fraction of your audience will understand. The benefits are why your customer should buy, and what will make their life better.
The benefit of the sports car is how fast you can go from 0-60. The feature would be the size of the engine.
Convinces People to Take Action – This isn’t a time for creative writing with flair. As stated above, your website’s job is to drive people toward a sale. Web traffic won’t pay the bills. Good intentions won’t pay the bills. You need a compelling call to action.
On your website pages, this is likely an ask for a sale. Tell people to call today. Tell people to fill out your form. Tell them to do it now. Remind people what life without your product was like. Show them how their life could be better with whatever it is that you’re selling.
Remember, it’s about emotion. Your call to action should appeal to the emotion that makes sense. It should be a reminder that life is more fun, secure, sensational, or practical with your product.
Do What Makes Sense
You know your business, industry and audience better than anyone. Your website content should serve as a direct appeal to someone looking for your product or services. Producing website copywriting that sells is about establishing that human connection.
What are you doing to turn your website into a sales machine?