Writing a good web copy is one of the most difficult yet rewarding tasks. Anyone can write a text and add a call to action. However, not every copy will actually drive conversions and help you increase sales.
Obviously, your copy must sell. After all, selling products and services is the main reason why you need web copy in the first place. However, it doesn’t mean that you should only think about selling something to the people who visit your website. Web copy is also a direct conversation with your potential customers.
Not only should you choose words that can sell but also those that sound natural and help you build relationships. The good copy must address your customers’ needs and help them understand their needs better. It should also offer solutions and address their possible objections.
In this case, it will be much easier for you to make a sale because people will understand why they need you and why they should choose you instead of your competitors.
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In this article, we will consider 5 useful tips that will help you create a copy that actually fulfills its purpose, converting your audience into customers.
1) Know your audience
First of all, you should determine your buyer persona so that you can understand how to speak to your audience and how to persuade them to buy from you. No matter what kinds of products or services you sell, your web copy must immediately grab attention.
Therefore, you should know your visitors’ needs, interests, and pain points. Once you’ve figured out what your audience is interested in and what it needs, you can offer a perfect solution so that they won’t look for it somewhere else.
Do your research and analyze where your visitors are coming from, what are the main trends in your niche, and what opportunities you can use. It’s crucial that you know your audience’s country of residence, their age,
2) Know your channel
The channel through which you contact your audience is also important. People can visit your website from their desktop computers, smartphones, or tablets. They may go right to your website after searching for something on Google, or they may read your page on social media first.
You should know your channel to understand what language you should use because the content written for social media will be different from that written for a printed ad.
However, even when talking about website copy only, you should still take into account a particular type of copy that you’re going to write. For instance, you need different types of calls to action for a landing page and a product description page.
You can choose a storytelling approach for the landing page, while the product description requires you to use a concise language and get straight to the point.
3) Focus on benefits
One of the most common mistakes is focusing on the features of your product or service instead of benefits. The truth is that consumers don’t buy products. They buy experience and benefits that these products can offer.
Of course, features are important and your potential customers want to know what your product can do. However, the most important thing is what it can do for them.
The main reason why these people visited your website is that they want to solve a problem. Therefore, your main goal is to explain how your product can do it, focusing not on features but on benefits. You can consider features in detail when writing product descriptions, but your landing page must be all about benefits, with features simply supporting your points.
4) Use strong words
Your word choice is extremely important. Words can be incredibly strong and you should never forget about it when writing your web copy.
For example, there’s a big difference between such words as “sad” and “devastated,” or “new” and “innovative.” These words have similar meanings but they convey different feelings. Some words are informative, while others are also emotional.
There are also powerful words that grab attention, such as:
Once you’ve written the first draft of your copy, read it and replace weak words with strong ones, adding more excitement and making your copy more engaging for readers.
5) Write strong headlines
Your headlines must be short, informative, and engaging. According to research, eight out of ten people will read your headlines but only two of them will continue to read the rest of your copy.
Therefore, headlines are crucial for the success of your copy, and the better your headlines, the wider your audience.
Writing good headlines is an art and you may need a lot of practice to create headlines that actually convert. We recommend that you always test your headlines and make sure that they are as good as possible.
Writing web copy that actually converts is not an easy task. However, you can do it if you follow our simple tips. Research your audience, talk about benefits, choose the right words, and you will see how your conversion rates grow in no time.