Writing web content that converts prospects into customers is an art.
What most businesses fail to appreciate is that web content is distinctly different from any other kind of advertising copywriting or offline marketing communication. Although distinctly different from advertising copy, web copy has the same objective – generate leads, increase customer base and consequently sales.
When you write your web content, do you come up with an amazing concept that will result in success? If so, are you appropriately executing your written piece? Does your message perfectly align with your prospects wants and needs? Are you taking your targeted markets mindset into consideration? Do you effectively develop a ‘persona’ before undertaking the task of writing web copy? If you can answer yes to all of the questions, you are on the right path. Keep up the good work and enjoy the rest of your day.
For those who cannot respond with a resounding yes, continue reading.
For starters, according to WorldWideWebSize the Indexed Web contains at least 3.32 billion website pages. The average internet surfer visits approximately 25 websites of those displayed by search engine results in as little as 3-4 minutes. That equates to as little as eight seconds per website! That is a very short window of opportunity to capture someone’s attention.
Steps to Writing Killer Content
Aside from the obvious rules of writing effective web copy for any product or service:
- Catchy headlines
- Clear and specific language
- Featured value and benefits
- A clear call-to-action
- Reduction of buyer risk with some sort of a guarantee
. . . your website textual content must also boost conversions significantly.
Create Expertly Crafted Content That Persuades Consumers to Act
That is, create compelling web copy that will stop your website visitors dead in their tracks and entices them to do what you want them to do when they get there. To achieve this goal you really need to appreciate your customers motivation and desires. Not only do you want to meet their expectations but you want to exceed them (see Mobile User Case Study). You need to develop content that entices and maintains end-user engagement throughout every element of your web copy and imagery.
Scream Your Message to the World
Know at an intimate level who your audience is! Try to consider what they are used to hearing. What sort of messages are your competitors giving them? Use your competitors messages as your benchmark to create your own unique and unanticipated angle. Once you have gained their attention, connect with your prospects frequency by stimulating a want or a need. Start writing your web copy from the purchasers perspective and then work your way back to the product. Finally, establish credibility by showing, not telling.
Write Knee-Jerking Copy That Spurs People to Action
The bottom line with writing effective web copy is to develop a compelling, cohesive and persuasive piece with the one inevitable conclusion – consumer action. Then, maybe, you will start getting your intended results – a sale or a conversion.
I hope the use of these catchy headlines stopped you dead in your tracks and encouraged you to read this article in its entirety.