Writing can be a polarizing subject. You’ll meet people that love it and others that panic at the sight of a blank page. No matter which side you’re on, writing effective web copy is one of the biggest components of content marketing. You need to know how to write. Most content is made up of copy after all.
So if you find yourself staring at your business’s website, wondering why your content isn’t leading to the sales you want, take a look at these four tips for writing copy that will raise your conversion rates and make a difference in your bottom line.
1. Know Your Audience
Too often businesses get caught up talking about themselves and how great they are. What they should be doing is asking, “Who cares?” The first step in selling something is figuring out who you are tying to sell to.
Before writing find out:
- Who your customers are
- What they care about
- What they think about when buying your product or service
Focus on serving your audience by providing them with the information and resources they need to realize that what you offer can make their lives easier. If you don’t know where to start, check out this awesome 5 Minute Guide to More Persuasive Copywriting from Copyblogger.
2. Keep It Simple
Avoid overcomplicating your copy with insider language and other buzz words designed to make you seem credible. Not only do you risk losing any hope of a sale by confusing the reader, but you also miss the chance to begin building a relationship.
Your readers are human, talk to them like it. Write copy that is short and easy to understand. If you’re not sure what that means, take a look at a piece of content on your website.
Does it sound like something you would say to a customer standing right in front of you or are you trying to sound smart with long, complicated sentences? Writing web copy is tough, don’t make it harder than it needs to be with unnecessary jargon.
3. Write A Compelling Headline
Take a page from tip number two by crafting a headline that is both concise and clear. Since the title is the first thing a reader will see, make sure it quickly tells them what the article is about so they can decide whether it provides a solution to a question they want answered.
Don’t forget to build a headline with commonly searched keywords that will drive traffic to your post and improve your SEO.
Still stuck? Take a look at The Minimalists Guide to Writing Great Blog Post Titles from digital marketing expert Don Stanley.
4. Initiate Action
You never want your reader to get to the end of an article and say, “Now what?” Make it clear from the beginning what your call to action is. Time is of the essence. You might only have the attention of your reader for two minutes if you’re lucky.
What do you want them to do? Why do you want them to do it? How will it benefit them? If you can’t answer those three questions when you finish reading neither will your audience.
Stick to the call to action (CTA) and make the sale.
Did I Miss Something?
What would you add to the list? Comment below to share your tips for writing copy that converts.