The Art of Web Copywriting
Successful web copywriting leverages the same proven techniques as traditional offline copywriting but adapts them for the online medium. Good web copy doesn’t call attention to itself; instead, it focuses on the product and the reader, skillfully delivering its message and driving conversions.
While flashy designs, animations, and gizmos may grab attention momentarily, it’s words that sell. Crafting compelling copy is essential for turning visitors into buyers and ensuring long-term online success.
Steps to Craft Persuasive Web Copy
1. Define Your Message and Audience First
Before designing your website:
- Decide what you’re going to say.
- Identify who your audience is and tailor your message to them.
2. Write and Refine
- Draft your copy, then re-write it multiple times.
- Cut out unnecessary words and ensure each sentence serves a purpose.
- Polish your message until it’s clear, concise, and impactful.
3. Test for Clarity
- Print out your copy and read it aloud. Does it sound natural and conversational?
- Ask a friend to read it. If they stumble or misunderstand a section, revise it.
4. Design Around the Copy
- Build the website to complement the copy, not the other way around.
- Include only visuals that enhance and support your message.
Essential Copywriting Tips for the Web
Headlines Are Crucial
- Every page needs a headline to set expectations.
- Use your biggest and most compelling message in the headline.
Highlight Your USP
- Push your Unique Selling Proposition (USP) prominently.
Focus on Benefits
- Pack your message with benefits that resonate with the reader’s needs and desires.
Keep It Readable
- Use plenty of white space.
- Break text into bite-sized chunks for easy readability.
Simplify Navigation
- Add a “Home” button and ensure clear navigation on every page.
- Make it easy for users to contact you and place orders from any page.
Call to Action and Customer Engagement
Clear Calls to Action (CTA)
- Direct your readers with actionable instructions like “Order Now!” or “Subscribe Today!”
Ease of Ordering
- Show readers how to order with step-by-step instructions.
- Restate guarantees at the ordering stage to reassure them.
Follow Up
- After an order, confirm it immediately and send a thank-you email. This reassures the buyer and prevents buyer’s remorse.
Enhancing Copy Impact
Use Testimonials Effectively
- Incorporate testimonials directly within the copy to support your claims. Don’t hide them on a separate page.
Emphasize Key Points
- Use formatting (bold, italics, capitalization) to draw attention to important details.
Checklist for Professional Copy
- Is there a headline on every page?
- Does the headline grab attention and highlight your USP?
- Is the copy packed with benefits?
- Is the text broken into easily digestible sections?
- Can the reader navigate and order easily?
- Are testimonials strategically placed to reinforce trust?
- Does the order process provide reassurance and clarity?
Conclusion
Persuasive web copy is the backbone of successful online marketing. By focusing on clear, benefit-driven messaging and eliminating distractions, even small businesses can compete effectively.
For tailored guidance on how to craft copy that converts, contact Guy Galboiz to help you maximize your online business revenues.
