Writing Effective Web Copy that Prompts Audience to Action
Writing online is a grueling process. The advent of blogs and social media had made writing content seem trivial. However, copy writing is anything but, especially if you are serious about getting your website to rank. This is probably most important for entrepreneurs who are not only aiming to get readers on their website but also turn your readers/traffic into conversions.
The constantly changing algorithm of top search engines like the giant Google is not making the job of a copywriter any easier. Content is king – you’ve probably heard this a million times before, from expert SEO copywriting tips you’ve read countless of times. But this is still not enough to emphasize the importance of writing effective and compelling content that drives sales. After all, website content is no good if it is unable to convert your readers into customers.
What is Copywriting and Looking at it From the Reader’s Perspective
Copy writing is both an art and science. It utilizes a tool (in this case, words you write) to compel your readers to action. But there is so much going on in between your means and end that is what is most difficult about website copywriting.
When you write content on the web, most copywriters are made to believe that they should share their insight and thoughts to the World Wide Web. While it is good that you have thoughts to share, that isn’t really the whole point of writing a compelling web content or copy. You need to be able to switch places with your readers and see things from their perspective. You are not writing for you, but for your readers! This is a very important secret to effective copywriting services that separate great copywriters from the good ones. You can write a good copy but is it compelling enough?
The only way you can compel your readers is when you appeal to them. You should answer a question they might have. How do you do this? By assuming their perspective! Put yourself in their position. What would they want to know about a specific topic or niche? From there, you investigate further. Is there any problem or concern that they might have? Do they need information or are they trying to address a problem? If you can find the answers to these questions, you would be able to effectively draw out a plan on how to approach your copy writing task.
Content Marketing is Not Equal to Copywriting
You might have asked this question a few times before: What is a copywriter? Isn’t it the same with any other writers on the web? The different could strike you big time. And this is where a lot of website owners and entrepreneurs (also copywriters) succeed or fail.
Content marketing is creating and sharing content that is deemed valuable to your prospect customers. Your goal is to convert and to make those customers repeat buyers. This type of content usually appears in blogs and podcasts.
But with copy writing, you have a specific goal or action that you want done. It could be compelling your readers to make a purchase, or subscribing into your email list. A website copy is used on sales pages and ads, or email subscription newsletters.
With that said, avoid the linguistic play. Stick to clever, easy to grasp, and straightforward use of words. You might be tempted to use puns, hyperboles and other forms of rhetoric to make your copy stand out or creative. But standing out is not your goal. The worst thing that could happen if you do is you end up confusing your audience. And that is contrary to your end goal here – you want your audience to be very clear about what action you want them to do.
Converse with Your Audience
Going back to the first point of addressing your audience needs by writing from their perspective, this is another effective technique you can adapt to write a good web copy. A conversational tone might seem like a casual technique that is applicable only to blog or social media content. But effective copywriting is one that appeals to the audience needs and wants. You can use a conversational approach and still stick to professional copywriting.
The goal is to make it as though you are addressing your audience individually. Think of it as a salesman talking to a prospect buyer. You want to be straightforward with them. You want them to feel like you have their best interests in mind. Making people feel special, understood and heard is one of the best and most effective advertising ploys there is. It is not enough that you inform your readers – you want to be able to subtly influence their thought process.
If you’re ready to create a website copy that compels your audience, talk to us today to get started!