5 Steps to Writing Compelling Web Copy

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When you write something good, you feel proud. You want to share it with the world, and you hope everyone will read it.

In a business environment, compelling copywriting is critical, as is a well-built website. When you combine the two, you create an effective lead generation tool that will increase your company’s sales.

But how much of your copy is actually being read? According to Hinge Marketing, visitors only read an average of 28% of the words on a webpage.

The good news is, this is an average, and won’t be true for every website. While some websites aren’t user-friendly, your site doesn’t have to be one of them. You can increase the percentage of words read on your site, generate more traffic, and drive more sales using these 5 tips.

1) Know your SEO

Driving traffic to your web page is the first step, and it’s an important one. In order for this to happen you’ll want to know a bit about search engine optimization (SEO).

SEO involves implementing strategies on your website so that it will appear higher up on a list of search results. It’s based on how search engines like Google use words on a webpage to locate the content you’re searching for.

Some places to implement SEO are:

  • Title Tag: Text that appears in the tab when a page is open in a web browser.
  • Meta Title: This is the clickable link that appears in a search result.
  • Meta Description: Text that appears under the meta title in a web search.
  • Page headlines
  • Keywords sprinkled throughout the page

Check out this site for some helpful tips to better understand SEO.

You can also use software like Google Analytics to track the number of visitors to your site, including what pages they are looking at, what links they are clicking on, and how long they are spending on your webpage. And you can test out different title tags, headlines, etc. to see if it affects the traffic being driven to your page.

2) Concise Content Converts

Next time you’re on a webpage, consider how you’re reading it. It’s highly likely that you’re skimming the content, looking for key words and important points.

The reality is, most web users skim. They are generally not going to read dense paragraphs of text, as it is time consuming and they are eager to get at the facts.

The layout of your page is key for ensuring the content is read. Too many words and not enough spacing will give you low read and response rates.

Strong copy relies on brevity. Make your web copy concise, removing unnecessary words and breaking it up into short paragraphs. Start with a solid lead, the most compelling and interesting sentence, so that readers will want to continue down the rest of the page.

You should use headings and bullet points to make it easy for visitors to find the information they’re looking for as they’re skimming. And present key terms you know your audience is looking for in bold so they will stand out.

Also include links to other pages on your site that offer in-depth information. While you help grab a visitor’s attention with short copy, they will eventually want more information about a product or service you’re offering, and links will bring them directly to what they want to know. External links are also helpful, as they can bring credibility to your claims.

3) Speak to the “Experience”

Copywriting is all about selling an experience, and that’s critical to your web copy, too. You may be tempted to write copy that focuses on the intricacies of your company and its products/services, because it’s what you’re dealing with every day. However, your website should have an outward focus rather than an inward focus.

Why? Web users take between 10 and 20 seconds to decide whether or not to stay on a webpage, which means you have to communicate value to them fast. Your prospect is searching for an answer to the question, “how will this site help me?” If they’re not finding answers right away, they’re going to look to another website, and another company, to solve their problem.

Make your copy about the prospect and the experience they are going to get from your product or service. Simply listing the features offered is not going to keep the reader’s attention in the same way as showing the value the product offers, how it will give the prospect what they want.

This is a great place to include a link to a separate page with more details about the features and benefits of the product. Once you’ve emotionally hooked the reader with your initial copy, they’ll be looking for more information to rationalize why your product is a good buy.

4) Know Your Audience

Any copy you write needs to be understood by your audience. Your website is no exception. When you know your prospects and can visualize who will be visiting your website, you can write web content with that demographic in mind. What words are they using? What ideas/concepts are important to them? And why are they searching for your product or service?

Most businesses use internal, industry-specific language to refer to their products and processes on a regular basis. It may be easy for you to talk and write about your company this way, but technical terms mean little to your audience. Think about the search terms your prospects will use to find your page, and incorporate that kind of language into your copy, rather than writing jargon-filled sentences that are likely to confuse and lose visitors.

You also connect with your audience better when you write like you talk. While keywords are an essential piece of driving traffic to your site, overusing them or using them in a manner that reads awkwardly will make prospects stop reading.

5) Always Include a Call to Action

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While some of your web pages, like blog posts or an About Us section, are meant to inform, your website’s main function is to generate leads and sales. Every page that includes a product or service you are selling should include a call to action (CTA). You don’t want your prospects to read your web page passively—you want copy that intrigues them and language that compels them to take action and make a purchase.

You should also make it easy for the prospect to take the desired action. Create a button in a contrasting color with text like “Order Now” or “Learn More.” You can make the CTA more compelling by adding value—try “Order Now to save 20%” or “Get Your Sample in 24 Hours.” A CTA becomes stronger when your webpage includes testimonials and reviews, guarantees, and/or generates a sense of urgency (buy now or miss out!)

Well-written copy is essential for your website, but it’s challenging to find the time to give writing the attention it deserves. Paw Print & Mail offers professional copywriting services, so contact us when you’re ready to give your writing a boost.

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