Website copywriting isn’t just about writing catchy sentences to describe what your company does and how you do it; it’s about crafting a narrative that relates to the target audience and convinces them to take action, be it subscribing to your weekly email newsletter, purchasing your product, or signing up for a free demo.
From start-ups to multinational corporations, every business, regardless of its size, requires killer website copy to propel its success. If you find copywriting a tedious task, here are some useful hacks that you can count on to make your website copywriting process more effective.
- Write a captivating headline
Your headline is the first thing an audience will see upon landing on your website. A headline should be concise, clear, free of unnecessary jargon, and one that completely portrays what you do as a company. It should spark curiosity or address a problem or desire. You’ll know that your headline is working if it immediately grabs the attention of visitors and entices them to continue reading.
- Tell a story
Instead of simply listing down your product’s features and benefits, tell stories. Stories have the ability to create an emotional connection with your audiences, helping them relate to your offering and envision themselves using it.
Use storytelling strategies such as incorporating vivid descriptions, relatable characters, and engaging plot twists to bring your copy to life.
- Take advantage of social proof
Using social proof in your website copy means telling your potential customers that other people have already purchased your product and been satisfied with the results. Your social proof can be in the form of reviews, product ratings, testimonials, or marketing case studies. Real-life representations of people enjoying your product create more relatable connections and can increase the credibility and trustworthiness of your brand.
- Make the CTA accessible
A CTA (call to action) is any text designed to encourage audiences to make a specific move. Given the limited space available for CTAs on a website, it’s crucial to let your audience know exactly what you want them to do by incorporating verbs such as “buy,” “shop,” “download,” “subscribe,” or “book your appointment.”
Position your CTAs prominently throughout your website copy, and use elements such as icons and buttons to make them easily visible and accessible to visitors.
- Make your content scannable
Break up your web copy into digestible chunks with subheadings and short paragraphs. By doing this, you’re saving your audience’s time and effort, which leads to a better user experience, higher engagement, and increased retention rates.
- Avoid negative emotions as action drivers
Human psychology plays a significant role in copywriting as it involves the understanding of how people think, feel, and behave, and using that knowledge to effectively communicate and persuade. Negative emotions such as fear, guilt, and resentment can indeed drive action, but they often do so by creating a sense of urgency or obligation, which may lead to short-term gains but can harm long-term relationships with customers.
Instead of exploiting your customers fears or insecurities, aim to inspire and empower them. Focus on positive emotions to drive action, such as joy, excitement, hope, or empowerment. Uplifting your audience promotes optimistic associations with your brand and helps create sustainable relationships.
- Do some keyword research
Keyword research is the process of identifying specific words and phrases that your target audience is using when searching for products, services, or any information related to your industry. By incorporating keywords strategically into your website’s copy, you can increase its visibility in search engine results and attract more relevant traffic. This can lead to higher conversion rates, as you’re more likely to connect with users who are actively seeking what you offer.
Takeaway
Your web copy is one of the most important elements in your digital marketing strategy. It serves as your online salesperson. It’s responsible for conveying information about your products, addressing concerns from potential customers, and persuading them to take action. Hence, just like a salesperson, a web copy should be engaging, informative, and enticing enough to turn visitors into leads and eventually convert leads into customers.