With the growth of content marketing and digital advertising, the need for quality content and compelling copy is greater than ever before. Content attracts new leads, nurturing them through the buyer’s journey, while copy converts those leads into paying customers.
However, consistently producing remarkable content and high-quality copy that converts is no easy task. Luckily, there are several proven techniques you can use to improve your web copy, increase the performance of your website, and deliver results for your business.
- Know Your Audience
Research is integral to the copywriting and web design process. The more you know about your audience, the more you can target your content and copy. Aside from demographics, you want to identify their:
Once you know who you are writing for, you can tailor your copy to interests and pain points of your audience.
In terms of content writing, you can survey your existing audience and consult with your sales team to reveal recurring questions and topics of interest. Google Analytics can also show which types of blog posts receive the most attention.
Utilise tools like Social Mention to reveal insights into what is currently trending and receiving the most engagement across social media. The goal of your research is to determine the patterns and themes for your content. You want to address the questions your audience has, helping them to understand their problems and goals.
- Targeted Keywords
There are over 3 billion searches made on Google every day – organic search is a sustainable source of relevant traffic. If people can’t find your website on Google, it’s going to be next to impossible to efficiently attract new visitors.
Keywords make your website visible in search results. When a user enters a phrase into a search engine, they are presented with content that is related to the keywords used in their search query.
Writing for the web is about cutting through the clutter – including relevant keywords in remarkable content is the way to achieve that goal. The user intent behind the search is crucial in search engine rankings. The top results offer the best and most comprehensive answers to the search query. When a user searches for information about your products or services, you need to have high-quality content that addresses their specific questions and queries – that’s the best way to make your website visible in search results.
- Actionable Steps
As Magicdust explains, “your website visitors won’t know what to do next if you don’t direct them”. Whether signing up to your email list or proceeding through the checkout process, it’s your web copy that guides users to take the next step. Provide actionable steps to bring users towards your desired goal. Internet users scan content, so make your web copy simple and straightforward. A user should be able to immediately understand where they are and what the next step is by scanning your web page.
Web design is essential for working with your web copy to attract attention to important information and elements on your page. Include clear and concise instructions and consider using colourful graphics to attract the attention of users.
- Highlight Your Value
Your website visitors are interested in how you can solve their problems, improve their lives, or help them achieve a goal. The value that you provide is what distinguishes you from your competition.
The challenge is to maintain a balance of expressing the value you bring, without resorting to over the top language and clichés. It’s great to tout the benefits of your products, but you don’t want to exaggerate. People don’t like to be sold to, they like to make informed purchasing decisions.
- Compelling CTAs
Good web copy brings your visitors along until they reach the next step, your CTA is what compels them to take action.
Your website is made up of several web page designs that serve different purposes for your business. For user’s that are new to your brand, the purpose of a page might be to convert the visitor into a lead. Your CTA might be to sign up to your mailing list to receive a free resource or guide. For visitors that are returning to your website and have already shown interest in your product, the CTA might be a discount or promotion for new customers.
Whatever the purpose of your page, your CTA should be short and concise, with a compelling message that targets the needs of your audience.
- Eliminate Jargon
The use of language in your copy should be the same that your audience uses. Avoid jargon and terminology that is unfamiliar to your potential customers. If your visitor doesn’t understand your copy or gets confused, they’ll judge your brand as being “not for them.” Speak the language of your audience and stick to the words and terminology that they know.
Research how your audience talks about your brand and products on social media. These insights can be put to use in your website copy – you will be speaking to your audience in their terms.
- Social Influence
The opinions of others influence people. If we hear a glowing recommendation, even if a stranger writes it on the internet, we trust it more than advertising copy. Social influence is responsible for 94% of online shoppers reading reviews before committing to a purchasing decision.
You can incorporate social influence into your web copy with the following:
- Customer reviews on your landing pages.
- Incorporating testimonials.
- Keeping reviews updated.
- Keep It Simple
The majority of internet users only read about 20% of the content of a web page – simplicity and clarity are crucial. You need to communicate your message as efficiently as possible to ensure that users can find what they are looking for.
Keep your language to the point, delete any words that don’t add anything to your message, and avoid overly long paragraphs to increase the value of your content and strengthen your message.
- Tangible Facts and Figures
Let’s say you are creating a new website and a new web design for your business. You receive pitches from two web developers. Which is more appealing?
- Web design is a great investment to help you generate more customers.
- For 48% of people, web design is the most critical factor in judging the
credibility of a business and is responsible for 94% of negative feedback about a website.
Specific facts and statistics are appealing because they are verifiable and tangible. You are probably more likely to trust the second web developer with your new business website.
However, don’t kill the flow of your copy by cramming in statistics and taking attention away from the message of your page. Facts can support your message, but they shouldn’t be the focus of the message itself.
- Powerful Headlines
The famous quote from the godfather of advertising David Ogvily states, only 20% of people will read past the headline. Your headline is perhaps the most crucial part of your copy.
A great headline attracts the eye, sparks interest in the reader, and compels them to keep reading. Even if you craft a fantastic and compelling article or some amazing persuasive web copy, a bad headline will derail your efforts as your reader won’t bother to keep reading.
While you might have a bolt of inspiration out of the blue, you should have a process to ensure your headlines are up to scratch. If you want to craft compelling headlines, you need to explore different combinations and angles and come up with several
options. Remember, the purpose of your headline is to attract attention, compelling the user to read the first sentence.
Effective copywriting and web design work hand in hand to bring traffic to your website, spark interest in your products and services, and compel users to take action.
Incorporate the following tips into your website copy and work with your web designer to optimize your web pages to support your message and improve the performance of your website.