While many business owners get excited about their beautiful looking website, few pay attention to the content, which is what visitors to the website look at when they land on a website. The challenge for businesses is to get the website visitor interested in reading through to the end of the web page and taking some action. Depending on the purpose of the website this could either be to buy a product, fill out details on the Contact Us Form or book an appointment for a consultation for your services.
Before writing a single word of copy it is important to know that the entire focus of your marketing message should be to provide a solution to a problem that your readers have in their minds. Once you identify the biggest problem that your prospect is facing writing the copy becomes easy.
Start your copy with an attention grabbing headline that directly addresses the problem. This can be in the form of a question or a strong benefit that the target audience can resonate with. The headline should grab the attention of readers and lead them into reading the rest of the contents on the page.
The headline is followed by a short paragraph that leads in to the main content. The lead in should empathies with the reader, displaying a sense of understanding about how the problem is hindering their progress and arouse their curiosity about how your product or service can solve the problem.
A skilled copywriter uses a number of techniques to grab and maintain the reader’s attention using language that is persuasive, appealing to a range of buying emotions that are raging through the reader’s mind to get them to respond to the message. On the other hand the copy should also remind the reader what they stand to lose by not taking action on the offer.
A common mistake made by most businesses while writing copy is to focus on the features of their products, rather than the benefits. Always remember that your prospect does not really care about your company or the number of products you have sold, but how your product or service can help to solve their problem. This is why it is important to focus on the benefits of your product or service.
Always write to the level of intelligence of your target audience. If your website is aimed at doctors you should use terminology that they normally associate with, however if your target audience is teenagers, keep your language simple. Avoid words that are obscure or words that will cause your message to be interpreted incorrectly.
Use short sentences and paragraphs. You can write a long page of text, however keep your sentences short and sharp, as long sentences cause readers to lose track of what you are trying to say. Most importantly don’t distract the reader from the core message. Keep focused on the core benefit that you are offering.
Finally have a strong close urging the reader to take action. Many salespeople are guilty of not asking for the sale at the end of their sales pitch. Don’t make the same mistake while writing copy. Having explained what your offer is all about ask the reader to take action, or they most likely won’t.
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