By Laura Burkey
In the 21st century, having an online presence is paramount for every business in every industry. But success isn’t found by merely being present on the Internet. A website needs to have substance while standing out from competition.
There are three objectives on which to focus with website copy:
- Attract the right customers
- Uncover the needs of your customers from the get-go
- Stand out
Achievement of such a tall order can be accomplished through solid, informative website copy. Whether you’re hired to write such persuasive words or you dive into it for your own startup, navigate the waters smoothly with these tips.
Become an Expert:
Before you can write about any topic, research must be completed. Understand the products about which you are writing. Know the ins and outs of production, and be able to explain the processes concisely. Most importantly, get to know the competition but never plagiarize.
Also, no matter how persuasive you might be, customers can see through aggressive sales pitches. Let your proven track record and positive reviews do the selling for you.
Potential customers are focused on results. Avoid opinion headlines because it won’t get across why a customer should choose the company.
Don’t be cute or use a cliché. State what the company can offer, plain and simple. Oftentimes, the headline can be written last. Public relations firms tap into its prospects by pointing out the issue and offering a solution.
State the Problem:
In the first paragraph (and preferably in the first sentence), prove to your customer that you understand the concern at hand. Most of the time, people hire companies to fix an issue or dilemma. By clearly explaining what the potential customer is experiencing, he or she better identifies with the company.
Use if and then: If you’re struggling to increase your sales, then you’re going to benefit from my five-step program.
While it kills most writers to hear this, most people read only headlines and look at photographs. Text – and lots of it – does not hold many people’s attention.
Keep your customer’s eyeballs on the page through deliberate formatting techniques. Bullets are easy to read and offer concise solutions for a customer’s problem.
Illicit a Response:
Once the customer has reached the end of the article, force him or her to do something. A call to action might be for him or her to submit an email address or other contact information in exchange for a list of ten tips. Give something away to reward your customer for visiting the website. A list of intellectual material keeps your company at the front of the mind.
Another idea is to add a purchase button. Entice the customer to add an object or service to the cart, and collect the credit card information. Remember, make steps easy to understand and make sure the site is secure before collecting payment information.
Laura Burkey is a freelance writer who blogs for various websites, including Business.com.