10 Steps to Weave Great Web Copy
As tempting as it may be to copy and paste the words from your brochure onto your website, don't do it.
Online, your words should deliver information. Your copy should be relevant and to the point.
Weaving great web copy will distinguish your offer and increase your sales.
Step 1 - Don't make Your Website look like an Advert
Don't make it look like an advert, billboards or other types of commercial media.
It turns people away on-line very quickly.
Just provide the type of solid on-line information your prospects and customers are looking for. Give it an editorial style.
Step 2 - Make them Pay Attention
Spending lots of time and money getting traffic to stop at your website is one thing - but pointless if you don't create compelling web copy that makes them pay attention, stop and do what you want them to do once they get to your site.
Use Headlines and Sub-headlines - they grab attention.
Make them sharp, snappy - incite curiosity. Don't forget to make them meaningful.
Step 3 - Get Your Tone Right
Use a friendly conversational tone in your copy.
Write the way people talk. You want to build a relationship with your potential customers.
People buy from people they like and trust - don't they?
Step 4 - Speak Easy
Don't use business jargon unless you're 100% certain everyone likely to read your copy understands it.
Lack of communication is death to your business.
Step 5 - Testify
Use testimonials in your copy. They're a powerful sales tool on-line and off-line.
Let other people tell other people how good your products and services really are.
When used well, testimonials mean you don't have to brag or boast yourself.
People on-line don't want to be impressed with fancy words - they want to be able to understand things easily.
Step 6 - Summarise
It takes people 20% longer to read off a computer screen than it does from a book or newspaper.
People don't read on-line - they scan.
It makes sense then to write scannable web copy.
- Use bullet points and summarise your content.
- Highlight selected keywords (using bold or italics) to help people move through your copy.
Present one idea per paragraph.
Step 7 - Sell don't Tell
People buy based on emotion. They then justify the purchase with logic. Use strong emotional drivers such as anger, greed, guilt, pain or exclusivity to get your message across.
When used correctly, emotions will sell compelling information - solve a p
Turn up the emotional volume in your copy.
Step 8 - USP
This stands for Unique Selling Proposition. Every business should have one.
Always let your customer know what yours is - in a manner they can actually understand and respond to.
This is what makes your product or service special. Give visitors to your site a reason why they should purchase from you and not one of your competitors.
Tell them what you have and can do, not what you haven't or can't.
Step 9 - Money, Money, Money
Never introduce the price until you've stated the offer.
Most people reading your copy will click away from your site before they learn the striking points of your offer.
When you eventually introduce the price - deliver the value first.
A huge value placed on your product or service will make the purchase seem like a minor purchase cost.
Step 10 - Action
Every page on your site should have a call to action - your contact details.
Don't assume people will enter your site on your home page and read through everything, only to find your contact information on the final page.
Explain how the reader can get in touch with you and how they're able to purchase your products and services.
10 Small Steps to bring you Massive Business Benefits - making sure you don't Sell yourself short.
