Different visitors invest in products and services for different reasons. Hitting these ‘trigger points’ translates to higher conversion rates.
It’s integral to consider who you are communicating to, and why you’re communicating to them.
To sell effectively, you need to pinpoint why visitors buy things. Here are a few possible motivators.
Having critiqued several poorly written websites recently, it’s amazing how many copywriters continually fail to emphasize benefits. Benefits engage. They get people to act. Meanwhile, copywriters remain prone to pushing features.
As part of the web copywriting process, copywriters should list all the features of the company and its products or services, and then take the time to revert them into benefits for the customer.
A simple method that our website copywriters employ: look at each feature and ask yourself, “So what?”
Copywriters need to put themselves into the customers’ shoes. Why should I care about this feature? What will it do for me?
Don’t just state your product is durable (a feature). Explain to visitors it will last twice as long and keep them safe (benefits).
For more on web copywriting, check out: Web Writing: The Good, Bad and Ugly.
The best web content copywriters understand keywords, which are the foundation to a successful website.
Keywords drive desired traffic to websites, and can help engage and convert visitors into customers. Unfortunately, when businesses hire uninformed web content copywriters, many opportunities are missed.
There are basically three types of keywords a business can target:
1. Keywords for browsing
These are generic terms that people often use when they start the search process. While it’s difficult to attain top 10 positions on search engines for terms such as web design, it can gain a business broad exposure on an international scope. But don’t expect high conversion rates, as most of these people have just started their search, and might just be looking for free tips and ideas.
2. Keywords for comparing
Now the person searching has some insight and is starting to look at particular products or services. For instance, a person might type in website designer and start browsing portfolios, rates, specialties, processes, and so on. They’re likely at least semi-serious prospects.
3. Keywords for buying
At this stage, the person has a good idea of what he wants to purchase, so he might type in web designer New York, or ecommerce web designer, or even ecommerce web designer in New York. He’s specific, and more than likely ready to invest.
But, remember, while keywords can bring prospects to your website, you have to deliver your message with impact. Otherwise visitors will be quick to leave your site, and find your competition.
Most of us are aware of the golden rule for plain writing on the Web: Keep It Short and Simple.
But there’s no getting around it — at some point you are likely to have a long piece of complex material that you have to put up on your website.
It might be a ‘terms and conditions’ page for a contractual agreement. A set of instructions for a new product. A detailed explanation of a business policy. Whatever it is, you want your customers to read it because it will improve your business.
You can’t force them to read it, but you can encourage them to read it. You can make it inviting. Enticing. Kissable. Here’s how.
Many web content writers create urgency in a bid to get visitors to buy products or services now. It’s often in the form of a limited time offer. The logic: visitors might not come back, so get them while you can.
However, if a web content writer is overly aggressive, it can hurt credibility, diminish trust, and backfire. So it’s best to maintain a professional, tasteful tone. That way, people don’t get their backs up against the wall, and end up with a bad taste in their mouths.
I recall a website that indicated: “This One-Time, INCREDIBLE DEAL is ONLY Available for 4 Hours and 24 Minutes!!! Act Now, Before it’s Too Late!!!”
The time ticked away. Out of curiosity, I checked back the next morning, and the clock was reset—16 hours and counting! The ‘incredible’ offer stood. Scammers! That was my perception, anyway, and they weren’t getting my money.
You can stop visitors from procrastinating without appearing like a fly-by-night con artist. For example:
Order before Dec. 15, 2009, and you’ll get a free bonus!
You can also include a “while supplies last” element. Just go easy on the exclamation marks, as using too many can get you labeled a spammer.
On the other hand, if you want to contribute to the spam-filled Web, be sure to start a long-winded letter with “Dear Friend,” and include four or five P.S.’s at the bottom of your pitch.
When it comes to writing for the Web, web content writers should take a pointer from journalists: never bury the lead.
Seasoned journalists write no-nonsense copy that gets to the important information at once. On the contrary, inexperienced web content writers expect online visitors to do the hard work and plow through piles of long-winded website content. This web content writer is sending the message: this will take some time — which can turn people away on the fast-paced Web.
A web content writer with experience knows investing extra time to define the key messages, get the lead to the top of the website content, and keep the information clear and concise is advantageous. It sends the message: this won’t take much of your time. And, if the website content is relevant, the visitor will quickly determine what the story is about and why he should read on.
It’s called the inverted pyramid, and it enables businesses to quickly and effectively relay why the visitor should pay attention.
When you only have a few seconds to make a point, every word counts.
When developing web content, the web writers at Webcopyplus often draw attention to the benefits of our clients’ products and services. It’s upbeat, and it’s effective.
But there is another avenue. Web content can also convey what the perspective customer stands to lose in a situation. It plays on, and builds, fear.
“Don’t miss the chance to get the Website Optimization Package for half the retail price.”
You’re applying pressure. It works. But it can also hinder trust and strain loyalty.
A time element can increase the pressure, and conversions. For instance, you could add: “This deal in only available until midnight tonight.”
It’s persuasive because people are afraid to miss opportunities.
This spring, forget about your garage and closet — clean out your website!
If your site’s been online for more than a few months, chances are it’s cluttered with unnecessary content. Meanwhile, every extra item on your website competes for your visitors’ attention, reducing the impact of your key message.
Employ the following six steps to eliminate these distractions and instantly improve your site’s usability:
1. Sweep out useless items
Is that welcome message necessary? Are some of those buttons or links redundant? When it comes to web content, less is more. So scrutinize every element on your website and discard whatever you can.
2. Update your information
Keep your web copy up to date. If you don’t have adequate resources, keep time-sensitive information to a minimum.
Copywriters often believe business to business copy should appeal to the intellect, not emotions. But, whether you’re writing web content for consumers or executives, remember you’re writing for people. And everyone has feelings.
In fact, business to business audiences are as emotional as business to consumers. Fear, greed and other motivators do play a role in their decision-masking process. You just need to make sure your business to business web content speaks to the right emotions.
1. Personal benefits
Again, business buyers are people, so drive home the personal benefits. Explain how your product or service will make them look gook in front of their superiors, advance their career or shave some hours off their workweek.
2. Business benefits
Business buyers are acting on behalf of the company, so clearly convey how their business will reduce or eliminate costs, increase sales, or help the company expand into new markets.
Copywriters need to remember, whether writing business to business or business to consumer web copy, you need to engage online visitors emotionally, and treat them with respect.
It’s the Web, right? So it’s supposed to be sticky. Fortunately, there are simple ways to ensure visitors “stick around” your website.
Even avoiding pricey add-ons such as corporate videos, your web copy alone — if done right — can make your website more attractive to users. Here’s how:
Speak directly to your visitors in a personal, authentic voice. Most web users don’t want to be entertained; instead, they’re looking for specific information. Your web copy should direct them with a few choice, friendly words.
