It can often be underestimated just how important the words on your website are – but the truth is that the right words formatted to the right structure can make a significant difference in how website visitors feel about your business.
Let’s take a look at a few of the areas that really matter, before I share some top tips on creating copy that sells.
Spelling and grammar
Here’s a scary stat for you.
74% of people browsing the web will pay attention to your spelling and grammar and more than half (59%) would be put off doing business with a company that made obvious spelling, grammar or punctuation errors (Source: RealBusiness). After all, it can look rather unprofessional.
Website copy needs to capture people’s attention quickly – but terrible typos and gruesome grammar errors are not the right way to go about it!
Like any newspaper or magazine article, the headline is your hook. It is the first impression and can often be the last if it doesn’t do its job. Great headlines should turn a casual browser into an engaged reader. They should be useful, give a sense of urgency, and be specific.
The best way of coming up with your headline is to ask one question: if you were reading this page of website copy, what would you want to get out of it?
You could be the best copywriter in the world, but if the structure of your copy is all over the place then you’re not going to engage with your audience.
I’ve written about copywriting structure before in this post where I discuss the 4 “p’s” of copywriting: promise, picture, proof and push. Always keep this format in mind when writing for any website page.
Break up the structure into subheadings, as web users are prone to scanning copy as opposed to reading every single word. Let those subheadings act as an arrow pointing towards key benefits and messages that will entice your potential customers.
Top tips for creating compelling website copy
So now you know just a few of the key areas to keep in mind when writing sales copy, here’s the quick-fire round with some top tips to turn drab website copy that gets ignored into copy that sells your services!
Be benefits focused
How will your service change their life? People are first drawn in to results, and then to the features. A classic mistake made by small business owners writing their own website copy is spending too much time talking about how great they are. You should absolutely highlight your accomplishments and values, but these should be a lower priority than the benefits.
E.g. ‘Pop!’ another light bulb has blown so it’s time to tackle the supermarket selection again! Bulbs are supposed to last ages, yet it feels like just the other week you were in this position! It doesn’t have to be this way though – in fact, you can get the right bulbs replaced for you at your convenience!”
Determine and stick to a tone of voice
Are you professional and formal, or more friendly and approachable? The language you use can say a lot about your brand. Try to speak the language of your customers so you can engage with them on their level.
E.g. If you sell products for dogs you may use words such as “walkies” that are a part of their everyday vocabulary.
Tie your website copywriting to your values
Everything you do should be tied back to the values of your company, and your copy is no exception. If one of your values is to make the lives of your customers easier, explore that in your benefit-led copy by sharing how your service does this in a tangible way.
E.g. “We believe in saving our customers heaps of time, so our promise to you is to deliver your items within 3 working days and text you an hour before arrival so there’s no awkward waiting around. We know you have much better things to do.”
Keep it succinct
We’re all guilty of rambling when we write from time to time, but compelling copy avoids this by keeping messages succinct and to the point. Target customers don’t need to know the ins and outs of your service, they need to know what matters to them.
E.g. Apple are connoisseurs at crafting concise copy (try saying that three times fast!). Here’s how they describe the iPhone 8: “iPhone 8 introduces an all‑new glass design. The world’s most popular camera, now even better. The most powerful and smartest chip ever in a smartphone. Wireless charging that’s truly effortless. And augmented reality experiences never before possible. iPhone 8. A new generation of iPhone.” The short, sharp sentences tell you all you need to know in a flash!
So there we have it – how to create compelling copy for your website that will help you sell your service to potential customers.
If you’re interested in a review of your current website copy, or are looking for a professional copywriter to share the right words in the right way then do not hesitate to get in touch today.