Website copywriting is just one of the services I offer my clients. Creating copy that is effective is essential if you want your website visitor to become a paying customer.
Generating copy that is interesting, relevant and that sells isn’t as easy as it sounds and there are a number of factors that you must consider when creating your website copy.
In fact, these factors are equally relevant when writing copy for all your marketing materials such as brochures, case studies, newsletters, emails etc.
Even though you are writing about your products and services, it is your reader who must be at the forefront of your mind. Ask yourself:
- Who am I writing this for?
- What do I want to achieve through this copy?
- Why do I need to write the copy?
That’s a lot to think about so the easiest way to explain how to write effective website copy is to look at it from a journalist’s point of view:
Website copywriting for your customers
W-W-W-W-W-H
No, I haven’t gone mad. Let me explain a bit further.
Who
Think about who your product or service is going to help. If you can answer that you know who your target market is. When you know that, you can establish the tone and voice you will use to convey your message (i.e. conversational, formal etc.)
What
This might sound a bit daft but think about what you’re writing and what it will mean to your customers. This thought process will help you identify the main benefits of your product or service – essential to help them reach a buying decision.
Where
Asking you to think about where your customer can get your product or service probably sounds stupid but you’d be amazed at how many websites omit this vital piece of information. If you copy does convert them into buyers but you don’t tell them how to get their hands on your product you’ll lose them.
Why
This one is all to do with the benefits again. Rather than just list them, relate them back to your customers life to illustrate how your product or service will help them. Whether it’s saving time, money or making them more glamorous, tell them directly as you should never assume they’ll instantly see the bigger picture.
How
This is the nitty gritty of your product. Make sure you explain how it works, how much it costs, where they can buy it, what the guarantee is, what the postage costs are etc. Make everything crystal clear so they don’t have to go looking for answers.
By taking all of those areas into consideration your website copy should address all your customers needs and questions.
Other than that, make sure:
- You keep it simple using simple language and no jargon
- Use a clear call to action so your reader knows what you want them to do
- Never make exaggerated claims – be honest
- Any offers you use must appeal to your market and you can make them extra beneficial by limiting the offer to a time period or number of customers
Writing your copy with your customer in mind will help you focus on what is really important. Make sure that information is at the beginning of your copy to get them hooked straightaway. Other information, such as features, can go further down to reinforce their decision to buy.