6 Important Copywriting Tips For Your Website

Online marketing has grown exponentially over the last several years. Busy lives mean less free time; the problem is, consumers want quick and efficient solutions, but with that human touch of an old school brick and mortar shop or service. 

How do we engage with our audience or prospects in a way that gets and keeps their attention, and makes them feel like you are speaking directly to THEM? 

The days of the loyal customer aren’t dead, we just have to adjust the playing field.

Some companies  focus on a beautiful website, a great logo and smart design. And while all these things are great, it’s much like focusing on only the aesthetics and functionality of the shop, and the appearance of the owner. 

It’s like…(insert name of stunningly gorgeous famous person here)  standing in front of you, holding a product but not saying a single word to sell it.

( Ok...bad example. I would probably still absolutely buy that thing. :D )

But listen...You need the right copy to provide all the personality and persuasive selling skills. 

The copy tells your story, reaches your audience—and addresses their needs, pain points, or problems.

Imagine your beautiful website...lovely fonts, curated photos and well thought out design...and no words. 

Or, it’s filled with Lorum Ipsum text. 

NO matter how stunning it is, it’s not going to sell a thing. 

Some important tips to think about, that every successful biz had nailed down:

+WHO are you talking to?

This one seems obvious, but it is a really common mistake. 

It is off-putting to be on the receiving end of information, sales pitches or even just correspondence that isn’t applicable or relevant. Throwing spaghetti or some other similarly tacky substance at the wall and hoping something will stick... doesn’t work..

Not only will you be ignored, but now you’ve just annoyed some innocent, unsuspecting people.  Do not discount how savvy consumers are. They’ve been hit with every marketing tactic in the book, and they tend to eye things with suspicion. They’ll know what you’re up to and the likelihood that you’ll get lucky and convert them is soooper slim.

If they drop in on your website, and it’s really not clear that you can solve THEIR problem? They are going to bounce. Immediately. If you can’t, someone else will.

Don’t be that guy. 

Be clear about who you serve.

(Especially if they are already in your funnel, but you offer several different solutions or products. You don’t want to be sending prospects all the WRONG info. They’ll bail just as quickly!)

...the reality is, when you try to talk to everyone, you’re really talking to no one. 

Ruth Soukup

+And related to the previous point...Don’t create a “fake” customer persona.

Many companies have a loose idea of who they’re trying to target, and create a persona that fits a general idea of their audience. These may miss the mark entirely by casting too wide a net. 

The real research, interview and surveys are WELL WORTH the time and effort. Really get to know your audience. (They’ll love the attention!)

+Solve their problem… and do it as clearly and simply as possible. Be sure your copy speaks to and about your audience. 

And addresses their problem. 

And how your product solves this problem. 

And makes their life BETTER.

(This one seems like a given, but you would be surprised how many businesses  introduce their product and service, talk about the features...Aaaaand, that’s about it.) 

As much as we like to think we are logical creatures, at our core all our decisions  and behaviors are rooted in emotion. (Then we back up that response with a logical explanation.) You need to tap into these emotions. Find out their pain points. Discover THEIR needs.  Find out what motivates them to act.

Then the customer draws the parallel between you, and the resolution of their woes. Boom. Raving fan.

+What is your unique value proposition? What do you offer your audience in way of a solution that is different from everyone else?

Now you may be thinking...this is a fairly common space. I’m not THAT unique, and I don’t really offer anything that is different from my competitors…

There is always something that you offer, or something you DO,  that is distinctive to YOUR business. You have a way to uniquely solve those pain points. If you genuinely can’t come up with one, it’s time to figure one out. Create something that will make the process easier, more effective...more ANYTHING for your audience that solves a problem for them. 

Shine a light on that thing, and why you are a better choice than your competitors. 

+STAY AWAY FROM JARGON.  It’s tempting to want to show expertise or try to inspire confidence by sounding knowledgeable, but it typically backfires in a big bad way.

Jargon may be suitable for people well-versed in your industry, but for those that are new, wanting to learn or just looking for information- they will be lost. Keep it clear and concise, and simple as possible. 

and...

+Readability matters.

The best way to be accessible to a broader audience is to keep the reading comprehension level at an approximate Grade 5 level.

Readability is crucial to gaining and keeping peoples attention. Dealing with a highly technical crowd? You can get away with a higher readability level. BUT… a study by the Nielsen-Norman Group shows that website usability greatly improves (even with a highly literate crowd!) if it is written with a simpler vocabulary, and shorter sentences.

Keep your writing clear, easy to digest, and scannable. CLARITY OVER CLEVERNESS!!

Want a great tool to help determine what Grade level your writing comes in at? Try www.hemingwayapp.com

(It’s free.)

For more info and tips, or if you just want to chat about something writer-y and random, hit me up!!