How are your online sales figures? Could they be better? Are you logging lots of site visits, but closing relatively few deals? Maybe your Web site copy is the culprit.
No one sets out to write boring copy for their Web site. But start clicking around, and you will find plenty of bad copy. Here are some useful tips that will help you turn your existing Web site content into compelling copy.
1. Step back from your site. Many site owners are too close to their products to describe them effectively. Try to imagine that you are totally unfamiliar with your products or services — as many of your users will be. Look at what you are selling through your customer’s eyes to see how each item should be described.
In this instance, your extensive knowledge of your products can actually be a hindrance. You can begin to lose sight of what makes it different, and how you can describe how it will benefit someone. While you may think that a certain feature is extremely obvious and needs no description, someone who has never seen the same product may not understand this.
2. Use psychology. People often make purchases because they believe the item will make them feel better or make their lives easier. How can your product or service benefit someone? Make a list of the different benefits that your product can offer and then use these points in your copy.
These benefits can include saving time, saving money, improving overall quality of life, or improving someone’s appearance or outlook. These are proven methods of creating compelling copy that convinces consumers to purchase products. Learn more about the Psychology of Marketing.
3. Put a different spin on it. If one approach in describing your products isn’t working, try to come up with a different spin. For example, if you are focusing on how easy something is to use, try rephrasing this to point out how much time it will save. Try different catch phrases until you find one that resonates with your visitors.
4. Keep it brief. The Web is not print. Web surfers want information, and they want it now. You will succeed to the extent that you give them what they want. Read up on the Art of Writing Effective Web Copy.
Once you decide what the critical points are, present the information is an accessible manner. Short sentences, bulleted lists, and other ways that don’t overwhelm your visitors.
Compelling copy is essential for online businesses. Your customers will not be able to physically see or touch the items that they are going to buy. You need to help them by creating copy that will allow them to picture how a product or service will help them and encourages them to buy. Instead of telling your customers about a product, use your copy to show them how it will work or how it can improve their lives.
The best copy evolves over time. You will learn from your mistakes and target your site content to your market. If writing polished, professional copy for your site is beyond your capability, hire a professional writer. It will cost a little more up front, but it will be money well spent if it translates into more sales.