Creating content for your website, store or blog which is designed to encourage a sale can be a daunting prospect. A great deal rests on the shoulders of the copywriter; not just the sale itself but also success in Google, brand recognition, professional reputation and more.
Creating content that sells is certainly not for the faint of heart. Compelling content requires a flawless use of the English language, a knowledge of SEO techniques, an understanding of the sales funnel and a desire to create something new and engaging. If you’re struggling to get to grips with killer web copywriting for sales, here’s what you need to know.
Focus on clarity and concision
You’re not writing a novel here, so do away with the flowery language and pointless waffle and get down to business right away. You have seven seconds to grab a reader’s attention before they’re likely to browse away and find something else to read, so focus on punchy, short sentences that will keep them hooked.
Similarly, avoid the use of industry jargon or corporate language if you’re a B2C business. What’s an everyday phrase to you will only serve to confuse and irritate your customers, so stick to simple language and digestible facts. Even if you’re in the B2B marketplace, there’s never a reason to overdo the language used; if it can be said in a simpler way, say it more simply.
- Use best instead of superior
- Choose help instead of facilitate
- Pick get instead of obtain
You will find you can get your point across just as professionally with simple words as you can by behaving like you’ve swallowed a dictionary.
Have a singular goal
One good idea which is clearly and concisely presented will be more powerful than a lot of ideas that are strung together. If you’re promoting a product, focus on that product alone. Sure, you do more than just that one things, but by homing in on the details about this key product, you’ll be able to really get into the nitty gritty of why your customer needs this product.
The singular goal extends to the content you are writing too, for example:
- Have one idea: Focus on one thing you want to communicate, for example: ‘Our water filter will make you healthier’.
- Work to stir one emotion: What do you want your reader to feel? Hope? Enthusiasm? Enlightenment? Keep this focus throughout your writing.
- Make one big promise: Think about what your product will achieve for your reader in the context of your idea, for example: ‘In one month you’ll have better skin by using our water filter’.
- Include one key story: You’re so much more believable when you illustrate your claims with a story, for example: ‘Emma drank a liter of water from our filter for a month – look at her before and after photos’
- Have one clear action: Your copy should all lead to the outcome you want from your reader. Sign up for a newsletter, like us on Facebook, buy this product… whatever it is you want them to do, focus on this and avoid muddying the water with other things they could do.
Hitting your reader with a clear, understandable concept is going to be much more powerful than offering a cluster of promises and information about your business. Hone your copy to target the one thing you want to convey and save your other ideas for future pages instead.
Make it about your customer
It might sound obvious, but it’s a mistake that all too many copywriters make. It’s all very well saying ‘we can do this’ and ‘our products are that’, but what does that mean to your customer? Not a great deal is the answer.
Instead, focus on what your offer means to your customer. The old FAB (features and benefits) is still as relevant today as it was in 1980, so remember you’re demonstrating not what you can do, but how it will work for your customer. ‘Our product will help you to…’, ‘Your profits will soar with our…’, ‘You’ll have more time thanks to…’. Know what your customer’s problems are and make it clear how your products or services solve them.
Use good web writing techniques
Nobody wants to read huge blocks of text when they’re surfing the web. The modern internet customer needs fast facts, easy reading and logical navigation to satisfy their need for high speed information.
According to research, almost 80% of your time poor internet readers will only scan our content, not really read it in any depth. If something was to catch their eye, they may dedicate a little more time to actually reading the content itself. To make it easier for these skim readers, content should be broken up using bullet points and sub headings, helping them to get to the bit they really want to read fast, and ultimately to go ahead and take a desired action on your site.
Create a compelling call to action
Probably the most important element of your web writing will be your final call to action. What is it you want your customer to do? If you don’t ask them to do it, loud and clear, how can they be expected to take the next step? Here are some top tips on writing an awesome call to action which will help you get more conversions:
- Make it visible: Tucking it away in a corner isn’t going to do the job, so make it big and bold. Use larger fonts, colors, boxes… whatever it takes to make it stand out on the page.
- Show the value: What will completing the action do for your customer? If you’re selling a product, you need to show them that buying it is worth more to them than the money it’s going to cost. Even simple actions like signing up to a mailing list require perceived value on the part of the customer, so make sure it’s obvious.
- Make it clear and concise: Don’t water down your call to action by being overly wordy. Make it short, sharp and to the point to ensure they understand exactly what you’re asking.
- Create urgency: By making your offer somewhat time limited you’ll spur more readers on to take action now, not a few days down the line.
- Don’t be afraid to say it twice: People who come to your page to read your content have been driven there by something else. Perhaps it was an ad on social, a result in Google search or a recommendation. Perhaps they’ve arrived ready to take action right away… don’t make them scroll all the way to the bottom to find the action button, place it up top too so they can readily find their next step in the process.
Getting to grips with killer copywriting can be tough, and there are no short cuts to success. Experiment with your work, with colors, words, layout and ideas, to see what resonates most strongly with your customers. Check what the competition is doing and regularly review content you’ve already produced to see how it can be improved.
For support with your own copywriting (or to get a professional to take the lead), talk to Probella today. Our focus on quality and extensive experience in digital marketing will ensure every piece of content you produce has that inimitable professional touch and is ready to boost your sales.
