Web copywriting is just like Batman. How? Let me explain.
Solve the crime of losing traffic with a conversion funnel built around your website’s message.
Copywriting saves the day by speaking directly to your One Reader’s deepest desires. But how does your company cut through the clutter?
Audience research will provide all the answers you need to know. Be a detective like Batman.
But first ask yourself:
Your website’s images, videos, and great design are important. But cohesive messaging is the best way to quickly persuade your audience.
Do you underestimate the conversion power of your website copy? Most do.
Can Batman be a better superhero than Superman, Wonder Woman, or the Flash?
Where would your ROI be without losing those website visitors that don’t make a purchase or signup for the email list?Batman relies on his intelligence, research, resources, and mastery to solve any problem. Converting web copywriting does the same. Click To Tweet
By the time you finish reading this article, you’ll learn how to
Imagine people coming from a Google search, a Facebook ad, or a social media post and converting into your brand’s loyal customers.
Because you solved their problem by presenting real tangible solutions.
Consumers are smart. You have to work smarter to get CONVERSIONS.
According to Demand Curve’s Julian Shapiro, “75% of site traffic will leave after only seeing your homepage.” To convert more visitors, make their journey less confusing and hone your messaging.
Using your website to connect to the needs and desires of your target audience creates a goldmine of consumer knowledge and profit. Bring them in with solid headlines that work.What doesn't work is web copy that leaps over your competitors' in one bound, claims your product/service is bulletproof, or the worse – magically changes lives. Click To Tweet
Batman is always laser-focused on the goal. To create high converting web copy:
The answers to your questions will help you develop the main point you want to convey.Breaking news, your website is a sales and marketing tool. How does it generate leads? Click To Tweet
Are you generating sales? Or do you want to qualify prospects? Maybe, you’re more interested in answering inquiries.
Whatever the end goal is, put the audience first.
Focus on generating trust. The key element is writing for real people. Remember to target your audience. Use a formula to get their attention and convert it into action.Be the world's greatest detective and find out what makes your audience tick. They leave clues everywhere on the internet and when they engage with you. Click To Tweet
The sole purpose of your website is to show your audience your product/service will defeat that evil problem. The issue that prevents them from being the best version of themselves.
Establish a mood of trust, rapport, and credibility by showing you understand their needs, mood, and personality.
Trust converts so create a positive user experience. Be vivid and personal with your messaging. Directly address your ideal buyer. Speak about their wants and needs. Be clear about it.Be Batman! Your brand doesn't need the celebrity influence/endorsements, massive ads dollars, or any other advantage a BIG NAME brand has. Click To Tweet
Start with the overall goal and then move forward. Remember the goal of every word is to get the audience to continue reading (Joseph Sugerman’s Axiom 2).
The ultimate goal is to get the audience to take action.
According to the six-figure copywriter Jacob Mcmillen,
Generating leads is the goal. Websites sell.
Web copy is more persuasive when it focuses on your customers, rather than your company. Picture who you are writing for and focus on making your main point.
Does your main point focus on your audience?
Think about the challenges and problems they face and how your product/service provides the solution(s). Lead with that solution/point so the visitor doesn’t have to scroll.
Create an emotional connection with your audience. Focus on reaching your ideal buyer by using their language and addressing your audience’s:
Be personal. Be direct.
Focus on conveying the benefits of your business to your audience.
Be intentional. Be vivid.
Explain the solution your company provides by telling a story.
Your web copy has to convey your unique selling proposition. Try to sum it all up in one or two sentences. Make your website copywriting cohesive. FOCUS on providing the information your prospects need to know to buy from you.
Your focus is convincing your prospects to buy from you.
To sell your products/service, you need to focus on the benefits you provide to your readers.
Features are facts about your product or service.
Benefits are what your product does for your readers.
Value proposition is the promise of the value you offer to your ideal reader.
Selling is understanding people, so think wants vs. needs or risks vs. rewards or even groups vs. individuals. How will your product/service make their life better? Your audience doesn’t care about your company or products, just themselves.
Solve their problems. By speaking in their language, you get them emotionally involved.
Highlight the most desirable value propositions. Start a conversation with your audience. To increase your conversion rate, entice your visitors with copy that resonates.
Be credible. Be concise.
Don’t tell the audience your whole story. Think of your landing page as a billboard. Capture your value propositions in the:
You can tell them what you offer, the key benefit, how you solve their problem, etc.
Henneke Duistermaat’s 5-star book, How to Write Seductive Web Copy: An Easy Guide to Picking Up More Customers conveys a simple step-by-step process to writing your website copy. It’s a quick read if want to learn more. Let’s continue our superhero conversation about your site’s ability to empower the hearts and minds of searching consumers.
The hero section is the visible part of the web page when the audience first lands on your site. It should include the header and the subheader. Both sell your brand with the benefits and value propositions you created for your audience. An image is strongly encouraged but optional. Hook the readers by prioritizing the features that benefit your audience the most.
Add your company’s
Large images paired with informative copy is a common technique used. Ensure your unique selling proposition communicates your values and your mission.
Translate all the features of your product/service into a benefit for your visitors.
State the high-level purpose of your business.
Use your header to explain what you do. Keep your header within 6-12 words. Write a full description of what you’re are selling.
Use your subheader to describe how you do it. Keep your subheader within 10-13 words. Explain how you uniquely solve your customer’s issue.
The fold describes a web browser window’s bottom border. The fold is the HERO section but could include more.
Every website should have these copywriting elements to enhance the reader’s experience.
Remember to always to edit your content. Check out these 12 plus tools that can help.
Tailored the goal of your landing page based on its purpose. Each landing page should tie into the overall purpose and goal of your website. Each page must work together in complete harmony to efficiently convert visitors.
Try to have customer testimonials (social proof) before the call to action. Or your social proof can be data, examples, statistics, reviews, etc.
Well placed call to actions always close. Your call to action should stand out. Always have a call to action so your audience knows the ideal action to take.
The image you use should reinforce the messaging of your copy.
KPIs are measurements that have clear numerical values to measure the performance. Limit them to the 5-8 most important measures you have. Use them consistently to improve the effectiveness of your website copywriting.
There are a wide number of tools to use to increase the effectiveness of your web copy. I’m just recommending one for now.
Use owned, earned, and paid media to help get your website seen. Enhance your owned media with SEO copywriting.
Keyword research should start with creating a list of words that describe your business, products, and services.
Select the keywords based on
Use the following tools to help
Put your keywords in
It is shareable content for social media to drive your audience to your website. Define your distribution channels and create a content calendar. You will have a content marketing campaign to generate traffic back to your website.
Links that are directed towards your website are a vital part to your site’s ability to rank higher. The more the better and it screams to Google you are popular.
The meta descriptions of your blog post is a snippet that summarizes a page’s content. Search engines show the meta descriptions when the keyword is in the description. Keep it up to about 155 characters, according to YoastSEO. It’s also an HTML tag. Use your focus keyword.
Google needs fresh content and updating landing pages. Creating valuable content for your readers.
HubSpot has a list of 31 examples, click here.
If someone was interested in your services/product if they made it to the footer. Or they automatically scrolled down.
Your website can save your thousands of dollars. It sells your company 24/7. Think automated sales for your products/services, and you can provide value with lead magnets and/or a blog.
Build your email list! Sell your products to your hard-earned customers. Be heroic enough to heal your audience’s pain points. Be determined! Be relentless! Rise to the challenge of getting your audience’s attention and complete your mission. Sell!