Web copy is like Batman. How? Let me explain.
Unbounce analyzing 40k landing pages revealed copywriting is 2x more effective than design (28% vs. 13%).
You must use copywriting because it solves your One Reader’s problems like Gotham’s cape crusader, which converts them on any digital platform. Batman and converting web copy rely on their intelligence, research, resources, and mastery to solve the One Reader’s problem.
Where would your ROI be without losing those visitors that don’t buy or sign up for the email list?
By the time you finish reading this article, you’ll learn how to
But how does your company cut through the clutter? Be a detective like Batman and research your One Reader. You’ll have all the answers you need to know. Your website’s images, videos, and impressive design are essential. But cohesive messaging is the best way to persuade your One Reader. Do you underestimate the conversion power of your website copy?
Can you imagine converting people from a Google search, a Facebook ad, or a social media post into brand loyalists? Again and again.
You converted them because you solved your One Reader’s problem with real tangible solutions. Consumers are smart; rely on your intellect (like Batman) to get conversions. To convert more visitors, make their journey less confusing by matching your web copywriting with their expectations.
Translate your audience research into ROI by using your web copy to connect your One Reader’s needs and desires. Web copy that doesn’t work leaps over your competitors in one bound. It won’t make claims your product/service is bulletproof, or the worse-magically changes lives. Start outlining your conversion goals to write converting copy.
Breaking news… your web copy is a 24/7 salesperson. Use web copy to drive qualified leads from your online content, ad copy, and social media posts to take the desired action you want.
But first, ask yourself:
To create high converting web copy:
The answers to your questions will help you develop the focal point you want to convey.
Get your One Reader to take action, so every word should push the audience to continue reading (Joseph Sugerman’s Axiom 2). You must create a slippery slope.
According to the six-figure copywriter Jacob Mcmillen,
To achieve your conversion funnel goals:
Focus on how to get your One Reader to the end of the funnel with your web copy. Make your One Reader the hero of your brand’s story to increase your conversion rate optimization.
Focus on your One Reader to craft persuasive web copy—picture whom you are writing for, then make the most beneficial point. Your audience doesn’t care about your company’s services or products, just themselves.
How do you focus on your One Reader?
Use your One Reader’s language to influence an emotional connection then they’ll buy. Selling is understanding people. You must show empathy. Trust converts; create a positive user experience.
To make that connection speak to your One Reader’s
In Cashvertising, “Dr. Direct” describes humans’ innate desires as the Life-Force 8 as:
The foundation of your messaging research is one or two of the desires, along with your One Reader’s level of awareness.
Determine their stage of awareness.
And then their level of intent.
You can focus on your product/service after you determine their level of awareness and their intent level.
Connect your product/service’s benefits to a well-told story. 95% of our purchasing decisions happen subconsciously, so desires/needs influence online behavior.
Summarize it all into your USP to convince your One Reader to buy.
Your web copy has to convey your unique selling proposition; try to sum it all up in one or two sentences. Follow it up with the information your One Reader needs to know to buy from you.
How will your product/service make their life better? Do research to find out. That’s what the Dark Knight would do.
Be like the world’s greatest detective; find out what makes your One Reader tick. They leave clues everywhere on the internet and when they engage with you. But how do you find these clues?
The best way to write converting web copy is to find messaging by mining reviews and comments.
To sell your products/services, focus on translating the benefits you provide to your One Reader into tangible value. Solve their problem/pain with your USP.
Since features are facts about your product or service, they can’t do much selling.
However, benefits sell well because they showcase what your product does for your One Reader.
Your unique selling proposition should communicate your values and your mission.
To find the right one think about their:
To increase your conversion rate, entice your visitors with selling points that say a lot with a little.
Unique selling propositions are unique, desirable, succinct, memorable, and specific.
So when crafting a website page (for example), capture your unique selling propositions in the:
Your web copy’s superpower is to empowering the hearts and minds of searching consumers.
Think of your web copy as a billboard; don’t tell the audience your entire story. Tell your One Reader what you offer, the key benefit, how you solve their problem, etc.
Speak to their needs and wants by picking a classic direct response copywriting formula to insert your messaging in a way that will convert.
Writing copy for the web requires focusing on the “Rule of One.”
Establish trust, rapport, and credibility by showing you understand their needs, mood, and personality.
With your messaging be:
Bonus: Be Empathic
Useful, urgent, unique, and ultra-specific web copy leads your One Reader to your site.
Writing for the web means you’ll use organic posts, paid ads, SEO, or emails to drive your One Reader to a designated page on your website. Once they are there, your website copy has to carry their attention to the finish line.
On average, visitors to a page will read only 20% of its content. You need to structure your page so that the most important points stand out. They can click away at any time, so follow a proven format to make a quick impression.
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.
It can be the entire page or as small as a banner. Sell your brand with the value propositions you created for your audience. Experts strongly encourage an image but optional.
Optimize your hero section with the highest priority pain point to help people know they have arrived on the right site.
Choose a type of hero section based on what you learned from your audience research. You can use a typical Hero section template to frame your messaging to convert visitors.
Use your header to explain what you do; keep your header within 6-12 words. Write a full description of what you’re selling.
You have to prioritize the benefits your audience needs the most.
Add your company’s
You have to prioritize the benefits your audience needs the most.
Use your subheader to describe how you do it.
Build trust and credibility with a collection of social or data proof to convert your visitors (provide your usp). Social proof can increase newsletter sign-ups by 20%.
A common practice is to have customer testimonials (social proof) before the call to action. 88% of B2B marketers agreed testimonials are the most effective content to convert your audience. Or your social proof can be data, examples, statistics, reviews, etc.
You should insert your social proof several times throughout the website and follow-up with CTAs.
Your call to action tells your audience the ideal step to take. You should start with well-placed call to values. You must set up the value of the action you want the One Reader to take. Optimize your CTA and sell the click by detailing what your One Reader can expect next.
You may have a CTA in the hero section, or you may not. It depends on the needs of the website copywriting. Personalized (or ‘smart’) call to actions perform 202% better than generic ones, per HubSpot. Use a button to call them to action when it is time for your One Reader to decide.
Take your CTA to the next level by telling your One Reader what action to complete with intentional copy that matches what you stated in the headline.
Large images paired with informative copy is a common technique used. The picture you use should reinforce the messaging of your copy. Visuals give the visitors’ eyeballs a rest.
The fold describes a web browser window’s bottom border. The fold is the HERO section but could include more.
You must provide more value below the fold before they buy. You have to include a lot of social proof.
All web copy should have these copywriting elements to enhance the One Reader’s experience.
Your One Reader scans web pages in an ‘F’ pattern. They read the third word on a line far less often than the first two. You can expect this and position your most important copy at the start of the line.
You should tailor the goal of your web page based on its purpose. Each web page should tie into the overall purpose and intent of your website. Each page must work together in complete harmony to convert visitors efficiently. But you shouldn’t include your landing pages, lead generating pages, sales pages, etc.
Every day, 27 million content pieces get posted, shared, and commented on across the web. Social media posts, SEO, paid ads, and emails will drive your One Reader to your website. Please don’t send them to your home page, “75% of site traffic will leave after only seeing your homepage,” according to Demand Curve’s Julian Shapiro.
Use owned, earned, and paid media to help get your website seen. 61% of the internet users research products they want to buy, according to HubSpot.
Start your Keyword research by creating a list of words that describes your business, products, and services. Look for long-tail keywords to determine what your audience is searching for.
Links directed towards your website are a vital part of 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 posts are a snippet that summarizes a page’s content. Search engines show the meta descriptions when the keyword is in the description. You have to keep it up to about 155 characters, according to YoastSEO. It’s also an HTML tag. You can improve your Google ranking by using your focus keyword throughout the meta description.
Google needs fresh content and updating landing pages. You have to create valuable content for your readers. HubSpot has a list of 31 examples; click here.
If your One Reader made it to the footer, it shows they have interest in your service/products. (Or they automatically scrolled down).
It is shareable content for social media to drive your audience to your website. You should define your distribution channels and create a content calendar. You’ll see the advantages having a content marketing campaign to generate traffic back to your website.
There are a vast number of tools to use to increase the effectiveness of your web copy. I’m just recommending Google Analytics for now.
You have to measure everything and based your web copy on data. KPIs are measurements that have exact numerical values to measure the performance.
Limit your measurables to the 5-8 most important metrics. You can use the KPIs consistently to improve the effectiveness of your web copywriting.
Your website can save you hundreds of thousands of dollars. It sells your company 24/7.
Web copy improves conversion rates because it sells futures, not features. Engaging web copy reveals the value of your product/service by connecting to your One Reader’s deepest desires.
You can be Batman and heroic enough to heal your audience’s pain points. All you need is to have relentless determination to rise to the online sales challenge.
Web copy is a sales tool. Sell with what you have in your tool belt!
Get your audience to stop, drop, and open their wallets to shop with AIDA. But how?
The well-known copywriting formula creates a slippery slope that converts prospects into brand loyalists.
Sell them their new future after using the benefits of your product/service. The copy should speak to their desires.
Immediately, call them to action by telling them the next step.
Read more to get the full explanation of how AIDA guides your ideal audience to making a purchase.
Your headline drives web traffic but only if it is beneficial. Create the right emotion with your choice of words and your landing page, website, email, or ad will pull visitors to the subheadline.
Get involved reader’s emotions involved when the copywriting speaks to their
Resonate with the readers by solving their problem in an ultra-specific, unique, useful, and urgent way.
That creates the perfect selling environment for your product/service. Tease the value to begin the buyer’s journey into your sales funnel.
For example, “Big Commerce Essentials Review: Is It the Best eCommerce Platform for Your Online Business?”
The headline above teases to give the reader an honest review of one of the biggest eCommerce platforms without the bias of the company’s own advertising.
The benefit is learning the advantages/disadvantages of hosting your store using their tools through an actual personal experience.
Create harmony with the audience you’re trying to attract by making a promise. Compelling headlines thrust interested people down the slippery slope because they generate curiosity.
Keep the slippery slope continuing with interesting facts and/or information that addresses your audience’s needs immediately. Hook them!
The lead sentence/introduction continues that one BIG idea you state in the attention part of the formula. Fulfill the promise you made with relevant value to set the tone for the next section of copy.
Depicting a pain point, educating your audience, or creating a fear of missing out using one of the options above generates results.
Because engaging the reader taps into their frontal lobe (home to our emotions, personality, and decision making). Activating it establishes that human connection that is vital for success online.
For example, the first line of your email to your audience may be, “Increase your traffic by 31% like our current client Lammie Candies using our traffic tools.”
Capturing their interest, keeping their attention, and converting your visitors is all about positioning your solution to sell itself.
Create desire by showing your audience their new life after they use your product/service. Bridge the benefits with the features so your audience doesn’t have to imagine them.
Portrait the clear value with concrete examples and real-life success stories (testimonials/case studies).
You can show what life would be like if they fail to act or if they continue dealing with that pain point to create urgency.
Use concrete evidence (social proof is the best) to back up your claims to propel your audience to the last step.
For example, “Lammes Candies 31% increase was prompted by a switch from a storefront to eCommerce. Before their online store, customers could only shop during store hours. Now, they noticed customers spend the most money on Friday night around 10am. What information are you missing that could help you increase sales?”
Build interest with entertaining educational information. Make the product memorable, funny, or arousing. Show your audience your product/service is the solution.
Build desire with emotionally-driven content. Showing your audience the benefits, features, and social proof your solution will solve their problem. How will your product transform their life?
Persuading your audience to take immediate action is the goal of the last step.
The sole purpose of the landing page, website, email, or ad is to get your audience to purchase your service/product.
Make it as easy as possible for them. There’s no need for any friction at the end of the slippery slope.
Make the action you want your audience to take clear and concise. The final step should be obvious to them.
Entice the conversion with a link embedded in your call to action button. Offer a guarantee for more sales.
Add to Cart/Add to Bag
Use this copywriting formula as the foundation for all your sales content. Including:
Attention, interest, desire, and action are the core elements of your messaging in every aspect of your marketing but use the formula in tandem with others.
Why is copywriting headlines that sell so vital for online stores?
Because your audience is skipping, scanning, judging, skipping, scanning……click! Your blog is competing with social media, sports highlights, and emails but you TRULY can get their attention. (Don’t waste content by b.s.in’ on the headlines).
In 20 words or less, headlines generate traffic and drive in qualified leads. But Statista reported there are 3.5 billion internet users worldwide, and only 2 out of 10 people will read your content.
Your headline must clearly convey what your health blog post is about. If it does, 80% of people will ask themselves, “am I interested in this content?” (Most will skip it).
Headlines only pull in visitors when they are unique, informative, and SEO friendly. With reports showing eCommerce retail grows about 3x faster than brick-and-mortar shops, building a meaningful relationship with your audience starts when they read the headline of that helpful blog post.
What do all the highest converting health-related headlines have in common? A great first impression. (Yeah, that was a Dad joke, Sorry!)How do you create an attention-grabbing headline? Read more. Click To Tweet
With 2 million new blog posts every day, the goal of your headline is to get the audience to read the lead sentence of your health blog post. Reading is an automated process, confirmed by Cognitive psychology research. So most people automatically read headlines without realizing it.
To get readers to turn into your audience, tap into their emotions, fears, joys, pains, wins, future successes, and universal beliefs. Headlines are the first step in getting a prospect to take action.
When writing your headline, show your value and don’t be afraid to embellish. The headlines that convert the most visitors sell, exaggerate, entice, and make liberties without misleading the audience.
People buy online based on emotions. They justify the purchase later with logic. There is no difference when they are looking for health-related solutions.
Typically, pain sells more than pleasure because it is more compelling. Condition your headline to speak to your audience’s pain since your blog posts is an excellent resource for people seeking a solution for health, fitness, or medical issues.
The three emotions anxiety, anger, and awe convert at the highest rate. Using superlatives in your headline creates emotions. Extremely positive headlines that use superlatives tend to perform better than headlines that have no emotional appeal.
The core purpose of a headline is matching the expectations of your audience when they search for a problem. Your headline has to tackle one specific health problem. What is the BIG BENEFIT of reading your blog post?
You can illustrate a point about the problem, state facts, or even ask your audience a question. Conduct VoC, competitor, and stage of awareness research on your audience so the headlines come from the audience’s mouth. Look for expressions, keywords, and phrases to use in the headline.
Understanding your audience will increase your ROI because you can create headlines that appeal to your audience’s emotions. When making a promise to your audience help them see a healthier future for themselves.
Transforming the big benefit into your headline puts your selling point on front street. People search intending to find the easiest and fastest way to solve their health problems. Connect your headline to common searches by addressing your target audience’s problems in the headline.Show them why it’s worth the time to read your blog post. Click To Tweet
Addressing the reasons and motivations of your readers serves as the basis for a really powerful message. Fulfilling promises improves your visitors’ lives. They will convert in exchange for the meaningful help you provided.
Headlines that lead to high sales start by promising to solve a pain point. Help your audience by suggesting the best way to improve something.
Inc contributor Carmine Gallo advises his CEO clients to use a 50-word pitch strategy to persuade their audience. Being concise forces you to be clear so approaching your headlines with a similar strategy evokes interest, engagement, and excitement.
When reading your headline, ask yourself “How can I help my audience today?”
Create content that speaks to their dreams, pain points, wishes, and fears. Just don’t be generic.You have 3-8 seconds to capture the reader’s attention on the web. Click To Tweet
Keep in mind, you must convey the reader’s self-interest as the major benefit of the post. By telling your audience exactly what is in the blog post, they know what they’ll get from it. They want to know what’s in it for them if they are going to read the post.
Include your product and/or problem in the headline so someone who isn’t your target audience will pass on the blog post.
Coschedule said headlines can increase traffic by up to 500%. Don’t confuse cleverness with being clear when conveying your messaging in the headline. In the headline, make a clear promise in your audience’s language about what information is valuable to them without adding unnecessary words.
The curiosity trigger is great to use but if the headline is too vague, then potential readers will scroll past. Clarity doesn’t have to be simple, but “to the point” headlines get the best results. Speak your audience’s language without adding unnecessary words.
For example, lists are a great way to clearly show results.
77% of Internet users read blogs, according to Impact. To engage your audience, use numbers at the beginning of your attention-grabbing headline.
People prefer numbers in your headline and it adds credibility. The contrasting digit(s) stands out to us humans amongst all the words. A study found odd-numbered headlines convert 20% more than even-numbered headlines. Science-backed headlines perform the best, so try to include a statistic in the headline.
If you have an even number of items for a list use these tactics to get to an odd number:
Research shows the average time to convert visitors with your headline is 2.6 seconds. Short and punchy headlines seem like they dominate, but the best length for your headlines depends on what you are trying to convey.
In that time people read, Kissmetric found, the first 3 words and the last 3 words of a headline.
When crafting your headline, you can go as low as 6 and as high as 20 words. Buzzsumo found headlines with 15 words got the most engagement.
For an optimal experience for the users and search engines, make sure your headline is no more than 70 words (use as many words as necessary).
During your audience research, you saw what keywords are important to your audience by seeing what they look for.
Find the most unique angle and the core differentiator. Using a target keyword in the headline will influence the search engines. Use the keyword at the beginning of the headline.
You can find the keywords using:
Stand out amongst your competitors with content focused on keyword phrases in your niche so consumers will become your customers. This more specific approach will allow headlines to show your brand’s personality while ranking on Google.
Being approachable is about positioning your blog posts for a specific piece of information, an answer to a question, or a solution to a problem. Your headline should include the most relevant keyword that matches your audiences’ search. Stand out to convert them.
To find out what keyword to focus on use
The information people love is what search engines rank the highest.
You can’t always create urgency. But when you can create a fear of missing out feeling within the audience, DO IT. Using subtle forms of urgency increases your blog’s conversion rate. Neil Patel‘s urgency formula is Do X or Risk Y.
Create a fear of missing out by mentioning,
Capitalizing on fear is a common technique in digital marketing. Being specific creates the greatest degree of urgency. Let the audience know what they are missing out on.
According to WiderFunnel, urgency has two components: internal and external. Internal is pre-existing and you create external with an offer.
There are two schools of thought when it comes to writing a headline. You can write the headline before you write the content or you can write the content and then write the headline.
When crafting headlines, you can rely on the 5 stages of the creative process.
Before you start make sure you have all basics covered. Use the 5 W’s:
Once you’ve collected all the information, you can choose how to go about crafting your “draft” headline.
For instance, I start with the headline and then write the content. Once I’m done with the content, I rewrite the headline using the first one as the base.
You can create a pre-head, a short sentence directed towards the people you’re trying to attention. For example, Attention Marketing Directors!
Copyblogger’s Brian Clark believes you should always write your headline first. If you’ve done audience research, then you have an idea of what it will be about.
Reverse engineering your blog post to fulfill the promise is beneficial because it forces you to focus on providing that benefit for your readers.
Create the content before you write the headline. Try to summarize the content in 25 words and then edit that summary until it is a headline.
Once you have the headline down to one sentence, keep working on it until it’s perfect.
Another way to write your attention-grabbing headline is to take a quote or statistic from your blog post and condense it.
CoSchedule’s Kelly Smith uses the “third third” technique from Tim Hurson’s book Think Better to produce the best possible headline. I adapted it to my technique to create headlines. (Use whatever process produces results).
Once you have your draft headline, brainstorm up to 12 headlines. Ensure your draft headline contains the keyword. This first group of headlines is the first third.
If you are struggling to come up with basic ideas start with “How to” and get more specific.
Create 2-3 variations of the top 5 headlines you created. The second third will produce between 10-15 more headlines.
1st variation is with different formulas. For example, try making your headline into a question. So experiment with the structure of your headline. Try adding power or sensory words as well.
Disclaimer: Some experts say power words are better for social media headlines and not for search purposes.
Legendary Anna Handley suggests triggering at least 2 senses out of the 5 in your copywriting to invite the reader into imagining their pain point solved. The same applies to headlines when applicable.
For example, sight sensory words are visual descriptions that pull the reader’s in:
Check out Smart Blogger’s list of all the sensory words to increase your chances of getting your audience’s attention.
2nd variation is a different verb. Buffer conducted research that found headlines with more verbs and fewer nouns. Use verbs in their direct form when crafting your headlines. Try to use the superlative form of verbs instead of adverbs.
Selling Verbs and Adverbs
3rd variation is a different adjective. Try to use the superlative form verbs of adjectives.
Some Selling Adjectives
Based on those 15 headlines, write 10 more that are even better. This will be the third third. Typically, innovative headlines are produced on exhausting all the “least creative” headlines. Make sure the primary keyphrase/word is in the headline. Now you have a headline that will sell your post.
Bob Bly has a list of 38 Headlines that is a good starting place. “How to” and “Reasons why” headlines are the most popular headlines. They are followed by lists.
How to (Mundane Task) that (Rewarding Benefit)
Benefits sell and “how-to” headlines promise a better, easier, and happier life. The expressed benefits of “how-to” headlines help the audience determine what content will be emotionally engaging. Show your audience the true benefits of learning “how to” do something with specific details.
The dual benefit “how to” structure
“How to Win Friends and Influence People”
Another variation of the “How to” – Leaving out the word “to.”
Test different sentence lengths, words, or expressions until you find the headline that will grab your audience’s attention. Use Twitter and/or Facebook to test the different variations of your headlines.
Take two headlines you think your audience will react to. Use this headline as the control.
Post another headline at similar times on your social media platform. Measure if the 2nd headline for your blog gets more reactions. Keeping the process going until you have a winner.
Based on engagement, select the headline that performs the best.
Some experts ( the Andrew Chen technique) post headlines before they write the blog post. If they get a lot of engagement, then they will create the blog post based on the headline. You can also use your blog posts to test your headlines.
Maximize the impact of your headline by making a promise, teasing the value, and embellishing the benefit. Be useful, ultra-specific, unique, and create urgency. Front-load the headline with benefits.
Think to yourself, if your audience does this one thing (process, etc) they will experience this result (converting up to 23% more leads). Boil down the big benefit to the “means to an end” and tell a story.
Tools for editing copywriting help convert eCommerce visitors into customers. But how?
By capturing the elusive attention, interest, and desire of your One Reader. Making a long-lasting impression in 5 seconds or fewer isn’t easy. Copywriting connects your One Reader to clarity, creating “context” in a congested online world.
Context = Meaning
Meaning = Money
Money = ROI
ROI = Growth
Clarity = Business Growth
It can take hours, days, or weeks to revise to the point your audience will understand how your health product/service solves their problem.
Yet, UX is a vital part of optimizing your sales. Let me explain how to speed up the process without sacrificing quality.
COVID-19 is showing us the importance of well-written websites. As we grow more digital day by day, communicating clearly is essential. It automates selling your health and wellness products/services online by connecting the dots. So edit ruthlessly to increase the clarity.
Wayyy back in 1998, a Nielsen Norman Group study was done that showed, a rewritten website scored 159% higher than the original in measured usability.
Don’t confuse copyediting with editing copywriting. The sole goal of editing copywriting is to increase comprehension. Editing copywriting for the web is concisely illustrating important information through adding, removing, and choosing words. Copyediting is punctuation and grammar.
Readability can set limits on your potential customer’s interest in your health and wellness product/service. This can “make or break” their experience with your brand. Users will leave your site before you even get a chance to convert them.
Simplify your copy using editing tools to improve the clarity. Revising for readability helps visitors’ FEEL your solution for their problem with “WHY BUY” messaging.
Cognitive fluency may be the most underrated aspect of the user experience because it affects customers’ perceptions and behavior.
People can be persuaded easier when your messaging is easy to comprehend. When your visitors are more receptive, they click the buy button. Yes, a typo-free website helps. But poor copywriting makes any your investment vein.
During copy editing, think about the ease or difficulty your visitors will have mentally processing your copywriting. Make it as easy as possible for them to understand.
Copy editing is a dynamic process of perfecting your eCommerce site’s effectiveness at getting consumers to click. But it’s worth it.
In 2016, CXL’s Aaron Orendorff stated the most notorious place for clutter is the homepage. Sticker Mule’s revenue dropped by nearly 48% when they added too much content.
According to Readable, 83% of people will finish your content if the readability level is 5th grade instead of 12th grade. Use the editing tools to figure out what the Flesch reading score is and that will ensure your copy doesn’t go over your visitor’s heads.
Developed in 1975 for the U.S. Navy, a higher score on the Flesch Reading Ease Test means your content is easier to read. Measuring the readability of your copywriting gives you a good indication if your visitors will understand what they perceive.
When using the tools below try to aim for a score between 60.0–70.0, unless your audience requires a higher level of comprehension.
Some popular publications readability index are:
Use online editing tools to get the Flesch Reading Ease Test score so you write your content accordingly.
Persuasion on the internet is about capturing your target audience’s attention. The average attention span of an adult is 8 seconds.
When editing your website copywriting:
Basically, your target audience needs to know who you are and why they should buy from you. Your copy can be “flashy” but if visitors don’t understand your metaphor or your hyperbole overload then you probably lost them. Hopefully, not forever. (Everyone deserves a second chance, right?)
According to a 2008 Nielsen Norman Group study, users read only 28% of the words. To negate losing your audience to the millions of other things there are to do while they are online, use these tips to make your copywriting more appealing.
A UX-friendly writing style (voice and tone) needs uniformity. Increase the readability by delivering valuable knowledge in the same tone and voice.
Consistent web copy makes the experience more polished, therefore presenting your company in a professional manner. A cohesive message builds credibility and trust. Reliability generates leads.
Be consistent with the:
Following the lead of Joseph Sugarman’s quote, “the goal of every sentence is to get the next one read,” every single sentence has to consistently advance the action. The consistent flow of the “slippery slope” leads to fluency heuristic.
Fluency heuristic – the easier an idea or information is to understand, the more likely it is to be accepted. Developing a style that has consistent formatting and structure. The copy and other on-page elements of your web pages working together will only increase the persuasiveness of your copywriting.
YoastSEO’s readability tool has an acceptable frequency of long sentences of 25% or less and passive sentences at less than 10%. Using editing tools statistics will keep your writing consistent so clarity isn’t an issue.
Emphasize the benefits over features while keeping in mind most visitors will scan the website for meaningful information. Ensure your web copy and each page of your website is cohesive with a simple structure.
According to Neil Patel, readability is directly linked to:
Since we’ve all got options online, your website’s bounce rate is often tied to your UX. Their experience is more than words but copywriting provides context and meaning. Meaning equals money. In eCommerce, meaning equals conversion rate optimization.
A Referral Rock survey found out, 36% of marketers said copy has the greatest impact on conversion rate, while 33% named design. To fix your bounce rates with copywriting that correlates with the consumers, focus on optimizing your visitors’ experience.
A great user experience starts with meaningful copywriting that is:
It efficiently solves your consumers’ insecurities about your health and wellness company, product, or service. Copy and paste your website copywriting into the editing tool:
Increase your conversion rate using copy editing tools by measuring the readability of your web copywriting.
To increase the duration of your user sessions, have copy that tells, compels, and sells your visitors that you have the solution for their problem. Edelman provided insight that only 10 percent of people think any given brand communicates their motivations and concerns.
1.Create a value proposition by combining your:
2. Edit the messaging (repeatedly) until it increases your conversion rate.
Successful web copywriting:
Revising is a process that can go on forever so make sure you set deadlines but don’t rush this part of your customer’s experience.
Google found visitors form a judgment in the first 50 milliseconds. Do different types of editing depending on the needs of your web copywriting. How bad is your website tanking?
You see plenty of views, but no one is clicking. Whelp! It’s time to reorganize all the copy during a heavy copy editing revamp.
Your editing process can be complex or simple.
Fine-tooth comb editing may not be necessary. Let the analytics predict what level of copy editing needs to be done on the website.
Heavy editing includes changes from the style to the sentence structure.
You can work on:
The editing list can be endless. Testing is the best way to perfect what words convert your visitors most often.
Medium editing addresses problems in the website or landing page copy that you are aware of without having to change the entire messaging.
Light editing is based on quick insights provided by data or observations.
Convert your visitors into consumers faster by editing it into their language. Be precise and clear so cognitive fluency, readability, and your UX are converting powerhouses.
The health and wellness industry is estimated to be worth between $3.4 trillion and $4.2 trillion. The most important correlation between revenue and readability is understanding. As a result, clarity reigns supreme in converting your health and wellness audience into customers.
The process of fine-tuning your copywriting makes the difference between prompting clicks or producing a high bounce rate. Your passion for your product and your expertise are clear only after you polish your messaging.
Focus on both the small details and the big picture, so your website will be easy to read. Use editing tools to achieve a user experience that is the talk of the net (good ole fashion word of mouth).
Reading out loud is the most productive way to edit your web copywriting. Start to read your copy from the end to the beginning (backwards) to catch typos, errors, and awkwardness.
When you read it out loud edit the:
Paying attention to every little detail makes the difference between communicating clearly and leaving the prospect’s confused. Avoid foggy web copy with simple and straightforward messaging.
Keywords are going to be naturally embedded in your website copy since your writing for the web. Although SEO is a lot more than keywords, use tools catered towards an online audience to help you.
Small SEO Tools Plagiarism Check is the best tool to use to make sure there is no plagiarism. It has a lot of other useful tools for text available.
What I love about it:
Confirms your content is unique.
When to use:
Whenever you’re concerned with verbiage that is too close to your competitors.
Yoast SEO is a popular plugin for WordPress that focuses on SEO. As your crafting content in WordPress, the readability analysis points out:
Yoast SEO also looks at
What I love about it:
It gives your instant feedback on your readability. You can make decisions based on the color of each meter. Remember, your audience determines what score you’re aiming for on the Flesch Reading Ease test.
When to use:
Use YoastSEO when you’re putting your content into the CM.
The Read-able tool streamlines the process by analyzing the whole page at once. They stated a business should have a score between 65-70 on the Flesch Reading Ease test. To measure the readability, it also uses test such as
It also has text statistics as well.
What I love about it:
You can use it to see what the current readability of your website is. Therefore, you can get an idea of what your audience is experiencing before you decide what to edit.
When to use:
Before you take a deep dive into your content.
A full-page originality checker.
What I love about it:
You can use it to quickly check for plagiarism.
When to use:
Right before your site goes live to ensure there is no plagiarism in any of the content.
It provides alternatives to jargon.
What I love about it:
It probably doesn’t need to be used that often but it does provide quality alternatives and definitions.
When to use:
If it is necessary to remove jargon.
A data focused tool that helps you decide how competitive your keywords are.
What I love about it:
Sem Rush isn’t really a tool for editing, but you can use it to see what keywords are more important to include in your website copy.
When to use:
You can also see what questions people are asking related to your keywords. This helps your editing brain tailor your web copywriting to what people’s search intent is.
A Neil Patal keyword tool that provides analytics for your content ideas.
What I love about it:
The tool will help you decide which keyword is worth including by providing statistics, as well as what sites rank the highest for that keyword.
When to use:
Use Ubersuggest to help you determine what keywords to rank for.
A tool to help you find long-tail keywords
What I love about it:
The tool provides ideas for medium and long-tail keywords.
When to use:
Use Wordtracker when you’re optimizing your page for medium and long-tail keywords.
It is an online tool that gives writers tips on creating a better document by providing a readability score (based on grade level).
It also has a counter for
It highlights complex sentences in red and categorizes them as “very hard to read” sentences.
The Hemmingway editor points out common errors and lengthy sentences in yellow. The editor even suggests to shorten these sentences or split them into two.
It also points out:
To make your messaging clear and simple.
Slick Write highlights
Also, it breaks down
The statistics feature is extremely helpful for looking for stylistic mistakes.
It has three indexes that measure
It shows the percentage of your,
in your website copy.
You use the slick write editor when you need a quick breakdown of your website copy. It’ll highlight the words and have a description about the type of word it is.
For example, it’ll highlight an adverb and tell you to consider revising the copy if there are too many adverbs (5.5%).
Grammarly focuses on correcting over 250 types of grammatical mistakes, spelling errors, and vocabulary usage. Grammarly has a blog that provides writing tips.
The quick suggestions it provides with its plugin. The overall score helps you determine if the copy is hitting its marks.
The clarity, engagement, and delivery meters are quick insights that can strengthen the point you are getting across.
Whenever you are editing anything go with Grammarly. I primarily use it to ensure my copywriting is clear.
It is an add on for Google Doc users. It highlights key elements of writing like wordiness, passive voice, sentence fragments, and run-on sentences.
What I like:
It doesn’t suggest anything but it does point out all the different structural aspects of your words, sentences, and allows you to sweep through with precision.
When to use:
If you need a deep level look at the words of your website.
A web editor that captures spelling, grammar, and style issues.
What I like:
This online editor helps with word choice and it has a summary that breaks down your copywriting quickly.
When to use:
Use ProWritingAid for all of your editing needs.
Highlights common errors and has a basic spell checker feature. The real genius of Word is the “Read Aloud” feature.
What I like:
I only use Word for the “Read Aloud” feature but I LOVE listening to client copy out loud as I’m revising.
When to use:
When you need to hear your copywriting out loud.
A reference book for writing quality words, sentences, and paragraphs.
A well-written reference book on how to proofread. It provides a formula for dead/live versions of the document that ensure accurate and consistent editing. She walks the reader through a step-by-step process for editing and proofreading.
I haven’t had the pleasure of reading this book, but it came up frequently doing my research.
Optimizing your readability will decrease your site’s bounce rate. Capture your consumers’ world as they see it and deliver the right message. If they have a clear understanding of how beneficial it is for them, your health and wellness products/services will sale.
After revising your current web copy, your prospects will be converted into customers that won’t be able to wait to tell their friends the experience they had. You will always be optimizing!
Who needs tools help create headlines?
According to Joseph Sugarman, the sole purpose of the headline is to get the next sentence read.
That is an overwhelming amount of responsibility for one component of your copywriting. Use the assistance of tools to PULL in visitors. Without your target audience noticing you, how will you sell anything?
Headlines are attention grabbers. They make the first impression on your prospects. A compelling headline is what gets people to:
Our first impression of a website is similar to our first impression of a person. The same goes for social media, email marketing, etc.
Develop a way to create lead generating headlines consistently to get your prospect’s attention.
“It follows that unless your headline sells your product, you have wasted 90 percent of your money…”David Ogilvy
Here’s a checklist to help with the crafting of your headlines.
According to a study, your audience forms an impression of a website in 50 milliseconds. Another study called Trust and Mistrust of Online Health Sites found our judgments influence the credibility of the website. Of course, these impressions are complex but happen quickly.
You need to impress people fast with your social media/google ads, landing pages, and subject lines.
The hero section is vital to converting prospects as they make those snapshot judgments. Those judgments influence their behaviors and decisions, the headline should capture the information the user is looking for. The same applies to your social media captions and ads.
The words you use make a huge difference in getting engagement. Words provide the context so your audience doesn’t overlook your content. A great impression increases your chances of converting visitors.
Does your headline offer the reader a reward for reading your content? As the most important part of the copy, its sole purpose is to get the first sentence read. Use these generator and/or analyzer tools to come up with a unique headline that attracts your audience.
The purpose of this list is to help you brainstorm ideas for your headlines. I wouldn’t encourage you to use these tools to create headlines for you.
Although there are headline generators below, typically the headlines they generate are generic and won’t speak directly to your audience. The headline analyzers are on the list are extremely helpful when you are fine-tuning your lead generating headlines.
The HubSpot tools blog idea generator comes in 9th place for me. Simply because it gives you 5 generic headlines depending on what you enter.
Technically, it is not a tool for headlines but you can use it as a springboard. And it is the same five headlines so maybe you’ll only need to visit it once. Despite this, there is an opportunity to get access to a year’s worth. HubSpot’s resources are very effective in improving your digital marketing. Unfortunately, this headline tool is underwhelming.
In 8th place, I have listed Tweak Your Biz. Their headline generator is generic nonetheless it does provide a lot of headlines in a lot of different categories.
This is a great tool to use to get an idea of where you should go with your headline. Also, it is great for subheadlines since it provides many alternatives for the same category. For example, it will generate over 20 headlines directed towards the business audience. The number of headlines it provides seems unlimited but since they are generic your audience will ignore them if you copy and paste.
Content Row’s headline generator is number 7 on my list of headline tools. It would be higher if I included the headline analyzer. That’s a huge bonus. But it doesn’t compete with the analyzers coming up next on this list (they’re all in the top 3).
The generator gives you a quick breakdown of the importance of headlines. Enter your keyword and it generates about 5 headlines with the option to generate more. Each headline it generates comes with a score from their analyzer. Also, it will list the type of headline it is.
If you get the pro version you get more access to the features of the generator. The categories are:
Another beneficial aspect of this headline tool is you can add additional topics.
The analyzer gives you a scored based on a few factors. The factors seem to be:
It lists your headline’s strengths and suggestions. Content Row has even more features that can assist you with the other components of your content marketing.
Number 6 is technically not for headlines but once you use the tool, you’ll see it sparks a few ideas for your headline. Enter your keyword and the generator will keep coming up with different headlines one at a time.
The feedback they provide about each section of the headline is critical to understanding how to reach your audience. Some of the suggestions are out there because Portent believes in name-dropping celebrities.
You will find most of the suggestions are creative and may inspire you to add some spice to your headline. Scroll down and they provide some great general tips about your keyword in the headline.
The insights into the headline it suggests are priceless.
Blog About is my number 5 because it uses more of a fill in the blank format. If you select a headline you like, it saves it for you.
This tool helps you generate unique headlines and instead of displaying something you can copy and paste. It helps engage your mind.
You will think about what will attract your audience and lead them to take action. As my second favorite generator, there is a lot of value here especially since it is more of a tool to give you topics to blog about.
The Blog About would be the leader of the pack if the list was about idea generators. However, it doesn’t focus on incorporating the keyword enough for my liking. But that’s why these tools are for inspiration rather than the end all be all.
4th goes to the Blog Title Generator of the SEOPressor. You can enter a keyword but you can also enter:
It will give you a ton of headlines incorporating the keywords. Blog Title Generator is typically over a thousand examples of headlines.
It provides 6 examples at a time. Although most of them are generic, you can find plenty of inspiration. In my opinion, the headline examples are the best on the list. It doesn’t have all the additional features of some of the other generators.
This tool gets to the point and has more effective headlines than the other tools listed before it. The only negative is you can only use it 5 times a day but if you provide than an email address you get your access back.
Now analyzers are much different then generators so they automatically have more value since they give you feedback on the headline you want to use.
Coming in at number 3, this tool is simple and effective at letting you know the emotional value of your headline. Type your headline in and get your score. It breaks down headlines into three categories:
Number 2 on my headlines tools list gives you a score based on word balance. And it provides a length analysis based on characters and words. Components of the word balance are:
It tells you the type of headline you are using.They embed tips throughout the evaluation. The headline tool breakdowns the first part of the headline and the last part.
CoSchedule Headline-Analyzer will highlight the keyword. The tool analyzes the sentiment of your headline as well. Some of my favorite aspects are the google preview and email subject line preview. The only reason they aren’t at the top of the list is because you have to provide your email address to get the results.
My top tool of 2020 is Sharethrough’s Headline-Analyzer because it provides the most feedback.
It quickly provides you the number of characters and the number of words. Then it gives you a headline quality score based on more than 300 unique variables. There is also an engagement score and an impression score.
It breaks down the strengths and suggestions. The analyzer uses the following elements to create a score:
They explain every aspect of the score and tell you what works when crafting effective headlines.
You put effort into every aspect of your digital marketing campaign. You’ve perfected your product or service. So why neglect the headlines? Headlines are everywhere. From captions to blog posts to ads, making a great first impression leads to increased conversions.