How to Improve Online Copywriting on Your Website
A remarkable online presence really matters. It is the difference between customers learning more about you or losing interest in your brand.
To attract your target customer’s attention you need to upgrade your copywriting skills to engage with your customers.
An effective copy will excel your business to sell more products, boost brand awareness and dominate the competition.
There are numerous factors influencing how you write online. From the specific audience to your existing content, you must weigh what will work best for each piece.
It does not hurt to add your unique personality to the work.
Are you ready to get started with your writing skills? Give these online copywriting tips a try to create a memorable customer experience.
1. Research Your Customers
According to Research, successful marketers are 242% more likely to report conducting customer research at least once per quarter. And 56% of the most elite marketers conduct research – once or more per month.
Bloggers can break their pattern in writing by becoming better researchers. Knowing about your customers gives you the inside to cater to their interests and maintain their attention.
Research can take different forms. You can survey your existing customers and ask them particular questions on whatever topics they would enjoy reading.
You could review your Google Analytics reports to assess what type of blog posts potential customers visit and read the most.
Tools like Social Mention also can help you discover new insights. This social media search and analysis platform tracks and measures what people are saying about any topic across social media channels.
Your goal is to identify themes and patterns while researching. You want to pinpoint ideas that will expose imagination and offer inspiration.
Taking time to learn about your customers will give you the insights to their wants, needs and behaviours. This will enable you to write better content.
Further Reading: Get Traffic to Your Website Fast
The reading habits of an online customer vary from an offline person. Research shows that site visitors get distracted when reading online web pages, you only have between 10 to 20 seconds to grab their attention.
Your readers’ intentions are only to scan your content. Customers are too busy to read every word. They just want to get the high-level concepts and move onto the next topic.
You can make your writing easier to scan by using shorter paragraph limiting them to no more than four sentences.
Always create securable chunks by adding multiple subheadings throughout your blog posts.
Draw your reader’s attention to important information with numbered lists and bullet points. It is also wise to use bold and italic formatting to give your words more emphasis.
There is no doubt that your readers will scan your content and it is up to you to assemble it in a clear, easy to read paragraphs.
Organic search is absolutely crucial in generating traffic to websites. If customers cannot find your blog on Google, Yahoo or Bing then it is difficult to get new ones.
Keywords are essential for potential readers to land on your website. When a person types phrases in a search engine they get directed to content related to those keywords.
Consumers are always searching for specific terms with particular intentions. Impact reports states that 50% of search queries are four words or longer. Use long tail keywords.
Bloggers need to be aware of searchers’ intent with remarkable content that solves their problems or answers their questions. As a result readers will locate your blog and discover relevant information.
Google Trends analyses the popularity of top search queries in its search engine. This way you can observe what people want to know and write contents that fit their needs.
Writing for the web means getting your content seen. It all begins with including specific keywords in your work.
Do not overload your blog posts with keywords. Stick to the basic search engine optimisation guidelines like adding keywords to your headers and Meta descriptions.
Further Reading: Fix Common Website Design Mistakes
We are always thinking that writing is a standalone activity.
When you are ready to write, you should go into your perfect writing space and begin writing down as many of your own words as possible.
Writing does not have to be a lonely process. It is all about collaborating with your audience who want to hear new perspectives from other industry experts.
When you feature other expert’s thoughts, it will be a special treat for your readers so writing is not just about limiting to your ideas.
Choose experts that your customers respect. When formulating interview questions it is important that you touch on different topics not present on other blogs.
Exceptional questions will provide a fresh perspective to your post.
Copy writing should guide your customers towards applicable and actionable steps on how to move forward.
Whether it is leading them to a YouTube video or the checkout cart. It is your responsibility to guide them to that goal.
It is easy for bloggers to forget that your reader lacks the knowledge you possess. That means that you might slip up and write with jargon or skip important details.
This is perfectly fine for your first draft. In the editing stage you will need to scan for specific words or complex procedures that may hinder your readers from taking action.
The blog below is a powerful example of how to showcase actionable steps in online writing.
The instructions to prepare the dish are straightforward. Any reader can easily scroll to this section of the website and immediately begin cooking.
Website design is also essential when writing for the web. You can include your steps in a colourful graphic to gain more attention from readers.
What next steps can you offer your existing and potential customers? Give them a reason to turn your words into productive action.
Further Reading: Why You Need a Mobile Friendly Website
Your website is an opportunity to promote your brand in the market. When customers arrive onto your website they will want to know what you do and what you stand for.
Use your copy to reflect a clear vision of your business rather than offering unnecessary details. Select a primary goal that your copy will accomplish.
It is important to give every piece of copy you write a single objective. Focus on one objective at a time, minimise confusion and prevent using extraneous text.
Targeted copy will pin point the solution you offer to your customers. You are not just a website designer or a blogger.
Customers want to know how you can help them with their problems.
Boom Boom tells you exactly how they serve their potential customers—taking their fitness to a new level.
Further Reading: Increase Social Media Engagement
Let’s get one thing straight your copy is not about you, your company’s achievements or your latest TV appearance.
If you want to transform visitors into leads or customers then your copy must focus on your customers and their needs.
Your copy should focus around helping the potential customers to achieve their targets or solve their problems.
It starts with telling a great story and creating a journey that involves the potential customer.
Just like the movies, your copy must discuss the challenges and the triumphs of the hero.
Copy is not always about getting someone to take action. It is also about engraving a unique memory into their minds. That emotion will stay with them after they leave your website.
Further Reading: Create a Website for Your Business.
8. Express Your Value
Potential customers are interested in knowing how you can change their lives.
What values will you provide to customers in improving their outcomes? This value will separate you from the competition.
In House Care Service – quickly establishes value on its homepage. Their team offers services to help seniors live better whilst offering families peace of mind also additional domestic assistances and more.
Be descriptive in your copy and it is perfectly fine to boast about the benefits of your product. Do not over exaggerate.
Potential customers do not want to be sold to. You need to tone down the hype and write your web copy like you are talking with your ideal customer face-to-face.
Your customers can differentiate and are likely to participate if you can provide value with highlighting the results of your services.
Get potential customers engaged by doing things differently with your business
9. Craft a Compelling Call to Action (CTA)
An effective copy will lead your potential customers to your desired next step and that is where your call to action comes in.
Your website consists of several pages with different purposes. If you have worked with marketers, then they may have suggested creating pages consistent with your sales funnel.
As with new customers, your goal may be to turn them into qualified leads. The call to action (CTA) might convince your audience to sign up for a free e-book or checklist.
As for your returning customers who already possess interest in your products, your CTA would be a 15% discount or a bonus gift after an initial purchase.
Whatever the call to action, it should cater to the customer’s needs and desires. They should be eager to receive your offering and ready to move down the sales funnel.
Further Reading: Better Results From Your Call To Action
10. Add Social Proof
Your brand evolves around human perception. It is all about credibility in the eyes of your existing and future customers.
They want to be assured that your products and services are worth their hard-earned money.
Customers are also curious about whether or not they want to associate themselves with your brand.
With high competition in the marketplace – the only differentiator is the prestige and external validation of your brand. Customers like to be associated with successful brands.
Customers also like to represent their status in society like driving a Ferrari, Lamborghini or Mercedes when travelling from one place to another instead of just buying a vehicle.
Leverage your social media proof by using customer testimonials to influence your customers.
Have a look at this example from Backlinko – Brian Dean backs up his expertise with quotes from industry influencers.
Further Reading: Manage Your Online Reviews
Have you ever felt isolated in a meeting as though everyone were speaking in native language that did not make any sense?
You must have felt confused or as if you did not belong in there and wanted to leave the room.
That is the same feeling your customers experience when they land on your website page stuffed with jargon.
They do not understand the content and in a split of a second, they will abandon you and search for your competitor.
To keep your target customers interested you must speak their language. Use familiar terms and stick to words your customers knows.
Pay attention to the words your current customers use to describe your business.
Use social media to learn how your customers talks about your brand. With this knowledge you can now create copy that invites them into your website experience.
Your first draft of copy is not your last. Just like other aspects of business the best way to learn something that works is to test it.
Remember that every word on the page is to help customers understand you and your brand better. It is very important to keep this principle in mind when testing your A/B copy.
Expert researchers suggest changing one variable at a time in your experiments. You might test the headline then the call to action.
If you test everything at once, you will lose sight of what your customers actually like about your copy.
An example below is an A/B test on the Call To Action (CTA) button text. The new version focused on what the company offered to its customers.
Be brave to experiment with your copy. It is the best way to learn and connects with your customers.
Further Reading: Minimalism in Web Design
When customers land on your website, your goal is to gain their interest and establish trust as quickly as possible. Copywriting is an important element in telling your story to your customers.
Write great compelling copy that makes every customer the hero and use social proof to add your credibility. Improve your website with better copywriting.
Smart copywriting will convey your brand message and your business to online visitors the most effective way
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How to Improve Online Copywriting on Your Website