Entrepreneurs

Council Post: Revamping Your Website Copy? How To Capture (And Keep) People’s Attention

In the digital age, having a website is an extremely important and valuable way to inform customers of your services. However, it’s not enough to just have a website that looks good—the copy needs to stand out as well.

Well-crafted, effective copy will help draw customers in and keep their attention away from the competition. Below, nine members of Young Entrepreneur Council offered their best tips for making your website’s copy stand out and why each tip is key to attracting customers.

1. Avoid Jargon

Avoid jargon, especially if you run a startup or promote a technical product. It’s hard to fall in love with an idea when your eyes have glazed over. Go through your website. Scrutinize where you’re leaning on buzzwords to make more complex points, and go through the rigor of unpacking what you really mean. You’ll feel more confident in presenting your idea, and your readers will feel the same. – Daria Gonzalez, Wunderdogs

2. Understand What Your Reader Wants

Writing compelling copy requires a deep understanding of your reader. Open with a precise value proposition communicated in a relatable manner. Add a one- or two-liner, cohesive with your brand voice, that captures the readers’ pain points and your solution. The rest of the copy should follow suit—short, sweet and scannable. Make it easy and enjoyable for visitors to read your content. Keep sentences and paragraphs short, and distribute subheadings throughout (which is healthy for SEO too). Break up text blocks with visuals and strategic text emphasis—without cluttering. And use readability tools to score your content based on length, word choice, passive voice, transition words, adverbs and conciseness. – David Barlev, Goji Labs

3. Focus On The Top Fold

About 80% of your time should be spent on the top fold of your website. This section is the most visible and is the first thing a person sees when they visit your website. Most people when they visit your website only scan the copy. Your headline should state your unique value proposition. It should be easy to understand what you do and who you serve. If you get this right, everything else will fall into place. – Mauricio Cardenal, Roofing Marketing Pros

4. Make Your Customer Feel Emotions

Using your copy to make your readers feel any kind of emotion is vital to converting them to customers. The worst thing you can do when it comes to writing high-converting copy is just focusing on features as opposed to benefits, as that’s how you really make your customers understand how they will use the product and why they need the product in their lives. One thing I see new copywriters do every so often is confuse benefits with features, which are very easy to get wrong—and if you do so, you are setting yourself up for failure. Use your copy to instill emotions in your customers and your conversions and sales will go through the roof. – Michelle Aran, Velvet Caviar

5. Start With Your Desired Outcome

I use strong calls to action for each section on my website. Whether I want someone to apply for a program or book a call, I reverse engineer my copy in each section from the desired outcome. Then, I ensure that call to action is super clear and everything that’s written leading up to it is driving the desired behavior. – Alexia Vernon, Alexia Vernon Empowerment, LLC

6. Create Consistent Content

Starting a business blog and creating consistent content is a great way to make your website stand out. Many businesses today are utilizing this content form to allow them to share so much more than details about their products and services. A business blog provides an opportunity to answer some of your customers’ top questions and concerns. It allows you to keep them up to date with things going on behind the scenes and even give them a sneak peek. It enables you to share industry insights and other relevant information that, over time, will position your brand as a leading expert in your field. It places your business at the forefront of the consumers’ minds. When they have questions about anything, they will automatically look to you for the answers. – Blair Thomas, eMerchantBroker

7. Use Headlines To Tell The Story

One of the biggest factors for making the copy on a website stand out is using headlines effectively to direct the attention of the customer down the page. Customers should be able to quickly scan down the page and understand the essentials about what’s on the page without having to read the paragraph text. As the headlines are scanned by customers, a story should emerge in their minds about how well you understand the problem they have and how you can solve it better than anyone else. The paragraph text is then used to bolster this story as customers delve deeper after being hooked by the headlines. – Richard Fong, ProcessingCard.com

8. Use Language Your Target Market Uses

Many businesses will default to copy that sounds the same as many of the other businesses in the industry. Rather than use generic phrasing or cliches, it would be best if you instead used the language, slang and humor that is commonplace among your target market. Sound like you are one of them, that you understand their issues and that you have experience approaching these issues from the same angle as them. Grab attention with your headlines and avoid large blocks of text; make an effort to say what you need to say in short, concise and poignant sentences. When you can show something through image or video, do that rather than adding to the words on the page. The information and layout should help the reader flow through the text in a natural way. – Salvador Ordorica, The Spanish Group LLC

9. Answer Customer Questions

You have to focus on the “dream outcome” for the customer. If I buy your product or service, how does it apply to me? What are the results I can expect? What are some objections I may have? By using your copy to answer the FAQs that the consumer most likely has, you immediately give them all the information they need to make an informed decision and let their guard down. – David Brickley, STN Digital

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