“No matter what anybody tells you, words and ideas can change the world.” – John Keating
With the current evolvement in e-commerce technology, gaining a competitive advantage is no longer about the size of your company or the amount of resources you possess. Today, your ability to develop convincing content that will lead to taking action among the intended audience is the principal rule. Competition is rife and the web is full of content ranging from news to blogs, videos and images.
According to Bright Orange Thread, having strong copywriting is the key to standing out in your online marketing activities. Without sounding dramatic, your copywriting is the engine that determine whether your prospects will take action or not. But how do you do copywriting for the web?
The first question to think of when you embark on copywriting for the web is: who am I writing for? Unlike other content, copywriting is about creating an interest that leads to the taking of an action. In this essence, you must know your target audience. Knowing the audience does not mean having their contact information.
Instead, it means knowing the problems they are going through, and the questions that they have. With this information, it will be easier to develop content that offers solutions to their problems. Also, you will know how to link your product/service features with the solutions to their problems. Through this, you will align your content with the customers’ mindset hence initiating an action.
When writing for the web, always have in mind that people are lazy. Yes – you know it’s true! Many people do not have a whole hour, let a lone a day to read through your content. Scanning is the norm for the average the web reader. For this reason, you should design your content in a way that enables them to scan it without any struggles. As such, your paragraphs should be short. Which means that you can ignore the method your English teacher drummed into you.
In web copywriting, one sentence is enough to make a paragraph. Additionally, you can breakdown your content into lists and subheadings. The principal rule is to avoid long paragraphs and make your content easy to scan and digest.
In the process of copywriting, people forget they are writing content for other humans. As such, they develop lifeless content. For you to influence your target customer expressing feeling in your content is the key to earning more conversions.
Essentially, you should personalise your content. When a reader finds your content is not speaking to them, no matter how important it sounds, they will switch off and move on to the next site. This action does not only deny you the chance to enhance your traffic, but also you lose an opportunity for making a sale. As such, you should always humanise your content when copywriting for the web.
Even though copywriting aims to turn a reader into a sale, this should not be the basic message in your content. Always use approaches that do not directly tell the audience to buy your products. Instead, let your content give the customers a reason to buy from you. Simply, sell without selling.
To speak to one of our copywriting experts to see how we can help, give us a call on 020 3457 0357.