Persuasive copywriting is what gets people to act how you want them to. This is not in some sinister mind-controlling way, but by appealing to them through what you say, and how you say it.
If you have a website and you’re trying to attract visitors to it, then once they get there, you should have a plan for what you’d like them to do next.
You might want them to contact you, to leave their details, or to buy something from you. Your website should encourage them to do this and make it easy for it to happen.
What’s Behind Your Window Display?
You cannot simply rely on good design to do the job for you. However visually appealing your website is, without the right copy, it may well fail to convert your visitors into prospects.
It’s as if you were looking at an attractive shop window display. It might promise a lot with its arrangement of attractive goods. But what happens if, once you step inside, the aisles are chaotic and none of the items is labelled properly?
You might run this risk with your website, if you don’t focus on the content as well as the design. If someone lands on your site because it’s attractive but then they feel lost when they get there, you’re unlikely to win any business from them.
Your website is a promise to anyone who searches and finds it. Your content must ensure you keep that promise.
What is Persuasive Copywriting?
Getting the message right means getting the right message across. The internet is crowded with your competition, so you must work to stand out.
Persuasive copywriting for your website means ensuring the style and the content align with your brand values, and will appeal to your target audience.
Let’s begin with headlines.
There was an ad running in various newspapers with this headline:
Pensioners Go Berserk for New Hearing Aid
On one hand, you could argue that it’s absurdly overblown. However, it’s likely to draw your attention and at least get you reading more.
Hearing aids are hardly the most glamorous item, but people need them, and this ad works to get the attention of its audience.
Think, then, of headlines when it comes to your web content. Make people want to read on with a powerful headline that hooks them.
Next, think of how your content should address its audience.
Be empathic, look at their needs, solve their problems.
Don’t however, lose the point – you want your readers to act based on what you’re telling them.
Keep your sentences and paragraphs short and punchy but conversational and engaging. Break up the text with subheaders, bullet points and lists.
Can You Sell the Experience?
What your website says should highlight benefits rather than features. Whether it’s a product or service, it’s what your audience will experience by using it that counts.
It’s important, therefore, to reiterate how well you need to know who your audience is. That’s who you’re writing for.
Also, write with knowledge. Become the expert by providing the kind of information your audience is looking for.
This helps build trust, so that they are more likely to want to take what you offer.
Your content is filling their knowledge gap and thereby building your credibility.
What About Keywords?
People are searching for businesses like yours online. They are doing this using certain keywords.
Therefore, you must use these keywords in your copy, to help those people find you online.
However, you must be careful when you do this. Keyword stuffing, where you overuse them, is not good for your readers, or your Google rankings.
If you want to convert site visitors into customers, keep your web content readable. Remember, you’re writing for people, not algorithms.
What Are Words Worth to You?
Getting your content to read right online can be a tricky task. If you want persuasive copywriting to help grow your business, get help from a professional copywriter.
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