If you are having a hard time creating a website copy that can attract customers, then you have come to the right place. Listed below are seven ways to help you write an engaging and compelling website copy. Note: The tips below don’t just fit for a single particular website only. Whatever website you are running, there’s room for everyone. So what are you waiting for? Continue reading down below.
- Benefits > Features
- Most companies brag about how their website is like the best among the rest instead of talking about how can they solve people’s concerns. Remember, people don’t care how your website looks like. No matter what kind of effects and transitions you throw in there, all they care is how your site can help them about their problems.
- But just because you choose to
emphasize the benefits of your products and services doesn’t mean that you will
stop showcasing its features. What you only need to do is to tell visitors
about how your product ups the amp compared to others in the market. Don’t go
overboard by explaining in essay form on how your products can make their lives
easier. Doing so will put your customers into snooze-fest.
- Customer Voice is Important
- Paying attention to tone and style is important for every website copy. This will define the voice of your brand across various channels. However, if you want to reach customers more easily, you can implement the ‘voice of the customer’ to your very own site.
- Now this comes the question,
what exactly is the voice of the customer? Basically, this is just a marketing
term that’s heavily used in market research that focuses on the customers wants
and needs. Thus, prioritizing them first to reach their expectations. Putting
it simply, it’s a way of describing your customers’ experiences when they use
your product or services.
- Create Customer Surveys for Brand Value
- Hearing the voice of your customers is important for brand buildup. Without it, you will be left with nothing because you don’t know which aspect of your business you need to improve on. That’s why conducting a customer survey is a must to hear the voice of the people. Surveys and questionnaires are an excellent way to learn how people perceive your brand regarding brand values. Just as there is often a considerable disconnect between how we think users behave and how they actually behave.
- By doing so, your writers will
be able to create content that reflects the brand values based on what your
consumers want to see on your site.
- Create House Style Guide for Brand Voice
- In case you’re living in a cave, you probably heard about news agencies like ‘The Associated Press’ where they began as a newswire service. This means that they provided newspapers filled with relevant content around the world. The news, however, will depend on whatever region they are in.
- Of course, you don’t have to follow their way or style guide when creating such. Instead, you can create your unique style for your content creators to follow. This will give them the freedom if they want to be formal or include swearing in their articles.
- What you need to do to create
one is to hold a meeting exclusively for your editors and stakeholders to
discuss about the style guide. There are two aspects to consider which is the
voice and tone. Both of these will create an impact on your website as well as
the goals for your copy and content. The benefit of this is that you can
establish brand standards that all your writers can reference for consistent
user experience across different platforms.
- Do an A/B Test Copy on Your Pages
- Just because you know your customers better than you do doesn’t mean you have to create a website based on how your visitors will behave. What you need to do is to test various sections on your page and see if it is on par with your highest-value pages.
- But before anything else, keep in mind that it is not necessary to fully A/B test every single word of your site. Doing so is time-consuming and unnecessary. You need to focus on pages that customers will surely visit frequently. Whatever strong pages you have in your site whether it’s the landing page, FAQ page, or anything else, those pages should be tested before going real time.
- Doing an A/B testing is pretty
simple and straightforward. What you need to do is to analyze high-value pages
by using Google Analytics. Next, create two unique versions of the page. Send
the 50% of your total traffic to the control version of the page while the
other half goes to the variant. Once done, let the testing begin and wait until
you get your desired results to see which page converted better.
- Think About User Intent
- If you don’t know what user intent is, it refers to what a given person intends to do once they visit your site. Intents such as buying something or just browsing for content are just two of the few. Each user has different problems to solve but there are a few reasons why people visit a site and these are:
- To know what your company is all about
- To learn about your service and offerings of your company
- To compare your services to others to see if it is worth it
- To purchase something
- When writing a web copy with putting user intent is the priority; you need to paint a picture of yourself in their shoes and ask questions such as:
- What are the benefits your company can offer?
- Does your site allow different kinds of users at different stages to access the information they want or not?
- What kind of products does your company sell?
- Some companies say that
creating user-driven content means there is no room to talk about the company’s
achievements. However, this isn’t true at all. You have to put your words in
the right place before bragging about how great you are as a company. In fact,
the more you create content with user intent in mind, the more engagement you
- Increase Your Site’s Authority by Including Stats, Quotes, and Data
- Back in the day, blogs and bloggers are just nothing but amateurs in the eyes of media. Fast forward to this day, independent bloggers have become part of the media itself and in the journalism scene.
- However, even though they reached this point, content creators such as bloggers still need to strategize to be on par with their bigger brothers. This means enhancing their site’s credibility by adding stats, quotes, and most of all, original data in their web copy.
- When you do, it strengthens the points you make in your site copy. Lots of content creators for ages have used this technique because it surprisingly works well to get customer engagement. This will help your brand to be more relevant and trustworthy in the sea of a competitive market.