The 3 Steps to Writing Killer Web Copy that Sells
In today’s fast-moving economy, consumers are bombarded with thousands of advertisements daily. Not only are consumers exposed to numerous print ads, but in today’s digital world, more and more people are accessing information and consuming media through their desktop, tablet and mobile devices. How do you make sure that the copy on your website grabs the attention of consumers, and ultimately converts them to your bottom-line? Read on to find out.
1 | Be Concise
Concise writing is a lost skill. As a general rule, a writer should aim to communicate their ideas as succinctly as possible. Rambling and filler content have no place in web copy. If you haven’t got the message yet, your content is competing with thousands of other blogs, ads and articles all vying for screen time on your audience’s digital device. In the brief moment before your consumer skims over your content, you must capture their attention within seconds. As the tech era continues to grow, people’s attention spans will continue to shorten, only increasing the need for your copy to be concise and to the point.
2 | Know Your Audience
Knowing your audience is a vital, but extensive, part of writing effective web copy. For starters, you should think about what group of people you are writing for (your target audience). Put yourself in their shoes and consider what type of content would catch their attention and maintain their interest.
Once you have identified your audience, you can now determine the best method to capture their attention and persuade their conscience. You should be able to discern which (or which combination) of the three modes of persuasion would be most appropriate to influence your audience: logos, ethos or pathos. Now that your audience is listening, you must pull through and offer them some value. Throw your jabs here. Write your copy as though no one knows your industry better than you do, your readers will believe you.
3 | Go in for the Kill
Maybe “Go in for the Kill” is a little harsh, but what did you expect a post titled “The 3 Steps to Writing Killer Web Copy that Sells” to finish with? Don’t make this step more complicated than it needs to be. If you’ve reached this step, you have already provided your audience with a great piece of content and some value which they can apply and use. Don’t beat around the bush, make your call-to-action or ask now. Once your audience begins to notice how much value you are adding to their lives with all of your free content, they will be unable to resist supporting you or buying into your products and services. Right hook ‘em.
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