Website Copy | A Hidden Profit Multiplier
Writing copy for websites is easy! Getting your copy to speak to people you serve is the hard part!
-Michael Ogilvie
Have you ever read through content on a website and wondered what the company actually does or what it sells? The content is littered with buzzwords and BS and sounds similar to every other business in their category . Not to go on a rant here but (if it feels that way) but the writing seems to inflate their business to something they are truly not.
These companies are telling you who they wish they were not who they really are.
Honestly, this is beside the point….
What they should really be telling you is how they can help you and who they actually serve. Then add all of the other important information around those main points of how they help and who they help.
What do I mean by that?
Well, here are the questions website copy should be answering:
- Who they want to help (this should already have been identified)
- Why they want to help you
- How they will help you
- Where they will help you
- What exactly they will do to help you
- How the help benefits you!
What this does it flip it from a “Me” perspective (the company) to a “You” perspective (the customer).
Boom, you just entered the 1% of websites by doing this.
I have been fortunate to read some really smart people’s books. Those authors believe a website should be set up to sell and I happen to agree with this.
Your website is should be setup on how you onboard a new client or like your store.
So, how do you write copy that sells?
I somewhat answered this above but let me rephrase in terms of an actual sales page to make it stick.
Writing a Sales Page: Getting People to Pay You Online
First thing you do is tell a story about a person who did not use your product and the pain they are in. Make sure to really emphasize the pain.
Then you start writing about the solution (your product or service). When you write about your product or service, strictly write about problems it solves, the benefits and the value it delivers.
Once your customer here it is time to show them you or your company’s authority and social proof. Authority, means show them why they should buy from you or your company (credentials / awards). Social proof, in this case, are testimonials or how many people you have helped or your reviews.
At this point, our customers recognize our product or service’s value and benefits. They know or are confident that we are reputable and offer great products or services. On top of that, they have seen how many people we have helped and know about our credentials. They should be convinced to buy or use our service.
But wait…
We still need to give them the most important part:
The Offer
The offer is what we are offering our potential customers. If it is a store maybe we are providing an exclusive product, or a product that is less than the cost of competing products. Maybe the offer has a trial or satisfaction guarantee that is unmatched. If it is a service, perhaps you are offering some introductory consultation that would normally cost lots of dough. Or maybe you offer them some other package or money off your service (like a coupon). Again, these offers are to get your customers in your door and buying from you.
We need to make our offer so irresistible that no one in their right mind would say no no to it! We also want to make the offer with a scarcity component.
So we should giveaway everything we can here — bonuses, gifts, unmatched guarantees, free shipping, exclusive facebook groups, exclusive newsletters, etc. Add in anything we can to sweeten it. Make all of available for a limited time!
Objections
After this we want to answer any objections the customer may have about buying your product or using your service.
Objections like…
Price
Why is it so expensive? Or Why your product or service costs more than a competitor? Here we can re-affirm quality and details about how or why the price is more expensive.
Guarantee
How does the 60 day or 90 day or Refund policy work. Again, you can re-state how you want your customers to be happy and don’t want them to unsatisfied with your product or service.
Offer
Explain the offer and what they get, why so much, and how much value they are getting. Why it would be travesty to miss out. Add scarcity in here and explain why it exists — limited inventory or limited time. Add in why you cannot offer this special year round, etc. You could potentially tell your customers not to tell anyone about this (so adding exclusivity) into it as well.
Make sure you add any/all objections your customer may have. Again, this is just another area to convince them to buy your product.
End of the Sales Page
After this you want to show them some more social proof. Then give them the offer again.
And BOOM! You have a page that will sell your customers your product or service. Oh, don’t forget the images for your page. Note: try not to use stock images. Use real ones instead.
In Conclusion
In order to write copy for your website and more importantly your sales pages you need to focus on everything your ideal customer gets or wants from your products or service.
Make sure you write and create something they could never say no to.
Or
You could just hire a copywriter like me to do it :)
Happy Marketing,
-Michael
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