Web copy is basically sales copy. No matter if you are selling an actual product or service, or trying to get people to act in a particular direction by persuading them to take action through your words, it’s still selling. When you write copy for your business Web site, you basically want to sell something. So when it comes to sales, you need to know your game well if you want to be successful.
Web copy has a transactional value. It’s when I have something you might want and I’m showing you what it can do for you, why you want it, and how to get it.
Besides graphics, your Web site is made of words. To make it in the world of online marketing, your words need to be impactful and distinctive in order to appeal to readers. If your Web copy doesn’t answer the what, why, and how above, you need to find ways to change that.
So, how can you identify the fundamental principles of quality Web copy to create great content for your Web site? If you were to take a crash course in Web copywriting, here are the crucial aspects that you would learn about.
Principle #1: Blurry targeting sabotages your online endeavor before you even start your quest for success.
In the world of traditional marketing, targeting is a pretty familiar concept that does not need any elaboration. However, when it comes to online marketing, it seems that many business Web site owners are still uncertain who they are talking to, who their customers are, and what they want.
So, before you write any copy, define your target. Your visitors and prospects are human beings, not abstractions, who have particular needs and emotions. If you want to appeal to them, you should try to open a channel of communication by establishing a connection.
Can you serve these people in any way? Can you offer any help? Respond to their query? Be of any use? If not, it means they’re not part of your target audience.
Principle #2: Don’t wait for others to discover that you have a hidden well in the desert, in your backyard. Let them know it’s there.
Once you know who your customers and prospects are, and why they came to you, the next step is to show them exactly what you can do for them, whether you’re offering a product, a service, or just information.
Talk about the benefits of your offering in a savvy, yet clear manner so that everyone can understand. Don’t overstate the advantages, but make sure you mention everything that might be relevant for your visitors/customers.
Principle #3: They say haste makes waste, yet lingering is even worse, so make haste slowly, but firmly.
It’s not enough to tell people how they can benefit from what you’re offering. It is essential for your success to include a sense of urgency in your persuasion process. This means that you need to prompt people to act on it, after making a purchasing decision, without being too insistent or pushy.
If you let it linger, they’ll do the same and probably forget about it as soon as they leave your Web page. Therefore, you need to instruct customers and prospects in detail about the steps they should take to try or buy your product or service.
By bearing in mind these three fundamental principles – define target, highlight benefits, and call to action – you will get better quality Web copy, and thus increase the potential of your Web site to really contribute to the growth of your business.