Writing for the web is a fine art – and so many people try to write for themselves, and miss their target. The result is that they blame their web designer for a website that doesn’t work. However, no matter how inspired the design is the web copy has to work with it.
If the copy isn’t good people don’t get your message, or your message isn’t the one they want to read.
It’s very difficult to write web copy – or any marketing copy – for yourself. Even as a professional copywriter I struggle getting my own web copy right. I just know too much!
We’re all passionate about our businesses, especially if it’s your own business that you’ve built up from scratch or you’re just launching into the big wide business world. We are experts in our area and it’s hard to hold back from telling everyone what we do and how it works and what it does.
The trouble is – they aren’t interested in all that.
So – how do you write web copy that hits the target?
A bit of research is needed. If you think you know why people use your services or buy your products that’s a good start, but even if you do, it’s a good move to talk to a few clients and ask them the question ‘Why do you use us, and not someone else who offers the same products/services?’ You might be surprised at their answers.
This is the information that other potential clients will want to know about so use it! Use it in headlines, use it throughout the web copy and use it in your call to action.
Stay focused on the ‘what’s in it for me’ content for your web copy. Tell people what they really want to know, not what you want to tell them.
A strong headline that gets attention based on this, followed by some short paragraphs that outline the benefits and don’t forget that vital call to action. If you don’t ask people to do something, many won’t do anything. Do all this and your web copy will really start to work for you.
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