You may have the most beautiful website design in the whole world, but if you fail to implement good web copywriting—that is, if the content on your website basically sucks—you may not get readers to take the “desired action” after reading the content on your site. When creating content for the web, it is important to understand that the Internet community is a jungle filled with information hunters. Websites that have been designed to convert readers and visitors should have “words crafted to convince;” period.
Believe it or not, web copywriting is an art and there is no software on the face of the planet that can come up with words that can touch the human soul the way an experienced and gifted writer can.
What is the Rule of Thumb In Web Copywriting?
Be clear and concise. A large number of Internet users simply scan sites for the information that they are searching for, so you need to create content that is clear and concise. You want readers to easily locate the gist of every paragraph as fast as possible. Fancy words and highly complex sentences are practically useless on the web. Seriously, why would you want to use a fancy word like “obtuse” when you can simply use “stupid” instead? No one has the time or patience to reach for a dictionary when they read your content. Another important copywriting rule to follow is to make your content easy to read.
How Do I Learn the Art of Drawing Readers In?
It is certainly no secret that great web copywriting is a vital online marketing tool for drawing, retaining and turning visitors to loyal customers. But, how do you create content that draws people in? Once you know the secret of drawing readers in with words, you will be way ahead of the competition.
Here are some surefire ways to draw readers in:
Keep the Copy Short.
Remember, the attention span of an average online user is short, so for Pete’s sake do not babble. Place the “juicy meat” of all your points right at the beginning of your web copy, instead of burying them at the nosebleed section of your webpage. If you interest your target readers up front, they will read the details and stay on your page for much longer, thereby increasing the possibility of buying your product or service or taking desired action that will benefit you in the long run.
Get In Style.
Having a unique writing style will not only make your site standout, it will also do a great job of drawing readers in. For a lot of websites, an informal but lively voice is the best way to go; it will help achieve easy readability and simplicity. The online community typically prefers websites that have content written in an informal and conversational style.
Know Your Audience.
Who are your target readers? When you know who your target audiences are, then and only then, will you be able to create content that will speak to them.
Build an Emotional Connection.
An effective web copywriter strives to connect with readers by making them smile, cry or laugh out loud. The content should strive to make readers feel any emotion besides indifference. Look for a way to connect with your readers the way the competition isn’t. Think about it, why was the Oprah Winfrey show loved so much, by so many people, for over two decades? Her show has a way of connecting with viewers in the most powerful way.
Do Not Fake It!
Readers can sense when you are not writing from the heart or trying hard to be what you (or your brand) are not. You need to be true to your voice. It is important to understand that people hate fakes.
Wait A Minute, What About SEO?
The 1990s is history and search engine algorithms have become more advanced. Quality web copywriting no longer involves keyword stuffing, but search engine optimization (SEO) is just as vital as ever. Keywords are important to your webpage, but should be included in the title and body of your content in the most natural way. Many copywriters use applications like Google’s Keyword Planner in order to add a little bit of scientific dimension to their God-given intuition.
Hyperlinking: How Exactly Does That Work?
Hyperlinking is very important when it comes to creating content for a webpage. A hyperlink is the most convenient way to provide more information and attribution to readers. For instance, if you mention a proven fact in your content, but you do not wish to go into the details, all you need to do is to just link to another article that clearly explains that proven fact. The process of hyperlinking is very simple, you can either write something like “for more details see this research,” or link on the word “research”. Or you can highlight a particular word, which will provide readers with a clue as to what information that link will provide them. See what Matt Cutts said on links in content marketing.
Just ensure that the link is set to open in a new window or tab, this way, the readers will find it easier to get back to your website. Or else, readers could get carried away by the new information they are getting from the other site and even forget that they began their search on your webpage.
Direct Readers With a Call to Action
When it comes to effective web copywriting, your “Call to Action” is the main item you want readers to click on. If you write great content and fail to give readers a directive on what to do next, then congratulations! You have just won the award for “Dumbest Mistake to Make with Your Web Copy.” According to an interesting article on Moz, a lot of webmasters make horrible mistakes when it comes to content marketing—do not be one of them.
Remember to use words that will gently cajole the reader to take action. Stay away from words that commands or bore the reader to tears. Also, ensure that you have loads of fun as well.