You are currently viewing Website Copywriting Tips: Because Site Visitors are Frogs

Website Copywriting Tips: Because Site Visitors are Frogs

As a marketer, you can cringe that your website pages aren’t converting visitors into leads or customers. Or, you have the option to pull yourself together and concentrate on how to improve your web copy.
What makes web copywriting work? Let’s learn more about it in this article.


1. Empathize With Your Audience 

Delve deep into who your ideal customers are and what they want. For instance, is your target audience looking to buy a new home? Or are they business managers who need productivity software?
What do these two sets of buyers want?
The first set of customers will look to add to their sense of pride, achievement, and respect in the community.
However, the second group of prospects will be looking for software that can improve and reduce the cost of a workflow.
Can you visualize how your messaging will vary when communicating with different audience groups? Just remember that every group of buyers has unique aspirations. Therefore, your website copy must promise to fulfill individual needs.
Here’s an excellent example of copy that sells to project managers and leaders looking to improve team management and team productivity:




2. Offer Emotional Benefits

Here’s a simple truth: most human decisions are emotional. For instance, car buyers don’t simply buy a piece of technology that takes them from one place to another. Instead, they purchase comfort, style, and a sense of joy.
When researching your target audience, you must learn about their personality and psychological needs. Use emotional words to help you build a relationship with your target audience. Here’s a fantastic example from Cadillac Lyriq:




By using the right words and visuals, you can transport your audience into a mind space where they can experience what it is like to own a product. That’s when they feel a deep sense of connection and a need to buy your products and services.

3. Tell a Story 

State the problem and why it’s a cause of concern to your audience. And then communicate the solution you have for them.



Another exciting way to tell a story is to talk about your mission and why you’re doing what you’re doing. For example, write about how you wish to bring about change and create value for your customers.

If your prospects resonate with your story, they’ll want to buy from you.

4. Social Proof

There is yet another way to storify your home page copy. Offer social proof; why?

That’s because it tells your audience that your products and services indeed work.

Narrate the story of your happy customers and how your services benefitted them. Showcase prestigious clients and media mentions.




5. Use Writing Techniques to Hook The Audience

You can use popular writing devices like metaphors, similes, alliteration, and repetition to grab attention. Sample these headlines for a website page of a hypothetical sales software:

Selling is like brewing a cup of coffee. 

Imagine yourself as a race car driver.

A metaphor makes your writing visual and relatable.  Now take a look at this example of repetition that works well for an imaginary Beatles-themed cafe:

All You Need is Love. All You Need is Love. All You Need is Love.

Do you notice how repeating a simple phrase can make your headline three times more impactful? Repetition is a writing technique that can reinforce your message and improve the persuasive power of your message.

Picking up a film, a song title, or a well-known concept that says what you want to say is a creative technique to get your audience to take notice and remember your message.

Using puns, questions, and numbers, can all be instrumental techniques to make your web copy quirky and catchy.

6. Encourage Your Prospects

Writing web copy is about getting site visitors to take action, like signing up for a newsletter, downloading an e-book, or making a purchase. Therefore, you should write in a positive tone.

Your goal is to solve a problem, not to wail about it.

Do you see the point?

Use words that make your audience feel enthusiastic about your offer.

For instance, you can use words like jaw-dropping or sexy to make your audience feel energetic about taking action. But on the other hand, expressions like time-tested and authentic create a sense of security.

Here’s an interesting example from Saleshacker:




7. Make The Process Uncomplicated

The ideal way to communicate is to make it easy for prospects to decide and act. For instance, if you’re asking them to fill out a form, you need not include too many fields. Another way is to offer your visitors a free sample or a product trial.

Free replacements and money-back guarantees are fantastic techniques to put your buyers at ease. Take a look at this example of copy that guarantees customer satisfaction.




8. Present A Comprehensive Case

So here’s the thing. In essence, copywriting is about selling. It’s about showing why people should buy from you.

  • Display how you have helped your existing customers.
  • Showcase your client profiles or logos on your landing page.
  • You can even put up testimonials of happy customers.
  • Use language that displays professionalism.




9. Fabricate Urgency

This technique works very well when you’re running an offer or giving away a content upgrade. You can use words that suggest that your promo is short-lived. For example, use words like Hurry, Now, Today, etc.

Another powerful technique is to communicate the offer duration. You can also tell your audience that stocks are running out, and they’ll be inclined to make a quick purchase.



10. Make it Irresistible 

Is your offer too hard to let go off? When writing website copy, you need to work on highlighting how much value your products and services can bring to your customers.

  • For instance, you can bundle products and display significant savings.
  • You can also run a promotional discount, or a buy one get one free offer.

Take a look at this example from Harry’s:




11. Say More With Less

Let’s face it; most website visitors are in a hurry. So they usually scan web pages to learn if something’s worth their time and attention.
Here are some ways to write concise landing page copy:

  • Use bulleted text to highlight your products’ key features. Icons and pictures are useful in highlighting product benefits.
  • Use easy-to-understand language. Instead of jargon, try to break-down complex concepts.

Here’s an excellent example of how to keep product-related copy clear and concise.




12. Optimize Your Copy for Search

Writing website copy isn’t about conversions alone. You also need to get more visitors to find your pages. So how do you make website pages rank for popular niche search terms?

Start by doing keyword research and knowing your primary target keyword. Then work on fulfilling the user intent of that key phrase. Finally, ensure that you optimize the headline, meta title, meta description, and page URL for your target keyphrase.




Final Thoughts

Remember that website copywriting is about connecting with people. It’s about making your communication empathetic, concise, and straightforward. You also need to remember that you’re catering to specific needs. Hence, it’s best to infuse a strong collaborative sense into your copywriting. Also, focus on catching your audience’s attention and, at the same time, putting them at ease.

I hope you found this post helpful.

If you’re looking for a professional copywriter, please feel free to get in touch with me.