HOW TO WRITE ENGAGING WEBSITE COPY THAT SELLS
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7 must-haves for crafting compelling website copy that engages your target audience and actually does the selling for you.
SPOILER - the key is understanding the reader.
START WITH THE FACTS
Before I go on to share my tips for spicing up your website copy to engage your audience, my first tip is to focus on the content itself. Your website needs to be informative, it needs substance.
Make sure you are including the key information by breaking down your website pages and bullet point the main talking points of each page with a call to action at the end.
Example:
Homepage
What’s my mission statement?
Who do I help and why?
What are my main services?
Client testimonials
CTA→
About
Brand values
Brand story
Meet the team
Areas of expertise
CTA→
Services
Main services, key features, differences
Process
How to get started
More testimonials
CTA→
Then, once you have these key points formed, you can move onto finessing them in a way that will engage your target audience.
WHAT’S THE END GOAL?
You should imagine your website as a pathway towards one single action. This action will be defined by your business goals. Every image, header and slice of information should act as a puzzle piece for your readers to collect as they navigate through your website, so by the time they reach the end point, they’re informed, invested and ready to buy.
When planning out your website copy, consider how your visitors will move around your website and use a call to action on every page.
For more complex service based businesses where generating leads is the primary goal of the website, you may need to provide a little more information and go for a longer route = Homepage → About → Services → Contact.
Whereas a simple product based business with a primary goal of maximising sales may just lead you straight to the product page = Homepage → Product.
A website is pointless without a problem to solve, so figure out the primary goal and work towards that goal on every page. Think “What does my reader need to see here to get them to -insert goal here-”
IT’S ABOUT THEM, NOT YOU
If you’re DIYing your website copy, then it’s only natural to dive straight into how you and your products are fantastic and the best thing since sliced bread (I’m sure they absolutely are) but you need to phrase your selling points in a way that shows your target audience exactly what you can do for them. Make it relevant to their lives.
People don’t automatically care about you, who you are or what you do. You have to make them care. For example, if you say “I am a virtual assistant specialising in admin tasks.” that sounds a little… *yawn*. Instead, let’s try “Save yourself hours every week and hand the boring stuff over to me.” NOW I’m interested.
This leads me nicely onto my next point…
DISCOVER YOUR AUDIENCE PAIN POINTS
Now, if you’ve worked with Lugi Design Studio for your brand identity, then this is something we cover in our brand strategy phase.
Discovering your audience pain points is key to writing copy that will keep the reader engaged and invested in what you have to offer. Let me put it this way, you wouldn’t sell a car to Lewis Hamilton by highlighting how comfortable and spacious it is, you’d highlight how freakin’ fast this thing is, because chances are, comfort isn’t what he’s most concerned about. A family of 5 on the other hand… may be different. Do you see what I mean?
Now circling back to the virtual assistant example I used up there in my last point, “Save yourself hours every week and hand the boring stuff over to me.” Target audience = business owners. Pain point = lack of time. Genius, I know.
IT’S NOT WHAT YOU SAID, IT’S HOW YOU SAID IT :’(
We’ve all heard that one before - LOL, but it’s very true and very relevant.
The next step in writing compelling website copy that sells, consider your tone. Your brand should have a personality, tone and voice that has been carefully crafted to speak to your clearly defined target audience. Factors that will influence this are your target audience age, occupation and location but also your business, your core values and brand archetype.
(Again, something we’ll cover in your brand strategy here at Lugi Design Studio.)
WHAT DO YOU WANT THEM TO DO?
You should imagine your website as a pathway towards one single action. This action will be defined by your business goals. Every image, header and slice of information should act as a puzzle piece for your readers to collect as they navigate through your website, so by the time they reach the end point, they’re informed, invested and ready to buy.
I’M LUCY, LOVELY TO MEET YOU!
I get a buzz out of helping you to craft your brand and live the life you’ve always dreamed of. If you’re ambitious, determined and love to break the rules then I’m here to help you craft magical design solutions to build and launch your business empire and find a life of freedom. Let’s go.
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