Now you’re ready to write your copy for a sales page, newsletter, or website page.
Of course, you want to write mind-blowing and compelling copy that converts readers to buyers, clients, or customers.
But wait a second, do you just give a description of the product, include one or two testimonials, hit “Publish” and expect prospects to start buying your products?
Well, you could but you could do much better than that by following some simple guidelines to avoid fatal errors.
What Exactly Do You Need?
You need something more. You need something that will attract your prospects, glue them to your copy, compel them to take action, and make them ask for more.
I’ll show you proven techniques used by expert copywriters to optimize the conversion rate of their web copy.
Your copy should have a well-rounded structure. That’s the only way you can determine what to include and what not to include.
The essential elements for a great copy are:
- Product Tagline
- Unique Selling Proposition (USP)
Let’s take a closer look at each of the elements.
Your headline should be powerful, catchy, and attractive. It’s the first thing that will determine if your copy will be read or not.
80% of the time you take to write your copy should be spent on brainstorming your headline.
Write down several headlines and select the best to get a powerful headline.
Your headline should tell the reader what to expect and should contain power words that are capable of drawing the attention of prospects to your ideas.
A tagline is a short and simple statement that communicates the benefits of your products to your prospects.
Your web copy requires a clear and easy to understand tagline. It shouldn’t be clever. Otherwise, most people won’t get your message.
For instance, the tagline of this blog is: “Tested and Trusted Web Writing that Increases Sales”.
Unique Selling Proposition (USP)
Your USP is something unique about you or your product. Why should prospects buy your product and not that of your competitors?
Your readers need to know the primary benefits of your product that set it apart from the competition.
Remember, your USP has to be of advantage to your target market.
Once you’ve succeeded in attracting prospects with the headline, the introduction is the next point of focus.
Craft an introduction that will glue prospects and create the desire to read your copy to the end.
There are different ways you can begin your copy. You can…
- State a surprising statistical fact
- Crack a joke
- Ask a question
- Engage your prospect’s imagination
- Give a story
The introduction technique I believe is the best isn’t mentioned above. I’ve used it often with good results.
Opening your copy with empathy rocks. The technique involves meeting your prospects where they are.
It requires you to begin with an opening that states the thoughts of your readers.
This is where you give the descriptions, the major and the minor benefits of your product.
In the body there are lots of things you need to take note of to actually sell your products without being “salesy”.
- It should be scannable: You don’t want to jam-pack the descriptions and benefits of your product and make them difficult for prospects to read. Put them in paragraphs and leave a lot of white space.
- Use Simple words: No one has the time or the will to check up meanings of words – well, not on the web. Use the language your prospects use. Avoid using jargons and complex words.
- Use Verbs: Use verbs to describe your product; not adjectives. For example, instead of saying: “X product contains nutritional vitamins” say: “X product contains vitamins that will nourish your body”. Your description should tell the benefits of your product.
- Speak to Your Audience: Always talk to your audience about how your product will help them to solve their problem. People care more about themselves than about you, so always use the second person singular, ‘you’, in your copy.
- Avoid Repetition: You may be tempted to repeat the same words over and over again or overemphasize a particular benefit. Avoid that!
- Write As You Speak: Web copy is different from the usual academic writing. You need to be flexible and not sound boring. Write what comes to your mind. Write as though you were speaking to a friend.
Your conclusion should be inspiring. Use power words in your conclusion.
Sometimes people just skim through your copy without actually reading it thoroughly. There’s a high probability that even those that skim through it will read your conclusion. So make it lively and engaging.
Don’t forget to add the Call to Action (CTA) at the end, this can be either a button or form.
If your CTA is a button, make it standout and very visible. This way your prospects will see it and be prompted to take necessary action.
If your CTA is a form, keep in mind that the shorter the form, the higher the conversion rate. Long forms are a pain in the ass!
Now that I’ve given you the techniques to craft a powerful web copy that’ll maximize your conversion rate, I believe you’ll digest them, then put them to use.
With these guidelines, you’ll be able to craft attractive and magnetic copy that’ll impress prospects and convert them to regular customers.
Research your target market well, know what your audience are thinking about your product and what they expect.
Answer the questions they subconsciously ask themselves about your product while reading your copy, meet them where they are, and they’ll eventually buy your products.