Entries Tagged 'website copywriter' ↓

I have previously written about why, as a copywriter, you should concentrate on the benefits of the product you are selling rather than the features.

“What’s in it for me?” Is the one thing we all think about before buying a product. If we’re not going to benefit from it in some way, why buy it?

This remains true for copywriting on and off line. Essentially the elements in each are the same. Your copywriting should always be clearly focused on your reader. If you target everyone, no one will get the message and therefore no one will buy.

Working out who your target audience is before writing will help you focus your writing to ensure you are writing directly to them.

When you are writing your copy always back up your claims with testimonials and case studies – provide evidence!

Always make it easy for your reader to respond to you. If composing website copywriting, provide clear calls to action; if you are sending out print copy (direct mail etc.) always ensure you have a stamped addressed envelope enclosed to make it easy for them to reply.

To make them order – tell them, give clear instructions about what to do, time limit the offer to create a sense of urgency.

Whenever you are writing copy, always keep in mind the basic copywriting formula – AIDA:

• Attention – use a strong headline
• Interest – capture their interest within the first few lines (cite the benefits)
• Desire – make them want it by giving great testimonials etc.
• Action – tell them to call now, buy now etc., and combine with time limited offers to create a sense or urgency.

You see, no matter what medium you are writing for, the basic principles of copywriting are the same. Always keep your reader at the forefront of your mind – what do they want to know? Answer that, and you’ve made a sale.

Writing is writing, right?

Wrong.

Writing can be anything from fiction, sales writing, promotional writing, poetic etc. Its style depends on what its desired effect is.

For example website copywriting is there is be interesting, engaging and above all it is there to sell. Fiction writing is there to entertain, enthral and satisfy the readers’ curiosity.

When you are writing fiction you want to show your flare for creativity; you will use metaphors and similes to illustrate feelings and moods – you will want to paint a picture with your words.

But when you want to attract traffic to your website you want your copy to engage them and convert them into sales. I know, that sounds rather impersonal and robotic, but at the end of the day that is what you want to happen.

You want them to clearly see your product and its benefits.

When you are about to create copy for your website forget flamboyant language and stylistic flourishes – there are only three things you need to remember:

• Forget the arty similes and metaphors, tell the reader what it is, what it does and why it will benefit them.
• Forget the jargon – no one is interested in it. If it is essential technical vocabulary, fine, but keep it to a minimum.
• Keep it short and concise. I know there is a lot of debate about whether long copy is better than short and each has its place. But in both cases don’t be too wordy – why use ‘in the interim period’ when ‘between’ will do just fine.

Above all, keep your writing simple and conversational. That way you’ll effortlessly build rapport with your reader. You will become that friendly arm around the shoulder; someone they can trust.

As a copywriter I am asked to undertake a huge variety of projects for my clients. They can range from website copywriting to providing copy for brochures or writing features/articles to interviewing people to write case studies and just about everything else in between.

A recent project I was involved with was to not only write a clients web copy but to also produce an awards entry for their company. They are a freight forwarding company and were looking to enter the IFW Freight Forwarder of the Year Award for the first time.

Working closely with the company, I produced an entry for them and guess what?

The Managing Director phoned earlier this week to tell me they had been shortlisted as finalists!

Superb! Now it’s fingers crossed time that come September there’ll be even better news – a win?

One of the most important aspects of your company’s marketing is its continuity.

Brand identity is key to gaining your customers’ confidence. If your marketing materials are the same across the board, your clients will be able to instantly recognise you.

• Take a look at your website – do your brochures and flyers share the same colour scheme?
• Is your logo consistent throughout your marketing materials?
• Are the fonts the same?
• Do you use the same tone of voice?

If you get your brand identity right and consistently provide an excellent service, your brand will be immediately associated with trust and credibility.

Review everything

Every now and then it pays to take stock of your marketing materials to ensure the message they are giving is still relevant and consistent with your company’s goals. When you update your website content check your other materials against it – are they still the same style?

Frequently when one item is updated it makes your other materials look staid and out of date. Therefore to keep your image constant update everything together.

Frequently I am asked by people to give them an analysis of their website copywriting. Again and again I see the same mistakes so I thought I’d write this post about it to help you review your own site.

Believe it or not, the appearance of your website text can actually have an impact on your sales. Its readability can affect your reader’s buying decision. Many companies place more importance on the design of their site than the words it contains – big mistake! It is the words that will sell not the graphics.

To give you a helping hand I have listed below 7 basics to make your website readable:

1. Easy to read

This covers everything from simple words and sentences to the colour scheme. Use a light coloured text on a light background and your copy will be unreadable; the same goes for using a bright coloured font on a dark background.

1. Attention grabbing

If you want to get their attention, use headlines. Make sure you work your keywords into the headings too. Break up your text with plenty of sub-headings. Not only will it make it more attractive on the screen (a huge block of text is a major turn-off) but they will also act as sign-posts so your reader can find the information that’s relevant to them.

1. Highlight your keywords

Emphasize words that are important to your reader by making them bold, italics or a different colour. Things like free, fast, free delivery and your key selling points.

1. Font size

Don’t use text that is either too small or too big. Save the larger text for your headings and sub-headings.

1. CAPS are bad

If you use all capital letters in your copy you’ll come across as unprofessional plus it’s very hard to read.

1. Spacing

A well spaced page of text is a readable page of text. Use plenty of white space, headings and sub-headings to signpost the important sections. Show your benefits as a bulleted list so they stand out. Whatever spacing format you use, make sure it’s consistent throughout your site.

1. Check and re-check

Breaking grammar rules can be very effective in sales writing, but sloppy spelling and punctuation isn’t. Mind you that’s not to say that your grammar can be sloppy – it should always be used correctly unless you are trying to get a point across. There is nothing worse than a website full of typos – it’s very unprofessional.

This list is by no mean exhaustive and I could go on for hours about. Take time out to review your website. It is your company’s online shop window. Review every section of text from its appearance to its factual content – is there too much detail or too little, are there any call to actions?

Your website shouldn’t be viewed as an optional extra in your marketing campaign. You don’t have one just because it’s nice to have or because everyone else has one. Your website is there to sell – use it.