If you are making a website, your top priority is to create compelling and persuasive content. A sales copy works as a determiner between the potential customer and your brand. The use of the right words can inspire your readers to take a specific action.
It could be a click to purchase, sign up for an email newsletter, or any other action that ultimately helps your business achieve its revenue goals.
Here are some tips that will show you how to write compelling and result-oriented content for any website.
Research your Audience
When writing sales content, you are not writing for yourself – but the target audience.
Identify the audience who your product or service may appeal to. What are their interests? Which problems are they facing? Be understanding of their struggles and show them how your product can serve as a solution!
The inspiration: In their recent web copy, Basecamp identifies the challenges faced by businesses when making the transition to remote work during the onset of COVID-19.
The marketers show empathy with the struggling workforce and offer them a remedy – their project and management tool that allows them to stay productive while working from home
Make the First Impression Count
The first thing a visitor notices on your landing page is the 'headline.'
An interesting and catchy caption will spark their curiosity – making them want to stay longer on your page to find out what the product or service is all about. On the contrary, a weak introduction will probably make them leave!
Work on your titles. Be proactive and grab the opportunity to attract the audience with the right words.
The Inspiration: Ramit Sethi of “I will teach you to be rich” has a question on his website: Do you know your earning potential?
His question immediately intrigues curiosity. And if you happen to think about money a lot, you will definitely want to continue reading the solution on how to earn more.
Narrate a Story
Stories are powerful! Whether it's a children’s fairy tale or a book you read for a literature class, a good story remains in your mind for a long time.
Similarly, you can narrate a story to illustrate how your product can be beneficial for the customers.
It also doesn’t have to be a true story. You can use your potential customer as the main character, finding a solution to their problems with your product.
The Inspiration: Tuft & Needle, the mattress manufacturers, share a story of how they came up with the business idea on the About Us page of their website.
Be Accountable for your Promises
Including proof to show the readers that they can trust you is a great way to build credibility.
Back up any statement you make with testimonials by customers or statistics. However, don't be vague about the results. Instead, be precise with your measurements, so the readers know what to expect when purchasing your product/service.
The inspiration: When FedEx started their services in 1971, their brand promise was 'to deliver the package before 10:30 am the next day.'
This helped the clients predict the arrival time of their shipment - in the morning. It also endorsed that the company has managed to achieve the same delivery time before.
Don't Neglect SEO
Today, Google search result has the answer to everything – including the products and services a potential consumer is looking for.
To make sure your targeted audience reaches your website, use SEO best practices to rank higher in search results.
- Perform keyword research and use them throughout the content naturally
- Include links to the relevant pages on your website
- Understand the customer's search intent
- Use phrases and words the consumer would use to search
- Optimize for local search
The inspiration: If you have searched for any particular product on Google, you must have noticed Amazon appearing before anyone else in the search results. One of the reasons is because Amazon uses long-tailed keywords to describe the products in the title.
In fact, their eCommerce SEO techniques help them generate notable revenue from search results alone.
Don't Rely on Words Alone
They say that pictures – as well as videos and infographics, are worth a thousand words.
Content is definitely king in marketing, but visuals grab the attention of readers faster than text-based formats. They help break up walls of text on a web page and make a long-lasting impression. Website visitors also prefer visuals and focus more on the illustrations - instead of words.
Incorporate different types of visuals in your webpage. Even if you are not a professional photographer, several websites offer a good collection of stock photos to help make your page more attractive.
The inspiration: Take a look at any recipe-based website. Having photos and videos alongside the step-by-step instructions makes it easy to understand the technique.
It also shows us how the dish should end up in the end – and have something to compare our creation with.
Be Wary of the Lazy Readers
Given the short attention span of today's readers, most visitors on your website will not make much effort to read the complete page.
In fact, most readers will simply scan between the sentences to find the information they are looking for – and move on if they don't see it in a clear view.
Make your copy easy to read:
- Write short sentences
- Use bullet or numerical lists
- Avoid technical jargon
- Use active voice
- Divide content into different sections/subheadings
- Don't use fancy vocabulary
Brand's example: Check out the website of Mail Chimp. Their homepage is laid out innovatively so the first glance can quickly tell you benefits and the functions of their product.
End with a clear CTA
If you don't end your sales copy with a clear call-to-action, all the effort you put into writing may turn into waste.
As we discussed above, every web page has a specific goal. And a precise CTA directs the potential consumer towards the purpose.
In the CTA, remind the readers where they have to click to benefit from your product or service. Use action verbs like Click, Download, Learn More, and Watch to entice the readers. To enhance your chances of getting subscribers, you can also include a secondary CTA on your About Me Page
And of course, don't forget to include a hyperlink that actually fulfills their action.
The inspiration: Take a note of the CTAs used by some of our favorite brands:
- 'Sign up – It's Free' by Trello
- ‘Discover your Bridal Style' by De Beers Diamond
- 'Open Web Player' by Spotify
- ‘'Watch Now' by Apple TV
Remember that every product or service you decide to sell needs a sales copy - regardless of how innovative it is!
And with the consumer of today leading a busy lifestyle, your web copy should make it easy for the readers to explore their options.
Follow these tips and structure your content in a way that helps the readers connect and convert instantly.
Did you find the techniques useful? Let us know in the comments below!