How to Write Website Copy That SellsSeptember 14, 2022 Reading Time: 7 Minutes
If you want your website to be successful, you need to write copy that sells. This may seem like a daunting task, but it’s actually not as difficult as you might think. In this blog post, we will discuss some tips for writing copy that grabs your visitors’ attention and convinces them to take action. We’ll also provide some examples of effective website copy so you can see how it’s done. So let’s get started!
Copywriting? What’s that?
No, we’re not talking about copyrighting your website’s content (although that’s important, too). Copywriting is the art and science of persuasion. It’s about using words to convince someone to take a particular action, whether that’s buying a product, signing up for a service, or simply taking the time to read your content.
Think about the last time you made an online purchase. What was it that convinced you to hit the “buy” button? Was it a persuasive headline? An irresistible offer? Or maybe it was a testimonial from a satisfied customer. Whatever it was, the copy on that website played a role in getting you to take action.
As a website owner, it’s important to understand how copywriting works so you can use it to your advantage. After all, your goal is to persuade visitors to take the actions you want them to take, whether that’s making a purchase, subscribing to your newsletter, or simply spending more time on your site.
Fortunately, there are some simple tips you can follow to write copy that sells. Here are a few of our favorites:
Use persuasive headlines.
Your headline is the first thing visitors will see, so it’s important to make it count. A good headline should be attention-grabbing and relevant to your audience. It should also be clear and concise; avoid using jargon or long, complicated phrases.
For example, let’s say you own an online store that sells eco-friendly home goods. A headline like “The Best Eco-Friendly Home Goods on the Market” would be clear, relevant, and persuasive.
Examples of persuasive headlines:
- Get 50% Off Your First Order!
- Eco-Friendly Home Goods That Will Make Your Life Easier
- The Best Way to Save Money on Home Goods
Use benefit-focused copy.
Your website copy should focus on the benefits of your product or service, not just the features. Benefits are what your audience cares about; they’re the reasons why someone would want to use your product or service.
For example, let’s say you sell a natural skincare line. Rather than listing the ingredients in each product, focus on the benefits of using natural skincare products. Some benefits might include that they’re gentle on the skin, they’re made with ingredients, or they’re good for sensitive skin.
More examples of benefits:
- Save time
- Save money
- Get more done
- Feel happier
- Be healthier
Use customer testimonials.
Hearing from a satisfied customer can be incredibly persuasive. If you have any positive reviews or testimonials, make sure to showcase them prominently on your website. You could even feature a different testimonial on each page of your site.
Not only do testimonials add social proof, but they also give you an opportunity to show off your happy customers. This can help build trust and credibility with your audience.
With your testimonials, make sure they show both the pain and the solution. If you only showcase the pain, it will come across as though you’re trying to exploit your visitor’s current dilemma. But if you also show how your product or service can help them solve their problem, then you’ll build trust and credibility.
A good testimonial should include both the before and after, so to speak.
Think about your visitor’s current dilemma.
Your website copy should address the needs and concerns of your target audience. What are they struggling with? What are their goals? How can you help them? Your copy should provide answers to these questions so that your visitors know you understand their situation.
For example, let’s say you sell a productivity course for busy moms. You know that your target audience is struggling to find time for themselves. Your copy should focus on how your course can help them achieve their goals and make their lives easier.
Some questions to consider:
What’s the main problem my target audience is facing?
What are their goals?
How can I help them?
What solutions do I offer?
Use strong calls to action.
Your call to action (CTA) is what you want your visitors to do next. It could be anything from subscribing to your email list to making a purchase. Whatever it is, make sure your CTA is clear and concise.
Your CTA should also be relevant to the page it’s on. For example, if you’re writing a blog post about the benefits of your product, your CTA could be to buy the product. But if you’re writing a blog post about how to use your product, your CTA could be to read more blog posts about using the product.
Some examples of strong CTAs:
- Subscribe to our newsletter
- Download our free e-book
- Get 50% off your first order!
- Take our quiz
- Check out our latest blog post
What’s the next step you want your visitors to take?
Make sure your CTA is relevant to the page it’s on and that it’s clear and concise. Your CTA should be strong and persuasive so that your visitors know what they need to do next.
Use images and videos.
Images and videos can be very persuasive, especially if they’re relevant to the copy on the page. People are visual creatures, so adding some visuals to your website can help make your copy more persuasive.
Just make sure that the images and videos you use are high-quality and relevant to the copy on the page. Otherwise, they’ll just be a distraction.
Some ideas for using visuals:
- Add an image of your product or service in action
- Include a video testimonial from a satisfied customer
- Show before-and-after photos
- Add an infographic to highlight key points
Make a strong offer.
If you want to persuade your visitors to take action, you need to give them a strong reason to do so. This is where your offer comes in.Your offer should be something that’s valuable and relevant to your target audience. It could be a discount, a free trial, or something else entirely. Just make sure it’s something that will entice your visitors to take action.
Some examples of strong offers:
- Free shipping on all orders over $100
- Get a free consultation with one of our experts
- Sign up now and get 50% off your first month
- Take our course and get a free 30-day trial of our software
Use persuasive words and phrases.
Certain words and phrases can be very persuasive. They can make your copy more convincing and encourage your visitors to take action.
Some examples of persuasive words and phrases:
- You need
- This is essential
- Don’t miss out
- Sign up now
- Hurry, offer ends soon!
- Get it while it’s still hot!
These words and phrases can be very effective in persuading your visitors to take action. Use them sparingly, though, as too many can make your copy seem sales-y.
Copywriting mistakes to avoid
Now that you know how to write copy that sells, let’s take a look at some common mistakes to avoid.
Use too much jargon
Jargon is industry-specific language that only people in the know would understand. It’s fine to use some jargon if it’s relevant to your audience, but don’t overdo it. Too much jargon can make your copy difficult to understand and could turn off your readers.
Use too many exclamation points
Exclamation points can be helpful in making your copy more exciting, but use them sparingly. Too many exclamation points can make your copy seem unprofessional and could turn off your readers.
Make promises you can’t keep
Don’t make claims in your copy that you can’t back up. This will only damage your credibility and could turn off your readers.
Use cheesy stock photos
Stock photos are fine to use, but avoid using cheesy or fake-looking ones. These can make your copy seem less trustworthy and could turn off your readers.
Write copy that’s too long
Keep your copy concise and to the point. No one wants to read pages and pages of text, so make sure you get your point across quickly. Otherwise, you risk losing your reader’s attention.
A final word of advice…
When it comes to copywriting, there’s no one-size-fits-all solution. What works for one business might not work for another. The best way to figure out what works for you is to experiment and test different techniques.
And don’t forget, practice makes perfect. The more you write, the better you’ll get at it. So keep writing, and soon you’ll be a copywriting pro!
If you’re not sure where to start, our copywriting services can help. At Graticle, we can help you create copy that’s persuasive and effective for a landing page or even your entire website. Contact us today to learn more. Call (360) 450-3711.
Copywriting Frequently Asked Questions
Why is copywriting important?
Copywriting is important because it can help you sell your products or services. It can also help you create brand awareness and build credibility with your target audience.
How do I write copy that sells?
There’s no one answer to this question since every business is different. However, there are some general tips you can follow to make sure your copy is effective:
- Know your audience: copy that speaks to the needs and pain points of your target customer is more likely to be successful than copy that doesn’t.
- Write headlines that grab attention: your headline is often the first thing potential customers will see, so make sure it’s interesting and relevant.
- Use strong calls to action: tell your readers what you want them to do, whether it’s buying a product, signing up for a newsletter, or visiting your website.
- Keep it simple: use short sentences and easy-to-understand language.
How can I improve my copywriting skills?
Here are a few suggestions:
- Read as much as you can: the more you read, the better your writing will become.
- Practice, practice, practice: there’s no substitute for experience. The more you write, the easier it will become.
- Study copy that’s effective: analyze why certain pieces of copy are successful and try to apply those lessons to your own writing.
- Get feedback: ask a friend or colleague to read your copy and give you their honest opinion.
How often should I update my website copy?
It depends on your business and how often you make changes to your products or services. However, a good rule of thumb is to review your copy at least once per quarter to ensure it’s still accurate and relevant.
Where can I go for copywriting help?
If you need copywriting help, there are a number of resources available:
- Hire a copywriter: if you have the budget, hiring a professional copywriter can be a great solution.
- Get feedback from friends or colleagues: as mentioned above, getting feedback from people you trust can be a helpful way to improve your copy.
- Attend a copywriting workshop: there are often workshops or classes available on copywriting, which can give you the opportunity to learn from an expert and get feedback on your work.
- Read books or articles on copywriting: there are many great resources out there that can teach you the basics of copywriting.