Many managers approach website copywriting as if filling the page with self praise will convince clients that their business is the best at what they do and they better buy now. But think again. Ask 'when was the last time you were persuaded by a chest-thumping braggart?'
Also, as they struggle to inform their website's visitors how their organization is top notch, they are likely to take a peek at the competition's websites for a dose of inspiration.
Then they wonder, why do our visitors only stay on our website for a couple of seconds? There are three issues.
Your website isn't about your organization.
This is likely to sound ridiculous but you're not writing about your organization. And if you are uncomfortable with bragging, you'll find this makes the copywriting easier.
you're pronouncing, if our website isn't about our organization, who is it about?
It's about your prospects and your clients. All they are interested in is themselves and the people they love. Think about your best sales person. Do they just shout from a loud speaker all the wonderful things about your company? No. They try to get to know their prospects and clients, to appreciate their requirements, and to demonstrate to them how your company can assist.
So, put yourself in your prospects' shoes, their four bedroom ranch house, their corporate-cubicle job, and their expanding family (or whatever it is for your own prospects). You have to understand their struggles and how your company can improve their lives.
Sometimes, to adopt your prospects' point of view, it helps to write a description of them, as if they were characters in a play or a book. Then, as you write your website's copy, empathize with those characters and their hopes and dreams. If your website's copywriting engages your prospects with a story of how your company can help reduce their concerns and reach their goals, they'll be hooked.
Bonus tip: if you find yourself using the words 'you ' and 'your ' more than 'we ' and 'our, ' you're on the right track.
Your competition's website-copywriting is poor.
How do I know this? I don't. But I'm going out on a limb because based on what I've seen on many websites, the probabilities are good that whoever wrote for the competition doesn't know the first thing about best practices for persuading through copywriting. So check out your competitors' websites. It's good to know what they're up to, but don't presume they're doing it right.
Why you? Your website's copywriting must answer this question.
So we're back in your prospects' ranch house, commuting to the office five days a week, strung out and looking for a way to make life easier. Your copy has persuaded them that your company can help but another question has sprung up.
Why should your prospect choose your company over your competitors' businesses?
You definitely won't discover the answer by reviewing your rivals' websites. What you might discover, however, is how they're positioning their firms in the minds of their prospects. Don't copy them. Think about your company's strengths, what makes you different, and express it clearly. This can make the difference between getting the lead, or sale and your prospect clicking away to check out the competition.
These tips will get you going, but if you want more help, ask a professional website copywriter.
Also, as they struggle to inform their website's visitors how their organization is top notch, they are likely to take a peek at the competition's websites for a dose of inspiration.
Then they wonder, why do our visitors only stay on our website for a couple of seconds? There are three issues.
Your website isn't about your organization.
This is likely to sound ridiculous but you're not writing about your organization. And if you are uncomfortable with bragging, you'll find this makes the copywriting easier.
you're pronouncing, if our website isn't about our organization, who is it about?
It's about your prospects and your clients. All they are interested in is themselves and the people they love. Think about your best sales person. Do they just shout from a loud speaker all the wonderful things about your company? No. They try to get to know their prospects and clients, to appreciate their requirements, and to demonstrate to them how your company can assist.
So, put yourself in your prospects' shoes, their four bedroom ranch house, their corporate-cubicle job, and their expanding family (or whatever it is for your own prospects). You have to understand their struggles and how your company can improve their lives.
Sometimes, to adopt your prospects' point of view, it helps to write a description of them, as if they were characters in a play or a book. Then, as you write your website's copy, empathize with those characters and their hopes and dreams. If your website's copywriting engages your prospects with a story of how your company can help reduce their concerns and reach their goals, they'll be hooked.
Bonus tip: if you find yourself using the words 'you ' and 'your ' more than 'we ' and 'our, ' you're on the right track.
Your competition's website-copywriting is poor.
How do I know this? I don't. But I'm going out on a limb because based on what I've seen on many websites, the probabilities are good that whoever wrote for the competition doesn't know the first thing about best practices for persuading through copywriting. So check out your competitors' websites. It's good to know what they're up to, but don't presume they're doing it right.
Why you? Your website's copywriting must answer this question.
So we're back in your prospects' ranch house, commuting to the office five days a week, strung out and looking for a way to make life easier. Your copy has persuaded them that your company can help but another question has sprung up.
Why should your prospect choose your company over your competitors' businesses?
You definitely won't discover the answer by reviewing your rivals' websites. What you might discover, however, is how they're positioning their firms in the minds of their prospects. Don't copy them. Think about your company's strengths, what makes you different, and express it clearly. This can make the difference between getting the lead, or sale and your prospect clicking away to check out the competition.
These tips will get you going, but if you want more help, ask a professional website copywriter.
About the Author:
Carolyn Frith of Carolyn Frith Marketing, LLC is marketing consultant and copywriter. With over 25 years of marketing experience, she now specializes in persuasive website copywriting and content marketing.
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