Copywriting for the Internet is a lot different than typical copywriting. Just like with any type of online writing, there are rules that cater to online readers. And web copy should have one main purpose: increasing conversions.
If your web copy isn't up to par, your potential customers aren't going to buy. By utilizing these tips and tricks for your website copy, you'll be seeing a much higher website visitor to conversion ratio, and that's exactly what you want.
Kick your website copy up a notch with these 8 web copywriting strategies.
1. Create powerful headlines.
Your headline for your blog post, lead magnet/opt-in freebie, landing page, etc., really is the make or break for your web traffic. People will not click through to your website if your headline doesn't immediately draw them in.
You need to create headlines that intrigue your potential customers, and that offer them something valuable that they want or need for themselves (B2C) or their business (B2B).
2. Break up your copy with headings, subheadings, and bullets.
We've talked about this with blog post content before, but it's just as important in your web copy. You need to make the contents of every webpage on your site skimmable, easy to digest, and quick to understand what you're talking about and what you can offer.
Use subheadings, bulleted lists, visuals, and more to convey your point in an engaging and easy-to-read way.
3. Use active voice.
In active voice, the subject is doing the action. This helps to make your point much more powerful and direct. Keeping your web copy in active voice helps to convey a much clearer message to the reader, and gives them an idea of what you can do to help them, or what they need to do next.
You can begin an active voice sentence with the subject, or with a verb that the reader should or can do.
4. Keep it short and to the point.
Your website copy is not where you want to start putting in fluffy paragraphs with flowery details. You want to use short, concise sentences that convey your point perfectly.
You're not writing a fiction novel, where every detail in every scene needs to be completely depicted.
You're writing website copy. And website copy needs to be short, sweet, and to the point.
5. Use short words.
To further emphasize our point of keeping your sentences short, you should also be using shorter words. Typically, you want your online content (blog posts, ebooks, website copy, etc.) to be written at a seventh grade reading level--industry depending, of course.
So don't try to use big words to make your business sound better or smarter. Stick with basic verbiage to make your copy as easy to understand as possible.
6. Avoid industry jargon.
You know your industry like the back of your hand. Your customers don't. Using industry speak will likely only confuse them, rather than make your business seem like it knows what it's doing.
Industry jargon will only muffle your point, so it's best to switch to language that your potential customer will fully understand. Remember, get to the point, without any extra fluff.
7. Stay away from buzzwords.
It may seem like buzzwords in your industry are fun to put in there because it amplifies your copy and makes it exciting, but this can actually have the opposite effect. How many times have you seen social media agencies call themselves "mavens," "gurus," or "ninjas?"
Probably way too many times. Buzzwords don't offer anything of substance. In fact, they can make people or businesses not want to work with you or buy from you because they think you're full of it. Stay away from buzzwords in your website copy.
8. End with an irresistible call to action.
Your pages of web copy should always end with some kind of call to action, or behavior that you want the reader to do next. Maybe this is a button that leads to your contact page, maybe it's a form to fill out, maybe it's a link to purchase something, a phone number to call, etc.
There are so many different actions you could want your customer to take depending on your business or industry. And the call to action could vary page to page. Make sure you use wording to entice your reader to take the next step.
Although your call to action is essential, your overall web copy is what's really going to convert. Utilize these tips to help take your website copy to the next level and increase website conversions.