If you think visitors to your website are going to stick around long enough to read about your life’s story, your accomplishments, your business goals—all before they finally figure out what’s in it for them—you’re wrong.
Within the first few seconds, your readers need to know that what you have to offer will improve their lives in a way they’ve been hoping for. They don’t have the time (or the desire to spend the time) decoding your “me” language or trying to figure out if what you’ve written about yourself applies to their needs in any way.
Instead, they will go to your competitor’s website, see language that puts them first, and never think of your brand again. After all, there’s nothing for them to remember.
Sound a bit harsh?
It may sound callous; however, this is the way consumers’ minds work. They have a limited amount of time, energy and money to spend with a brand and if they’re not getting answers about how they can expect to benefit—and find those answers quickly—then you lose.
An expert copywriter will understand this, and you can hire one to write your blog articles, populate your website with content, write text for your brochures and more; however, you may not have the capital to spend on that type of service. At least for now, you may have to do that copywriting for yourself.
Stick around. Today, we’re talking about how you can write content that communicates and converts.
Write Content that Converts
So what, exactly do I mean by “convert?”
I’m not talking about getting them to sign on the dotted line.
Instead, I’m talking about convincing them to connect with your brand, to speak fondly of it, and to want to spend more time with it. I’m talking about your ideal customers reading something—anything—and immediately thinking “Wow, it’s like they’re talking directly to me!”
And yet, that can be difficult to accomplish without the right advice.
Here are my tips for writing website content that converts:
- Avoid using “I,” “we,” “us,” and similar words. This makes your writing all about you…and your visitors really don’t care. Sure, as they grow closer to your brand, they will want to know more about you; however, in the early stages, they only need to know what you’re planning on doing for them. They are not trying to be an audience for your own horn-tooting. So, work on converting all that “I” language to “you” language. Focus on what your ideal customer wants, and make it clear that he or she is understood, that empathy is available to them, and that a unique and effective solution is waiting.
- Be clear, rather than expecting them to interpret. This includes not using industry jargon or cute, clever language…and there’s more. Your website should never be a puzzle to assemble, or a mystery to solve. Instead, your language should be clear, direct, and absolutely representative of what your brand plans to do for your ideal customer.
- Know why your visitors are there. This might seem like a no-brainer. They’re there to research your product or service, right? It goes much deeper than that…in every single situation. They are there because they have a problem. They are in pain. They are experiencing an emotion they’re not comfortable with, or they wish to experience a different emotion. Acknowledge this. Let them know they’ve come to the right place, and that the solution is closer than it’s ever been. This will help your visitors to rest easy, knowing they’ve finally found what they’re looking for and that you truly do understand what they’re going through. Be specific here. It’s never enough to just say “I get it.”
- Pay special attention to headings and navigation. What do your visitors see before they start reading text? They see photos, headlines and page titles—and they will use them to decide if they want to continue reading. If your navigation bar is filled with words like Blog and About Me, your engagement is surely suffering. Think about using words like Helpful Advice and Services instead, so that your visitors can see that there’s value for them inside. Are all or most of the photos on your website of you? Save those for the bio page, and populate the rest of the site with images of your typical ideal customer doing what they do before and after the solution you’re offering, as well as photos of your product in quality still shots and photos and/or videos of your service in action.
This is all you’ll need to get started with writing website content that puts your readers first – so they’ll choose your brand first. However, some of you may need more guidance as you begin to write content. In this case, contact us and we’ll make recommendations.
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