How To Write Copy For Your Website That Converts
Writing copy for your website is different than traditional copywriting for direct marketing like brochures, sales letters or 4-color postcards. Website copy requires an expertise in direct response marketing because sentences need to be shorter, to the point and demand action quickly and effectively.
WRITE COPY FROM THE PROSPECT’S POINT OF VIEW
An experienced website copywriter will write copy from your prospect’s point of view; identify what problems or challenges are plaguing them in today’s business environment and what are the solutions. Then how is your company the best qualified to solve my problem, quickly, cost-effectively with the most value for the money.
WRITE COPY THAT ATTRACT THE SEARCH ENGINES
Talented direct response copywriters weave persuasive, convincing copy while maintaining control over keywords and phrases that attract the search engines to rank your site higher. Where your company ranks in that search can spell the difference between success and failure from your online marketing strategy.
If you want to rank higher in the search engines, write carefully crafted copy that not only entices the reader to take action, but is also search engine friendly . . . . meaning, when qualified prospects search the internet, your site pops up as being relevant to what they are looking for. When they get to your site, your copy answers their question or solves their problem. If not, they will leave faster than it takes to click a mouse.
Is Your Website Simply a Pretty Billboard or A Lead Generation Machine?
Your job is to qualify website visitors and persuade them to take immediate action. Using your website as a pretty billboard to show off your fancy new office is a waste of time and money. A website’s landing page is simply one more weapon in your direct marketing arsenal to help you exchange information for a prospect’s e-mail address.
Once you’ve captured their email address, the real marketing begins with newsletters, email notices, quality information and 1 to 1 customer interactions that build trust and loyalty.
As one astute direct marketer recently said “If you want exclusive, valuable, new information that will help you make more money, save time, while making you look smart and advancing your career — for free — Then you’re going to have to respond by telling us who you are and why you’re responding.”
