The challenge for any website copywriter is to somehow reach out to website content readers. These people are called your audience. And, if your website copywriter doesn’t capture their imagination, they click the back button and are gone forever.
When a website copywriter prepares web copy, they’re really considering two main things. What we’re talking about and who we’re talking to.
Write web copy in user speak
Your website copywriter should be careful to use language your target audience will know and understand. A really good website copywriter can adapt their web copy style for the target audience. Kids, business owners or seniors … and the list goes on.
While you’re at it, make sure your web copy give readers a clear idea of the product or service and covers off:
- what differentiates your business from others
- the sorts of issues this product or service resolves for them
- why potential customers should choose you
Engage your website reader one-on-one
The most effective website copy addresses your audience directly. Using a conversational style lets the reader feel involved in the exchange. And, let’s face it, you can’t get more impersonal than sitting in front of a computer.
So, anything your website copywriter can do to draw in the reader makes the experience more pleasurable. This approach also gives your website its best chance to convert visitors to customers, subscribers etc.
One way to test this website copy style is to read out aloud. Can you imagine chatting with a friend or overhearing this dialogue on the bus? If the answer is yes, your website copywriter is on the right path.
Sell the benefits
As a website copywriter, one the of the pitfalls I see most business owners experience is top down communication. That is, their web copy only seeks to communicate about their product or service and how super their business is. Great, except that isn’t generally what readers want to hear.
Your website visitors will be much more responsive to material they identify with, can relate to or solves their problem. So make sure your website copywriter is selling the benefits, not the features.
As for most marketing communication there are some good copy conventions your website copywriter should observe. These are explored in more detail in the Cluey Web Content Writing Secrets.
If you’re ready to get Cluey about your web content, Contact us today.