by Team Yakkety Yak April 19, 2016
Have you ever visited a business website, searched for the “services” page, and exited, leaving more confused about what the business does than when you came? Most businesses consider the completion of their website copy as a DIY project for a rainy day, or just a simple afterthought. What they don’t realize, is that it’s far too common for the copy on a business website to turn visitors away, because it comes across as confusing, unclear, intangible, and completely disjointed.
Defining your services online is an art. To help you craft copy that attracts your customers, we have a few secrets for writing killer website copy that sells.
Understand your target audience: With any business, you must define your target audience and understand their needs.. Learning the details of your target audience will help you take a more personalized approach to writing stellar copy. Write directly to your ideal customer, and you will attract a handful of other demographics just by getting personal with your target audience. As Marie Forleo says, “If you’re talking to everybody, you’re talking to nobody.”
Use clear, tangible words and real-life snapshots: Remember, your customer is not the subject matter expert, so write in a language they can understand. Take words that are intangible and replace them with words or sentences that aid the reader in visualizing the exact actions or objects these words represent. Use real-life snapshots, and eliminate the meaningless industry jargon. This is what will sell your product. Show how you can solve their problems with examples to which they can relate.
Evoke curiosity and a sense of FOMO: Once you hook your ideal customer by pulling examples from their real life, find a way to evoke their curiosity. Weave the features of your product or service into the story, then make readers excited about your solution. Your ideal customer will be hooked, but seal the deal by offering them some sort of initial discount, coupon for signing up for your newsletter or other similar benefit. Create a Fear of Missing Out (FOMO) so they feel like they have to have what you’re selling.
Don’t forget the ask: With your services page, you’re showing what you offer, and you’re trying to make the sale. But if you don’t ask, you won’t receive. Make sure you have a very clear call to action on your sales page. Since your customer feels like you know them inside and out, add a bold and enticing button, link, image, or some other form of clickability so they can buy what you’re selling—because the “back” button shouldn’t even be an option at this point.
Your website copy does much more than complement the design of your website. If your copy is effective, it can set the tone for the type of business you have and the type of people you have working with you. It can make a reader feel welcomed and understood, and it can sell your product or service without you having to do any selling yourself. Well-crafted website copy will secure more leads, attract higher quality customers, and bring in more money for your business—so don’t treat it like an afterthought. There is an art into writing killer copy that converts, and Yakkety Yak has the experts and testimonials to prove it.
Contact us to find out more.