Step 3: What to do once they are on your site?
This step talks about the skills and talents of a good copywriter. Making a good
copy is an art. Copywriters can connect with readers, can make them smile, bring
them to tears and sometimes even make them mad! In other words a good copywriter
can propel the readers into action. While writing for the web the copywriter has
to take in to account the nuances of a search engine. Some of the things to be kept
in mind while putting in place a persuasive web copy.
Categorize yourself!
The first thing that prospects want to know is where you fit in the scheme of things.
It is you who will have to tell them where you fit, because people are always too
busy to figure that out by themselves. Lack of categorization will propel the prospects
to leave your site within a small period of time. If, like many companies, you don’t
think you fit any normal competitive sets, you should associate but differentiate.
“Our software is much like classical CRM systems, with one major difference. We
incorporate all your channel and distribution partners into one holistic view of
your sales process.”
It is the people who buy, not companies
Many writers especially in the B2B domain feel that it is the companies which make
the decisions. Buying decisions are personally motivated and incorporate emotion
as much as logic. It always pays to add a emotional element in your writing. Innovation,
promotion, recognition and a wide variety of other human emotions can play well
in websites— even in a business-to-business environment.
You‘re either cheaper or better
If you are better at your job than the other guy, then obviously it is because of
the content you possess. But if you are not much different from your competitor,
then it is a good idea to give a good deal to the reader, because he will anyways
figure out the difference. The mistake many companies make is that they try to be
both better and cheaper. This sends out a mixed message and will not convert the
copy to sales.
Emphasize on what is needed
Most websites are usually about themselves and are hence less effective. Take a
look at your website and check whether the content really cares about the prospective
customers needs. Does its content know your audience, what their needs are, and
how your products and services benefit the people who use them? If it is mostly
about “us” and “our”, change it to “you” and your” on the double! Once the website
has introduced the company, it should address the reader, the customer. Make sure
the majority of your site’s content is designed to give your prospects and customers
the information they really want—how your company and its products or services are
going to benefit them.
Write precise content
A good copy takes more time to write than a lengthy one! But it is important to
write that way on the Web. Not only is it convention, but people are busy and used
to surfing. If information is not crisp and precise and doesn’t find its way to
the user quickly, the user will move on to the next site.
Cut down on the technical lingo
Copywriters who are new to the job often try to make up for lack of experience by
using heavy jargon laden lingo. This is especially a hard task in industries such
as technology and healthcare. Overuse of jargon can be deadly. Prospect conversion
is more often than not a result of clear and precise communication. A copy which
is too full of words and fails to mention the customer’s needs or involvement with
the product is totally redundant in the scheme of things. There is always a more
effective way of saying the same things.
Give them the opportunity to respond
The ultimate goal of all this exercise is to propel the customer into action. It
is hence essential, that every page of the website delivers a message that is meaningful
to the target audience. It could be anything from ordering a product, signing up
for a newsletter or downloading educational material that will spur your sales.
It is not necessary that each page have an offer, but it should at least be part
of a bigger story that contributes to action! Your navigation should be such that
visitors can easily take action in one or two clicks.
It is always an excellent idea to continually test calls to action to see which
words elicit the best response from your particular customers.
Go with the flow
An essential characteristic of a good copy is the flow. Take care to judge whether
the most important information has been given top priority and if it is flowing
effectively. Messages should build on each other to reach a logical conclusion.
To test how content flows, read it out loud. If it feels choppy or disconnected,
edit the content to flow more smoothly.