Entries Tagged 'website copywriter' ↓

Before you run away screaming – this isn’t going to be a post that bangs on about how your business is in dire need of a freelance copywriter – oh, and I just happen to know one – me!

This is all about keeping your copywriting benefits driven.

Identify your benefits

You’re probably sat there now saying…

“What’s she on about, of course I know what the benefits of my product are.”

Are you sure about that?

Let’s take George here as an example. He runs a small business that sells recycled paper goods – things like gift bags, wrapping paper, envelopes etc.

All over his website he mentions that all his products are made from recycled paper and, of course, are also recyclable themselves.

Whoop-di-do, so what?

The fact that his products are made from recycled paper (and are recyclable) isn’t a benefit. It is a feature.

This is a mistake that is made on numerous websites.

If George came up to me and launched into his pitch this is probably how the conversation would go:

George: “You should buy my product because it’s made from recyclable materials”

Me: “So what?”

But, if he changed his approach and concentrated on the benefit, it would go something like…

George: “By buying my recycled product you will also have peace of mind that you are helping the environment and therefore helping us all to work towards a better world”

Me: “Wow, you’re right. I hadn’t thought of it like that.”

(a bit cheesy but you get my drift)

By immediately stating a benefit – i.e. what his product will do for me – he has shown that he understands my needs and has fulfilled them.

Your benefit could be like Georges’, or it could save your customer money, give them kudos, include them in a select community etc. What it comes down to is what your product will do for them – how it will change their lives for the better.

Get your benefits in fast

Once you’ve identified your benefits you have to get them in your web copy.

The most important information must go first so get your benefits in early. Within the first paragraph if you can.

It is the benefit that your reader is going to be looking for but they don’t want to have to work it out for themselves.

Spell it out to them so they trip over it. If you can identify more than one, put them in a bulleted list to draw attention to them.

Don’t be a wall flower – your benefits are what will sell your product so shout about them for all you’re worth.

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Writing your own website copy can be a complete nightmare. Trying to distance yourself from your business to write about it objectively is incredibly difficult.

For a start you have to forget about blowing your own trumpet – readers don’t like that. Instead you have to consider what it is that you do for your customers. How do they directly benefit from your product/service?

Then you have to make sure you don’t include any jargon. You have to write simply – now that can be a challenge. So many people fall into the trap of thinking…

“I’m writing for the public therefore I must use incredibly complex sentences and unfathomable words to show my incredible intellect”

Well if you do, no one will read your website.

Don’t be something you’re not

Even if you manage to master all of that, you must be careful about how you portrait yourself.

Most local companies aim to achieve great rankings using local/geographical keywords. Why? Because you can get good results quickly and, if people are searching for local companies, they will probably use a town or county name within their search.

But businesses often have a desire to appear bigger than they actually are dropping local geographical terms within their copy in favour of the faceless national corporation facade. The problem with that is you’ll do nothing for your local rankings and end up being disheartened as you try to compete with the big boys for generic keywords that return millions of results.

It’s not all about size

A certain amount of illusion can be created by using “we” instead of “I” or words associated with large companies – “fleet”, “team”, etc.

But be warned – there is a reason why people search the internet for small local businesses.

To them, small businesses mean a high quality, personal service. They expect to pay a reasonable amount for goods and services safe in the knowledge they aren’t being ripped off by overly expensive items. If you try to show yourself as a large business it can convey negative connotations – expensive, inferior service, customers not being treated as individuals.

So think carefully before you start to write your copy.

Write to your reader, write simply, and tell them what’s in it for them.

Be proud to be a small local company – I know I am.

Sally Ormond – Freelance Copywriter

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My previous post touched on the importance of your Home page and About Us page.

Now we shall move onto the Products and Services page and FAQs

Products and Services

Let’s start off by looking at a product selling company.

Frequently when you look at a website, the products page is full of great images of what you can buy but very little copy relating to the features and benefits.

This is a big mistake. Most of your keywords are going to be product specific so it stands to reason you must have a good amount of copy on these pages. These pages should contain enough information to enable your reader to understand what you are offering and why they should buy it.

Many people have difficulty in differentiating between features and benefits – to put it simply, features will tell your reader what your product does but the benefits tell them what difference it will make to their life.

If you’re still not sure what the benefits are ask your customers! They will gladly tell you and will help you produce some great, hard-hitting, conversational, benefit laden website copywriting.

If you’re a service orientated company then much of the above still applies but you also have to consider whether your service is a commodity or not. If it is (e.g. law services) you’ll have more general copy on your page (still selling the benefits) which directs the reader to contact you so you can sell in a more personal way.

If it’s not a commodity (e.g. a window cleaning service) your copywriting will be more detailed so your reader sees instantly what you are offering.

Keywords are also important here if you are a service company because you can use geographical keywords such as Ipswich window cleaning services.

Whether you offer a product or service this page must contain a strong call to action to either phone/email for more information or ‘buy now’ which takes the reader straight to an order form/shopping cart.

FAQs

This is a great page to have and one that could save you money. How? Well if you have a comprehensive FAQ section do you also need a phone Customer Help function? I’m guessing not.

Often when people are searching for a product or service they are looking for an answer to a problem. That means there is a strong chance they will start their search using a question. If your copywriting on your FAQ page is keyword rich there is a very good chance you will rank highly.

One tip here is to make sure you keep your copy short and to the point. Visitors will probably only scan this page so if they can find what they are looking for quickly and easily they’ll be very happy.

Once your website has all these pages (and possibly a few more besides) your prospects will want to know how to get in touch with you. Your Contact page should therefore provide several options. Start with a short paragraph showing how much you’d like them to get in touch and follow it up with your address, email address and phone number (and data capture form). By providing all of these options you are adding credibility to your company – you’re not hiding behind your website.

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I have previously written about why, as a copywriter, you should concentrate on the benefits of the product you are selling rather than the features.

“What’s in it for me?” Is the one thing we all think about before buying a product. If we’re not going to benefit from it in some way, why buy it?

This remains true for copywriting on and off line. Essentially the elements in each are the same. Your copywriting should always be clearly focused on your reader. If you target everyone, no one will get the message and therefore no one will buy.

Working out who your target audience is before writing will help you focus your writing to ensure you are writing directly to them.

When you are writing your copy always back up your claims with testimonials and case studies – provide evidence!

Always make it easy for your reader to respond to you. If composing website copywriting, provide clear calls to action; if you are sending out print copy (direct mail etc.) always ensure you have a stamped addressed envelope enclosed to make it easy for them to reply.

To make them order – tell them, give clear instructions about what to do, time limit the offer to create a sense of urgency.

Whenever you are writing copy, always keep in mind the basic copywriting formula – AIDA:

• Attention – use a strong headline
• Interest – capture their interest within the first few lines (cite the benefits)
• Desire – make them want it by giving great testimonials etc.
• Action – tell them to call now, buy now etc., and combine with time limited offers to create a sense or urgency.

You see, no matter what medium you are writing for, the basic principles of copywriting are the same. Always keep your reader at the forefront of your mind – what do they want to know? Answer that, and you’ve made a sale.

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Writing is writing, right?

Wrong.

Writing can be anything from fiction, sales writing, promotional writing, poetic etc. Its style depends on what its desired effect is.

For example website copywriting is there is be interesting, engaging and above all it is there to sell. Fiction writing is there to entertain, enthral and satisfy the readers’ curiosity.

When you are writing fiction you want to show your flare for creativity; you will use metaphors and similes to illustrate feelings and moods – you will want to paint a picture with your words.

But when you want to attract traffic to your website you want your copy to engage them and convert them into sales. I know, that sounds rather impersonal and robotic, but at the end of the day that is what you want to happen.

You want them to clearly see your product and its benefits.

When you are about to create copy for your website forget flamboyant language and stylistic flourishes – there are only three things you need to remember:

• Forget the arty similes and metaphors, tell the reader what it is, what it does and why it will benefit them.
• Forget the jargon – no one is interested in it. If it is essential technical vocabulary, fine, but keep it to a minimum.
• Keep it short and concise. I know there is a lot of debate about whether long copy is better than short and each has its place. But in both cases don’t be too wordy – why use ‘in the interim period’ when ‘between’ will do just fine.

Above all, keep your writing simple and conversational. That way you’ll effortlessly build rapport with your reader. You will become that friendly arm around the shoulder; someone they can trust.

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