Good persuasive copy doesn't attract attention to itself. It sits on a page delivering its message skillfully and unobtrusively, focusing attention on the product and the reader, while quietly doing its job of inspiring.
People are far more action orientated on the web. They go online to achieve something.
Your website is accessible to a wide audience, potentially international, so use simple language.
The reader has come to your website for a reason. Your text should be positive with every sentence moving them towards a purchase, a solution or a click.
The web is a friendly place – be direct. Use “we” and “you” rather than “the company” or “the customer”.
Know your reader . If you only take one thing away from this fact sheet, let this be it. Do not underestimate the importance of relating to your audience.
Draw up an approximate overall structure of your site , and decide what you're going to say and who you are saying it to. Think about how much information you need to convey and how you should present it.
Only then begin writing your copy .
Crystallise and condense your message . Hone it, polish it, and examine every word for relevancy and maximum effect. Keep re-writing it until you're sure it's a winner! Avoid waffle.
Print your text and read it out loud . If it doesn't flow easily, there's something wrong. Ask a friend read it out to you. If they stumble over any words, or have to re-read a sentence, it needs re-writing.
Use headlines. Just because a reader is already at your page doesn't necessarily mean they know what to expect. A headline tells them what to expect. It also gives you, your company, and your site an identity that hopefully your reader will remember.
Hit your reader with your key messages by placing them at the top of your page, preferably in a headline so it jumps off the page at them.
Emphasise benefits , remembering that a customer isn't really buying a product or service, they are buying the benefits that the product or service can offer them.
Break your copy up into bite-sized chunks. Strive for a good mixture of sentence lengths to keep up your reader's interest.
Vary your sentence structure and don't start every sentence with a definite article such as 'the'. Use descriptive words to save your reader from getting bored.
Emphasise your key points. If they miss everything else on your page, they may at least remember one highlighted message.
Lead your reader to their next action by implying what they should do. (e.g. Sign up for our free newsletter today).
For further information about anything in this fact sheet email us at create@azuremarketing.com. To view a complete range of fact sheets, go to our Resources section at www.azuremarketing.com.
www.azuremarketing.com