Copywriting for Your Website - Step 1
Copywriting is a key element of website marketing and an essential ingredient in effective search engine marketing for Pay Per Click and Search Engine Optimisation. Web content writers are one of the fastest growing segments of the copywriting profession worldwide.
There are some basic principles to good marketing copywriting that are just as applicable to copywriting for your website.
- Keep it simple – The opening is very important; it should be simple and to the point. Think about how you communicate in everyday life. How would you put your point across talking to some friends down the pub? Most people use simple conversational expressions and are to the point. If your copy seems to be complex and unnatural, then simplify it.
- Communicate to just one person. Picture your potential client and imagine how they will react. This forces you to keep it simple.
- Use the word “you” as much as possible. It forces direct communication with the individual.
- If you have a blank sheet of paper and are at a loss where to begin, just start writing something, then improve what’s there. The process of refining is so much easier than starting from scratch.
- When writing marketing copy for your website try and educate potential clients to the point they make buying decisions. Explain the benefits to them. Ask the question: Why should they use you?
- Use bullet points and lists. “Here are just some of the ways you will benefit from…..” Include “you” in each bullet (5 or 6). Link the copy to the potential client’s highest needs - what your service does for them at the highest level.
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Follow two formulae:
Attention, Interest, Desire, Action (AIDA). You need to tell them precisely what to do and do it now. Give them an incentive. It may seem you are going over the top in getting people to contact;
Tell them what you are going to tell them, tell them, and then tell them you have told them.
Written by Martin Boulton
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