Writing Website Text that Sells

Users decide if your website is of interest to them in as little as two seconds. Therefore writing compelling and interesting text, otherwise known as copy, is critical. This sounds intimidating, but it doesn’t have to be if you follow some simple rules.



What to Write

Writing copy is about getting your point across, not authoring beautiful, expressive text. You need to grab the attention of your website users and retain it so that they keep reading.

If your intention is to sell a product or service, write about how it solves your customers’ problems. Remember that they are not directly interested in what you are selling – only what it can do for them. For instance insurance companies typically market their products as offering security. Begin by writing about the most important benefits of your product first and then progress in descending order of importance. Try to write from your customer’s viewpoint and never include anything that does not directly speak to your target market.

Writing about personal needs is often the most effective means of keeping a person’s interest. These include security, risk reduction, saving time, job satisfaction and vanity. If someone feels that your product will satisfy these kinds of needs, they are likely to buy from you. Keep in mind that while you know about your product, a customer does not.



How to Write It

Ensure you write at a level suitable for your audience. Writing in a clear, simple style is usually the best approach because people are too busy to read something they find difficult. However, if you are targeting an expert audience, then you are probably safe to use a more complex vocabulary and style.

The most effective way to get your point across is to write in terms of a situation or predicament. Tell the story of how your customers will achieve their outcomes by using your product or service. Focus on three main points and include evidence to support the facts where possible. Most importantly, don’t waffle! The length of the text will depend on what you are selling and your intended audience.

Write in the present tense because this helps people to imagine benefiting from your product or service. The future tense pushes their focus into the future and is less tangible. The past tense makes your product seem outdated and less relevant. Use the word ‘you’ to involve your readers. A statement such as ‘our product saves you time and money’ will really draw peoples’ attention.



Structure

Headings are used to get a message across as quickly as possible. Focus on gaining your customer’s attention sufficiently to keep them reading. Do not try to sell your product in a headline. Headings should be 18-22 words long and the content must connect your product directly with its benefits. The first four to five words are critical to grab people’s attention and should convey the essence of your message. You could use a two part heading to achieve this.

In the body of your copy, use mainly short sentences to make the text more readily understandable. However, some variation in sentence length can keep it interesting. If you use pictures, make sure that they are relevant and give clues about the point that you are trying to convey. Also, use a font that is commonly installed on most computers and is easy to read.



Proofreading

Once you have written your copy, ask yourself if it is understandable and believable. Is it interesting and does it relate to the most important outcomes that you are trying to achieve? If the answer is ‘yes’ then your website copy will be compelling and effective. I wish you every success.



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Author Bio
Clare Elderkin is a Web Design Specialist. She heads Perceptive Designs, a web design business based in Sheffield, England. For more information, she can be contacted via her website at www.perceptivedesigns.co.uk.