Web copywriting is different from the one you write in a blog. It requires a different skill set. You must target your audience needs and keep them in your mind. But you should also know the fact that a significant part of the audience doesn’t read the content word by word, they skim it.
The audience is concerned to get their purpose serve only so instead of going into the nitty-gritty, they overview the content.
So, if you don’t consider the audience who are in a hurry, then you won’t be able to craft content that appeals to them.
In this blog, I’ll share some tips on how to write persuasive web content that will help the audience to skim.
1. Place your Important Information First
When a visitor opens your website, the first thing they see is the header. For example, if you’re selling office furniture, then the visitor should know it when they come to your website.
Your header should portray the photos and little description of it. It happens that when visitors start skimming they will have an idea about your services.
And with the next scroll, they will show curiosity to learn more about you. Like the nitty-gritty of the services or how to get in touch with you.
2. Write for People who Only Scroll
The tip for captivating your audience’s attention is to work according to their mindset. That’s what successful brands do. Try to write short content that the audience can easily grab.
Don’t write long paragraphs because skimmers don’t read the whole. Use only headings and break your text into bullet points. Highlight the features of your product/services so that the audience can get it easily.
Avoid needless repetition and passive voice. Keep your text short and captivating. If you’re struggling to write this type of content, seek professional help and learn how to write.
3. Don’t Sound Too Complex
Write as if you’re writing for 12-14 years old age bracket. Make it as simple as possible. For example, if you want your audience to understand your content easily then avoid jargon.
There’s no purpose of writing the content if the audience needs to browse the dictionary to know the meaning. A content that is engaging yet simple makes more sense to the audience than the one which is complex.
If you own a web design agency and want to convey the big picture to the audience then communicate to them in a simple and effective way.
4. Attract Visually
Don’t overwhelm your website with text only. It will convey a boring picture to your audience. Instead, make your text effective by coupling it with visuals. Like using white spaces with design and content can make the copy persuasive overall.
If there’s text that can be replaced with visuals, do that. Text with picture increase website readability and different from the rest in the crowd.
5. Don’t Stuff Keywords
If ranking your content is the purpose then don’t stuff keywords. Keyword stuffing makes the audience realize that the keyword is added forcefully.
Take this example:
I know a person who has a keen interest in mobile apps development and is excited to share his consent with colleagues.
Here, mobile app development is the keyword but the audience can’t figure out that because it’s not affecting the readability.
There’s an art of inserting keywords into the content which only the experienced writers can put into practice. So, take this note and instead of adding keywords without knowledge learn how to the job smartly.
Make The Best Web copy
From the tips above it seems that copywriting is easy but actually it’s not. You need the desired skill set to come with web copy that sells.
Don’t try to be everybody by including everything in your copy. If you don’t strategize the content before writing then you can mess the copy.
Clarity is important to make your voice reachable to the masses. If your web copy doesn’t convert then it’s time to rethink the strategy and come up with a better one.
I hope you find this blog useful to implement.