Persuasive Copywriting for Websites

January 12, 2010 by Jeune Ortiz

Websites can be a dynamic sales force for your business – or they can be a boring lump of information that no one wants to read. Here are our best tips for creating persuasive website content that will turn your prospects into buyers.

No one cares about your products (except for you)
It’s easy to get lost in the details about what makes your products work. But focusing on the features of your product is about as exciting as reading a list of ingredients on the back of a detergent bottle. Your prospects don’t care about the latest unpronounceable additive that you know to be the real secret to the scour power. Focus on benefits, and leave out the alphabet soup.

Serve the Tire Kickers and the Hot Buyers Equally
Wouldn’t it be great if everyone that came to your site was ready to buy from you? Unfortunately, that’s just crazy talk. There are at least three major zones to a sales cycle:

1. Interest: Knows they have a need
2. Research: Almost ready to buy, but wants to make sure they are making the right choice
3. Purchase: Their credit card is ready

Your prospects could be in any one of those zones when they get to your website. Sit down and get into each zone as a buyer and try to understand what questions they will have about your product. Then write your copy so it addresses each question.

Know Who Your Ideal Customer Is
I just said this in my last post, but I’ve got to say it again – stop talking about yourself. Your content needs to reach out to your potential customer and say, “I know what you need. I know what you’re looking for. I know what you want. I can help.”  The only way to do this is to know who your ideal customer is. What problems would your product solve for them? Once you understand who it is you’re talking to, you can narrow your focus so that every word you write falls onto the right ears.

If your website isn’t converting like it should, take a closer look at your content. Need help writing some great copy for your website or blog? We can help. Feel free to contact us or call 877-619-4web to find out more about our copywriting services.