Welcome to the last installment of this series. At this point, you have map of your customer’s buying cycle and a draft of your content that addresses your buyers needs. Now it’s time to add finishing touches to your copy to add support to claims and calls to action.
Support Your Claims
It’s easy to say, “We’re the best!” but making people believe that you actually are the best is the hard part. Go back through your content and find places in your subheads where you make a claim about your product, and then add an element called social proof.
Social Proof answers questions like these:
- Have others used this product/service?
- How many people have had experience with this product/service?
- What did the others think about their experience?
- Who is this product good for?
Again, using our electronics store example:
Before social proof: The best flat panel for watching sports.
After social proof: Sports fans choose this TV more than any other.
Before social proof: Panasonic LCDs are best for video games.
After social proof: Why 60% of gamers choose Panasonic LCD TVs.
Testimonials and actual client quotes are great things to sprinkle throughout your website content as well.
Calls to Action
It might seem obvious to you what the next step in purchasing or researching your product is… usually it’s “Call us!” But simply telling someone to call isn’t going to get you very far. You need to tell them why they should call: “Call us if you have questions, we’ll make sure you get the perfect television for your entertainment needs.”
Because you never know when your potential customer is ready to buy, calls to action need to be placed throughout your content (especially if it is long). This way you don’t miss an opportunity to make a sale when they’re ready.
This element is so important that we wrote an entire post about how to improve calls to action.
Putting it All Together
I hope you’ve been able to learn a lot from this series about how to write effective copy for your website. Starting is often the hardest part. If you’re not sure where to begin, or if you just want someone to do the writing for you, please contact us. We specialize in writing professional content that will increase your online sales.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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1 Comment
tart recipes | May 14, 2010
I’ve recently started a blog, the information you provide on this site has helped me tremendously. Thank you for all of your time & work.