Top 7 Copywriting Elements to Include For an Engaging Website Copy
A high bounce rate is when visitors to your website leave only after visiting one page. This can be problematic because you miss a lot of opportunities to convert these visitors into customers. So how do you keep your bounce rate at a comfortable level and keep your visitors engaged?
Look no further because copywriting has many of the answers you’re seeking. Read on below to know how to improve your website copy—the pro way!
Have a Site Content Strategy in Place
Analytics and marketing company, Kissmetrics, swears by developing the right content strategy when it comes to effectively drawing in your ideal customers.
A haphazardly written copy gives the impression that you’re unprepared and haven’t done the right research to matter to the people you’re trying to reach. A strategy keeps this from happening and helps you make the most out of your website.
A good strategy starts with an understanding of your audience.
Ask the right questions and find the answers to them. Who are they? What are their pain points? What do they value the most? These are just some of the questions you should answer before drawing up a strategy. By knowing the answers to the above, you’ll be able to draft your site copy to address all relevant concerns your audience has.
Eliminate Buyer Concerns by Anticipating Them
Convincing your website visitors to explore more of your business means you have to eliminate any concerns they may have. And the number one way to do this is to anticipate what their considerations would be.
Whether it’s about a potential purchase or a question about a product of yours, make sure that all their concerns are addressed.
This kind of preemptive measures adds value by showing that you’re sincere about being a part of the solution to their needs and problems. Whatever way you use to address their concerns, make sure it’s something that’s interesting and in line with what your audience would want.
Foster Genuine Interest in Your Prospects
Now that we’re on the subject of sincerity, copywriting isn’t just all about using the right words to sell or engage your audience but caring so much about them that they can’t help but buy from you.
Being interested is as simple as doing research about your audience and being open to their opinions. You can do this by cultivating a genuine interest in your prospects. When you’re sincerely interested in your visitors, persuading them effectively becomes much easier. As you get to know more about them, you’ll likely find something that catches your interest.
If you want to take your understanding deeper, you could even interview them, visit online forums or discussion groups they frequent. This will give you an insider knowledge on what’s on their mind.
Remember to write with one person in mind and come across as someone who wants to help them improve through what you’re offering. The only way to do this is to foster genuine interest in your audience.
Know Their Desires and Talk in Their Language
The urge to buy is mainly based on desire. A good web copy would be able to pinpoint and channel the desire of their target buyers. This conveys that you understand your audience and that your business or product is a part of the solution to their problem.
To do this, you have to talk using words that will get through to them. Make sure to address the benefits your business can provide and is something they actually want.
Talk in their language by stalking forums and places on the web your target audience hangs out. Take note of the words they’re using and employ the same terms in your copy. Both of these will fittingly convey how important you find your audience to be.
Don’t just say that your weight loss pill will “reduce your fat levels”—it won’t be very appealing. Instead, you want to describe what reducing fat levels mean in terms that tie together with the picture of the outcome they want to achieve. In this case, you can say that having lower fat levels could mean a better looking body and more muscles for fat burning.
As Dale Carnegie says, think from your audience’s point of view before asking for the sale. Ask yourself: Why would they want to buy from me?
Before you go on and write your web copy, visualize what your visitors would want to know. And figure out the most compelling reason why they would want to know more about you.
Asking this one question will make a big difference in your web copy. Remember, your copy should be all about your target audience. Make them feel important with the above tips and watch your bounce rates improve.
Use Facts to Build Credibility
Anyone can spout a mile-long list of everything that’s positive with their product or service. But making such kind of declarations without substantiating it is the fastest way to make your readers doubt you.
Why? Because people don’t like non-specific answers that don’t give them a good idea of what a business or product is about. This is why ultra-specificity is one of the four tenets of great copywriting.
To keep this from happening, make sure to use facts and specific figures that support your claim.
For instance, instead of saying “I’ve helped launch numerous successful campaigns last year” use a specific number like “I’ve launched 67 successful campaigns in 2016 alone.” This helps give your claim credence with a simple tweak.
Incorporate Relevant Emotional Triggers Into Your Copy
Amazing web copy always consists of the right emotional triggers. In fact, there are around 15 emotional triggers you can use in your copy.
Without the right emotional triggers, your copy can come across as downright unappealing and boring. Usually, copy that doesn’t make your visitors feel anything is either solely factual or doesn’t have enough information to pull your audience in—which is a one-way ticket to a high bounce rate.
To make sure your copy prompts people into visiting more of your site, pinpoint what your target audience’s desires are. Once you know that, you can choose the type of emotion you should incorporate in your copy. If their foremost desire is to make money, include words and phrases that elicit images of abundance and wealth like “financial freedom” or “money mindset,” to name just a few.
Strike the Right Tone
With the right tone, you can turn around a lifeless copy into one that has personality so people will be more inclined to act on your message.
Not using the right tone or taking on a formal tone are probably two of the biggest mistakes any business can commit. For one, it creates a divide between you and your audience which can make it harder to engage them. When that happens, your website visitors won’t have any second thoughts finding a business that can relate better to them.
Unless you really have to, chuck the formalities to promote a better connection with your audience from the get-go.
Having an approachable, casual tone is as simple as minimizing your use of jargons especially when your target audience isn’t too technical. When people read something they don’t know the meaning of, most often than not, they would just leave instead of searching the meaning of the word you just used.
For every visitor you alienate, you’re potentially losing a sale or long-time customer in the process. By taking on a warm, friendly tone, you’re making your readers feel welcomed which will no doubt convince them to get to know more about your business.
Go Beyond Using Adjectives and Buzzwords
Buzzwords are phrases that sound fancy but lack any meaningful significance that can clearly convey what your business is about. Words like “synergistic approach” or “disruptively innovative” often leave readers confused or don’t even make a dent in their consciousness.
More than just having a vague meaning, these phrases often promise the moon and if you can’t back that up then your credibility will take a hit.
For example, there are only a few disruptively innovative companies out there that have transformed their fields. But with the word being thrown around by almost every budding startup, you’d think everyone is really in the business of revolutionizing whatever it is they’re working at.
Using the latest buzzword only gets stale overtime. Moreover, including it in your copy may make it harder for your business to stand out. Your website visitor might think, “If everyone’s disruptively innovative then why should I pick you over any other competitor?”
Make sure you don’t muddle your differentiating factor by using buzzwords that don’t let you stand out or only serve to confuse people.
Have a Brief But Punchy Messaging
If the goal is to spark interest, you have to use a succinct, punchy messaging that will keep your visitors’ attention.
The key to this is to resist from rambling every service or accolade you got. Not only will you lose your audience from boredom but your visitors will feel overwhelmed from the deluge of info you just spilled.
That’s why your best bet is to craft a concise, strong message that makes it easy for your visitors to easily grasp your business value from the get-go. If you’re clear about that, the right visitors will naturally want to know more about you and explore other pages on your site.
Make sure to only choose essential information that are bound to give you the highest return. Simply put, lead with your strongest point. So for example, you’re in the business of selling cupcakes and your business has just been voted “best vegan cupcakes” by a local bakery mag. You can make that the lead point of your messaging for a simple way to position your unique selling proposition.
Keep Your Visitors Reading
You can also keep your visitors from clicking the “back” button by employing the copywriting technique known as “greased slide” or “bucket brigade.” It uses phrases or words that smoothly transition your ideas and offers. Although originally used for sales letters, it can also work on website copy or blog content as well.
Some examples would be, “Here’s the deal” and “You might be wondering.” Using these words build anticipation in the reader’s mind because it promises a better thing than the one you just read. And who doesn’t like anything that’s more advantageous, right?
Make sure to spread the use of grease-slide words in key places in your site copy to help your visitors read along the entirety of your content.
Have a Brand Story in Place
Having a brand story in place is a great way to differentiate your business from your competitors. Aside from this tremendous benefit, it also serves the purpose of hooking in your readers.
A relatable and engaging story is highly likely to pique the interest of your visitors and make them want to explore more of what you’re offering. A good brand story’s benefits are twofold—it differentiates your business and ensures that your brand has a fighting chance of being memorable even to first-time visitors.
Don’t Forget the Call-to-Action
No matter how engaging or awesome your copy is, you have to have a compelling call-to-action at the end. Not including this extremely important element in your copy will leave your visitors confused on what to do next or how to act on their interest.
Make the most out of your call-to-action by making sure that you offer something of value like a free resource or a discount. A call-to-action is also an awesome way to highlight your most important benefit. Some awesome examples of CTAs include “Send me this month’s best specials” or “Discover a coffee, tailored to your taste.”
Getting the Results You Want
Reducing your bounce rate should definitely be one of your priorities if you want to beef up your site to be a highly engaging sales tool. When you successfully enact the above tips, you will no doubt strengthen and enhance your website’s brand messaging.
I’ve repeatedly seen from experience how incorporating the above-proven elements can ensure that you’re effectively communicating your value so your first-time visitors would want to know more about your business and reduce your site’s bounce rate.
The key is to get your bounce rate down to an acceptable level that’s pretty much within your industry standards. Do keep in mind though that no matter how well-written your web copy is, you’re bound to have a couple of wayward visitors who aren’t just interested in what your business is offering.
Lastly, your web copy is just a piece of the overall puzzle. There are other factors that could be affecting your bounce rates as well. It’s always worth testing each element by changing it in order to know what can make the biggest difference for your business website.
About the Author: Jeanne San Pascual is a freelance copywriter with a passion for information and anything that’s unconventionally interesting. She specializes in delivering data-backed website and SEO copywriting that sells. If you need copy that’s sure to convert, contact her now!