We recently shared our thoughts on how to find the right B2B copywriter for the website. In writing this article, it got us thinking about what makes good copywriting, and what are the key factors you need to think about when crafting website copy.
Website copywriters will often face a unique challenge. Before they can reach their end-user, they have to satisfy the search engines. So when creating website content, every copywriter needs to consider how the content will appear to search engines.
With every new Google update, copywriters have to change their approach. A great example of this is the E-A-T update which landed in August 2018. Otherwise known as the ‘Medic Update’, this pushed copywriters to think about the authority of their content and how to make it more trustworthy.
While crafting copy for a new website, copywriters might think about keyword research, subheadings, internal and external linking, CTAs and so much more. And this is before they have even put together a compelling message. An often overlooked aspect of website copywriting is the art of persuasion.
What is persuasive copywriting?
Writing persuasively is a prized skill. It can elevate dry instruction manual copy to a sales pitch. It can turn a browser into a buyer. And it can turn a buyer into a brand advocate.
Persuasive copy is all about going beyond the ‘what’ and ‘how’, and telling your audience ‘why’.
And your audience cares deeply about the ‘why’.
In the 2020 ‘Year In Search’ video, Google revealed that the search term of 2020 was “why”. By addressing the ‘why’ in your copywriting, you can make your writing more persuasive.
How can I make my copywriting more persuasive?
Creating persuasive copy is often a trial-and-error process. Using A/B testing can help you to experiment with different messages to see what resonates with your audience. Below are a few tips that can help you to craft a more persuasive copywriting style.
Think about intent
Before writing anything, think about the reader intent for each page you are writing. Your ‘About’ page should sell your story, while a product or service page should sell a solution. Linking between pages will help the user to follow the journey that makes the most sense to them. Everything on your website is working together to help the reader build an opinion of your company, so try to consider each page in isolation but also as part of a whole.
Write as you would speak
This is often easier said than done. A great way to check if your writing is personable and persuasive is to read it aloud. If you’re bored of the sound of your own voice by the end of the first paragraph, you know you need to spice things up.
Looking at forums and sites like Reddit and Quora will help you to better understand the terms and phrases your target audience is comfortable with.
Appeal to ego
One simple method to make your copywriting more persuasive is to make the reader feel superior for choosing your products. A great example of this can be found in tiered pricing levels.
Each level in the Buffer pricing table makes the user feel superior to using the free service. By giving your services elite names, you can allow your reader’s imagination to do most of the heavy lifting for you.
Use social proof
You might not need to tell your website visitors how great your product or service is if your reviews say it for you. Social proof can also be used to convince users to sign up to your newsletter. By displaying your newsletter stats, you can show visitors they would be in good company. Using social proof is a great way to build confidence and authority.
These are just some of the methods you could use to make your writing more persuasive. By using A/B testing on your site, you can explore different messaging and discover what your readers respond to.
If you need help making your website copywriting more persuasive, get in touch with the Auburn team. We can help you to get more sales through your website.