Is your website written to sell?
Mark Twain once said, “The difference between the right word and the almost right word is the difference between lightning and the lightning bug.”
What good does it do to spend thousands on a website and marketing that website if the message on each page of your website fails to convert viewers into buyers? Lightning bug words won’t do it. It takes lightning words!
You’ll need to quickly connect with your viewer in a compelling way. You need a clear goal for every page of your website.
- Why should your viewer be reading this page?
- What specifically do you want your viewer to do as a result of viewing the page?
What are the elements of good copywriting?
At 1st Insight Communications we practice 4 elements of good copywriting:
- Problem: What’s your viewer’s pain point, or need? Begin by stating the need of your viewer is such clear terms that they’ll immediately know that you understand their need. Many websites instead begin talking about their business, the history of their business and all the great values of their business. Until your viewer knows you understand their need, they won’t care about your business.
- Solution: What solution do you bring to your viewer, to eliminate their pain, help them overcome a challenge or reach a goal? Now you can talk about your business, but only to the extent that it solves the viewers problems.
- Benefits: What benefits will the viewer experience upon using your business? Describe how each pain point is eliminated. Vividly picture the viewer’s new and better situation after applying your solution.
- Call to Action: State exactly what action the viewer needs to take in order to get started. “Click on this link.” “Call this phone #.”
How to Activate and Benefit from Effective Copywriting
It’s like we’ve just handed you a violin and given you a few principles of music technique. Would you be ready for concert performance?
In the same way, would you be ready to successfully apply the art of copywriting if given a few principles? It takes practice, guidance and experiencing a few great performances. And, just as with violin performance, there are additional subtle nuances the artist applies to the basic elements of technique. In copywriting, these might include the art of speaking to the emotions of your viewer, creating urgency in the mind of your viewer and writing in such a way as to pre-qualify your viewer to that buyers will be more likely to respond than tire-kickers.
Consider, again, the basic elements of effective copywriting:
Problem > Solution > Benefits > Call to Action
How are these supposed to look on a page of your website?
The good news is that it’s easy to find out! Let us write a few pages of your website, or a few blog articles, or eblasts. There’s nothing like seeing these effective copywriting elements in action, right on your own website.
What’s more, you’ll begin to experience more viewers contacting you in order to receive the solution you offer to their problems!