Opinions expressed by businesskinda.com contributors are their own.
Whatever type of business you have and whatever you sell, you need compelling web copy if you want to be successful. The copy on your website will inform, entertain and hopefully motivate your users to take action, as long as it is convincing enough to work.
Unfortunately, persuasion is somewhat ethereal. It is difficult to pin down exactly and it is open to subjective interpretation. Think for yourself: what makes something convincing or unconvincing? Chances are you’ll have different answers depending on the context of this question, in that your answers will likely be very different from your peers’ answers.
Related: Inconsistency Is A Content Marketing Poison, But It Doesn’t Have To Be
So what makes persuasive copying so? And what steps can you take to ensure that your web copy is as convincing as possible?
Contents
The value of persuasive copy
A convincing text on your website is indispensable. It’s nearly impossible to achieve every website goal imaginable without compelling copy by your side.
Do you sell products? You need to convince users that they are worth the money. Do you sell services? The same idea applies. What if you’re collecting donations for a nonprofit? You need to convince people that your organization will use the money wisely. And what if you just want people to read your content more? You still need compelling web copy to make sure they stick – and sign up for your email newsletter.
If your copy is compelling enough, each paragraph or section of content on your website can serve a specific function, encourage users to behave in a specific way, or help you achieve one of your business goals.
The characteristics of persuasive copying
So what makes copying persuasive? This is a difficult question to answer because persuasion comes in many forms. Different people will be convinced in different ways, and the methods of persuasion have to change based on how you interact with those people.
Still, these are some of the key features of persuasive web copy that every website should follow:
- brevity. As with all forms of copywriting, brevity counts. The average person’s attention span is very limited and they don’t have the time or patience to put up with huge amounts of text. In general, the fewer words you say, the better. Pack your information in the smallest possible form to ensure efficient delivery.
- Originality. You should also think about originality. There are some compelling slogans, catchphrases, and phrases that have worked for a wide variety of different brands in the past. If you just steal these and make them match your brand, you’ll be seen as unoriginal. In other words, your messages will fall flat. If you want to make a good impression, you have to come up with something unique.
- Repetition. Repetition can also be valuable. Users who see a message for the first time will be skeptical and remember the message less efficiently than counterparts who have seen the message many times in various forms. This is one of the reasons why it is so important to streamline your branding across all sales, marketing and advertising channels.
- readability. Persuasive content isn’t full of buzzwords or technical jargon. It’s also not tightly crammed with long sentences. Instead, it’s neatly organized and very readable; even someone unfamiliar with this subject should have no problem understanding what you are saying. This is also why font choice, color choices and other web design elements are so important.
- public value. There are also some specific considerations for the public to keep in mind. Persuasive text is at its best when it is targeted specifically at one niche audience. What do your customers want to see? Do they have a preference for a certain tone? What level of knowledge do they have? What values can you appeal to?
- To trust. Trust signals on your website can help build a foundation of trust, but your copy must also be inherently trustworthy. Take pride in the accuracy and credibility of your statements and avoid sensationalism. If you’re too obnoxious or over the top with your promises, you’ll only end up turning people down.
Useful takeaways for entrepreneurs
Entrepreneurs interested in mastering the persuasiveness of their web copy can study the following takeaways:
- Know your audience. You absolutely cannot afford to skimp on market research. The better you know your audience, the better you can write lyrics for them.
- Distinguish yourself. See your key competitors and other industry leaders. You have to find a way to differentiate yourself from them. What makes you unique?
- Sell a solution. Persuasive copy focuses on selling a solution to someone who has a measurable problem. Don’t just describe the product; Describe why and how it is valuable.
- Experiment. It is difficult to achieve the greatest persuasion on your own, on your first attempt. Instead, you’ll be forced to experiment with different variables, trying different phrases and combinations until you come up with something that works. AB testing is your best friend here.
Related: Written content is dying out. Or is it?
The bad news is that there is no foolproof formula for writing effective web copy. The good news is that you have plenty of tools and strategies to help you come up with something original. As long as you’re willing to do careful research, think carefully about your writing, and keep making changes until you have something that works, you can make your website writing that much more compelling.
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.