How Great Copywriting Can Increase Conversions
The video illustrates a great point – words do have the ability to influence behaviour.
Copywriting is loosely defined as the art of using words to compel the reader to take on a desired action. There are different forms of copywriting – traditional copywriting by advertising agencies; PR copywriting; sales copywriting, just to name a few – but for the purpose of today's article, we'll be focusing on copywriting for the web. This itself comprises of many different disciples, but in general the four points covered below allows for the composing of effective web copy.
1) Provides a Call to Action
DBS Wealth Solutions are true solutions that address real needs. So what? No hint is given about what these "true solutions" might be and what "real needs" are addressed. These are all passive words that say nothing concrete. Probably the reader is going to give the copy a once-over, yawn, and click on the "Back" button on their browser.
Now take a look at this. The call for action couldn't be clearer – the big green button that leaps off the page exclaiming, "Buy Now!". Even better – there is added encouragement for the reader to take this step in the form of a 50% discount. All customers want to know "What is it in for me?" and very often, a tangible incentive such as a discount or a freebie will provide the additional push.
2) Sells Benefits, Not Features
Most products are made similar. Therefore Skinfood saying that it offers "makeup bases and foundations for different skin types" is akin to saying nothing at all, because that's a basic criteria that should be a given.
Unsurprisingly then, readers' eyes are used to website copy boasting about the features a product comes with. Tossing a mishmash of product features at them won't compel them to find out more. Certainly not when the reader would simply be confronted by more meaningless jargon and marketing speak.
Compare this to Neutrogena's Healthy Skin Liquid Makeup, which is positioned to "make(s) your skin look better, even after you take it off". There's a solid benefit offered in the form of nicer skin. This provides the reader a compelling reason to actually click to "Learn More" because there is a promise of something good.
3) Create and Maintain Relevancy
Maybe your reader stumbled upon your site after clicking on an advertising banner on an external page. Or maybe he was directed there from a search engine result. Regardless of the process used, readers venture their first click because something is offered that is relevant to their interests.
For example, someone researching about lasik in Singapore might be drawn to Clearvision Epi-Lasik's claim that its procedure is "used by the Singapore Armed Forces". There is a promise of trustworthiness and proven results.
This is what the reader sees when he first visits the webpage. He enters the site with the preconceived notion that Epi-Lasik is reliable, as it is used by SAFservicemen, and this is an image that is consistently maintained. Keep this in mind because readers will leave a site when they find it incongruent with what they had expected! Not only does this lead to a high bounce rate, it could also affect your credibility.
4) Less is More
Web users are active, not passive readers. One click on their mouse and they are gone. Your website is competing with millions of other sites out there. Therefore these users don't need to sit and read through every single thing you have to say. They are impatient, busy readers. So say what you need to, and end it at that.
The longer website copy is, the faster a reader will scan through it. Therefore it can be a good idea to use bullet points to draw attention to your most important points.
Here we see how important information has been condensed into several concise bullet points. These small nuggets of information are much easier to digest than long, full sentences. And the tendency for web readers to scan means their eyes are more likely to be drawn to bullet points.
Are there any websites where the copy made a particularly strong impression on you? Do share them!