First, the bad news; there is no one single trick to writing great web copywriting. Anyone who’s ever struggled to craft content that grabs people’s attention, persuades them to take an action, and appeals to search engines all at once knows how hard this process is. It requires a special skill set and practice. Lots and lots of practice.
But don’t despair! For all those web copywriters or one-man small business and marketing operations, you can sharpen your skills if you follow some simple guidelines the next time you sit down to write a blog, social media post, or PPC ad.
Of course, every type of copy on the internet has its own sub set of rules (website copy is different than a landing page, for example). But we’re going to focus on some basic principles that can be applied across all formats.
Great web copywriting needs to have:
- Scannable headlines
- Short paragraphs
- Value
- Clear CTA
- Singular voice
- Urgency
- Intellectual and emotional appeal
- Benefits
Scannable headlines
For better or worse, headlines are everything when it comes to online content. People don’t read news feeds as much as scan them, so if your headline is lackluster or uninspired, it’s going to be scrolled over.
Make your headline specific. Neil Patel does a great job of this. Writing for QuickSprout, his headlines often appeal clearly and directly to his audience, offering them hard-to-ignore insights into blogging and SEO.
Meanwhile, news and lists site, Buzzfeed uses hyperbolic and sometimes sensationalist headlines to increase clicks.
The trick to writing the perfect headline is to find an irresistible, value-driven angle to your content. But be careful. Overly exaggerated headlines might be construed as click bait, causing people to become suspicious, or to simply not take you seriously.
Short paragraphs
If you’re writing a blog, keep your paragraphs short and sweet. Because of the volume of information online, people probably aren’t going to read your entire post word for word; it’s just not practical given the many demands of our time.
Instead, break up your content into succinct, easily digestible chunks of information. People are much more likely to read a post that employs generous amounts of white space rather than one giant, unsightly block of text. Plus, this method will help keep your thoughts focused, and provide visual cues to the reader as the topic evolves or changes.
The same principle applies to other forms of content as well, such as emails, website copy, and landing pages. Always keep chunks of text small and scannable.
Provides value
The most important element to any kind of web copy is its value proposition.
Catchy headlines will draw readers in, and short paragraphs should encourage them to spend time with your content, but if what you’ve written doesn’t provide value, they won’t be persuaded to take further action. This is a big problem, as the whole point behind free online content is to convert browsers into leads and customers.
To create truly compelling copy, make sure it answers questions that your audience may have. Whether you’re providing a How-To, or addressing other types of needs relevant to your industry, people will take you more seriously if you can give them something useful.
A clear CTA
As I mentioned, the goal of any web copy is to persuade readers to take a desired action. Whether it’s a simple click, completing a form, or even making a sale, you need to state your intention boldly and clearly in the form of a clear call to action.
Sometimes the CTA is contained within the text, with the desired text hyperlinked. However, to boldly announce your call to action, consider making it a button that’s separate from the rest of the text.
This image, taken from Hubspot’s blog, shows how to properly display a CTA. There’s no question about what Hubspot wants readers to do once they’ve reached the end of the post.
A singular voice
If you’re marketing your business online, you most likely have multiple channels. From your website and social media accounts, people are reading your copy in a variety of places. While the content you post on your blog is different than your tweets, it should all sound the same. That is, you should maintain one brand voice.
If users like your witty Facebook post and are persuaded to click over to your website, don’t surprise them with formal, business copy. The shift in tone can be confusing and hurt your chances of a conversion.
The voice of your copy should reflect the values of your brand. A company that’s dedicated to customer service may use a friendly, conversational tone. Meanwhile, a B2B specializing in complex technology might emphasize clear, dry information in its copy.
Figure out the tone and keep it consistent, no matter where you’re posting.
Creates urgency
Stop and read this right now!
…That’s the effect you want to create with your headline and subsequent copy. Without urgency, readers will be less persuaded to stop what they’re doing and spend time with your content. If you’re writing a blog, try tying your subject matter to a trending topic, such as upcoming holidays or current events.
You can even re-purpose old blogs if they’re relevant to a news item that’s popular right now. Using social media, link the current story to your post. It’s a great way to increase clicks and keep your copy evergreen.
You don’t always need current events to create urgency, though. Emphasize the benefits of your content, as well as the consequences of not reading it.
Emotional and intellectual appeal
Compelling copy plays to both our hearts and minds. Let’s face it – we may say that we’re above marketing that shamelessly appeals to our emotions, but at the end of the day we can’t resist stories of triumph, fear, etc. Indeed, copywriting that employs emotional stories can greatly impact readers’ decision-making.
As a web copywriter, you need to find the emotional angle to your topic. For example, if you’re writing about household plumbing, you may focus on the fear of a burst pipe or other emergency. How does your product or service affect or improve the emotions of your audience?
Additionally, you shouldn’t neglect intellectual appeal either. For as much as people are persuaded by emotions, they’re influenced by cold, hard facts as well. Whenever possible, include statistics to bolster your claims.
Providing links to other relevant sites in your blog, social media post or other form of online content can also help improve the legitimacy of your own writing.
Benefits
As with traditional forms of copywriting, always focus on the benefits of your topic. How will it improve your readers’ careers or lives? Provide clear and concrete examples, and consider breaking them up into separate sections, each titled in bold.
Another easy way to show the benefits of your topic is to list them in bullet points. As mentioned, readers want to absorb as much information as possible from your writing. For blogs or social media content, you can cover a variety of benefits in a relatively short amount of space by simply listing them off.
Are you using any of these web copywriting techniques? Please leave a comment and share your favorites!
Hi Stephen,
Benefits based copy works well for me. I sell a dream before all else. If people see themselves living their dream of traveling the world after they visit my blog i have done my job well. If they don’t, I need to get my copy game tight because folks buy in when they see the benefits of your copy, or of reading your content.
Practice! Over time I spotted patterns and I did what worked and stopped doing what didn’t work. Sites like Buzzfeed stick with tried and true headlines as well as other copy tricks and strategies which reel people in, quickly. Why mess with what’s working, right? Stick to the basics and practice writing, daily, to become a more skilled copy guy or gal and to draw in more readers and customers.
Fab tips!
Ryan
Hi Ryan,
Thanks for your comment. I go for the fact that people look for benefits when they read your copy. The Internet is full of content but the audience has the need to look for rich copy, interesting content and real benefits.
Also, there are certain patterns a writer can follow to win hearts with his copy. It’s a matter of knowing what works and what doesn’t. All in all, practice and write a fabulous copy that is liked by your audience.
Hey Stephen (and Ileane),
Great article. I can’t stress how important it is to have a great CTA. You may have the best content / marketing etc but without proper CTA, you ain’t going anywhere!
Good stuffs and keep it up! Shared on Triberr too 🙂
Hi Reginald,
Thanks for reading. I’m glad you liked the tips. Without a clear CTA, you are just filling up the digital space. You must have a desired action you want to achieve by providing a great copy to your audience.
Keep commenting, and thanks for sharing it on Triberr.
Hello Stephen,
I especially like your point about including clear CTAs in blog copy. It’s an obvious one I hardly do. And in fact right after this I am going to include a big ole’ button on my latest blog post.
Thanks for the insight 😀
Hello Gertrude,
I’m glad you liked the points that I mentioned. There is always a need to announce Call to Action boldly to your audience. As I have said earlier that a single click can matter a lot. Therefore, highlight it so that your readers do not miss it.
What are your views about pop-up call to action, like Facebook like boxes or email subscription. Does it help or it will send the users away?
Hi Sam,
Thanks for sharing your concern. I do understand your dilemma when it comes to decide on popup call to action. But I would suggest that before anyone adds up a popup, one needs to consider whether he really needs it or not. Lot of users do not like popups. It’s because, sometimes it’s hard to close down the popups that appear while you are reading a content. It’s more difficult when it is on a small screen, especially a mobile phone. People might just dislike your site because of a tiny popup, so do a careful study before you opt for one.
Hello Stephen,
I really loved your point on how an headlines can attract more. Title is an very important roll for an article. Short paragraph also play an important roll to read content as it look attractive. Also i would to give thanks for the point of Creates urgency! It really help me to find out how important is Creating urgency which take more attention to audience.
Many thanks for your great article.
Kind Regards
Yasin Rishad
Hi Yasin,
I’m glad you liked my article. As you must be aware, the title itself says so much, you must know how to make it catchy enough to attract your readers. The headline helps prepare a base for the content coming below it.
Short paragraphs are also very helpful in making the content attractive and useful, as well. I myself like to use short paragraphs to conclude sometimes or to add up to the previously written content or freshen it up for a quick glance.
Thanks, one more time. Keep writing.
Hi Stephen and Hi Ileane,
This is really fantastic for me. I have got inspired while came across to visit your blog. I guess you have put lot of efforts to produce this post and its very useful for me and other bloggers as well.
Thanks for sharing such an excellent post regarding effective techniques for any kind of web Copywriting.
Regard’s
Muhammad Mairaj
Hi Mairaj,
Thanks for appreciating the blog and my article. Copywriting is one of the most integral elements of any effective online marketing. Marketers should not ignore the power of it and try to get the best out of this powerful medium. A good copywriting is always needed to boost up your presence in the digital space and win your readers’ heart.
Thanks once again!
Hi Ms. Ileane,
You said I could write you here Dear Ms. Ileane,
Thank you so much for writing me. I feel so taken care of. This is great! Thank you.
I had two questions. I didn’t know who else would know the answers, and I believe you will. Thanks for being there for me. I didn’t know who else to ask.
1. You have put articles on BizzSugar. I tried, but my article isn’t there. I searched my name, but only the guest post I wrote for your site is there. I do have articles that would fit in their small business-related categories. How do I put a post on BizSugar.
2. How do I put my own link on Flipbook? I know you know how since you are following me on Flipbook. I get traffic from there, so someone must have put my link on. How can I put my own link on? Thank you so very much for being there to answer my questions.
Janice
Hi Janice!
Great to hear from you.
First – BizSugar is a fantastic platform for small business owners, bloggers and entrepreneurs. You learn more about it in this blog post that I wrote https://basicblogtips.com/bizsugar.html
You can sign up for an account with your email address or social sign in with Facebook. Personally I use my email address because I started my account long ago and I don’t think they had Facebook login back in those days.
Flipboard is another great source for content curation which can also send traffic to your blog. You can set up your own Flipboards based on topics or whatever criteria you want to you. Then you would use the search box at the top of the page and enter your blog’s url. Next you would just start flipping your own articles onto your Flipboard. Check out their tutorials here https://about.flipboard.com/tutorials/#flip
Good luck with it Janice!
Ms. Ileane,
Thank you for those tips. I plan on trying them next week.
This was a great article. I stumbled it!
Thanks!
Janice
Thanks Stephen for an amazing write-up!
I had worked within a copy writing agency wherein a senior always suggested that copywriting aimed at sales should have a tone of fear. It is through creating fear that sale can be created. Your copywriting tone must convey the consequences that can occur if a product or service is not availed of. This is for sales copywriting. What do you think?
Nice tips, Stephen. You pretty much mentioned all the things that make up a good web copy. If there’s something minor I would add, I would suggest people to remove the use of linking verbs from their copy. It adds little value and just eats up space in your copy. I’ve been applying this is my writing duties and it works wonder for me, along with the other advice you mentioned.