In order to create a steady stream of traffic to your website, you must give your visitors a reason to visit and continue to visit in the future. Once a prospect has arrived on your website, the only way to persuade them through the buying decision is through enticing web copy and content.
Persuasive Web Copy & Content, the Fourth Pillar of Direct Response Web Marketing is something that majority of the business owners overlook and end up wasting time and effort.
Five Pillars of Direct Response Web Marketing encompasses all the steps you need to take to reach your target market online, attract visitors to your Web site, encourage them to buy your products or services, and make them want to come back for more again and again.
Is there a difference between Web Copy and Content? Yes, absolutely.
Persuasive Web copy
Regular copy for a marketing material and web copy are very similar except that the ‘internet’ headlines are search engines keywords, the words or phrase that people type in to search for a product or service. Web copy is intended to move a prospect to do or buy something. That is its purpose. Therefore, a call to action — a buy now, do this, click here — needs to be there. Persuasive web copy entices readers, points out their needs and desires, or leaves them wanting to learn more.
It is therefore crucial that you pay attention on developing a persuasive web copy as it takes the same amount of work to get prospects to your page whether 1% of your visitors buy from you or if 20% of your visitors buy from you. Remember there are no sales people here to persuade your prospects just a few words! Your webcopy must focus 100% on communicating benefits to prospects and customers and what problem of theirs it is solving. Please do not bore them with your family history. Your web copy should also be able to communicate the USP (Unique Selling Proposition) of your product or service? Is it better than your rivals or does it deliver the same benefits or experiences as every other product on the market?
Compelling Website Content
Technically speaking, content is text written to inform, argue, or entertain about lasting topics. Content is taken seriously by your prospects and position you as an expert in the field by establishing authenticity and credibility. Effective content connects with readers, gets them thinking, or leaves them with a satisfying feeling of having read something that affects or affirms their world view.
Whether it’s the title of your website and the description shown in the search engines, or the title of your article and the first paragraph, your website content needs to attract prospects. Too often website contents are written from the seller’s point of view instead of the prospect’s point of view. Compelling content captures prospects’ attention by focusing on their problems.
You must provide your visitors with fresh content on a continual basis as this helps to cultivate relationships with current customers and they keep coming back to your site. The content must be compelling so that visitors stay and want to return in the future. Make it interesting enough so that they refer other people to your website.
You need to make sure that the content is easily read by both humans and search engines. An essential variable applied by Search Engines in the way in which they rank websites is based on the relevancy of the content that the search engine is indexing.
Choice of words here is critical and you can research and test words and phrases to dramatically increase the response to your marketing and search engine optimisation. Wordtracker is a free online tool that can help you find the words and phrases your prospects are interested in. Even Google Keyword Search Tool provides such a facility. Start with words that focus on prospects’ problems. If you can’t think of any, use words that describe the solution to their problems. What problems and solutions are your clients looking for?
Just a word of caution on use of Keywords – always go for ethical content optimisation and avoid Keyword stuffing or else risk getting banned by search engines.
You can improve the response to your marketing by using the phrases people use to search online, the same ones used commonly in association with the services and products you sell. Write the way people read, avoid using jargons and only make use of technical words that your prospects can relate to.
The use of direct response copy and content should not only be limited to website but should be used in all web marketing activities such as e-mail marketing, blogs, social media postings, articles, press releases just about everything.
Persuasive Web copy and compelling content must complement each other. There is no much use in a brilliant copy if it is accompanied by poor content equally an enticing content is worthless if it is presented by a meaningless and vague copy.
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