COPYWRITING SKILLS THAT WILL MAKE YOUR WEB COPY TICK

Copywriting is one of the most fundamental marketing skills when it comes to driving lead generation and conversions on your website. Website copywriting has grown in significance because of the ever-growing urgency for businesses to develop a strong online presence.

Who is a copywriter?

You are probably wondering, ‘what does a copywriter do?’ This is a nimble professional whose specialty involves researching, learning, writing, and editing a promotional or marketing copy. By applying these copywriting tenets, a copywriter does more than just write. They sell your brand through creative words.

What is a marketing copy?

A marketing copy, in this case, doesn’t refer to ‘duplicate’ but rather to the actual text created by a copywriter that ends up in your landing page and other promotional scripts like newsletters, blog posts, and social media posts. In other words, your marketing copy is what sells your solutions to prospects out there and persuades them to buy from you. Want to hook more prospects through a compelling sales copy? All you need is a few copywriting tricks to get started with captivating adverts. Remember, copywriting is more than just being a good writer. Additional skills are needed to give you an edge in the creation of brand awareness. Read on to discover more about the copywriting skills and tricks that will turn your website into a powerhouse of traffic conversions.

·         Excellent research and interpretation skills

Who are you targeting in your promotional copy? Your customers, of course. But how well do you know them? You cannot persuade your customers to buy from you if you don’t understand them. The journey to understanding your customers or target audience has to begin with in-depth research. This customer research will lay the groundwork for writing a compelling sales copy. In other words, you will be writing from a place of understanding. Therefore, you need to develop extensive research skills to conduct in-person interviews, qualitative surveys, and focus group discussions. Combining that with excellent interpretation skills will be an added advantage in grasping your customer needs.

·         An understanding of industry topical issues

Understanding your customers is great. Absolutely. But an exceptional copywriter goes beyond that. How well do you understand your brand message, product, or service offering? You cannot market something you don’t understand. To avoid creating a marketing copy blindly, broadly researching topical issues related to your service industry is paramount. This research will reveal to you some of the best and most relevant issues to talk about. Talk about issues that touch directly on your customers’ pain points. A good place to start the research is on your competitors’ sites, Quora, ‘people also ask section’ on Google, as well as Wikipedia table of contents. Seek to make such preexisting content better and more valuable to your audience.

·         Grammar and language mastery

Poor grammar, sentence structures, language, and vocabulary can be a great plague to your copywriting efforts. They all end up hurting not only the credibility of your copy but also your brand. Some customers associate your grammatical errors with a lack of professionalism and trustworthiness even in your actual service delivery. Strong writing, therefore, rides mostly on audience perception. To avoid easily putting off your target audience, ensure you possess a firm grounding in grammar and your primary writing language. Master the basics of appropriate industry vocabulary and sentence structures to communicate clearly and effectively. Your vocabulary is what links your business to your audience. A sales copy with a great sentence structure is easily readable as it systematically guides your readers throughout the copy. You can begin at Grammarly to check the clarity of your copy.

·         Ability to communicate clearly and simply

Your sales copy should, at the very least, be relevant and valuable to your target audience. To test that, ask yourself, ‘Is it clear, concise, compelling, and credible?’ If it passes the test, then you can rest assured your audience will love it too. Always strive to avoid as much jargon, generalizations, fluff, and redundancy in your copy as possible. For example, a copy that states ‘get same-day maintenance response’ is clearer than ‘get a quick maintenance response’ because it provides a definite service timeline. Interpret complex concepts for your audience by showing them how your product or service is going to transform their lives, not just the amazing features it has. The benefits should take precedence over the features in your copy. Moreover, make the copy conversational enough to aid the reader’s understanding and translation. It’s easier for them to relate with the copy when they treat it as an everyday conversation.

·         Headline master

Your headline is the first attraction point of your sales copy. It is also your very first chance to make a luring impression on your reader. The average reader spends very minimal time on your content. If your headline is not compelling enough, chances are, they may never read the rest of the text. In every 10 online consumers, 8 will only read your copy’s headline. The other 2 will proceed to read the rest of the copy. That’s a very poor readership fraction. It may be frustrating when you remember how much time and effort you invested in producing the copy. Well, the problem is that you might have forgotten to invest equally much time, effort, and creativity in crafting your headline copy. Therefore, it is important to keep varying and testing your headlines for visibility and conversions. You may vary the tone or the number of words forming the headline. You may also occasionally use headlines with numbers, questions, or how-to guides.

·         Writing persuasively

As a website copywriter, you are writing to compel your audience to take certain actions in favor of your brand. Therefore, your copy may be grammatically correct, vocabulary sound, and well-structured but still not hit the intended mark. That tells you being persuasive is more than just writing well. You need to present your opinion powerfully enough for the reader to agree. This is where your word choice and customer research come into play. Can your copy affect the reader’s emotions to the extent of downloading and sharing it or signing up for your newsletter? To remain persuasive in your copywriting, always ensure your copy is about your audience, not you. Be specific enough by addressing one pain point at a time. For example, a specific static tagline or headline like 72.23% is more likely to convince a reader than a generic one like 72%. Furthermore, you can leverage customer testimonials, reviews, and attractive offers to back your claims and persuade your audience in a certain direction.

·         Possess SEO foundational knowledge is a core copywriting skill

While you don’t necessarily have to be an SEO specialist to become a great copywriter, grasping basic SEO understanding is crucial in enhancing your website copywriting skills. As you produce your marketing copies, you should optimize them not only for readability and persuasion but also for high rankings and maximum visibility on search engines. Your sales copy may be a compelling one but without getting noticed, it may not reach the intended audience. Therefore, just implementing the very elementary SEO copywriting tricks is sufficient. For example, understanding the right keywords for your particular content niche and updating them frequently might give you an edge in website copywriting. Other foundational SEO tricks you may include are incorporating keyword-infused headings, frequently asked questions, external, and internal links in your copy. All these infusions only serve to enhance your copy for readability by providing additional valuable information.

·         Writing flexibly

An exceptional copywriter appreciates the importance of writing flexibility in turning readers into listeners. As a copywriter, you will be expected to write a compelling marketing copy for wide-ranging products and services. Therefore, knowledge of how to write in different formats and styles is imperative. From time to time, you may interact with content for landing pages, blog posts, social media ads, as well as email newsletters. That special ability to trigger different emotional responses from your audience is what defines a successful copy at the end of the day. For example, if you are creating a sales copy for a pay-per-click ad and fail to align it to the right emotional context or the appropriate emotional trigger, you may never hit your target of clicks on the advert. Therefore, understanding the copywriting nuances of different promotional channels is paramount.

·         Ability to accept feedback

Copywriting is a highly evolving craft. As content begins to rule the world, a prudent copywriter should remain dynamic. One effective way to do that is through feedback management. Because no copywriter is an island, feedback from editors, clients, and peers can enhance your copywriting skills a lot faster than months or even years of training can. Since feedback is part of the copywriter’s learning curve, there should be no room for discouragement. Only learning, learning, learning! Each time you create a copy, subject it to multiple critiques and see how fast you grow in the craft.

·         Brand management

A great copywriter is also a great brand ambassador. Therefore, understanding your brand is a critical factor in producing an excellent sales copy. A good marketing copy is built upon a deeper understanding of what your brand stands for, your company values, and your ethos. From such a foundation you can determine the unique style and tone of the marketing copy. In other words, it’s your job as the copywriter to clearly articulate the personality of the business in a way that builds rapport and trust with your target audience.

·         Be creative

You can’t afford to grow complacent in your copywriting if you want to get into the heads of your audience and convince them to buy from you. Frequently producing fresh and engaging content is important for your survival as an effective copywriter. When you feel dull in your writing, think quickly, critically, and creatively. Start sourcing for new inspiration. You can analyze your competition and seek new angles, ideas, and philosophies from them. Further, use your instincts to fit into your customers’ shoes. Imagine what they would love to hear or derive from your marketing copy to prompt them into a desirable action.

·         Know your niche

You can become a great asset to your business when you discover your copywriting niche. As opposed to writing to a general audience, focusing on a specific niche earns you more copywriting mileage. It gets better when you take a focus area that you have a significant practical background in. For example, if you have been a plumber all your life, producing a construction copy may not come out as naturally as a plumbing copy would. Even though you may use third-party research tools, you may still end up struggling to produce a masterpiece or finish within a set deadline. Finding your copywriting niche easily turns into your stronghold and will always ignite your inspiration for fresh content. It is also a great way of building rapport with your audience because they perceive you as an established thought leader.

·         Understanding your customers’ journey

Do you understand the journey that your prospects go through before finally deciding to buy from you? Without such knowledge, your web copy may not tick as much as you would want. A typical customer journey happens in stages. During each stage, the customer expectations are different from the last. Their emotions change, their relationship with your business evolves, and their motivations also shift. Therefore, as an effective copywriter, you must journey with the customer every step of the way. Your copy’s language must trigger a favorable response from them in every stage of the journey to ensure they are constantly approaching the final purchase. This all calls for you to understand the type of copy required for each stage of the customer journey. That will help you tailor the message to your readers’ intents and emotions at that particular point in time.

·         Performance analytical skills

After successfully producing an excellent sales copy, what next? In fact, how do you even tell it’s excellent? How can you measure your website copywriting success? To do that, you need some basic data analytical skills. As soon as you publish your copy online, you can begin monitoring its performance almost right away. Effective analytical tools like Google Analytics are free and easy to use. You can begin there. This tool will help you gauge the overall response rate and engagement level of your audience. More specific metrics like bounce rate, click-through rate, conversion rate, and content share rate can tell you the impact of your copy and also reveal to you the areas that may need continuous improvement. Therefore, you should never qualify your copy as successful based on creativity alone. Credit it with success because it boosted your revenue by 25% or because of how it augmented the performance of your email newsletter by growing your subscribers’ list from 800 to 1200 subscribers.

·         Learn to communicate value

Instead of using friction words like sign up, book an appointment, create an account, or submit to tell your audience what they have to do all the time, show them what they will get. This way, each time they click on your call-to-action prompts they will be reaching for a reward and won’t perceive the action as extra work or an inconvenience. For example, instead of saying ‘create an account to get a bonus’, simply phrase it as ‘get a bonus’ to trigger the audience to claim the bonus.

Make your web copy tick!

Website copywriting is an essential marketing skill that largely shapes your site’s traffic pattern and behavior. You can pick a few copywriting tricks from this exhaustive list and implement them on your website to witness firsthand the power of words. However, if copywriting is not your primary skill, you can focus on raking in more service calls while a professional copywriter does the creative website articulation for you. To partner with a reliable copywriter, contact us today!
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