We should use the strategic approach. It’s stating the obvious, but communicating with your online clientele as a website copywriter is different. You can’t see your customers. You can’t gauge how they are reacting to what you say, your products, your prices, anything. With this in mind, and assuming you’ve already done some due diligence research into your market, here are some simple digital copywriting tips and strategies to make your content more engaging and effective.
The power of using ‘you’
Remember, as a website copywriter you’re talking to a person – one customer, not some vague group or demographic. Personalize your copywriting by using ‘you’ to address your audience. ‘You’ immediately means you’re talking directly to the person who’s in front of their monitor looking at your website. You’re engaging with them as an individual, while also giving your content a warm and inviting tone.
This is especially helpful if you’re used to copywriting more formal documents, such as official letters and contracts instead of advertising or marketing material.
Become The first person, not the third
You can usually tell when a company has written their own marketing or website content in-house – more often than not, inexperienced website copywriters write in the third person. Rather than ‘we’ their copy refers to the business by its name, subsequently referring to the business as ‘it.’
For example:
“Globital Media is an International Digital Marketing Company with their market centres throughout the world. Its reputation for excellence is unparalleled.”
This is a copywriting mistake.
It can be confusing and misleading, especially in situations where you’re talking about partnerships or alliances with other companies. Before you know it, your reader doesn’t actually know which business ‘it’ is. This simply doesn’t engage your reader. It gives your copy a detached feel. Using ‘we’ and ‘our’ and ‘us’ in conjunction with ‘you’ create a more immediate link between your business and your online audience, like so:
“Here at Globital Media, we’re one of the world’s leading digital marketers, with an unparalleled reputation for excellence. You’ll find our market centres throughout the world.”
Ask questions
People like to be asked questions. Questions make you feel important and involved. That’s why using website elements such as feedback forms or email surveys as a two-way conduit for dialogue with your customers is so effective. By involving your customers and asking for their input, whether it be feedback on your website or recommendations on what products they would like to see, you’re developing a relationship.
Use your imagination
Imagine you have 10 seconds to make the right impression and convince them to find out more about what you and your business has to offer. What do you say? Just as importantly, how do you say it? By going through this exercise, you’ll find it easier to write more convincingly, and that’s half the battle when it comes to having the effective website copywriting skills.
If you follow and adapt this copywriting strategy and skills that are effective and will give you positive results in the form of success.