5 Tips For Writing High-Connecting Website Copy
Want to write high-connecting website copy that encourages engagement (and sales) but struggling to know what to say or where to start?
If you want to reach like-minded clients who adore what you do and are excited about your services, you've got to know how to communicate your message clearly and compellingly.
I'm not talking about persuasion tactics that speak to their unconscious mind or trick them into buying something they don't want or need, but connecting with their hearts and minds in a way that makes them say, "Wow, I’m so glad I found you”.
1. Clarify your intentions
Before you write any piece of copy, ask yourself, Who am I writing this for, and why would they care?
Depending on what you're writing, you may have different intentions and reasons for each piece. For example, if your ideal client lands on your home page and your message resonates, what would you want them to do next? Most of my clients would say something like: schedule a discovery call, subscribe to their newsletter or enrol in their course, etc.
Start with the end in mind and spend a few moments reflecting on the following:
What do you want to say?
Why do you want to say it?
Who do you hope will hear it?
How do you want them to engage when they read it?
2. Be clear
If people don't know what you're offering, or your point-of-view isn't articulated clearly and in a way your reader can relate to, they're not going to connect with your copy or anything you’re selling.
If your writing is too vague or broad, it'll water down your message and will fall flat on even the right clients. If it's laden with jargon, your prospective clients won't get it, and it'll go over their heads. If your message is messy and the structure of how your copy is laid out, it can also affect the clarity and quality of your message.
By wireframing your copy (purposefully organising how the words on the webpage are displayed), you can control the whitespace on the page to ensure your reader's eyes get a break and prioritise the most important blocks of text.
3. Use your client's language
One of the best ways to hone your copy is to think about who'd be the best fit for your offering. It can be a past or current client, a friend or someone you think would be a match-made-in-heaven fit for your services. Channel their energy, then write as if you're having a heart-to-heart conversation with them. How are you speaking?
How does your ideal client describe what's troubling them in a safe space to talk about it? What language do they use?
Sidebar: For my anti-niche rebels, I'm not asking you to exclude anyone, but rather focus on the person who’d be the best fit for your offering. You wouldn't want to work with every type of person, nor could your work benefit everyone on the planet.
4. Be a human being
Show your personality; you're not writing a workplace policy or a resume. This is your permission slip to toss out most of the rules your 9th-grade English teacher taught you. Be conversational and write personally; people want to know there's a real person behind that logo.
5. Invite the reader to engage with you
Invite people into the conversation or tell them what you want them to do next. Include a CTA (call-to-action) and ask people to subscribe to your newsletter, book a call with you, enrol in your course or comment on your post.
Ask questions that spark engagement, and always keep your copywriting relevant to the people you want to serve.