Copywriting takes time, lots of time, but the more you focus the better your results will pay off. Also, at least 80 percent of the work is done with pen on paper, not on the computer. That's right, pen and paper. It's much easier to let your mind just let go and not worry about formatting, structure, etc.
To begin, be sure to research your industry online well and make note of websites that drew your attention. Note why they drew your attention. Was it their style of writing? Was it a compelling headline? By the way, don't even think about copying their content and using it. This violates copywrite laws that you and your business do not need to get caught up in. The other reason is your website content should be unique, not the same as someone else's. Search engines value unique content anyway so taking someone else's can actually hurt your search ranking.
Start with this outline below and go one step at a time. You will not only create better content for the web, you will also save yourself allot of time doing it.
- Selling is what you're really doing, so selling must be your focal point throughout. Writing for web pages on a business website IS SELLING no matter how you look at it. However when you sell, don't push the features. Features do not sell much without a personal benefit of those features. For example, if a page on your website was about a certain television model, and a feature of the television is the large screen size, then a benefit of the screen size might be how much better the screen images appear in their living room while watching their favorite movie.
- Next, make a list of how many products or services you have along with their features. Of course with every feature, list all the benefits. Don't skimp on this step either! This is where the majority of your creative genius begins. This exercise will also give you an idea of how many web pages you should create. Your website will be much more effective if each product or service is listed in its own category as oppose to being jumbled altogether.
- Next, take the most important topic on your list that describes your business in general and make this your home page content.
For example, if you are an automotive repair shop, you may have made a list that looks something like this:- -Auto repair (list features, benefits under it)
- -Domestic cars (list features, benefits under it)
- -Import cars (list features, benefits under it)
- -Oil change service (list features, benefits under it)
- -Tune up service (list features, benefits under it)
- Once your list is made and you made an outline of the main theme and sub-themes, their features and benefits, it's time to begin writing. Start with your main theme and remember these 4 main points while you write:
- 1. Attract your customer with an attention-grabbing headline.
- 2. Pull them into your information with highlighted benefits of your product or services.
- 3. Build desire and expand on how these benefits will effect them personally. Build the need.
- 4. Finally, guide them to take action; make a call, click a shopping cart, download a file, etc.
Even though this is not a complete digest of how copywriting for the web should be done, it still should point you in the right direction. Keep in mind, we provide copywriting services for you should you need it.