Effective Copywriting 101:

Writing marketing content isn’t easy. Even professional, well-educated, experienced writers struggle to form their ideas into a cohesive structure that speaks to a customer’s needs. Whether the content is utilized on a website, brochure, letter, print ad, or video script, writing for the purpose of marketing is a different kind of writing style than most people have been trained in. Every medium necessitates a unique approach, so let’s take a look specifically at writing copy for a website.

Website visitors want their question answered, want to hear your message, want to learn what they can learn and want to move on. With a website, you have unlimited space for content, but must accommodate the incredibly limited attention-span of average visitors. You’re 40 seconds into this article and I know you’ve already started to lose interest in what I’m writing, and have most likely scanned past this paragraph in hopes of learning something truly useful. You’re looking for something of value, for my take-away message, so you can move-on to the other 19 things which demand your attention before lunch.

One of the most essential components of effective copywriting is directly and succinctly communicating your message. I’m sure you’ve heard that before, but what does it mean to “communicate your message”?

• Identify the reason someone is coming to your website. Literally write a document with a heading “Why is someone visiting my website?” and list possible reasons. Addressing those reasons with your copy is your primary job.
• Remember that every product or service must fulfill a need the customer has in order to generate revenue. No need, no interest, no sale. Get clear on what need your customer has. Identify them in writing and make addressing them the primary function of the content.
• Identify and list your desired action(s) or result(s) from the visit to your website: Is it to receive a phone call? Maybe to make an online sale? Is it to build your reputation or increase brand association? Each page of a website should only direct a visitor to one action. Too many choices dilutes the message and fails to effectively lead the reader to the desired result.
• What experience do you want the visitor to retain after they’ve left the website? Do you want them to feel excited about your product? More informed and confident about questions they had pertaining to their need? More familiar and connected with you? Maybe at ease, or perhaps even more anxious? This is where understanding relationship marketing is essential, something we cover in more depth in other articles.

With this information you have a framework to work within; you know what message you need to communicate. Now you get to the harder part, which is actually trying to put these concepts into written form. Here are some important points to consider:

• Most website visitors average around 10 seconds on a homepage. Format your content in a way that’s easily scanned and easily digestible in a short time. Keep paragraphs short and place the thicker content deeper into the site where you know someone has more investment and interest in reading it.
• Use bullet-points to isolate key information, knowing that may be all someone reads on their first scan.
• Write as if you’re speaking to a person, as opposed to submitting an essay: Relationship-building should be a goal in all communication.
• Repeat key messages and information.
• Provide overview information along with links to more detailed information for visitors who may be interested in learning more. 
• Repeat key messages and information.
• Get loose with grammar rules. You’re interested in creating the right form of relationship with the reader, not getting an A on your exam. 
• And lastly, repeat key messages and information.

Remember that effective copywriting is a skill. Just because you can speak and spell doesn’t mean you’ll be fantastic at distilling and communicating your message effectively without lots of practice. Consider consulting with a professional, especially until you gain more confidence with this unique form of writing: When you place a dollar value on every visitor to your website, it’s easy to see the return on investment of utilizing processional help.