When it comes to getting more customers online, persuasive copy is hugely important.

It’s not enough that someone read your website content and simply like it. They need to read it and take action. It needs to be powerful and convincing. The good news is this type of writing may not be as hard as you think.

You don’t need to be a best selling author or carry some advanced degree, to give your reader the appropriate nudge. Instead, all it takes is a little empathy and some basic writing skills. Step out of your shoes for a minute, and consider the situation from your readers’ point of view. What do they need to make it work?

Write Right Sell Now

The elements of persuasive copy:

  • Identify your readers’ problem – Your reader has some sort of problem they are looking to solve. When you can identify with that problem, you establish trust. You show understanding. They had a reason for landing on your web page, and you’ve shown empathy by telling them that it’s OK, and you understand. When they trust you, it’s a lot easier to show them that you have the solution.
  • Clearly articulate the solution – Once your reader has seen that you understand their predicament, it becomes easier to offer the solution, but you have to be articulate. It’s important that you leave the advanced geek-speak aside for this point. Tell them what you have. This is your 30-second elevator speech in writing. It’s time to provide value. A new roof to protect your home. Auto body expertise to protect your car. Copywriting to communicate your message. A new computer. You’ve identified the problem. Tell your readers how you’ll fix it.
  • What’s in it for them? – This is an important step. Let’s say you’re in the business of selling computers. Don’t just tell your readers about the storage or the RAM. Tell them how many tabs they can open at once. Tell them watching videos or playing video games is a breeze. These are the benefits. The benefits are what’s in it for them.
  • Build some credibility – If you manage to hook people to this point, you’re doing awesome, and you should be close to the sale. Right now, though, your reader is probably wondering who you are. Put them at ease. Tell them you got this. Tell them how much of your product you’ve sold, or how long you’ve been providing your service. Show them that you’ve seen situations like theirs before. This is why an about page is so important. A photo is incredibly important for sealing the deal as well.
  • Tell people what to do next – This is the difference between good copy and great persuasive copy. If your web page drops off before people know what they’re supposed to do, they may be on to the next search result. If you provide them with a call to action that shows how their lives will be better after contacting you, now, you have a chance at some conversions.

In addition to these steps with the copy, you should really make it as easy as possible for your reader to contact you. Make sure your contact information is readily available. WordPress makes it easy to put a contact form on the bottom of every page. There are options out there to make communication convenient.

That’s really it. The steps to persuasive copy are manageable for any writer or business. Don’t make the mistake of assuming people will land on your website and just call. Make sure that you are taking the time to craft your business’s message in a way that your audience will relate.

If you look at these tips and decide that writing your web page content just isn’t for you, that’s ok too. I’d love to help with your next website or landing page project.

Matthew Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right – Sell Now. 




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