Writing texts for your website can be a lot of work. We often hear from customers that it is more work than they expected. A text must be effective. Although if the web design is beautiful and the text is not convincing, your website gets little success. The text can thus make or break a website. Without proper texts, your website is not complete and you get little from your investment.
As an entrepreneur, you should make sure that your website visitors purchase your product by reading your website text. The text will have to convince the visitor of your website to take action.
Writing convincing texts is also called copywriting. Copywriting is a separate subject. That’s why it’s good to keep this in mind before you get started with writing texts. The most important thing is to match your message from the point of view of your (potential) customer. When you understand the motivations and desires of the customer, you can adjust your text accordingly.
Copywriting is really nothing but telling a story. People want to be captivated by a story. If you only sum up facts, they do not get involved quickly. A story always generates a certain emotion: it hurts someone or makes someone happy. The art is to write a story that gives your (potential) customer the feeling that it has been written for him or her.
Tips for writing convincing web texts
In order to write convincing website texts that provide more customers, I have prepared the following 5 tips:
1. Focus on the visitor (not on the service or the product)
Your texts must be aimed at your site visitor and his or her needs. Of course, you want to promote your product or service, but focus only on your visitors. They will not invest their time in reading a long list of features of your service or product. Talking about benefits can be a lot more useful for your website visitors. In addition, they will immediately speak to you. Therefore, write about benefits and not features.
Also, make sure you make an important promise at the beginning of your text (with your title and the first paragraph) that tells your site visitor what the benefits of the product or service are. Do not let your visitors wonder why they actually read the text.
Finally, consider what kind of person you want to engage with your website. The more general you hold your target audience, the fewer people feel accustomed to. It’s important that you define your audience as specific to yourself. Website visitors will purchase only if they feel like you understand them.
2. Speak with your visitor personally
Make sure you appeal to the visitor with ‘you’ or ‘your’. This makes the text a lot more personal and creates a tire faster. Therefore, make sure you do not keep the text too general.
My advice is to look at your text as if you are talking to a person. A general rule is that at least 80% of your text must be written in the second person (you or your).
3. Be Real
It’s important that you pass authentically towards your (potential) customers. People now know all the advertising sons and seek more authentic connections with the businesses they are doing. So it is very important to be yourself.
Keep this authentic aspect in mind when writing your texts. If your text sounds like an old-fashioned ad, it’s probably not a good text. Talk to your visitors as you would talk to your neighbor. People do not want to communicate with a robot or an exaggerated seller. Additionally, it can be of great value to tell your personal story on your website. If people feel that they know you, they will do business with you.
4. Keep it Simple
One of the most important rules of copywriting is to write plainly and simply. Only this type of text will come directly into your (potential) customer’s brain.
Make sure you carefully read the text and remove all words that are unnecessary. Fill in words such as ‘very’, ‘very bad’, ‘terrible’, ‘terrible’, ‘fantastic’, ‘awesome’, ‘delicious’, ‘important’, and ‘special’. They do not add much to your text. It will surprise you how many words you can delete without changing the message of your text. So count every word. In addition, it is wise to use sentences that are not too long or too complicated. Make sure your text is read smoothly.
5. Use Strengths
There are several words that are scientifically proven to be of great persuasiveness. These words are called power words. Below are my top 5 key words:
You – People like to be recognized. As described earlier, I recommend that you always personally address people.
Free – The word “free” does something magical with our brain. If you can promise one or more free extras to your customers, this could lead to easier purchases.
Direct – The human brain is very focused on immediate fulfillment of needs. So if you let your site visitors know in your text that you can quickly fix their issues or quickly meet their needs, they will soon pass on to purchase.
Because – Use of the word ‘because’ is very powerful. People are more likely to be in a queue when they use the word “because”. This is even the case when the reasoning is not logical. For example: Can I use the copier because I have to make a copy?
New – If something new, please let me know. People are often happy with new products or services.
So far these are the 5 tips for writing web texts that can help you in gaining more customers. If you have something more to add to these tips, please leave a comment.