The first question that must be answered by a web copy is this: What is the ultimate goal of my client’s website? With the answer, you get a direction of what to write. Some websites aim at getting at a purchasing traffic; some want their visitors to signup for updates, newsletters or freebies. Suffice it to say, any virtual assistant tasked at copywriting must have a deep understanding of the website’s targets, if not the whole business goal of their client.
Many website owners actually write their own copy. For them, it’s an easy task as they know their customers and possess apt marketing experience to do the specific writing. But there are online business owners that don’t have that much time to write their web copy; others aren’t as confident with their writing skills. So they need to have an experienced and excellent copywriter. To cut costs, they often hire virtual assistants with copywriting skills.
So what are the big ideas to writing an effective web copy?
1. Understand and study the customer profile. This means knowing the needs of your website visitors. Such information could be provided by your client (online business owner). It mostly includes traffic demographics, like age, gender, financial status and residency, among others. Find out more about what are the priorities of these customers, including their needs and desires. Knowing these would help you write an interesting and informative copy that pulls the targeted customers and web visitors.
2. Highlight the benefits. A good tip to presenting the advantages of products and services is making a quick-read copy. Customers don’t have time for long, verbose content, more so with a copy which they know is an effort to make them buy! So you must indicate the benefits presented in the most brief, concise and unique ways. The idea here is to give visitors a quick understanding of the benefits they will get from what the site sells. It should be the same way if your client targets building a larger traffic.
3. Make a hard-hitting selling position. These are a few sentences that encapsulate the edge of your client’s business; it is composed of phrases that make their offered product or service way different and above all others. Otherwise known as the unique selling position (USP), it must be the first thing that website visitors see when they land on the page. At the same time, it must be powerfully written so that the selling position sticks to their psyche.
4. Make sure the search engine loves the copy. An effective copy is one that has keywords that are likely searched, not just by visitors but the big and smaller search engines alike. To ensure this, be aware of your client’s keywords. As a virtual assistant, you might be tasked at doing the research as well. These keywords are then included in the meta tags, file names and links to keep the search engine coming.
5. Use a personal writing tone. Remember reading a copy that seemed to be talking to a scientist? You definitely didn’t want to read more although you wanted the product, right? What makes a powerful copy is one that talks from the heart. So make sure you write in a personal, informal and fun manner. The copy that seems to be your bestfriend talking is much more effective than your high school grammar teacher. Believe me!
6. Mind the copy structure and content. An inverted pyramid structure always works wonders for readers. Have the headings and subheadings provide priority information, and then support them with a few more lines. Simple, organized sentences are the way to go for an effective copy. Never be wordy for it turns off readers; don’t put any fuzz because it just confuses the readers. And then lastly, be serious with your editing and proofreading. You’d want to produce an effective copy and your client wouldn’t want their website looking unprofessional.
So that’s about it! Jumpstart your copy writing skills now. Spend an hour or two of this day studying websites and assess their copy writing. At the end of it, you’d know which have effective copies and which ones need improvements.