What is Web Copywriting: (A-Z YOU NEED TO KNOW)Eric Merlin
If you want to inspire the world with your words and take action such as clicking appealing emails and web pages to sell your products, this is the right place you have landed. Yes! You can grab your seat and read this article if you want to publish web pages, videos, or emails that will steer you to amazing results. This useful article will walk you through the principles of web copywriting.
For your ideas to pull through the modern era of the internet, you’ve got to be able to use inspiring words to impress the readers to take action and buy your products. Undoubtedly you need to know about web copywriting!
One can excellently write if one is aware of what is expected from him. This article will enlighten you to write in better and inspiring ways to practice web copywriting.
1: WHAT EXACTLY IS WEB COPYWRITING?
Text is all around us, in the magazines, books, in the mailbox, and on the webpages. Somebody has to write the text present everywhere.
In marketing, the word copy refers to the content written for the people to market a product effectively to attract potential customers to take action. The action here is either ordering the product, buying the membership or the service, etc. as a result of the tempting content written to market the product. The web copywriting is literally making the copy to instill an action.
Web copywriting is the art of using language to promote or persuade. Yes, it is all about two things-Writing and Action. It is not writing for expressions or connecting emotions, though they always help to inspire action. It is writing for action.
Design, SEO, content marketing, growth hacking are part of the digital marketing plan, but web copywriting is the adhesive that sticks them all together. Web copywriting lays the foundation for content marketing. Writing inspiring copy enables you to turn your readers into customers.
Amazing web copywriting requires a lot of skills, and one has to face challenges; you cannot just sit and get done with your work. You have to think, rethink and rethink over and over again, which can only be triggered when you read and research before starting. It is like aiming a target before shooting the arrow.
2: WHAT SKILLSET DO WEB COPYWRITERS NEED TO BE SUCCESSFUL?
Today’s web copywriters need to be a jack-of-all-trades. They do almost everything that can inspire readers to take action and turn them into customers.
The foremost skill needed is high-quality, well researched, and refined writing; without this, you will never be able to achieve desirable goals.
A sense of adventure is what makes a Web Copywriter curious about the work he is doing. You tinker into the facts and rip the answer apart to get into the minds of the readers.
After this, you need to have a plethora of resources on your desk. If you are given a task you should know where to dive in and extract your answer.
Once you have the sources now you need to be innovative and create anything completely new even if it is doddery. You need to change the boring industry into a happening sector, ultimately making your product inspiring for action!
A web copywriter should not be worried about SEO, more than that he should focus on the user experience. You need to work on the user’s needs and what users are looking for.
The last skill is writing with empathy, not only you need to be an excellent writer, but you have to bring compassion in your words. You should be able to explore the reader’s feelings of happiness, trust, beliefs, and fears.
If you have all of the skills, you are good to go for the next part of this article!
3: PRINCIPLES OF COPYWRITING
Web copywriting is a handful of rules and principles. While rules keep on changing, like if you compare what was ok in the ’70s may be a pointless rule right now, but principles remain the same throughout. If you comprehend the principles thoroughly, you can write innovatively and leave all the leading lights of web copywriting thunderstruck.
With rules, you can only obey, but with the principles, you can start dancing in the field of web copywriting!
Let’s GET STARTED!
Heres what you need to do before holding yourself tight to the keyboard and start web copywriting. You cannot just think of a movie and make the script ready in one day and hurrah you are done! Wait, why are we focusing on a film right now? It is the same case in web copywriting. You need to work on it and dig deep.
You may want to visualize your reader to think, “How come I’ve never heard of this before? Where in the world was this product before? This product is exactly what I need!”
To fantasize about your reader to think positively, you need to do the following:
Step 1: UNDERSTANDING YOUR PROJECT
The first step of web copywriting project is understanding the product you are selling. David Olgivly brought the winning concept of Rolls-Royce ad after three weeks of ultra-careful study. To succeed, you need to go through a few points in your mind and work on them thoroughly.
#1: Describing your product:
You need to come up with a few sentences that describe your product. They should be catchy but not detailed. It will make the reader jump to the conclusion that he needs this product.
#2: Uniqueness of your product:
For this, you have to brainstorm hard to make your product stand unique to other available products.
#3: The perks your product provides:
Only the uniqueness is not going to bring the readers’ attention; you also need to mention the benefits your product offers to the customers.
#4: Increase the pleasure:
At this point, you will sell the reasons for your product to the readers. The reasons to buy your product as it gives them pleasure or decreases their pain after opting for your product.
#5: Features of your product:
Here you will focus on each feature and their description.
After understanding the product, the next part hits the minds of the customers.
Step 2: UNDERSTANDING YOUR CUSTOMER:
The most central part of web copywriting is the customer as to how successful was the content in persuading him/her is the key. The web copywriting is going to be different for every customer. For example, if you are selling for business executives, you are going to write differently then if you are selling it to stay-at-home mothers.
Understanding your audience, their desires, and fears are necessary.
#1: Who currently buys your product, and why do they keep coming back?
The first step is to do customer research which will allow you to gain deep insights into your customers. You need to know your current customers and the reasons that satisfy them to keep coming back to you.
#2: Who are you willing to sell your product?
This point will make it easy for you to focus on the audience.
#3: Your picture of a customer
The above point focuses on the individual customer to create a detailed image of them.
Till now you have laid a foundation for your web copywriting. Yes, you are close, very close!
STEP 3: WRITING A STRIKING HEADLINE.
Headlines can make or break your deal.
The headline is a part where the readers are compelled to click on your article and give you a chance. Your headline should be unique, specific, and should convey the right message. It grabs the attention of the reader, sets the tone, and establishes the theme for web copywriting.
STEP 4: STRUCTURE OF YOUR COPY:
Structuring your copy is the key principle for web copywriting. It should be in order, and the flow of it should be smooth. You may start with benefits, move on to features, add some stories of your customers, and the problem and its solution. You can slowly move from general to the detail throughout your copy.
Till now, your readers are well aware of your product now you need to guide them whats the next step to convert the readers into customers.
STEP 5: CALL TO ACTION:
This step encourages the reader to take action-buy, make contact, donate, and so on. You need to add the power of persuasion here. The CTA should be clear, specific, and simple. Here are a few examples of CTA.
Congratulations! You have till now written the complete copy as a web copywriter.
The only last thing you need to do is SOCIAL PROOF (STEP#6)
Incorporation of social proof to your copy acts as a cherry on top of a cake. You can use social proof like ratings, media blogs, clients you have already worked with, and social connections.
You have to be practical and add social evidence to increase the rate of conversions by providing authentic material.
Now that you have read the whole article, you need to give yourself a heads up as this piece of text empowers your copy that sprout your business and increases the conversions and response rates.
Good Luck Our Web Copywriter!