Writing website copy begins with understanding the reader. Of course, people are different. Yet much of the time, their emotions, problems and aspirations are remarkably similar. Particularly if they have just landed on your website homepage. The mere act of clicking through to a website – whether through advertisement, search engine result or social media platform – has already filtered a group of people. It is now a matter of conversion.
For this, the hierarchy of your messages needs to be considered. Think of it like a conversation, moving the reader from what they are thinking when they land on the website homepage to what we want them to do by the end of it (e.g. buy a product). It needs to unfurl, proceeding naturally from one point to the next. After each piece of information, the reader’s response must be thought of as: “Ok, I understand, but what else do I need or want to know to buy this product?”
In terms of space, the top 10% of it should grab the reader’s attention; the remainder should then convince.
An example of a message hierarchy is spelled out below. But conversations can be very different. It always depends on what it is about. So, you need to consider the product and the audience and pair it with the most appropriate message hierarchy.
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Headline message
This is the 10% enticer. It is the headline text, perhaps connected with an image or graphic that helps reinforce the words’ meaning. Make sure it matches the message that brought them to your website homepage, piques their interest and draws them further down the conversion path.
It must also match the visitor’s stage of awareness of the product – i.e. how well do they know the type of product? Is it a version of a well-known product but a differentiated type, or is it a new kind of product all together? Do you need to outline the problem it solves before describing the solution?
If the visitor has come from a specific ad, you should also consider a tailored landing page. You can then target your messages more accurately: if you know where the reader has been, you can more likely predict their frame of mind.
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What is it?
This is where you start to convince. Imagine the visitor asking you these questions (in bold). First up, the customer usually wants to cut to the crux of the product. Pull out the most important elements and state them succinctly.
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Why is this relevant to me?
What can it do for them? What problems does it solve for them? Are there other people out there with similar needs or desires, or have they found the solution?
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Does it really do what it says?
If so, how does the product do it? This could take the form of a demonstration or simple instructions.
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Why should I trust you?
This is the space for testimonials, reviews and ratings. Some products and audiences may be more receptive to personal messages; others to aggregate data. Test different strategies for the same page and see what works.
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If I believe you, then what?
Any visitor who is at this stage need to be told what to do next. Now is the time for a call-to-action button, like ‘Order Now’, to propel the visitor to the desired action.
Style considerations
Keep it as brief as possible. This does not necessarily mean short: the necessary information has to be there for clarity. But if it can be said in less, it should be.
That may seem a little tautological. But delivery of messages in the right proportions simply comes down to understanding why the consumer is looking at your project. Is it an impulse buy? If so, they likely won’t need a great level of detail. But if it’s something the customer is willing to spend considerable time mulling over, more detail may be required; for instance, if it is delivering an experience that the customer needs to be specific, or if the product is expensive, they may want to know more to satisfy any doubts.
Use the second person in your copy where possible. It helps to move the experience of the consumer and draw them further down the conversion path. It also feels more conversational and personal. Tie the message to the visitor; build a specific idea in which the reader can easily imagine themselves using it, solving their problem. The stronger the image, the stronger the reaction.
Sticking to some rules can be useful to help keep your copy focused. But beware their allure. An excessive fixation on principles can look formulaic. If yours does, the reader will simply think, “another one of these”: the precise opposite of standing out from a crowd. Instead, allow yourself some flexibility and creativity when writing.
