Web Copywriting: 6 ways to engage your audience

There is often a great disconnect between the content on your website and your audience because it’s written in an impersonal manner. The difficulty of trying to sell a product is that you can’t touch it therefore the words you use have to do all the work by getting the visitor to take action and buy the product.

To engage your readers you need to imagine having a conversation with the person sitting opposite you. Only after you’ve personalized your web copy send it to the rest of your audience. They’ll think it was meant for them because your content was personable.

6 ways to engage your audience in a conversational manner

1. Get into the mind of your target audience

Instead of writing from your own perspective think from the viewpoint of the customer. Think of their needs, wants and desires then write copy that addresses them.

2. Avoid using corporate speak

I see this often used on websites as fill-in content for their web pages. This means the author has not tried to think from their customer’s perspective.

Example

Which of these 2 sentences appeals to you the most?

“Our company will create the most beautiful design for your business website”

or

“What if you could attract more clients by designing a business website that grabs attention and makes visitors want to return?”

Obviously the second one because it emphasizes the main benefit ( attract more clients) then gives the reason why.

3. Tell a story

When reading the newspaper the writer often starts the news with a story. This is because it immediately draws the reader into the content. Only after conveying the best part of the story do they convey what the news is about. You can do the same when writing copy for an article or content for your website.

4. Ask questions

Begin your content by asking several questions that may be on the mind of your customers, then answer them in your main content. Questions stimulate your customer’s curiosity.

5. Raise a controversial issue

Start off with a controversial headline ie “article maketing is dead” then give the reasons why people think this is true. Provide an alternative solution in the body of your content.

6. Pros and cons

You may know the saying “there are many ways to skin a cat.” People often get confused by all the choices available online then end up not purchasing anything because they can’t make a decision. Pointing out the pros and cons of a product then offering your recommendation places your customer at ease and helps them overcome their indecisiveness.

Next time you write web copy place yourself in your customer shoes so you can think from their perspective instead of your own. After you have completed your copy read through it several times then ask yourself if you would buy this product.

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