Writing Website Copy: Five Ways to Write Engaging Copy That Drives Conversions

It wouldn't be wrong if we said that the main medium of content being consumed these days is the copies available on websites. In fact, the article you are reading right now is an example of a web copy. As the main mode of online content is in the form of blogs, articles, and guides, it has become imperative that no expense be spared in refining them to the highest degree. This is particularly true as websites are in a constant state of competition with one another, and that makes it all the more important to write copies that not only stand out but also convert.

Ideally, the copies written on your website need to grab the attention of its readers as quickly as possible. There isn't really much time that can be spared, as if your articles just beat around the bush, there is a good chance that visitors would end up leaving. There needs to be a force that keeps them in place until the end of the article. Even then, you need to make an impression on your readers which is so profound, that they read more than an article while they're on your website. What you are looking for is content that not only attracts but also engages.

Imagine a student having to read a poem or book as part of their academic requirements. Regardless of how you look at it, there is a greater likelihood of the student reading just enough of the material to pass, than to read it thoroughly and understanding every meaning. Website content is exactly like it, in the way that once the objective of the reader is complete, such as in an instructional guide, they are likely to leave your article. For that reason, making your content as concise and detailed as possible is the way to go, and gives readers a reason to continue reading.

Writing compelling copy is a hard thing for beginners, but that doesn't make it impossible. If you scroll down below, you can take a look at five ways to make your copies engaging and memorable for all readers.

Tailor your content

Before you start to write content for your website, you first need to keep in mind the audience the content is being written for. You simply cannot expect to write a general piece of content and expect it to engage with all audiences. Instead of taking the general route, it is much better to write content for a specific niche audience. You need to think of your content as medicine designed to cure illnesses. According to the symptoms and mechanisms, the medicine is supposed to target those specific areas only.

A major component of writing effective copies is to factor in the age of the audience that is going to be reading them. If you use words the younger generations aren't accustomed to, your message would simply go over their heads. Additionally, your content needs to be supported by infographics and illustrations to add a creative flair to your work.

Use emotional power

If you've ever had an argument, or have participated in a debate, you will be aware of how much emotions can matter. Although it is against the codes of an argument, emotions are often the main factors that decide the course of a message and are responsible for the tone of your copies. In many cases, the only thing holding people back from making a purchase and availing a service is their emotions, and if you leverage their power effectively, it's game over for the competition.

When writing any copy, it is a good idea to write like a human and not as an automated system. In case you had taken the help of online content writing services, you would've noticed that the content they write is from the heart, and not the mind. Although their papers make perfect sense in terms of logic, they have an emotional part that resonates with all those who read it. 

Properly word your text

You might have been told at a certain point in your life that it isn't what is said that matters, but how you say it. That proverb holds immense weight in the world of writing, as the way a message is presented can make or break its effectiveness. Akin to a magnifying glass, your text needs to direct readers to your message and make them understand it for the copy to be known as engaging. Otherwise, there is no use of writing copy after copy when your words don't have any weight behind them.

Having a strong vocabulary, paired with knowledge of the target audience, is crucial in deciding the course of your copy. Now, this doesn't mean that you can use the most difficult version of a word and consider it fluent, but rather its position and the seriousness of the matter. Naturally, professional documents would require professional terminologies, while casual copies can be written exactly as you speak.

Make it urgent

One of the most effective ways of writing engaging copies is to create a sense of speed and urgency. From a rational perspective, the more you push someone towards your intended direction, the more likely they are to move towards it. Similarly, the message you deliver shouldn't be a mild suggestion at your reader's accord, but a quasi-strict message that is perceived immediately. It shouldn't be so threatening that a reader runs away, but should be subtle with a firm resolve. Typically, you want this statement to be a form of foundation for your call to action, which is explained in detail in the following section.

To create that sense of urgency, you can include phrases and words such as ''limited time offer'' and exclusive. Additionally, you can also tease readers by keeping the quantity of service limited and may also include a counter that shows the remaining positions left.

Have a call to action

Imagine that you are at a restaurant, waiting for someone to come by to take your order. You notice that the establishment is quite busier than usual, and as a result, the restaurant is quite understaffed. You wait for a minute, which soon turns into 20, and there is no sign of a waiter. You decide that enough is enough and barge out of doors. In this situation, the problem isn't that the restaurant was busy, but it is the fact that you didn't bother asking. An answer is usually given in response to a question, but expecting an answer without question is the wrong way to think.

Instead of leaving a blank suggestion at the end of your article, it is much better to leave an active call to action. If you are promoting a service, or selling a product, there is no better way than to leave instructions for your readers to follow.

About the Author

Hailing from Australia, Gabriel has been interested in the online world from the days of dial-up internet. In fact, her position as a content specialist is as a result of her infatuation. He believes that as languages evolved from their primitive forms to what they are now, the internet is a catalyst for an unprecedented rate of evolution. He has authored and edited content for many high-profile publications and has been in the web content industry for more than a decade.