9 Simple Tips for Writing Persuasive Web Content
It’s a common mistake.
Even experienced web writers make it.
When writing your web copy, who do you
think of?
Do you picture a potential customer
reading your text? And do you think about what makes him – or her – click?
That’s what most web writers do.
They treat their web visitors like
human beings who like to read.
They treat their web visitors just
like readers of printed text.
But that’s wrong. Completely wrong.
Because web copy is totally different than print copy.
Web copy is
scanned. Or glanced at. Not read.
Your web visitors are hunting for information or products. They
make quick decisions without thinking.
So how can you persuade web visitors
to take action if they don’t read your text?
Let me explain…
Below follow 9 tips to write
persuasive copy for the web.
Ready?
1. Treat your web visitors
like wild animals
Your website visitors behave like wild
animals (source: Jakob Nielsen’s Alertbox).
They’re hunting for information or a
product to buy – just like a hungry panther hunts for his next meal.
When a panther sniffs a scent trail he
quickly decides: will the scent trail lead to a good meal? And will it be an
easy catch?
Your web visitors consider the same
two things: Does your website offer what they’re looking for? And
can they find it easily?
A hungry panther doesn’t like wasting
time to catch a meal. And your web visitors don’t want to browse around your
website for several long minutes to find the product they’re after. They want
to find it quickly.
Just like the panther makes a fast
decision whether to follow a scent trail or not, your web visitor decides
quickly whether your site is useful or not. So, if your site looks complicated
with a lot of options to choose from, they click away to check out another
website.
Web visitors quickly glance at your
web page before guessing whether they’re in the right place or not. They don’t
need to know for sure. They just want to make a quick decision.
If your web visitors only glance at
your website, how do you get your message across?
2. Put your most important
information first
Writing for the web is completely
different from writing an essay or a paper.
An essay might go like this: First,
explain what you’re going to discuss. Then, present an overview of the
literature. Next, discuss; and finally draw your conclusion. The most important
point you make is in the conclusion – at the end of your essay!
On web pages you have to do the
opposite: your most important points always come first.
An example: you’re looking for a new
red three-seater sofa. When you arrive at a website you want to see it sells
sofas. And secondly, you want a search box, so you know you can quickly find
out what the red three-seater sofas are like.
Or say you’re looking for a copywriter
for your website. Maybe you’re looking for someone local, so you need to see a
copywriter is based in Manchester which is nearby. Or maybe your copywriter
needs to understand medical terminology, so you like to see a headline like copywriting
for the medical industry.
Information that’s most important to
your web visitors is often a simple statement of what you do. Once they
understand what you do, they might want to know some important details. And
then – maybe they’d like to know some background information.
Journalists call this way of writing the
inverted pyramid. In newspaper articles the most newsworthy
information comes first before details and background information. Even if you
only read the first paragraph of a newspaper story you still understand the big
picture.
It’s the same on your website. Your
customers want to know the big picture first. Basically: What do you do? Or
what can you do for them?
3. Don’t try to be clever
or creative
On the web it’s rare that a reader
hangs on to every word you write. He doesn’t have time. He’s in a hurry because
he could check out several other scent trails – websites –
instead of wasting time trying to figure out what you do.
Simple statements often work best.
When I look at
a Web page it should be self-evident. Obvious. Self-explanatory. ~ Steve Krug.
Clever phrasing requires people to
think. And asking people to think, doesn’t work on the web because web visitors
are hunting – they don’t have time to think. So, keep your web copy as simple
as possible.
Write as if you’re writing for a
12-year old because that makes your copy easy-to-follow. And be careful with
jokes unless you’re absolutely sure your target audience will get them.
4. Write for scanners
How many people read web pages?
Hardly anybody!
[What most web
visitors do] is glance at each new page, scan some of the text, and click on
the first link that catches their interest or vaguely resembles the thing
they’re looking for. – Steve Krug
Research suggests that only 16% of
people read web pages word-for-word. Most people scan. (source: Jakob Nielsen’s Alertbox).
How can you write for scanners? A
check list:
§ Does your headline communicate what you’re about?
§ Does your image caption communicate a sales message?
§ Do your sub headlines summarize your key points?
§ Do easy-to-scan bullet points reduce wordiness?
Your web visitor is hunting for information or products. Ensure he
can understand your most important information by just glancing at your web
page.
5. Use
familiar words
As Web
readers, we are hunter-gatherers once again – only this time, instead of
scanning the horizon for prey, we scan pages for care words. When we see
these words, we click, we act. ~ Gerry McGovern
Imagine
you want to fly to Bangkok for a holiday and you’re looking for a cheap flight.
What will you search for: a cost-effective flight, a low-fare, or a cheap
flight to Bangkok?
Nobody
searches for cost-effective flights. As Tool shows cheap is what people
are looking for:
Most people search for cheap flights
Care words are the words people are looking for. We often like to
make ourselves sound better than we are. We try to embellish what we do. We try
to sound scientific, fancy or special. But your web visitor is looking for
familiar words – care words – because they’re the scent trail that tells him
he’s in the right place.
6. Write for
lazy people
Just
like the lazy panther looks for an easy catch for his dinner, your web visitor
doesn’t want to make an effort to read your text.
Make
your copy easy to read:
§ Use short paragraphs – four sentences max
§ Use short sentences – twelve on average
§ Skip unnecessary words
§ Avoid jargon and gobbledygook
§ Avoid the passive tense
§ Avoid needless repetition
§ Address your web visitors directly—use the word you
§ Shorten your text
How
short should your text be? Steve Krug recommends you get rid of half the words
on each page, and then get rid of half of what’s left. That maybe an overly
demanding target, but give it a go. Set yourself a challenge and make your text
as short as possible.
7. Expect
people to arrive anywhere on your website
start to finish like a book. (tweet this)
People usually read a book from
chapter one, via chapter two to three and four etc.
Now,
imagine people pick up a book and start reading somewhere completely at random.
Possibly at the beginning of the last chapter, maybe in the middle of chapter
three, or at the last page of chapter one.
That’s
what the web is like. Most web visitors will not start reading at your home
page. They may arrive on any of your web pages.
If you don’t know
where people arrive on your website, go to Google Analytics >> Site
Content >> Landing Pages. You can see exactly how many web visitors
arrived on each web page.
If
each web page can be an entry page what does that mean?
§ Each page should be easy to scan;
§ Each page should clarify to people where they are; and what your
site is about;
§ Each page should have a call to action telling people where to go
next – to read another blog post, sign up for your email newsletter, check out
a detailed product description or testimonial, request a quote or add a product
to a shopping cart.
Don’t
rely on your navigation bar to tell people what to do next. Include a button or
link to guide people to take the next step. On each page.
8. Make it
easy for hunters to find you
Potential
customers are hunting for information or products.
How
can you help them find you?
Lure
potential customers to your website by providing useful information.
That’s how writing for SEO (Search Engine
Optimization) basically works:
§ Answer the questions potential customers are asking;
§ Discuss one key topic for each page;
§ Include links to relevant pages on your own website or to other
websites;
§ Use phrases and words your potential customers are looking for.
Above
all: Be helpful.
9. Make a
visual impression
Web
copy and web design should work together.
You
can’t write your words, you can’t compose your sentences, you can create your
bullet points, without considering how your web page will look.
The
visual appeal of your website impacts the readability of your text; and
influences whether web visitors can quickly get what you’re about.
How
to increase the visual appeal of your web copy:
§ Replace text by photographs or videos;
§ Consider different font sizes – think about people scanning large
text first;
§ Emphasize quotes of customers (or experts) to add credibility;
§ Play around with highlights, bold text,
CAPS, or italics;
§ Break a long headline into a headline with a sub headline;
§ Change paragraphs into bullet points.
Most
importantly: de-clutter. Reduce noise and add white space. Not only will it
make your website easier to read, it will also increase your perceived trust (source: Social Triggers).
The truth
about writing persuasive web copy
I’d
love to tell you that writing persuasive web copy is easy.
But
the truth is that writing simple, useful copy is hard.
Don’t
treat your web visitors like academics who love reading challenging and
complicated texts. Don’t treat your web visitors like lawyers poring over small
print. Don’t be wordy. And don’t show off your extensive vocabulary.
Instead
make your text as simple as possible.
Don’t
try to be everything to everybody. Know who you are and what you do.
If
your positioning is clear, it’s much easier to stand out on the web and to be
found. If your message is clear, it’s much easier to create persuasive web
copy.
Be
clear. Be specific. Be bold.
