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If Visitors Think Your Website Content Is Confusing, Then Write Powerful and Effective Copy
I often hear from business owners who say their website visitors didn't make a purchase because they were confused. They didn't vibe with the language on the site. And let's be real: if they can't grasp what you're offering, they're not going to buy it.
So, why do we see this maze of confusion on so many websites? The truth is writing in a clear, engaging way is more challenging than it seems.
Why some writers struggle to make their message crystal clear:
Amidst all the noise and mixed messages, mastering the art of clear and impactful writing is an absolute game changer. It’s the difference between blending in and standing out. Use these exercises when you want to simplify and amplify your copywriting.
Exercise #1: Get To Know Your Visitors
Conduct interviews and ask the following questions:
📝 Demographic information: name, age, gender, ethnicity, marital status, income, occupation, where they live, and other demographical details for your business.
🌈 Hope: If they had a magic wand and could instantly X, how would that change their life?
💀 Pain: What’s your #1 challenge when it comes to X, and why is it so challenging?
🚧 Barrier: Tell me about the last time you did X, what was preventing you from Y?
Use this information to write web copy and promo materials, and repeat this process for every new product, service, or offering you create.
Exercise #2: Talk Before You Write
🎙️Record yourself speaking naturally about your content.
👩🏽💻Transcribe and edit the conversation into your website copy.
📈 A/B test the new content for improved results.
Exercise #3: Reduce Cognitive Load
🚮 Ditch the fluff. Examine your copy, you’ll find a surprising number that doesn’t serve any purpose and eliminate them.
👯♀️Tighten up sentences by keeping subjects and verbs close.
📸 Ask yourself, “If this was a movie scene, what would I point the camera at?” Then, use action verbs to describe it.
🔗 Structure sentences with clear interactions between the reader and the company. Instead of "Our skincare product is designed to improve your skin's texture." Write, “We put our heart into crafting this skincare product so you can glow up that silky-smooth skin!” In the revised sentence, "we" (the company) is the living entity doing the action (crafting the product), and "you" (the reader) reaping the benefits (with smoother skin).
👏🏽 Use sentence fragments giving your copy a natural and relatable tone, exactly how you want your copy to sound.
😎 Use slang; it’s basically a way to chat in a casual and relaxed way, without having to drop f-bombs. Also replace “You are” with “You’re”, “They are” with “They’re.”
Copywriting Tools:
Now, Turn Your Insights Into Action:
Choose one specific piece of copy your working on, what specific strategies can you apply to optimize it? Copy and paste the section into a doc and try it out.
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