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How to write websites so people will buy

Written by: Paul Lock

Article Overview: Eight ways to make your web copy compelling

How to write websites so people will buy

If your website copy isn’t clear, customer-focused and persuasive, people won’t stay on your site and they certainly won’t buy. A well written site can say more about your company than an expensive Flash graphic ever could.

Here’s eight ways to make your web copy compelling.

1. Set your objective

It’s critical that you’re absolutely clear about what you want your website to achieve. What are the two most important things you want visitors to do? Do you want them to buy, to sign up for a newsletter or contribute to a discussion? Decide on these before you write anything.

2. Put the user first

If you want to charm someone, do you spend hours talking about yourself? Of course not. People are interested in people who are interested in them, so always make sure your copy is written from your users’ perspective. Identify their needs, aspirations, anxieties, hopes and fears and give them benefits which address those emotions. Try to identify a clear market niche and focus your site and its copy on that niche’s interests.

3. Keep it clear and multiply your profits

It’s essential that you learn to write in plain English or hire someone who can. The culture of the net is intolerant of legalistic jargon and obfuscation – or in cruder terms, ‘bull’. Even more important – you’ll make more money. Studies have shown increase in sales of 400% when copy is re-written in clear language!

I’m a copywriter myself and the tool I use to check my copy is Stylewriter, the plain English software. It works like a spellchecker except it identifies long sentences, passive verbs, sexist language and so on. .

4. Stay relevant and keep your readers

There’s a salesman’s saying – ‘the more you tell, the more you sell’. What this means is the more you tell that’s informative, relevant, persuasive and benefit driven, the more you sell. Websites tend to get scanned not read, so it’s vital that you break your copy into short chunks and highlight key points.

Avoid long rambling paragraphs and structure your site so that users can quickly find key content. Use sub-heads to help navigation; colours, fonts and background shading to give emphasis.

5. Grab attention

Start every page with a compelling headline. If your headlines are dull, people won’t read on. This doesn’t mean you have to use tabloid sensationalism. Simply address your readers’ interests and emotions and look for ways of presenting content that gets them excited.

‘New, Revealed, Discovered, How to’ are examples of words and phrases that have been working since marketing was invented. Don’t ignore them, use them when they’re appropriate.


6. Look professional

The standard of writing on the web is generally inferior to that appearing offline. Poor spelling, grammar and style are instant signs of bad management and lack of attention to detail. If grammar isn’t your strong point, get a colleague, friend or proof-reader to check your text.

Present your copy neatly and don’t force your readers to scroll horizontally to finish a line – keep line length down to about 65-80 characters. Avoid clutter on the page so that readers don’t get distracted ESPECIALLY on the pages where you’re closing the sale! If readers can find a reason not to decide on a purchase, they’ll often cop-out by following another link.

7. Scan-proof

You’ve probably come across websites where paragraphs of text have various words and phrases highlighted in bold or colour. This is called scan-proofing. It acknowledges readers’ tendency to skim web content rather than read the whole text.

To work well, the highlighted words need to link so that they form a rough sentence of their own. I use this technique on my websites and highly recommend it. You’ll definitely make more sales – I know of sites achieving 30% increases after applying this technique.

8. Test, test and test again

Selling on the web is a form of direct marketing. Traditional direct marketers – the successful ones – test everything they do, over and over again.

Having defined the objective of your site, you can test headlines, offers, body copy, design, colours and ordering processes. Only test one element at a time and allow enough time to measure the results.

I know of sites where a simple headline change increased ‘click-thru’ by 35%.

If you need help writing your site, mail me at paullock@incisecomms.co.uk.

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