If you run a business website, your words need to pull double duty. Not only must they communicate key information, but they also set the tone for your brand. Mastering the art of writing compelling web copy is vital to connecting with visitors.
In this post, I’ll share tips I’ve learned for crafting website text that sells without feeling salesy.
Ditch the Dry, Corporate Jargon
First things first—toss out the stiff, formal language that gives most websites an overly corporate vibe. Don’t just robotically describe your company or products.
Instead, visualize having a casual conversation with a customer. Use natural phrasing you’d use in speech. Write like you’re explaining your business to a friend for the first time.
For example, a financial advisor could say “At Smith & James, our fiduciary responsibility is the foundation of our wealth management services.” Or, they could say “We always put your best interests first. Think of us as your personal financial advisors who want you to reach your money goals.”
The latter sounds approachable and human. Ditch the fancy jargon when plain language will do.
Sell the Benefits, Not Just Features
Many websites fall into the trap of simply listing product features or services offered. “Our software has capabilities A, B and C” or “Our packages include X, Y, Z.” This sterile approach causes readers to zone out.
Shift the focus to benefits. Explain how your offerings improve lives or solve problems. Tell readers what they stand to gain. Help them visualize success thanks to your solution.
For example, a software company could say: “Our time tracking software integrates with popular project management tools.” Or they could say: “Never miss a billable hour again. Our time tracker automatically records activity across apps so you can focus on the work, not the busywork.”
Paint the Whole Picture
Don’t assume visitors know anything about your business. Avoid industry jargon and explain concepts clearly. Fill in all necessary context to help readers understand your offerings and value.
Pretend you’re introducing your company to a novice. Explain who you serve, what you do, and your origin story. Share real customer stories to make the benefits tangible. Break down complex details into easy-to-grasp tidbits.
Make It Relatable
While explanations are important, you also want to connect with readers emotionally. Use examples they can personally identify with. Show how your product or service fits into their life.
Rather than keeping things abstract, get specific. For a tax prep service, explain “We’ll help parents of new children maximize child-related credits to get the biggest possible refund.”
Give visitors that “aha” moment of seeing themselves benefitting.
Cut the Fluff
Resist the urge to cram every keyword and talking point into every page. Be selective. Tighten up sentences by removing unnecessary words. If a point doesn’t directly serve your message, toss it out.
Streamlining your copy clarifies the core idea you want readers to take away. Plus, concise writing feels fresh compared to rambling text.
Choose the Right Words
Every word choices matters. Specificity and simplicity are key. Use words tailored to your target audience. Avoid overly complex or formal phrasing when casual language would suffice.
Limit marketing buzzwords and hype. Explain how you provide value in a sincere, down-to-earth manner. Ultimately, visitors want content that sounds human, not salesy.
With a few revisions and focus on the right tone, you can transformlifeless website copy into compelling words that connect. Conversational writing that highlights real benefits will make communications way more effective.
- Looking to enhance your WordPress forms even further? Our guide on Enhance WordPress Forms with Gravity Perks provides insights into the powerful features Gravity Perks brings to the table.
- For a comprehensive understanding of form customization and user engagement, explore both Save Time and Elevate User Experience with Populate Anything and Unleash Content Customization Magic with GPL Guru.
Q: What is the best way to make website sound less corporate and stiff?
A: Write like you’d talk to a friend! Use casual language you’d use in everyday speech. Dump the fancy jargon and be approachable.
Q: Why focus on the benefits instead of the product features?
A: Features does not mean much alone. Explain how you solve real problems for people. Paint the full picture of how you improve lives.
Q: How can I connect emotionally with the visitors?
A: Use specific examples they can personally relate to. Don’t be abstract – show exactly how you fit into their life.
Q: Is the cramming in keywords important or not?
A: No at all, avoid keyword stuffing! Only keep info that directly supports your core message. Cut fluff to improve readability.
Q: How do I avoid sounding salesy?
A: Use sincere, down-to-earth phrasing vs hype and buzzwords. Clearly explain your value in a human way. That beats salesy!