Tips On Improving Your Copywriting Skills For Your Website

You have a fantastic website, complete with the perfect design and look. However, you notice that not many people are visiting it, and are now worried about what the problem could be. You may even start doubting your designs and want to revamp it, but hold on. There are a few things that one can change to their website to make it perfect and convert the customers into potential leads. One of the things that you can do is to upgrade your copywriting skills to engage with the visitors, help you sell your products and boost brand awareness. Below are some online copywriting skills that will work wonders for your website.

Put A Spotlight On The Customers

One of the main tips that one has to know is that the visitors will feel more at home if you put a spotlight on them and their needs, and not you. Most people forget that the customers are the main priority and end up talking about themselves for the whole time. They forget to focus on what the customer needs. You have to speak to a feeling that is already there in the visitor, for example; if your website is about clothes, you need to invoke memories of how good it felt having new clothes on Christmas or the holidays. Another example is if you are selling hair products, you have to speak to the frustrated person who has had a bad hair journey over the years. By putting a spotlight on the customer, you will be more likely to get their attention. Focus on what makes them tick, and you will be a step closer to having that great website with massive conversions.Have A Powerful Headline

The headline you write will speak volumes on the content that you have. If the content overshadows the headline, then there will be a problem since the headline attracts many people and people will ignore it if it is weak. They will, therefore, end up not reading your content. One of the ways to horn this skill is by doing extensive reading and see how journals, magazines and newspapers prepare their headlines.

Write In An Easy-To-Read Format

It is important to have articles that are easy to read, for all types of people. Some of the ways you can do this are by having shorter paragraphs, several subheadings in the blog posts, and using bullet points to draw the attention of the reader to relevant content. Many people will tend to scan through your content; therefore, it is prudent to ensure that they will want to read more in that short time.

Be Persuasive

When copywriting, it is essential to be persuasive about it. There is a reason why people block sales pitches but will listen to stories. The truth is that people love stories; hence they are willing to stay late into the night for a good story. One of the ways one can use this is to tell stories in their blog posts. Stories tend to transport people to other places of their imagination and will keep them glued for long. You can include some suspense to catch the attention of your readers, to leave them eager to know what happens at the end. Using stories can do wonders for your website, as you will be able to connect with the readers on a more personal level.

Copywriting skills are fundamental especially when it comes to improving your website. It will turn the visitors to your website into customers in no time. As seen above, the simplest way to do this is to focus your spotlight on the customer, their aspirations, goals, and problems. This way, they will feel acknowledged and will connect with you more.

Video Transcript:

Marketing Strategy : How To Write Copy That Turns Website Visitors Into Customers

Peanut butter is one of those things that gets the mind going in interesting directions.

Hey there, It’s Marie Forleo and you are watching MarieTV, the place to be to create a business and a life that you love. Now, if you’re looking for some small tweaks that you can make to help you connect more powerfully with your customers. This is the episode for you. Today’s question comes from Dr. Cheryl, a clinical psychologist and couples therapist, who is also a member of B school and the copy cure. Now, I was cruisin through the member comments, when I found Dr. Cheryl’s question and I thought it was the perfect opportunity for some copywriting before and after. Dr. Cheryl wrote,”Hi! Everyone. I created my site 15 months ago without the benefit of this program. I love the design of my site. I wanted it uncluttered, welcoming and not overwhelming but I know I need some changes. Any constructive thoughts.”

Now you guys know me. Of course, I had some thoughts which I’m going to share with you in a moment. But here’s what’s really great for you. These ideas are applicable to virtually anyone who uses words for their job or their business. And they’re all based on a subtle but important shift that instantly helps you connect better with your audience and likely increase business.

It’s called the Spotlight Method and it’s based on one simple idea. In business, the spotlight can either be on you or your customers. Meaning if the spotlight’s on you, the focus of your words is likely on your passion, your cleverness and your goals. However, when you shift that spotlight over to your customer, the focus of your words is on the people you serve, their problems, their aspirations, and their goals.

Now, unfortunately most of us get this wrong especially when it comes to our writing. Generally speaking, we all shine way too much of that spotlight on ourselves and not enough spotlight on our customers. But, in business, we know our customers want to feel seen and heard and acknowledged. So, an easy way to do that is to make sure you’re putting them in the spotlight and that’s what I’m gonna show you how to do. So we’re gonna walk through a few specific changes we can make on Dr. Cheryl site so you can see what I mean.

So as you can see Dr. Cheryl was right. She has a beautiful, clean, modern, uncluttered website which is great and she has a big bold header when you first land on our site. This headline reads,”Dr. Cheryl is the go to modern day guru of mindful loving.” Now from a spotlight perspective here’s the problem. This headline is about Dr. Cheryl but it doesn’t really contain a benefit or a hook for her visitor who’s likely on the site because they need some serious relationship help. I mean maybe they’re on the brink of divorce. Maybe they’re feeling shameful or broken or embarrassed or at the end of their rope. The point is if they’re coming to this website. They’re probably saying I need help with my relationship. They’re probably not saying I need a mindful loving guru and I told Dr. Cheryl this. I don’t even know what a mindful loving guru is. I mean, of course, I can guess. But the fact that we, as a visitor, have to decode that makes us work just a little bit too hard and that tells us the copy is about Dr. Cheryl, not about her customer. So you might be asking what’s the fix. Well using the spotlight method we can write some new headlines that are more customer focused. Now these aren’t perfect but they get us moving in the right direction.

First up. “Need relationship help? Let me help you get your love back on track.” Or, We can try this one,”Get the passionate playful relationship you want, I’ll show you how.” Or, how about this one,”Relationship in trouble? Let’s get your love life back on track.” Instantly, we see how these headlines are more customer focused than Dr. Cheryl focused, right? I mean if we have relationship trouble and we land on this page. We’re much more likely to feel like Dr. Cheryl understands us. She empathizes with where we’re at right now and she wants to help.

OK, so let’s move on. Another place we can make some customer focused spotlight method improvements is the Navigation. So let’s look at our current navigation. We see about mindful loving, about Cheryl, What I have to share, Blog, news and events and connect. So, while about mindful loving and about Cheryl aren’t so bad. This, what I have to share is really about her. So what would happen if we rethought this navigation from our customer’s point of view. If we really shifted that spotlight. So think about it. What is your customer looking for? How can we help her find what exactly she wants to find using words that are simple and clear and customer focused. I took a stab at a simpler navigation inspired by the spotlight method and here’s what I came up with.

Simpler right! So first up, I’m starting with About, since that’s something we all understand and look for. And under About, if we want we can put a dropdown that talks about, About Dr. Cheryl then maybe, About the Methodology, and if she has them. Perhaps, testimonials from couples she’s helped. Next, I put the word Services which is also customer focused. It’s something people who want to hire a therapist are probably looking for. Again, we can easily add a dropdown for in-person therapy or virtual therapy if she offers multiple services.

Next up, you’ll see I put Couples Workshops. Once again, customer focused language. Then I thought about a word like Resources, which is simple and clear copy that speaks to what her customer might be looking for. Now, there we also might want to consider a dropdown and list simple subcategories like Blog or that’s where she can put Upcoming Events, Books, DVD or audio programs if she has them. And then finally we’re ending with Contact, which is much more clear and customer focused then Connect. I want you to remember this. When it comes to effective copywriting, especially for your navigation, clear and customer focused beats clever or cute every day of the week. So those are just a few simple shifts inspired by the spotlight method that can help put more of the focus on Cheryl’s customer, instead of her.

Hopefully, you can see how this one subtle shift in your focus can help you write better more customer centric copy thereby allowing you to create a stronger connection with your audience. Now, if you enjoyed this and you want to learn even more ways to improve your copywriting. Go check out the copycure.com. It is a phenomenal writing course that teaches you how to write copy that makes your audience feel seen and heard and understood. Which is the most important and overlooked aspect of a meaningful and profitable business. And if you ever forget remember this tweetable.

The secret to a meaningful profitable business is putting the spotlight on your customers not on you.

Now I would love to hear from you. What’s one piece of copy on your website that you can use a spotlight method on to shift the focus away from you and onto your customers. Take a stab at changing it and give us the before and after in the comments below. Now as always the best conversations happen over at Marieforleo.com. So, go there and leave a comment now. Once, you’re there be sure to subscribe to our email list and become an MF insider. You’ll get instant access to a powerful audio training called, “How to get anything you want?” You’ll also get some exclusive content and special giveaways and personal updates for me that I don’t share anywhere else. Stay on your game and keep going for your dreams because the world needs that special gift that only you have. Thank you so much for watching and I’ll catch you next time on MarieTV.

*The information above does not constitute legal advice or opinion, nor is it a substitute for the professional judgment of a qualified attorney.