Any business with an online presence will require good copywriting for their website.
The term copywriting is often used to refer to any type of marketing copy that has the ability to persuade readers to take a desired action, such as to purchase a product or to subscribe to an email newsletter. Common examples of marketing copy include product descriptions and landing pages on a business website.

Good or bad copywriting can make or break whether a prospective customer buys your product or not. Your product may have some excellent features and benefits, but if you have not successfully convinced your prospect emotionally, he or she won’t buy it.

Here are some copywriting tips to help maximize your chances of converting your website visitors from prospects to customers:

Avoid “Me Marketing”

Avoid “me marketing” that focuses solely on your company’s great attributes or your own achievements as a business owner. A brief mention of these will reassure readers that they are dealing with people that know what they are talking about, but at the end of the day, customers are more interested in whether or not your product or service can help them solve their own needs, issues and problems.

Convince Prospects from the Emotional Perspective

You may try to sell to a prospective customer the many redeeming features of product. For example, imagine that you are trying to sell a state of the art fitness machine to your prospective customers. You might try to highlight to your prospect the many outstanding features of your fitness machine such as programmable settings and the use of high quality materials.

However, your prospective customer is only concerned only about how the features of your product help him achieve his wants and desires. His emotions will come into play when making a decision as to whether or not to purchase your product – you must take the benefits and features of your product and excite your customer about how they will help him get what he wants.

In the example cited above, the buyer looking to purchase a state of the art fitness machine may be focused on reducing fat in his abdominal area. If you can make your customer believe that the benefits and features of your product will help him bust through his stomach fat quickly and effectively, and get your prospective customer looking lean and mean in no time at all, then you are well on the way to making a sale.

Put Yourself in the Shoes of your Customer

As a business owner, you need to communicate the benefits of your product to your prospective customers. You can list all the great features that your product can offer, but if it doesn’t create the right emotional trigger in your prospects, it will be hard to convert them to customers. How do you increase your chances of finding the right trigger? By knowing more about your customers.

Try to collect some demographic information about your customers. Some useful questions to ask include the following:

  • What are your prospective customers like? For example, what is their annual income, where do they live, what are their hobbies?
  • What are their issues? What problems are they trying to solve?
  • Why would your product be a solution for their problems?
  • What do they find important in a product? Are they price or quality sensitive? Do they want high tech solutions, or easy to operate instructions?

Most good copywriters recommend putting yourself in the shoes of your customer to give you a better chance of understanding their emotional triggers. Knowing the right information about your clients greatly improves your chances of successfully doing this.

Well executed copywriting can be a powerful means of eliciting a direct response from your prospects to purchase your product. Poorly written copy can have the same effect in the other direction. Remember, it’s all about the customer, not you – so take the time to find out more about your prospective buyers.