3 copywriting tips for the most important pages on your site – WAU
On any corporate website, three pages are fundamental to the sales process: the homepage, the landing pages and the “about”. They are the ones who will present the products, explain why the customer can trust the company and make him perform some action (be it the realization of a purchase itself, the filling […]
On any corporate website, three pages are fundamental to the sales process: the homepage, the landing pages and the “about”. They are the ones who will present the products, explain why the customer can trust the company and make them perform some action (be it making a purchase itself, filling out a form, subscribing to a newsletter, watching a video, read a publication … the action here depends on your organization’s goals). And, for these channels to fulfill their functions, it is necessary to go beyond techniques to attract and retain audiences. It is necessary to convince. Then, copywriting comes into the picture.
Any company that devotes minimal attention to the Digital Marketing strategy does some work to optimize its official channels on the internet. Be it the institutional website, a blog, promotional campaign hotsites, social media profiles, etc. Generally, however, this effort is very much focused on actions that aim to simply generate traffic. The problem is that, in many cases, planners forget that when they reach the page they were attracted to, the audience will need to be convinced to take action.
Copywriting techniques are essential for writing effective texts in the audience persuasion process and they need to be applied to the most important pages of your website. With that in mind, here we have put together some key homepage optimization tips to apply them. Check out!
Your website’s home page is your main “lobbyist” and needs to be thought, designed and built with this in mind. A potential customer who arrives at your channel for the first time (this is the audience that you will have the greatest challenge to win) will analyze everything he can there in that “living room” and will decide to continue or return. Several factors will weigh in this decision making and your business must be prepared to satisfactorily fulfill all (or at least most) of the requirements that that visitor will demand.
You can’t predict what each person who visits your site thinks and the idea that they will form of your business when accessing your channel, obviously. Many criteria considered in decision making, in fact, are extremely subjective. But there are a number of steps you can take to increase the chances of winning that visitor.
Escape commoditized messages
If the most prominent message on your home page is a nice “Welcome”, it’s good to start rethinking it. Robotic messages – the ones you hear and read in any corner, extremely cold and formal – say nothing about your company and waste a great opportunity: that of establishing a more consistent connection with your visitor from the very first contact.
Before you even think about how you are going to present the message, it is essential that you understand what it should say. In that space where the visitor will fix his eyes as soon as his page loads, there must be a guarantee that he has arrived at the right place. You can do this with lean and precise headings about the content that the visitor will most likely be looking for on your website (an objective and direct reiteration of what the company is and what it offers is a good suggestion).
Focus on the prospect
The second step of your homepage should be to make an introduction focusing on the visitor to your site. Direct all communication to him, highlight him in his speech and avoid any institutional approach to the company at this stage. The space is short – it should have a maximum of two paragraphs, but, preferably, be summarized in two sentences. So, optimize it. The goal at this stage is still to hold that potential customer and one word is extremely powerful in the persuasion process: “you”. Leave the “me” and the “us” for another time.
SEO is for robots
Obviously, you will need a search engine optimization job to ensure that the public reaches your site. And in that effort, keywords play an important role. But it is necessary to understand that, in the text that the visitor will read, the words must be organized in order to transmit a persuasive message to a human being. Therefore, exaggerating the terms dedicated to attracting traffic so that cohesion and coherence are compromised is a serious problem.
2. Landing pages
These pages are the key to conversion. First of all, they need to be integrated into the visual pattern of the entire site, as well as following the same tone as the speech on other pages. Remember that throughout your website your company takes on a persona who communicates with whoever is on the other side. If in each space it is placed in a different way, it can confuse its visitor and make it difficult to guide him to his final goal, whatever it may be.
Once again, the title
Just like on your homepage, the title of the landing page needs to establish an immediate connection with the visitor, ensuring that he has arrived at the right place. He needs to be lean, but he has to say everything necessary to make it clear to the audience that there is, in fact, the solution that was pointed out at the origin of the traffic generated.
Nothing to point the way. Deliver what the visitor wants.
The landing page does not have the function of guiding, presenting the company or explaining what your business is. Its central function is clear and objective: to deliver what the visitor is looking for. Therefore, be careful when choosing texts and images and in their arrangement. Your audience will reach your landing pages attracted by something that will look interesting and, in many cases, will present itself as a solution to a problem.
These “baits” can be banners on other sites, a search result or a post on a social network. Regardless of the source, your page will need to continue the process started and meet the expectations generated. In general, she must explain what is the solution that your company offers, why she is the best option for your prospect and thus put the product or service in question in his hand.
Without a ride
On a landing page, you need to be focused. If she is dedicated to selling a product, let her sell that product. Trying to establish connections with other subjects, taking the visitor to external pages or even wanting to take advantage of that contact to offer something else can put everything at risk. It is necessary to have a focus and lead the visit to a single objective that is very well established and clearly stated.
3. The “About”
This should be one of the most widely read pages on any company’s website. But they are often a problem and it is not difficult to have them as exit pages for visitors. For the editors, this page is also a great challenge.
Don’t necessarily talk about yourself
Yes, this is the space where the company must present itself. But she cannot forget, even in this space, that the focus of communication must be the prospect. And, even on a page dedicated to institutional information, visitors will expect to find answers to their needs.
On your “About” page, present your business and talk about it. But always conduct your speech in order to explain what your company has to offer. As much as you make a historical rescue of your organization, the presentation text should not be a mere biography. Always try to contextualize with what you intend to offer.
Don’t be boring
Resorting to the storytelling technique can even be interesting for your presentation page. But it has to be done in an interesting way. If reading starts to become a sacrifice, your visitor will leave. Avoid vague adjectives, which say nothing about the company or what it can offer.
Videos are valid, but be careful
Using a video to present the company can be efficient. But caution is required. The content, like the text, must be objective. And even so, some text information should be offered, as not all readers will be interested in watching a video to get the information they are looking for. Also avoid automatic play. The visitor must have his right of choice respected.
As you saw in the topics above, there are several ways to optimize the main pages of your website and the more tips we present you can apply, the better. Of course, you will need to understand your audience and know which alternatives work best in communicating with them. What matters is to achieve the desired goals.
How about starting the job right now? Get to work!