What’s the difference between a website that generates 1 or 2 leads per week and one that gets 15 or 20? Often times, it boils down to the website’s copy. Make no mistake. The wrong words or a poor tone can drive prospects away to your competition. So, what can you do to make sure that doesn’t happen? You can start by following these copywriting tips.
1. Use a positive tone—Using positive words instead of negative ones can make all the difference in the world. Here’s an example:
Negative copy: Air cargo shipping is expensive and time-consuming. ABC Shipping, Inc. will help eliminate the headaches of shipping. You’ll minimize your costs and reduce your hassles.
Positive copy: Maximize your savings! Free up more time to grow your business. ABC Shipping, Inc.’s air cargo shipping services are 100% guaranteed to get your packages to their destination in tact and on time.
Granted, this is a highly oversimplified example, but the point is using negative words can frighten your readers and inadvertently cause them to create a negative association with your business. There’s a reason Staples says “That was easy” rather than “It’s usually difficult. We minimize the hassles.”
2. Have a personality—With the explosion of social networking, the web has become a very personal space. You need to use these same principles of showcasing your personality on your website. Remember, many of your visitors will have no idea who your company is or what you’re about. To them, you’re a faceless business who might be located across the country. Use copy that captures a conversational tone and creates a distinct personality for your company.
3. Keep your copy tight—If you can effectively deliver a point in 1 sentence rather than 4, do it. Less is usually more in writing.