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Best practices for writing content on your website

Jag Chohan
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What makes copywriting and content great?

In this post we go into detail on some useful tips and strategies you can use today to improve your google ranking and drive conversions so you can grow your business!

1. It's about the customer, not you or your product

Write from the point of view of the person who needs your product (not yourself). The article should tell them what's in it for them and how you plan to fulfil that need. State clearly what problems they have now and why they should buy from you and not anyone else.

2. Sell benefits – not features

People don't know what they want until you show it to them! Don't talk about all the wonderful things your product can do; instead, focus on how those features will benefit prospective buyers' lives. Give readers a clear picture of how their lives will be improved if they use your product.

3. It's simple and easy to read

People are busy, they won't have time to read a lot of words. If you're writing about complex technical products or subject matter, make sure that the content is easily understandable for any reader.

4. It focuses on how your company will save them time/money – not just money

People don't buy products because they're cheap – that's an obvious benefit but it doesn't grab people by the ears! Talk about what makes your product better than anyone else's in this category and why it would help customers realise their dreams faster or with less hassle.

5. It uses emotion and stories to connect with readers (not data)

People want to know what your product means to them. How will this product change their lives, positively or negatively? It's always better if you can tell a story that shows how customers like the prospect feel.

6. It tells readers how easy it is to use your products and/or why they don't need to be experts in order to enjoy its benefits

Don't make people think; give them all of the information they need up front so when they're ready to buy, there are no barriers between them and making the purchase decision.

7. It doesn't sound forced – it sounds natural!​

People respond more strongly when you treat them as real individuals instead of marketing slogans, personalise messages whenever possible (e.g. mention a person's name if you're sending an email campaign). Think of what "likes" or endorsements might say about your product – and write that instead!

8. Contains multiple calls-to-action that guide readers based on their motivation (e.g. buy now, learn more)

Give people several options for how to proceed after they've read your copy – but don't overdo it! Keep CTA buttons and links unobtrusive, use popups, microcopy in emails, and footer links with care so as not to scare away visitors from the page or make them feel overwhelmed when they visit other parts of your website.

9. Includes evidence/testimonials

People want proof that your product is trustworthy (not even celebrities are exempt from this common sense rule!). Include reviews, social media posts and comments from customers who are happy with your company.

10. It uses numbers – not just words

Numbers have enormous persuasive power; always quantify what you're saying for a stronger impact on readers' decisions. Add dollar signs whenever possible to impress upon your prospects how much they stand to gain by buying from you!

11. Demonstrates high quality before visitors buy​

Don't show people that your product has all of the best features until they see it in action! Use high-quality photos, video and testimonials to describe the finer points of whatever you're trying to sell. People want to see what they will buy before they commit to purchase.

12. Shows the best features first​

Most people browse before buying; make sure that your best features are right up front! No one wants to read through endless pages of fluff just to get to the good stuff – give readers a taste of why they should buy from you immediately so that when they're ready for more information, it's easily found.

13. It tells visitors how easy it is to buy (to not scare them away) and where/how much products cost

Make it simple for buyers by giving pricing details all in one spot – don't force them to click through several pages or call a number just to find how much they'll have to spend! Offer payment plans and delivery options as alternatives for those who need them.

14. Includes a no-pressure guarantee

Everyone is wary of being scammed; if someone feels even the slightest bit uneasy, they're not likely to buy from you – so remove any doubt by offering an ironclad guarantee that covers every aspect of your products' usefulness and high quality.

15. It includes social media share buttons below the fold (people want to be cool!)​

Any successful copywriter knows that people are more likely to read through whatever it is they're trying to sell once everyone else in their network has approved of their purchase ("It's what my friend John would do," is the rationale most often used when people make buying decisions).

Include share buttons so that buyers can quickly and easily tell everyone they know about their helpful product!

16. It includes a call to action at the end of each page​

Give readers a reason to proceed further into your website by explaining to them what's next in terms of content, products or offers. Tell them "if you've read this far, then you'd love these other things we have for sale (or whatever)." You're urging them along without being pushy.​


Those are the best copywriting practices I could think up.

I hope they were useful! If there are any others out there, please feel free to share them.

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