I’ve been spending quite a bit of time analysing the content on websites in response to a chorus of complaints about website profitability.
A typical comment is:
“I’m spending a lot of money on SEO and advertising, but visitors come to my website and leave without taking any action.”
The unspoken complaint is,
“I’ve spent a lot of money on my website and it’s not making me any money.”
With a few exceptions, most of it this content is well written by qualified professionals who are experts in their field. The content gives plenty of information about the business, the qualifications of the staff, and the services they provide, but it doesn’t give the reader any good reason why they should spend their time, effort, and money contacting this business.
Did You Write Your Own Copy?
I’m not talking about the blogs you should be publishing each week to attract organic (unpaid) traffic to your site. I’m talking about the core copy that should tell readers about the benefits they will gain if they work with you.
There are three serious problems with writing your own website copy:-
- Errors of grammar, spelling and poor phrasing (not always a problem);
- The difficulty of describing your own business in a way that appeals to your prospects; and
- Ignoring principles of direct response copywriting that generate response.
You see, copywriting is not just about putting words on paper – it’s also about:
- Psychology – finding the ‘buttons’ that will make your prospects take action;
- Headlines / Email Subjects – choosing ones that will work for your audience, and testing to see if there is a better one;
- Subheads and Leads – discovering the ‘hook’ that will compel your readers to keep reading;
- Body Copy – explaining the reasons prospects should buy and answering their objections;
- Offer – describing an offer that will make your prospective buyer anxious to engage with you;
- Call To Action – creating a persuasive call to action that demands an urgent response;
- Purpose – knowing what you want your prospects to do, so you can measure your success.
Great copywriters create website, brochure, and direct mail copy that acts like a waterslide – once you step on at the top, your only option is to keep reading until you arrive at the bottom – where you should find clear directions about what to do next and a compelling reason to follow them. They also have a group of other direct response copywriters with whom they conduct peer reviews of their copy to get feedback.
A good writer and a good direct response copywriter are not the same thing.
What is Direct Response Copywriting Again?
Copywriting is a broad category encompassing journalism, biography, billboards and other advertising slogans, grants and proposals and similar items designed to provide readers with information or raise their awareness.
Direct Response Copywriting is a particular field of copywriting designed to provoke readers to action. You’ve read it in fundraising letters from charities and non-profit organisations, in sales letters and packages for products, on web landing pages that keep you scrolling down for ages.
You may have wondered – Does anyone actually read these things and take action?
The answer is a resounding ‘Yes’. I’ve seen the statistics and these pages are extremely effective at converting readers into buyers. One of the key factors that defines direct response is the emphasis on measurement and testing – mostly of dollars, enquiries, and appointments.
Of course, you don’t want your website to look like a sales letter all the way through, but you still need to make sure that your core website attract the attention of your ideal prospects.
You probably throw a hefty pile of ‘junk mail’ into the bin each week – and that probably makes you say “Printing materials is just a waste of money. No-one reads them.” You’re wrong! Most of the ‘junk’ mail that gets thrown out unread is exactly that. It’s not meeting a need, or it’s so poorly done that it would only attract a person who was really desperate for that service. We’re not talking about the flyers that move straight from your letterbox to the recycle bin.
Quality Direct Response campaigns pay off. That’s why big companies like Google invest in them!
While great graphics are important to attract attention and admiration – they rarely give readers a compelling reason to take action. That’s the job of your copy. Next time you are tempted to complain about your website cost ask yourself:- “Why would anyone reading this actually bother to contact me?”
You need to tell your readers why they should take action, and not just assume they’ll figure it out – and it has to be a reason that resonates with them. Most websites that are unprofitable are too much focused on your business, and not focused enough on your prospect’s needs and desires.
If your website isn’t earning its keep, and you’d like some advice and copywriting assistance contact me and we’ll discuss potential pathways.