Every business is different.
Each business is a unique blend of its founder(s)’ visions and values, the industry in which it operates, the services or products it offers, the customer it targets… you get it.
As a website represents a business, this means every website is different. Right?
And yet, despite the differences that make each website unlike any other, there are non-negotiable features every website should have to do its job well.
What job is that? To captivate and capture an audience.
The right audience.
Keep reading to discover the 7 must-have features for irresistibly good website copy.
#1 Address your customer’s pain points
Ever been perfectly at peace, minding your own business, when someone mentions a problem you’ve been facing and instantly – all the emotions come flooding in?
Nothing draws the attention of your target customer or client like highlighting a key problem or challenge they can relate to. Introduce this as early as possible in your home page or sales page copy to hook them in from the start.
Empathise with their pain and use words or phrases to trigger certain emotions in response to the problem. Maybe you’re a skin care brand offering a solution for clear skin – identify with the insecurities of suffering from acne. Maybe you’re a weight loss brand offering a solution to lose weight the healthy way – identify with the frustration of no longer fitting into your favourite jeans.
Help your target customer feel seen. Show them you understand.
Empathy is a powerful way to build connection.
#2 Present your offer/solution
A simple, well-known copy formula you can use is called PAS: Problem, Agitate, Solution. After you mention the problem and stir up associated emotions, you offer a solution – a way for your target customer to overcome their problem.
Highlight how your business solves your target customer’s problem or meets a particular need.
Use language that speaks directly to the person reading so they feel as though your solution is for them.
Appeal to their desired future state – show or describe how your offer will help them achieve their dreams or goals. Counter the negative emotion stirred from highlighting the problem with positive emotions that come with discovering there’s a solution that will take away their pesky problem.
Here’s an example of PAS in action for a car wash that provides at home services:
[PROBLEM] Is your car looking filthy but you just don’t have time to take it to the car wash?
[AGITATE] Queuing up at the car wash can be a time waster, especially when you could be doing something more productive.
[SOLUTION] At Nomad Car Wash, there’s no need to wait. We come to you. You score a clean car and get to spend time doing the things that matter.
#3 Share benefits for your customer
When you have a stellar product or service offering, it’s easy to just rattle off your features and believe they speak for themselves. They don’t.
By only identifying features, you leave your audience asking, “so what?”
For every feature of your offer, mention a related benefit for your target customer. It’s the benefits that will appeal to their emotions.
For example, here’s some copy I wrote for a client, offering an online portal and app solution for their clients’ members:
We understand convenience is key [empathy]. The solution is easily accessible to members on any device [feature], allowing members to make and implement decisions in one place [benefit].
White label customisation [feature]. Built with configurability in mind, you can build a solution that’s right for your product offering and aligned with your brand [benefit].
#4 Use social proof
If you’ve got customer testimonials and reviews – use them! If you haven’t – request them.
Featuring customer feedback is an effective tool to leverage the benefits of social proof.
Let’s pause for a moment. What is social proof? Social proof is a term introduced by Robert Cialdini and follows the idea that people validate their actions/views through comparison with other people and tend to act accordingly.
Using things like testimonials, client logos, “as seen in”, and social follower counts helps to build trust and tells people you’re the real deal. People trust other people before they trust a brand.
#5 Feature an “about” page
Building on the last point, an “about” page is a great place to feature the person or people behind the brand. People connect with people.
So, include a page or section in your website copy that covers your brand story, purpose and values, and introduces your audience to…well, you. Why did you start the business? What is your main goal? Why should they choose you?
Give enough information to help establish trust and authority, but not too much to overwhelm or cause them to get lost in the detail. An “about” page is harder to write than it seems!
#6 Include calls to action
This is one I’ve mentioned multiple times on my blog, social media and in my emails – calls to action are a must!
Some people won’t act unless you tell them to.
We all need a bit of nudging from time to time, right?
Use calls to actions to get your audience to take a desired action – buy your product, sign up to your email list, contact you, request a quote, download a book…whatever action aligns to your objectives.
A few tips for writing your calls to action:
- Keep it clear and concise
- Create urgency so they act right away (“now”, “today”, “don’t miss out”, “for a limited time only”)
- Lower the risk to get them over the last hurdle and increase their likelihood of acting (“cancel at any time”, “start a trial”, “free”, “no obligation”)
#7 Offer a way to connect
For some readers, the copy on your website may not answer all their questions or they may prefer to connect with the person behind the brand before they buy from or engage your business.
Give these people a way to connect with you via another channel. You can feature your contact details on a separate contact page or in the footer of the website, to appear at the bottom of every page.
Does your website copy include these 7 essential features? If not, it’s a great place to start to uplift your website copy today! If you’re already all over it, try asking yourself these ‘5 simple questions to help you instantly improve your website copy’.
And if you need a copywriter to help you write website copy with impact, contact me and let’s chat.
Oyelola is a freelance copywriter based in Sydney, Australia. She writes empathy-powered copy to help financial services and purpose-driven brands attract the right people, so they can leave a mark, build a community with shared values and create positive change. For targeted tips on how to craft a magnetic message using the power of words, sign up for her monthly emails here.