Writing Website Copy That Sells Products And Makes Search Engines Love My Website

It turns out that writing well really does make your website rank better for those critical keywords that people type into search engines when they’re looking for your stuff. But what does writing well mean these days? War And Peace isn’t going to it anymore than the works of James Joyce. Writing well means addressing and honoring the needs and desires of your readers (customers) on the Internet.

Here are some hot tips on writing copy that will help your website rank higher in the search engines as well as entice your viewers to buy your product.

The Internet comes in different sizes these days. Screens range from tiny handheld devices, which now account for about 20% of all online searches and increasing every year, to wall-sized TVs that stream Internet content live into living rooms and bedrooms across the planet. Since the visual experience is so different between these screen sizes, how can we write for everyone?

Begin With Commonalities:

Nobody reads anymore. They skim.  Think of your web pages as billboards with motorists streaming by at highway speeds. Readers have only a few seconds to capture information. They’ll need to learn enough to want to dig deeper at a later time. That’s how you DESIGN your page.

Include distinctive (which doesn’t necessarily mean bold or garish) colorful, large, captivating titles that aren’t so ‘cute’ that the general public isn’t going to understand what you are trying to say. Remember you have only ONE billboard. This is not time to build brand awareness around an obtuse headline or byline. Be clear about what you’re selling and your USP (unique selling proposition).

I’ve recommended Steve Krug’s book Don’t Make Me Think more than once. I’m doing it again. Get a copy; it’s a quick read. I don’t get paid if you do or you don’t read this stuff, but you will make lots more money if you do and that’s my goal here.

Use Subheads

Now, it’s time to write subhead(s). Slightly smaller text, just below the main title, subtext is the first step to drawing readers into your story. Use this line to captivate an emotion. We do this by answering ‘what if’ questions, thereby subliminally forcing the reader to ask them in the first place.

• What if THIS happened? What would you do? We have the answer/solution
• What if someone else looks this cool and you don’t? Images and texts of famous/cool people wearing, using, enjoying the product/service/experience
• What if you spent your whole life not experiencing, enjoying this? Limited time offers, xxx people ordered this item within the past 24 hours, once in a lifetime experience
• What if this runs out of stock before you place your order? Limited stock item, 4 rooms left at this price
• What if you don’t like it? It doesn’t fit? My girlfriend hates it? Money back guarantee
• What if I can’t afford it? Easy payment plans
• What if it doesn’t work or breaks? Warranty, satisfaction guarantee
• What if I can get it cheaper elsewhere? Price guarantees
• And a WHY- Why should I buy it from you? reviews, testimonials, FREE SHIPPING, FREE SHIPPING, FREE SHIPPING and oh yeah… FREE SHIPPING

Offer Free Shipping

Want to improve your rankings? Offer free shipping. Yes. I just said that. Seriously. Sites that offer free shipping (include it in the cost of your product) get more hits, more business, more mentions, more comments in social media, more tweets, Facebook mentions, more conversation about them, and more buzz in every sector online and offline than sites that don’t. It’s that simple. People WANT free shipping. Get over the fact that you don’t have the lowest price. A/B test it if you’re still skeptical.

Now, you’re in e-tail. You KNOW you’re supposed to put this other stuff on your website. And you probably have it somewhere within your site. But bear with me. Go check your landing pages. The ones that bring you the most money. Improve them with a bit of these elements and see what happens to conversions.

Try It Out

Now try it on some pages that aren’t doing so well that you wish would do better. Clear headline, using the keyword phrase that your customers are using (not the snazzy one you like – the one THEY use). Subheads that subliminally answer one of the pressing concerns of your readers.  Body copy that reminds people that your stuff is warrantied, guaranteed, and you’ll ship it FREE.  It’s OK if your body copy and bullets with all the goodies goes way below the fold. Most folks won’t read it all.

But when your customer is searching for ‘red prom dress size 6 free shipping’ you want to show up. Way up at the top. Make sure your body copy has ALL that info clearly on the page. The search engines will know what to do.

Have a prosperous spring season!

—Gillian Muessig
SEOmoz