It’s a fact. Almost all websites kind of sound the same. In a world of “vanilla,” we’re lacking the chocolate chips, sprinkles, and whipped cream. If you feel like your web copy needs a makeover — and some added sparkle — then consider splashing in one (or all) of the below strategies.
Cut out the jargon and get playful
Sometimes we forget that our target customers don’t know all the lingo of the product or service we’re selling. It’s easy to get in the minutia of our product and talk as if we’re selling something to a colleague. When in doubt, cut out the jargon. Act as if you’re selling your product or service to a third-grader. Sounds silly, but it can liven up your copy and cut through the mud to get to what your potential buyer really wants to know. For added value, get playful with your copy. Even if you’re selling cardboard boxes, find a way to spice up your wording so the reader can have some fun on your website. Treat the viewer as if they just walked into your brick and mortar. It’s your job to get them to smile!
Be culturally relevant
It’s time to take your web copy out of the dark ages and get current. This doesn’t mean bringing up politics or religion, of course, but it does mean channeling a younger, hipper voice. Unless your target audience is over the age of 100, it’s safe to say they know what a smartphone is and have likely purchased something off the internet. For added punch, if you have your target audience super dialed in (which you should), splash in some references that you know only they would get. For instance, if you’re trying to sell to young mothers, add in a joke about first-time parenthood. Or, if your ideal customer is in the tech industry, add in a jab about hipsters. Get creative with it!
Speak in “customer-voice”
A trick that never fails when writing web copy is to write from the headspace of the customer. Get on their level and tell them about your product or service from THEIR point of view. Instead of writing from a place of authority, get on their level and tell them how what you’re selling can improve their lives. Use words that they might use if they were to walk into your office or storefront and ask you questions about your product.
Make it personal.
Tug at the heartstrings a little. By making your copy personal, you allow the potential customer to develop a deeper relationship with you and your product. Let’s say you’re a freelance photographer and you’re trying to book more weddings. Instead of just saying, “hey, I’m a great wedding photographer,” advertise how your skills impact customers’ lives forever. Speak to the fact that the images you capture will live on long after the wedding day is over. Let your audience know that having a skilled photographer on their wedding day allows them to relax and really enjoy the moment — because they don’t have to worry about organizing the perfect photo. Someone has already taken care of that.
When in doubt, do the inverted pyramid!
This is an old-school journalism trick that’s been around forever. If you’re really scratching your head for creative web copy ideas or, heck, if you just don’t know where to start, then employ the inverted pyramid. Start with the biggest selling point and talk about that first. Then, start talking about the second tier and the third tier details further down. Assume that your readers are only going to read the first three sentences, so you have to pack in all the pertinent information right away. Once you have a rough outline established, go back in and add the “sparkle” that’ll make your web copy stand out from competitors.
We hope you found these strategies helpful. Happy writing!