Companies don’t understand that just because they know what they’re selling on their website will make people’s lives better doesn’t mean the website visitor knows. The copy has to be written in such a way that it leads the person to that conclusion. It has to be written in a way that stands out from all the other copy that’s out there. That means it has to be written from the website visitor’s perspective.
I recommend writing the copy using persuasive marketing, which is Interrupt, Engage, Educate, Offer.
Interrupt is your website headline that states the pain point. It’s often written as a question, though it doesn’t have to be.
Engage is where you promise the solution, but you don’t deliver it yet. It’s often a subhead on a website.
Educate is where you detail how you solve the pain point that you mentioned in the headline. You can mention your strengths, your uniqueness, your process.
Finally, with Offer, you give them something, ideally at no risk to them.
If you focus on them and not yourself, you will see an increase in how effective your website works. It will convert better, that is, the visitors will more likely heed your call to action, whatever that is.
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