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Common web design mistakes to avoid
Ilya Nasedkin • 15 January 2018
Knowing how to write great product copy for the web is one of the most valuable skills you can develop as a business owner, as potential customers use this text as a means of understanding more about what you're selling. Without the ability to see and touch your product offering, they expect your writing to be coherent and suitably descriptive. Here's our top four tips for getting it right:
Understand Your Buyers
Placing an order online is ultimately an act of faith, and in order to win over your customer base, you must know as much as possible about them. Creating detailed and comprehensive buyer personas can be very helpful as a means of tapping into what truly makes your customers tick. Having a clear grasp of what matters to your ideal customer enables you to speak their language with the correct tone of voice, and helps dispel any concerns they may have before hitting buy.
Explain Features and Benefits
What is it that your buyers are actually looking for when it comes to your product? How will your product solve a problem for them, or improve their quality of life? Knowing this provides the ultimate gateway to being able to write copy which converts. This is quite distinct from simply listing the features of your product, as to do this requires far too much guesswork on the part of your customer. Keep it descriptive and explanatory from a benefits perspective rather than simply rattling off a list of things your product has.
Remember Your SEO
Optimising your web copy for search engines is a must in the digital age. Ensure your product copy has the right keywords, used in a manner which doesn't sound spammy or include too much unnecessary jargon. Don't be afraid of white space, and ensure any product images accompanying the text are also optimised for SEO success. Don't stuff your articles too full of keywords just for the sake of it, as this could make it unreadable for your target audience.
Edit and Re-Edit
Don't worry about your first draft just get something written. Once you have the bare bones of your web copy, then is the time to edit, and re-edit, until you have a persuasive piece of text which is fit for purpose. In your quest to get it right, don't forget to get it written!
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