8 Tips for Creating Compelling Website Content

One of the most important parts of your website is your web copy. When visitors arrive at your site, it’s your copy that must convert visitors into email subscribers, leads and customers. Here are eight tips for creating compelling website content that inspires visitors to take action.

1. Create an attention-grabbing headline. Your headline serves as an advertisement for your webpage so when people see it, it grabs their attention and makes them want to continue reading. If your headline isn’t interesting, readers won’t bother to read the rest of the page. You only have a few seconds to grab readers’ attention so appeal to their self-interest. Why should they keep reading? What’s in it for them?
   
   
2. Make the introductory copy interesting. Your first paragraph or two should reinforce your headline and convince visitors to keep reading.
   
   
3. Stress benefits. People buy benefits, not features. Tell your visitors what emotional benefits they will receive when they purchase your product or hire you. Again, what’s in it for them? Think like your website visitor (your prospect) rather than you (the product/service provider). What does your prospect want most from your products or services?
   
   
4. Follow the AIDA principles. AIDA is a four-step formula for A (attracting attention), I (create interest), D (arouse desire) and A (taking action). Persuade visitors to take action by creating interest and desire for your products and services.
   
   
5. Provide a compelling offer. What will they get if they take action now? What bonuses, special reports or discounts will they receive by signing up for your newsletter, purchasing your product, or requesting a consultation?
   
   
6. Use a call to action. What, specifically, should your visitor do to take advantage of your offer? For example, fill out your subscriber form, buy now, or call for a free consultation.
   
   
7. Demonstrate credibility. How can you assure readers you are legitimate? Your prospects will only take the desired action if they feel their contact or credit card information is safe. To make them feel more comfortable, provide assurances like including your photo and contact information, providing a guarantee if they aren’t satisfied, offering a privacy policy that explains what you will/won’t do with their contact information, or displaying a secure server logo.
   
   
8. Test everything. Install web analytics software on your website and monitor results. Consider A/B split testing where you send half of your visitors to page A and the other half to page B. The pages will have the same website contents except for one thing, such as a different headline, price, or offer. The page that gets the best results is the winner. Let your prospects tell you which works better.

If you want your website to sell – and by sell, I mean sell them on signing up for your newsletter, buying your product or contacting you – you have to make the best case for your products and services. Why should prospects take action now?