Writing website copy that resonates with your audience is no easy feat.
People scan-read web pages in an F pattern, which means most of the words written are wasted unless the first three are engaging enough (Source: Nielson Norman Group).
And with the number of different sites any one person visits in a day, cutting through the noise—actually showing (rather than telling) how your firm is different—is tough.
But, while website copywriting is not easy, there are a few tricks that, when implemented, will mean your firm sees more engagement on its site; engagement like: more business enquiries, newsletter signups, and content downloads.
30% of management consultancy firms get new business enquiries from website contact forms. 17% get them from website content downloads (Source: The State Of Digital Marketing In Professional Services 2017).
Download a free 15 page sample of the report on the ‘reports’ section of our site.
Top 5 Website Copywriting Tips
The first lesson any copywriter (regardless of the industry they’re writing for) must learn is that humans don’t always respond to logic the way we expect them to.
In fact, if you’re trying to elicit behaviour, writing to appeal to logic is much less successful than writing to appeal to emotion.
By appealing to your audience’s emotional motivations, your marketing messages can push the right buttons and be truly effective.
There are a number of ways to do this. The top 5 are outlined below:
1. Write to ‘YOU’
Always address the reader as an individual.
Despite typical B2B-copy connotations, speaking directly to the decision maker through the use of ‘you’, starts a personal relationship.
Use your knowledge of your firm’s target audience to create an ‘ideal prospective client.’ For example…
- The Director of Marketing at a fast-growing, medium to large media and entertainment company, currently selling through third party retailers, looking for insight into their customer base
- The CEO of a 20+ year old chemical manufacturing factory with high employee-related error costs and shrinking margins
- The founder of a new-to-market, 10-employee firm looking to sell or merge with a big-name healthcare brand.
Whoever your ideal prospective client, address that person, and write your website copy as though they are the only person you have in mind. If you have multiple services and target audiences, decipher which services are most relevant to which audiences. When website copywriting for that service, speak directly to the most relevant target audience.
2. Explain the obvious
Typically, those tasked with website copywriting for management consultancy firms—whether that be agency or in-house—have felt the need to overcomplicate and overcompensate.
While you may think that using industry ‘jargon’ will make your firm sound more intelligent, if your audience has to read a sentence three times just to understand it, you won’t keep their attention.
Explain (first) the problem, and (second) the solution, succinctly to demonstrate your understanding and encourage the reader to trust and believe in the services you offer.
3. Be empathetic
Decision makers are far more likely to buy from likeminded professionals—people they believe understand, and are similar to, them.
This is why it’s incredibly important that you understand not only what your prospects are looking for, but also the motivation BEHIND their search.
A motivation which they usually don’t divulge.
To uncover what the motivation is will require a little more effort. Talk to your existing clients or take a look at your previous correspondence with current, past and prospective clients.
In order to really get to the root cause, you need to keep asking why…
Why do they want to attract more customers? Why do they want business growth? Why do they want a greater market share?
Some of the reasons we often uncover on behalf of our clients are:
- Security for their family, so the business can be passed to the next generation
- Boosted brand exposure in preparation for an acquisition
- Stability following a previously unstable career
4. Write how you speak
The best way to engage with your reader is to write as simply as you speak. Long, convoluted sentences and fancy words won’t impress—in fact it will mean that any new visitors to your site will take longer to work out what you do.
And with attention spans averaging between 8-12 seconds (Source: Telegraph) that’s not what you want.
Best practises include:
- Avoiding long words and lengthy sentences
- Closely mirroring the natural flow of sentences
- Using a mix of short and longer sentence structures
- Keeping paragraphs to a 4 sentence maximum
- Highlighting key takeaways using accents such as bold, italics, headings and bullets
Exercise: Take 2 short website copy sections from your website and pass it to a colleague or friend to read. If they stumble on something, it’s likely your audience is struggling with your copy too. Rewrite the sections and pass to someone less familiar with your website to see how they fare.
5. Make the ‘next step’ clear
If your reader makes it all the way to the end of your website copy and doesn’t have a clear ‘next step’ to take, you may as well not bother writing it.
This is the single most common mistake, with regards to website copywriting, we see when new clients come through our doors. They often assume that the ‘next step’ is obvious. However, as mentioned in Tip 2, successful website copywriting requires you to explain the obvious.
ALWAYS have a clear and direct Call to Action (CTA) that instructs the reader on what to do once they have finished reading. Without one, they’ll likely leave your site, regardless of how interested they were in what they just read.
CTAs encourage further interaction—maintaining a connection with someone who could potentially become a future client.
Your Next Step…
By implementing these 5 tips into your website copywriting, your marketing messages will trigger engagement in a way you haven’t seen before.
A way that will see you an uptick in new business enquiries.
If you’re worried that you don’t have the skills or resources in house to craft engaging marketing messages, get in touch.
At Propero, we have a team of copywriters experienced in SEO website copywriting for management consultancy firms. Together with your knowledge of your firm’s target audience, we can transform your current content (or start from scratch with new website content) so you can join the minority seeing regular new business enquiries through website contact forms and website content downloads.