Guest Post: Copywriting - How to Capture your Website Searchers and Turn Them Into Buyers

Today's guest post is from Andy Gage, a professional copywriter and creator/producer of the Write2Profit website, which aims to help writers and marketers improve their copywriting skills.

In his article today, Andy talks about the importance of grabbing the interest of a website visitor as quickly as possible, to ensure that they stay on the site and read your message. He also sets out some practical guidelines for achieving this aim.

Over to Andy, then...

* * *

In the vast search areas of cyberspace, the average time a potential visitor will decide whether to check your website, stay and find out more, or move on to another, is...

Just under 3 seconds!

Unlike in the print world, where the marketer generally acted first - by seeking out potential new customers through advertising promotions, or targeted direct mail methods - now it's the potential customer who acts first, using the search engines to seek out what they want. And they want to get it FAST!

So assuming you've got your SEO (search engine optimization) and chosen keywords/site description right (and that's a weighty subject, worthy of a separate article) - when you attract visitors who feel your site may have what they want, or could solve a particular problem - or help them earn an extra income - what happens next..?

Your writing skills are 'key' to your site's success over the next 10 seconds...

1-2 secs

First, your visitors need to be immediately attracted by the headline on your homepage. So it HAS to suggest an immediate BENEFIT... provide INFORMATION on what they're looking for...or offer a SOLUTION to their problem.

2-4 secs

Of course the design of your web header, and the look, colours and layout of your site, need to also attract. But it's the words - including sub-heads, titled links, bullet-points, buttons and tabs, etc. - that will make them start exploring the site, and hopefully persuade them to stay awhile.

4-8 secs

If, after they've read a bit, or clicked a tab and found more things that match their original search - or found an intriguing solution that they hadn't thought about - then they'll stay longer.

8-10 secs

Then, within those 10 seconds, if they find it easy to navigate your site, their interest is enhanced, and their desire to find out more is increased - they're 'hooked' and will likely think about buying, signing up, or requesting further info.

BUT - if they are disenchanted with what they've found - they'll click off to start another site search. And then they're gone.

The right words will increase your chances of keeping your web visitors 'on-site'.

It's not about having flashing images, 'starburst' attention-getters (or clever 'mood' backgrounds some designers seem to love) - it's about the more basic human psychological common-sense elements, including:

Who...What...How...

Your visitors need to know WHO (or what kind of business) they're dealing with, so they can relate to you, and feel 'secure'. So a quick and straightforward presentation of WHAT you're offering, and HOW it can benefit them is what's needed.

Assuming you've done your homework on what your target visitor wants, and can match it with what you're offering, they'll feel comfortable, and motivated to stay - particularly if they feel you know your subject well. (Don't forget their reason for finding you is 95% self-interest, and 5% intrique!)

Trust...Interest...Desire...

Once your visitor has settled for a while on your site, attracted by an appealing design, warm colours that fit the subject, quality graphics, and photos of products or services that reflect the benefits - it's here where your copy can build up trust, interest, and hopefully a desire to respond.

'I Want - So Show Me'

Good, benefit-led sub-heads, friendly descriptive copy and relevant links, interesting feature panels, and a structure that subconsciously leads your reader towards your call to action is the ideal 'copy plan'.

How to Get It?

A clear indication of what you want your visitor to do in the end, and why, plus details on how to buy, get more info, or sign up is important, and where good calls to action are vital. They also need strong 'because' reasons, and to be reminded of the benefits, and to see clear 'Click Here to Order' links - to buy, or get more information, or subscribe.

Provide a Reward

You'll also need to at least capture your visitor's email address, for future selling/upselling opportunities. But they'll need an incentive to provide this. This could be in the form of an 'insider's news' regular newsletter, or a short email training series, or a free e-book covering an area of specific interest to the customer. (The FREE incentive is now an expected 'must-have' in today's marketing arena!).

If your website copy can achieve all the areas covered above, and get valued customers coming back for more, your business will enjoy the success it deserves, and beat the '10 seconds hello/goodbye' syndrome of today's exciting/scary digital world!

Better Writing for Better Results

'A well-worded website will do well' is a true catchphrase. Good copywriting is all about understanding common-sense psychology and human benefit motivators. And improving writing skills is one of the three areas that our website Write2Profit is dedicated to helping people with.

As copywriters ourselves, we provide tips, articles and information on how to write better website copy, to get better results. We also offer news and reviews of earning extra income online, through writing opportunities, freelance connections, and paid writing outlets (many inspired by Nick Daws's excellent products and info). Through one of our Associates, we also offer expert advice on creating and developing the 'techie' side of a website, with free step-by-step video training, tutorials and resources.

Find out more about getting your website noticed, and keeping customers - plus writing techniques that will improve your website copy and make more money online - by visiting http://www.write2profitonline.com. Here you can also claim a free 120+ page e-book on how to quickly start and run a successful Internet business, choose two further free e-books, browse our e-book shop, and discover useful blogs, newsletters, free tech advice, and extra income opportunities - all dedicated to helping writers and marketers enjoy greater success with their online businesses.

* * *

Many thanks to Andy for an interesting article. In my opinion, the principles he sets out above are important for all writers with an online presence to understand. Even if you aren't otherwise involved in copywriting, you will still want to attract (and retain) readers for your blog or website, and following these guidelines should help you to do so.

If you're at all interested in copywriting, I highly recommend checking out the Write2Profit website.

And if you have any comments or questions for Andy, of course, please do leave them below!