WRITING BENEFIT-DRIVEN WEB COPY – 4 STEPS TO MORE SALES
You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?
Recently I wrote an article explaining how to identify the benefits you offer your customers. That article challenged business owners and marketing managers to think in terms of benefits rather than features when writing their web copy.
What the article didn’t discuss was how to actually write the web copy once they had identified their benefits. That’s what this article is about.
As a website copywriter, many of the projects I undertake are completely new websites. The client has some general ideas about what they’d like to convey, but they need someone who can fine-tune their message, and create web copy (and a web structure) which engages their readers. As a result, over the years I’ve developed a process for doing this effectively. There are four main steps:
Identify how you deliver these benefits
Prioritize your benefits
Write the content
Although this article touches on step 1, it’s mostly about steps 2, 3, and 4.
STEP 1 – IDENTIFY YOUR BENEFITSSTEP 2 – IDENTIFY HOW YOU DELIVER THESE BENEFITSSTEP 3 – PRIORITISE YOUR BENEFITSSTEP 4 – WRITE YOUR CONTENTConclusion
Web copy is about far more than just clever words. It’s essential that you identify the benefits you offer your customer, and that you can convince your customer you actually deliver those benefits.
I hope that the guidance and tools provided in this article will help you on your way to engaging web copy which converts to sales.
About The Author
Glenn Murray heads advertising copywriting studio Divine Write. Visit http://www.divinewrite.com.