Assuming your website is not an informational based site, which does not seek to promote your business’s products and services, your text will need to be meticulously crafted in order to get what you want, e.g. a phone call, a contact form submission, etc.
Text is not just something to fill up a page with so it doesn’t look empty, or something to balance out your pictures! Text is THE selling mechanism of websites therefore careful planning and respect should be given to its creation.
Let’s look at some guidelines you can use next time you are writing copy:
Keep it Focused & Repetition
Each individual page on your website (services pages, or product pages) should just address that one product or service completely with no distraction (the exception would be a menu page which has a snippet for each item). This page is your sales pitch for said product/service. The page should have a concise and imposing heading which communicates the key point about your product/service. Then throughout the text on the page you must keep referring back to it, repeating the product/service’s name and your company (repetition).
Use Technical Data
Using technical details or scientific facts to help support product/service’s benefits is a very powerful method which gives you credence. However it must be done with modesty and honesty, avoid exaggerated/unrealistic or overly-complicated details.
Testimonials
Let your customers or clients speak for you by providing snippets of testimonials or success stories. They should not be overly enthusiastic to the point where it seems incredible. Choose powerful yet modest text.
Be Overt
Survey your public to find out what their trepidations are regarding your product/service and take them up in your copy, dispelling them one by one in order to placate your public.
Personalize
Show the reader how having your service/product is going to change their life for the better, show the benefits and effects it will have on them, all the while using ‘you’ and ‘your’ as much as possible in order to make them put it in their perspective.
Design
Design plays a very small role in persuasive text. However there are a few points to apply, they are:
1) Large, short, imposing headings/titles
2) Plentiful text broken into smaller chunks, each with a sub-heading
3) Color used to delineate headings, links and CTA’s (call to actions).
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