Copywriting For the Web Part 3: How To Write to Your Audience
After examining Parts 1 and 2 of Copywriting for the Web: the three C’s and five great examples of writing for the web, it’s time to concentrate on addressing the right people.
The first step in finding your followers, is to question…
What is the mission of your website?
Examine your company’s mission and branding and how they are supported by the website: what do you want to accomplish with your site?
Here are some possibilities:
- Exciting visitors about your mission, approach, and impact
- Informing visitors about your expertise, activities, and achievements
- Inspiring visitors to explore the ways they can participate, contribute, and benefit
- Attracting visitors to your services
You want them to think and act, and come away with a basic understanding of your company and it’s mission.
Who are your audiences?
Before you sit down to crank out what is sure to be fantastic website copy after this 3-part series, you need to identify the types of people who will visit your site. These could be:
- Potential clients/customers
- Prospective team members
- Industry professionals
- Investors or board members
Try to do a little research and check web traffic analytics to see the kinds of people coming to your site, what pages they’re visiting most and the bounce rate of each page. This will give you a general idea of what kind of content they’re looking for and who they are, which will enable you to tailor your writing to them. Which leads us to…
What do your audiences want?
Understanding your audiences’ motivation will give you insight on how to approach them. Consider:
- What motivates them?
- Why should they care?
- What will they gain?
Think about why you visit certain websites and what you hope to take away from them, and then pair this knowledge with the traffic research you’ve done and look for the consistencies. Then, consider what do they want in relation to…
What do you want them to do?
This is the ultimate goal of your website: aligning your audience with what you would like them to do. Is it about lead generation? Building a community? Gaining customers? Your writing should build on a consistent theme of action; if not, you run the risk of it serving only as a brochure.
Taking these steps will help you create content that is aimed at providing for your audience. However, it is always important to remember that while the visitor’s actions may be fairly consistent, you should always:
Speak to one person.
The diversity among readers is often overlooked when it comes to marketing copy. There is no “one size fits all” approach, and writing copy that implies a generic reader will be of little value. When writing, make sure to address this by tailoring your voice to the individual.
So go forth with quality content, tailored messaging, sharp writing and an eye for the individual, and create fantastic copy for your website.