Face it: if you’re a writer in the realm of digital marketing, you’ve likely felt creatively stale at some point in your career.
Writing for websites is as technical as it is artistic. Content writers and SEO experts notoriously swing between these two mindsets; it’s how they achieve that sweet-spot between intentional and exciting language that keeps their readers clicking (and the money flowing).
… It’s also how they lead their clients into dominating SERP pages.
There are keys to taking your copywriting and content writing to the next level – no matter the medium. Whether for blog posts, email campaigns, or on-page optimization, these tips can help give your virtual voice the quick boost needed to hook (and reel in) your targeted readers.
If you’re in a rut right now, listen in. We’re about to help you amp it up.
1. Get Direct
Quality over quantity, friend.
Nobody likes small talk when they need a fast answer.
So cut the slack and get straight to the point. Website content has two main purposes: clearly expressing a company’s personality and ultimately fulfilling that company’s overall business objectives.
These business objectives could include sparking a more substantial profit, increasing lead generation, or, if a company’s new to dominating the SERP game, merely driving more traffic to their website.
By eliminating the fluff, you can deliver what the people want: a speed-of-light answer with as little effort as possible. Too many details will quickly drive today’s (somewhat lazy) readers to the next website or blog.
2. Get Active
No, sit back down. We didn’t mean it like that. We’re saying you should avoid passive language at all costs, and get active in your tone.
Why? First, passive language makes your sentences longer than they need to be (boring)!
Second, passive language takes your potential customer’s focus off of your main point and makes your message that much harder for them to digest.
Web writers keep their content lucrative by using appropriately-placed call-to-action phrases and fewer “have-been”s.
For example, Instead of this…
At the restaurant, a five-course meal was eaten by Sally.
Sally ate a five-course meal at the restaurant.
Catch our drift?
Ask yourself: How much of my language is passive? Where could you change your sentence structure? Where is my writing difficult to sift through and understand? When in doubt, invest in the proper tools. Softwares such as Grammarly can help you with this.
To reiterate: Keeping it simple is highly underrated, and directness is the key to profitable web writing that grabs – and keeps – your readers’ attention. There are ways to make your writing sound great without it feeling, well… wordy.
3. Cultivate Desire
Ahh, the art of seduction!
The key to seduction is attraction, not selling. Quality products speak for themselves. Of course, this may seem counterintuitive to a content writer.
“Isn’t my whole job to speak for my company’s brand, gosh darnit!?”
Well, in case you haven’t already figured it out, algorithms of all kinds (and now, savvy consumers) easily pick up on when you’re trying to blast a page with run-of-the-mill advertisements, rather than organically attract them with quality content and proof of success.
Instead of using spammy phrases and haggered old “Call Us Today!” call-to-action remarks, try providing links to your case studies or listing other reputable companies you work with. This will establish superiority in your industry. Show the people, don’t tell them.
Desire happens when you stop selling and start attracting clients with the cold, hard facts of your success.
4. Make your content scannable
Break your content up into bite-size pieces. There’s nothing more overwhelming to a smartphone user than a large body of text and little organization or breaks. Whether it’s through a list or simply well-separated paragraphs, people need to see important stuff organized in a prioritized way.
Breaking content up into chunks of a couple of sentences per paragraph, sectioned by bold subtitles, can also allow people to quickly skim through your content and easily find what they need. They may not stay on your site for long, but they’ll probably trust your site next time they’re looking for more information.
Digestible content is the sweet structure of both SEO success and reader retainment.
5. Have A Little Fun
Sure, some conventional grammatical accuracy is important. As we mentioned above, it’s still best to stay active rather than passive. But getting conversational is the new Webster’s, and formality might want to stay in the academic journals.
In fact, a conversationally-designed website page can, according to an article on conversational tones by drift, can result in a 19% higher conversion rate. Yeah.
Of course this depends on the format of your writing, but we’re mainly dabbling about web writing, blog posts, and email campaigns here.
Talking to internet readers like you speak to your best friend establishes some trust, and can cause them to get engaged in their own internal conversations (which probably have the same tone). It’s literally about speaking to people the way they speak to themselves, and the way they engage with others in their daily life, in their own language, you see?
Cater to your reader.
Now that we’re through with the tips, it’s time for you to get going. Propel your writing forward by taking some of these full-proof measures, and watch your key objectives flourish in content.