ad copywriting

Increasing Website Traffic through Copywriting

The difference between a visitor and a lead can be determined by web ad copywriting. It is important to customers at every point of the purchasing cycle, from awareness to decision-making and advocacy.

What is website ad copywriting?

Website ad copywriting is the process of creating material for a website, such as blog posts, landing pages, and product pages, in order to elicit the desired action. Visitors can be converted into leads and leads into customers with well-written website text.

Poor site copy is easily identifiable by most marketers. Why? Because bad web text is difficult to understand, does not elicit emotions, influences behaviors, or makes unambiguous calls to action.

It feels meaningless, which is the polar opposite of what marketing is supposed to do.

However, online ad copywriting is a method that is sometimes disregarded in favor of other website features such as SEO, design, and functionality.

Website Copywriting Tips for Increasing Conversions

Understand your target audience

The most important website copywriting tip is to consider who will be reading it. How would you know which phrases and tones will resonate with a reader if you don’t have one in mind?

As a writer, I am continuously mindful of the user and their requirements. It’s my compass when I’m composing posts. How did I become acquainted with them? Using data and user personas.

User personas will tell you who the typical reader is that lands on my page, what their pain points and issues are, and what their aspirations are. Data will reveal which techniques have worked effectively with that audience and which should be avoided.

Both will help you obtain a better understanding of your target demographic, allowing you to write the text that will engage and compel your user to take action.

Determine “the why”

You’ve been assigned to write a certain piece of copy for the company website.

Once you’ve identified your target demographic, one HubSpot marketer suggests asking yourself, “Who cares?”

Too often, we write without diving into the purpose of the content. What will the reader gain from reading this? What do I want them to do after reading this? Why should they care about this content?

Answering these questions is key to writing valuable content.

Complexity suffocates readability.

SEMrush recently examined over 23,561 texts that appeared in Google’s top ten results. They discovered that the lowest-scoring manuscripts shared two characteristics: they were either too long or too complex.

In fact, 41% of low-scoring papers employed overly complex terminology.

Take this as your cue to cut the jargon and fancy phrases and get down to the subject. Here are a couple of such examples:

  • Use vs. Utilize
  • Helpful vs. Beneficial
  • Occur vs. Occur
  • Test vs. Examine

Keep it simple when in doubt.

Be Precise

William Faulkner, Nobel Prize laureate, and author, expressed it best: “Kill your darlings.”

It’s all too easy for authors to get carried away with their words. Excessive jargon in marketing can have the opposite impact.

Madison Z. Vettorino agrees, advising brands to keep their copy “bite-sized” while maintaining accuracy and authenticity.

“Every word and sentence should be related to that central theme. If it doesn’t, it’s superfluous and should be removed “she claims “A superpower in ad copywriting is the ability to keep it succinct but compelling.”

Write exactly as you speak

This one may appear apparent, yet it can be the most difficult for copywriters.

We frequently believe that our readers use more complex and higher language than we do. However, many readers prefer to be addressed as if they were a friend.

“It’s more accessible and conversational, and the reader gets a flavor of your personality,” says Alana Chinn, a HubSpot staff writer. “Plus, thinking about how you’d explain complicated topics to a friend or family member in real life makes it a lot easier to write about them.”

Collect Questions and Comments

Google’s PPA (People Also Ask) tool best exemplifies why question collection is critical for SEO. For each business issue and phrase, there are related inquiries that individuals commonly type into search engines. Copywriting includes leveraging PPA and gathering queries your clients have while looking for services. Such insights are critical in creating comprehensive content with enough value to attract traffic from related searches. You can also use Quora, AnswerThePublic, and other online resources in addition to PPA.

Determine and Use Search Intent

The importance of search intent in mapping a client path across your site cannot be overstated. Some people seek generic information and comparisons. Others are eager to make a deal. By examining search inquiries, marketers can learn more about search intent. If your site receives a high volume of informational queries, you can post original blog content on such topics. Optimized links and CTAs to similar products/services on your site should be included in the article. Identifying search intent makes it easier to create new content that answers client questions.

Create Mobile-Friendly Content

Mobile users account for more than half of all searches. One of the top ten methods of SEO ad copywriting to enhance traffic to your website is to optimize for mobile. You’re losing a lot of visitors if your website and content aren’t mobile-friendly. Engines like Google are also picky about how a site appears on a mobile device. You’ll need a site that can pass the mobile-first index and rank well in mobile searches. Marketers can also use numerous tools, such as Google’s free test, to test their content for mobile friendliness. Images, typefaces, videos, and text optimized for smartphones provide rapid access to traffic from millions of people.

Stay tuned with Teachmore for more informational blogs on course selling.

Suggested read: How to Measure Learner Engagement

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