17 tips of copywriting to give life to the texts of your web

You need to write weekly on your blog.

You have read it in hundreds of articles.

On the one hand, to attract visitors and position yourself in Google. On the other, to convert those visits into subscribers.

That’s fine, I will not tell you no. But more important than writing every week on your blog, is to have some texts that convert into the rest of the web. And here comes into play, once again, copywriting.

The blog gives you authority.

Writing each week on the subject in which you are specialized places you as an expert in the eyes of your reader.

But unlike the articles, which usually have the objective of offering value to your audience, the contents of your Home Page, About Me, Services, Courses, Contact or whatever the page of your Web are extremely important.

In order for you to review these texts and optimize them to persuade and convert, I have prepared 17 copywriting tips.

It’s a longer post than I usually write, but it’s worth a slow reading, point by point.!important; border-color: transparent !important; } 

Yes, I love her!

I hope you apply what I tell you in order to see results.

Let us begin.


1) Before you start writing, research

The great classic copywriters know the value of research. This is the case of David Ogilvy , considered the father of advertising, and one of its most advantaged students, Gary Bencivenga .

Bencivenga affirms that “the best editors are the most tenacious investigators”.

The more information you have about a topic, the more chances you have to “play” with it.

Research is the cure for writer’s block. I suppose that if you have a website and sell services or personal development products you know a lot about your specialty.

But continuing to research in your sector never hurts. There’s always something new to learn.

It can also serve as an example to investigate what your customers really think.

Have you asked how you have helped them?

Do you tell it in your texts with those same words?


2) Add interest

When you do not know what to write in the texts of your Web to improve them (or your marketing content), try to add interest.

Add life to your texts. They can serve you actions like:

  • Visually attractive content
  • Use your personality, your tone of voice, in writing
  • Make your texts entertaining (Do you get sleepy when reviewing them?)
  • Add a little humor, we all like it
  • It incorporates some controversy
  • Tell a story, whether personal, a client or someone you do not know


3) Inject an extra dose of personality

Each person, each writer, each brand has its own voice.

And its Unique Selling Proposal (PUV) .

If you build the house from the foundations, analyzing your personality and knowing how you express yourself, what you sell and to whom you sell it, you will know how to differentiate yourself from your competition easily.

As Oscar Feito often says in his podcasts, your business is in a niche market and you are directed, within it, to a defined target audience.

And the way to attract your target audience is through a Unique Proposal of Value very defined.

Ogilvy said that “the construction of a well-defined personality” is the best way to differentiate from the competition and gain market share “.

Before publishing any content, make sure it clearly shows your brand personality (voice, style, words, values, PUV, wishes of your target audience …).


4) Review your titles

According to the statistics, of every 5 people that a headline reads, only 1 reads the content.

The title is the magnet that makes your texts read, or not.

The one of the titles is a subject that always comes out when we talk about copywriting. Ogilvy and other well-known copywriters such as John Caples, wrote pages and pages theorizing about how good headlines should be.

As a main tip, remember the 4 “u”.

Basically, it is about applying these four concepts to the same owner: Urgent, Unique, Useful and Ultra-Specific .

Talk about benefits, arouse the interest of the reader and leave you wanting to read more.


5) The simpler, the better

Albet Einstein said that if you can not explain something in a simple way it means that you do not understand it.

This does not mean that you have to write like a child, or with very short sentences.

The important thing here is to write a clear and concise message for your target audience. The reader must understand your offer and its benefits as quickly as possible.


6) Tell a story

The stories captivate. Empathize. Connect

I’m sure you have your own stories that can be an extraordinary hook for your visits .

The magic is in telling it in such a way that you create an emotional connection with your reader.

The storytelling may sound very current. But it’s not like that.

For thousands of years humans have told stories to transmit knowledge.

The history of humanity is full of long nights by the fire … telling stories!

And … What do we get?

  • We create an emotional connection that goes beyond the simple presentation of a product or service
  • We generate trust, since we do not sell anything
  • We get attention if they are well written and structured
  • We communicate effectively the values of our personal brand

Tell how you came to create your online business will be very valuable because you will humanize your brand .

You will reach a much wider audience. If you tell your story, whoever reads it will know more about you. And he will see you as someone closer.


7) Do not go too smart …

As editors, we like to play with words. Sometimes it’s okay, but in copywriting it’s usually harmful.

Being clear and concise you will get greater rewards than being too creative.

A great example is found in the navigation menus of some websites, where it is difficult to find out (you have to think for a while) what each menu item hides.

The classic home (or home), about me, services and contact always work.


8) Have a clear objective in each text that you write

Before writing, think about the purpose of the text.

Thus, your Home must attract subscribers or generate the necessary trust for a visit to end with a free Skype session.

Each page of your website has a defined objective. Therefore, to be able to know if you are doing well, it is convenient that you measure the conversions of your objectives.

If you have a sales page for a course, follow the conversions month by month. Retouch the copy, and measure again after a month. Have you increased the conversions?

Change titles, rewrite your calls to action .

Play, measure and write the text that best converts.

17 copywriting tips to apply in the texts of your web

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9) Put the focus on the benefits

In the words of great copywriters:

  • The best titles are those that describe the benefits that readers will find. John Caples.
  • Talk about what your product does and show it (do not tell how it is until the end). Eugene Schwartz.
  • Successful texts are those that analyze the benefits . Bob Bly.

If your texts speak more about characteristics than benefits, try to turn them around.

Think that each feature can easily become a benefit.

  • Do you sell skype coaching sessions? ( Feature)
  • Then you help your clients without having to move (benefit)


10) Make them feel like they already earn something

Another great advice from Schwartz is to make the reader get what he calls an “instant gratification”.

When a reader gets something valuable simply by reading your content, he begins to trust you.

Check that you comply with what you say.

This copywriting technique offers readers a bite of what you are able to achieve with your services and products. Wake up the real interest of your reader. The desire to have your help.

Surely it has happened to you that in some websites that you have visited, they offer you a free trial to try a certain product or they let you read a free chapter of a new book.

It’s something that really works.

I myself have read this week the first chapter of a book on nutrition that interests me a lot. When reading the free content, I have no doubt that I will buy the book this week.


11) Ask questions that encourage your reader to say “yes”

A classic persuasion test is to ask questions to which the logical answer is to say “yes.” The act of affirming once predisposes the reader (or listener) to say “yes” again.

This is the reason why in many coaching websites we find questions in the titles or service pages.

But be careful, it is not advisable to abuse the questions .

I leave you a video in which Elsa Punset tells this “yes” technique (inspired by Dale Carnegie’s book How to Win Friends and Influence People ).

The explanation is at the end of the video, but it’s worth seeing from the beginning, since it also explains, as you already know, that social proof is another very important technique to persuade people.



12) Appeals to emotions

As much as you can, try to find out what is the deepest emotion of your audience.

Why do you visit your website?

What feeling are you trying to slow down or increase?

There are a lot of emotions to appeal to, but the deeper ones are not governed by rational thought:

  • Fear
  • Greed
  • Guilt
  • Anger
  • Joy
  • Envy
  • Etc.


13) Keep a ratio of 80% “you”, 20% “me”

The content of web businesses in general, and the welfare sector in particular, should be focused on the ideal client.

Nobody likes reading texts in the authors just talk about them, their achievements or career.

If you make sure that your texts maintain the 80% “you” (the client) and 20% “me” ratio, your content will be stronger and more powerful. They will convert much better.

Focus on the needs and desires of your potential customers.


14) Build credibility

Copywriter Steve Slaunwhite states:

“In my experience, the number one key to persuasion is the following: communicate trust. If you do so, at least you will have the opportunity to participate and persuade the reader. If he does not, no fantastic copywriting technique will save him. “

You can build credibility and confidence by mentioning aspects such as these in your web content:

  • Guarantees and privacy policies
  • Testimonials
  • Data about your professional career
  • Appearance in media
  • Years that you have been exercising
  • Written books or publications (if applicable)
  • Certificates


15) Mention the most important point at least 3 times

The repetition of an idea helps to persuade.

There are authors who claim that it has a greater impact on the conversions of a landing page, for example, putting three calls to action throughout the text.

The hammer effect (three hits as a Call to Action), is also applicable to emails, where many copys introduce 3 calls to action.

Of course, keep in mind that all of them point to the same conversion.

According to this practice, if something is important, you must say it at the beginning, in the middle and at the end of the text.

Do not miss these 17 tips of copywriting for your texts

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16) Organize your content with the AIDA formula

I told you about it in another article. Her name is AIDA and she is your great friend when it comes to writing persuasive texts.

  • A ttention – Attention
  • I nterest – Interest
  • D esire – Deseo
  • A ction – Action

All persuasive texts written by professional copywriters incorporate these four elements. These are the four steps that guide the reader to complete an action (subscribe to your website, buy a product, sign up for a seminar, etc.).

Talk directly to your ideal client . Put yourself in your head, connect with your pain points and offer relevant solutions .


17) Do many tests

The content of a Web is dynamic. It is not enough to write the texts of your Home Page, About Me and others just once and forget yourself forever.

The texts evolve with you.

It is convenient to perform tests, small changes between titles and measure if they increase the conversion.

You can do the same with calls to action. Today there are very good tools to perform A / B tests and to know what type of call to action is most effective in your case.