Web Copywriting: 12 Ways To Correctly Layout Your Website Copy

Have you ever visited a web page you couldn’t read?
Read a web page but couldn’t understand what it was trying to say?
Didn’t understand what the website was about?

Whenever I visit a website I want to know immediately it’s purpose and if it will answer my most pressing questions ie does it have the services I need, is it selling the product I’m looking for and what are the top benefits of the product or service that will motivate me to buy. If this is not stated plainly on the home page within a few seconds I am out of there looking for another web site that better serves my needs.

One of the most important factors of making it easy for visitors to read the information on your website is the layout of your content. If the elements on the page appear cluttered it makes the content difficult to read. Most website visitors don’t actually read every word. Instead they scan the headlines, sub headlines, view the images and click on navigation links to seek more information.

You only have a few seconds to make an impression otherwise they’ll immediately click away to your competitors’ sites.

12 ways to correctly layout your website copy to improve conversion rates

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Web Copywriting: Benefits versus Features

One of the biggest mistakes website owners make is emphasizing features over benefits. When a visitor arrives at your website they are asking themselves “what’s in it for me?’ They want to know how your product or service will benefit them not all the great features you have.

Benefits are what the potential customer will gain by using the product or service. They’re what the customer is looking for. So benefits are what sells the customer.

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Web Copywriting: How to develop an effective Unique Selling Position (USP)

If you selling in a competitive market you need to offer something unique that makes your business, product or service stand out from your competitors. This is defined as your Unique Selling Position or USP. Most website owners realize the importance of having a USP but have difficulty developing one for their own website. If you don’t differentiate yourself from 100 competitors selling the same product or service you may soon be out of business.

A unique selling proposition (USP) can be used in many different ways, as a single word, a tag line, a paragraph or even several paragraphs.

The most important thing to include in your USP is “benefits, not features.” Focus on main benefits your product or service offers to your potential customers.

How to develop an effective USP

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