What is engaging web copy?
If you were to Google that right now you won’t find a clear answer.
If you don’t believe me, Google it yourself.
You will find the meaning of web copy but engaging web copy, not so much.
That’s because “engaging” doesn’t necessarily define the copy itself. Instead, it describes the outcome.
In other words, after someone reads your web copy the outcome should be some form of engagement with your business. This can include:
The cold hard truth is you don’t decide whether or not your web copy is engaging. Just like Google couldn’t do it, neither can you.
The only person that can determine whether your web copy is engaging is the reader. If they take action, then your web copy is engaging. If not, then your web copy is, well…not engaging.
So how do you get the reader to engage? By making meaningful audience connections throughout your web copy. And how do you do that? I share a few of my favorite tips below…
This seems so simple right? However, you may be surprised by how difficult this can be.
Remember, web copy is introspective. Before you can give your audience a name, you must first know who they are.
Get clear about your dream client. Fully understand their pain points, lifestyles, goals, and needs. Then, based on those characteristics, give them a specific name. This could be go-getters, bosses, moms, whoever.
But, keep in mind, titles can be vague.
Anyone can label themselves as a go-getter or boss. To ensure you are speaking to your dream client, share descriptions or qualifiers throughout your copy that better pinpoints them.
Once again, this goes back to knowing your audience. Jump in their skin, empathize and relate to their issues prior to pushing products or services.
Recognize them. Identify them. Speak directly to them.
Call them out and tailor your messages so they have no other choice but to respond. The better you know them, the better they will want to know you, in other words connect and engage.
The best way for your audience to get to know you is by telling a story.
Sharing personal experiences require you to open up, be vulnerable, and transparent. They allow you and your brand to simply be human. And human-to-human connections are gold for any business owner.
So, what experience should you discuss? One that directly connects to your target audience.
Think about a common pain point you share (or shared) with your dream client. Talk about a problem you faced that your dream client has experienced. Just as you are speaking of the problem, speak on the solution (which most likely links back to your business).
Sidebar: a story like this would be great to share on your About page. Some examples are shared in my web copy portfolio.
Anyways, telling your story not only connects you to your audience but it also adds credibility and relatability.
This is because we are all business owners. Beyond that, we are problem-solvers.
You dealt with a problem, and you created a business, service, etc. to resolve it. On the flipside, your dream client is facing the same or similar issue. Paint the picture of the solution through your own experiences.
And let those experiences be the foundation for authentic audience connections that will ultimately lead to stronger engagement.
I see many business owners engaging with their ideal clients on their social media platforms. Yet, it is the opposite when it comes to their web copy.
Contrary to popular belief, engagement is not limited to likes, clicks, comments, shares. It can also be cracking a smile when reading your web copy or self-reflecting as they read your about page.
Engagement refers to every action that takes place following an interaction with a brand. And that extends beyond what you can measure or witness.
Unfortunately, since business owners limit their goals for engagement they limit their CTAs, as well. CTAs like “Learn More,” “Subscribe Now,” “Book a Consultation” are repetitive and overused.
I am here to tell you that, with web copy, it is not enough to plug in a call-to-action here and there throughout your site.
You are more than welcome to use the common CTAs mentioned above, you probably are already (I know I’m guilty). But balance them with additional CTAs that are more powerful and customer-centric too.
Ask open-ended questions. Challenge the reader to think. Be humorous, causing the reader to laugh or smile.
Make a habit to include verbs, action statements throughout your text. What truly is the engagement you would like in response to your copy? Is it to make the reader laugh, think, have an aha moment?
Whichever, your web copy should be based from a solid conversation and frame with verbs to lead to your desired outcome.
That’s how you make meaningful audience connections. That’s how you create engaging web copy.
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