Copywriting for the Web is different from writing for print. While the old copywriter’s formula, AIDA (Attention, Interest, Desire, Action), is still important, relevance is even more vital, because it will help you to cut your bounce rate.
The term “bounce rate” is defined in various ways. For our purposes, it’s the speed at which visitors arrive at a page and leave without reading it and without taking the action you want, in less than 30 seconds.
If you check your referrer logs, you’ll see that many page visitors stay less than three seconds: they didn’t find what they wanted, and they left.
If a page isn’t relevant to his needs, your prospect is gone. On the Web, the prospect lands on a page, either from the search engines or from an advertisement, and asks “Am I in the right place?” He decides within a second or two whether to stay, or to click away.
Relevance keeps more of your prospects on your pages and increases your conversion rate. You’ll save money too, if you’re advertising, because each prospect who bounces costs you money.
Copywriting for Relevance – Page by Page
Writing copy for relevance starts with identifying your audiences, and exactly what they want. For each product you sell, list your audiences. Remember that you’ve got around one second to answer your prospect’s “Am I in the right place?” question.
Being relevant can mean writing several sales pages for each product, to ensure that your copy is entirely relevant to each of your audiences. Remember that when your prospect arrives at a page, he’s not thinking: he’s searching. Give him what he wants.
Often, when I write copy for clients, I offer the “relevance” solution, and the client answers, “Yes, but it this page is relevant, because _______” Unfortunately, you don’t decide what’s relevant, your prospect does.
So make each page directly relevant. Sending prospects to your site’s home page is rarely relevant. You may sell exactly the product your prospect wants and needs, and at a great price, but he’s not going to search your site to find it. The Back button beckons.
So now you know that relevance is vital, what should you do?
Check your site’s statistics, and the bounce rate for your sales pages. Improving your conversion rates simply means lowering the bounce rates. You’ll be amazed at the difference it makes.
DIY Copywriting – the Secret to Business Success
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