Copywriting for websites has changed in the past few years. If you’ve been around awhile, you probably remember website content as straightforward and fact-driven. “Lots of information” was high praise. Can we say “boring?”
We didn’t talk about visuals much. In fact, adding visuals to a website was a major hassle. I used HTML with Dreamweaver and, even after much practicing (and much swearing), somehow the images never went where I wanted them to go.
Today, with drag-and-drop products like LeadPages and Divi themes, you can put together a website by yourself without calling a web designer or technical assistant. You can create dramatic visual effects with free services like Canva … images that used to cost hundreds of dollars from a mainstream web designer.
Today’s website content also has changed dramatically…but in another direction.
It’s actually more challenging to create content because readers won’t settle for something that’s bland and boring. They also won’t accept copy that goes too far the other way. Pushy, sales-y content has been replaced by a more conversational style. You hear terms like “conscious copywriting” even in B2B settings.
The truth is, your copy needs to stir emotions and motivate readers to respond to your offer. In many buying environments, customers make decisions based on emotions and then use facts to rationalize and explain their decisions. (That’s true in many areas of life. A good book is Mistakes Were Made But Not By Me, By Carol Tavris and Eliot Aronson.)
One way to meet this challenge is to turn your website into a story.
Stories draw listeners with a good hook. They maintain suspense and create involvement as they activate their reader’s imagination. Stories can be memorable and they’re likely to be shared. (When was the last time you heard a good story? I bet your reaction was, “I can’t wait to share this…”)
As you review your website, ask yourself:
- Will readers see images as they read these words?
- Will readers feel they’re having a conversation with you (even if it’s fairly formal)?
- Does the copy create “aha” moments and surprises?
- Does your content harmonize with the stories your clients share, especially their success stories?
- Does your website communicate your story archetype consistently?
Anyone can have a me-too brochure website. For a website to help you stand out and be recognized, you’ll need a story.
Does your website live up to its potential? A website review is the best way to discover how you can share complex information and engage clients, using stories and other techniques. If you’d like your website to help you stand out and increase your success, check out the website video review. It’s an affordable, low-risk way to add copywriting expertise to your marketing without actually hiring someone to write the copy. Use code REVIEW99 to get a 50% discount on the basic review. Click here to learn more.