Principles of copywriting for print, OOH

Write in the Active voice

When writing web copy, you want to come across with a strong and direct tone that makes what you say crystal clear the last thing you need is for your readers to be rearranging sentences in their minds!

By using the active voice (and avoiding the passive voice), you will be ensuring your writing will be clearly understood.

Craft Headlines that are Captivating & Concise

First impressions count, doubly so online.

When it comes to making great first impressions on your website, that responsibility lies solely on your headlines.

In fact, tests conducted by Upworthy has concluded that traffic can vary by up to a whopping 500% depending just on the headline itself!

So how do we ensure our headlines are infused with the right stuff to capture attention and entice those eyeballs to read through the rest of our copy?

Simple! Focus on crafting a headline that delivers the benefit fast, is concise and hits on the key terms that resonate with your ideal reader.

The copy on Proposify’s hero banner utilizes a powerful headline that delivers on making it crystal clear about what they do and how the user will benefit.

Use Language They Know

Convincing your reader with logic is good, but connecting with their emotions gets them to relate with you, forming a strong connection with your brand!

So how do we leverage this superpower for our website copy? By speaking their language while using a tone of voice that is personality-filled, allowing your reader to easily relate to you.

Frontload Your Best Stuff

Writing web copy isn’t the same as crafting a Harry Potter novel where you start out with a slow beginning and leave the exciting best for the last, it’s the direct opposite!

You need to hook em fast within 3 seconds!

As people’s attention span become shorter than a goldfish’s, it is vital that you frontload your best information right at the start to immediately capture their attention and create a feeling of ‘I need to read more and learn more!’

Here are the top 5 to put up front and center:

1. Your unique selling point (What makes you different from your competitors)
2. Any special or seasonal offers that are going on
3. The greatest benefit your product will bring
4. Information To pre-empt your customer’s biggest worry
5. Powerful social proof (such as reviews and testimonials)

Leverage Social Proof Smartly 

The best websites that enjoy higher conversions are the ones that strategically utilize social proof elements in their website copy.

When making a purchase online, your visitor will take cues from other people who have bought from your business and it’s no surprise people rely heavily on online reviews when making purchasing decisions.

While there are many formats and types of social proof you can gather such as:

• Customer testimonials
• Media features and mentions
• Influencer endorsements
• Brand Logos
• Number of products sold etc

Utilize Headings & Brief Descriptions 

Remember when we mentioned keeping the headline concise?

Well, you will need to do the same for virtually the rest of your web copy – no long paragraphs telling a story, but brief descriptions placed neatly under a short and punchy heading!

The reason? Keep things simple and allow your reader to scan comfortably through your website.

Take Sumo, for example, they keep their product features descriptions highly scannable with headings that immediately get to the point.