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STEP 3 – Know it & Show it
It’s not enough that you know what you’re talking about. Your readers have to know you know it! This normally means including a little bit of technical information or some other titbit that potential customers will recognise as expertise. (And always check your facts before publishing. If possible, include statistics or some other form of research results.)
STEP 4 – Include samples & testimonials
Of course, if you’re going to talk
talk, you have to be able to walk walk. Validate your claims by including samples of your previous work (if applicable), and testimonials from some satisfied customers.
STEP 5 – Something for nothing
Nothing inspires trust more than an offer of something for nothing. But you have to make sure that ‘something’ is helpful. And make it doubly clear that it really is obligation-free. Nothing undermines credibility faster than suspicion that there’s a hidden catch.
STEP 6 – Avoid advertorial style web copy
Don’t go on and on, page after page, repeating same thing using different words. Make your point and make it quickly. Don’t insult your visitors’ intelligence by implying that they’ll believe you if you just say it often enough! If you use advertorial style web copy, you’ll seem more interested in yourself than business solution you’re offering your client.
STEP 7 – Avoid hard-sell web copy
Once again, don’t insult your visitors’ intelligence. Hard-sell web copy can give impression that you’re more interested in sale than business solution. Sure, create a sense of urgency with your web copy, but don’t overdo it. STEP 8 – Talk benefits not features
When you talk features, you’re talking about your product or service - you’re talking about you. When you talk benefits, you’re showing that you’re interested in what customer needs. Talking benefits is one of best ways to engage your customer. (For more information on writing about benefits, see http://www.divinewrite.com/benefits.htm and http://www.divinewrite.com/webbenefitwriting.htm.)
Websites can be a great way to engage your customers and make sales. But you have to make sure your visitors trust what you say. And that means getting your web copy right.
Of course, it’s not ALL about website copy. Obviously you also need a website design that inspires trust (see http://www.izilla.com.au, http://www.hothouse.com.au, http://www.mc3.com.au, or http://www.digital-tsunami.com for that).
Happy writing!
* Glenn Murray is an advertising copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.divinewrite.com for further details or more FREE articles.
