Post by Eric Brantner
Copywriting. It’s the backbone of your website. If you don’t use the right words, you’ll never convert your visitors into paying customers. So, stop focusing on those keywords for a minute, and start focusing on using these 10 results-driven copywriting words.
1. You–This is the most important word in your website copywriting. Unfortunately, few websites use it. Instead of saying “we we we” over and over, use “you.” Why? Because consumers are selfish. They only care about how your product will benefit them. They don’t want to read website copy that is just your company stroking its own ego the whole time. Remember, copywriting is a conversation. So, talk with your reader rather than at them.
2. Free–George Carlin once had a bit where he talked about how you can get people to do anything if you give them some gadget, like a toaster, for free. The word “free” is intoxicating. People love feeling like they’re getting something for nothing. More importantly, people online are wary of losing something to a scam. If you offer something for free, you put them at ease and build some trust with them. Whether it’s a free consultation or a free e-book, consider having a free offer on your website. Just don’t overdo it, or you’ll come off looking spammy.
3. Guaranteed–Again, online shoppers are more cautious than traditional shoppers. And for good reason. Let’s face it, there are lots of scams floating around the internet. Using trust-building words like guaranteed can help potential customers feel as if they have nothing to lose. It’s comforting for them to know there is always an out should the product not live up to their standards.
4. Easy–Staples has built an entire brand based solely on the word “easy.” People love easy.
5. New–New has always been an effective buzzword. This is even more true in today’s technology-driven world. Customers are demanding the latest and greatest products. They want to be on the cutting edge.
6. Proven–Of course, new means nothing if it isn’t proven. So, if your unique selling point is that your product uses cutting-edge, new technology, you better make sure you let your visitors know it’s proven to work also. Some people are afraid of new, and it’s your job to prove how it will benefit them. Statistics help.
7. Results–This goes hand-in-hand with proven. Your potential customers want to know what results they can expect with your product. Don’t hide behind vague industry terms and meaningless jargon. Get straight to the point. Tell them exactly the results and benefits your product or services will deliver to them.
8. Save–Save is another buzzword that’s been thrown around forever. It can be even more effective today with the condition of the economy. But the word “save” doesn’t always have to be about price. Your product could “save” time for the consumer. It could “save” them from trouble. It’s not always about saving money, especially if you’re marketing yourself as a top-shelf brand.
9. Maximize–I like the word “maximize” because it creates the perception that your product achieves the maximum benefits possible. However, make sure you aren’t too vague when you use this word. Back it up with facts that show how your reader will “maximize” the benefit.
10. Benefit–Copywriting 101: tell your readers how they will benefit from using your product. What better way to accomplish that than by using the word “benefit?”
How many of these words do you use in your website copy? Would you add any to this list?
Eric Brantner is a freelance copywriter serving small and medium-sized businesses from a wide range of industries. He is a regular writer at Digital Labz LLC a Internet Marketing Company offering Online marketing for small business.42 Responses to “10 Words to Use in Your Website Copywriting”
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This is a really good article about and demystifying the development of good search engine friendly/visitor friendly content. Simply put write good copy. Good article.
Thankyou! Great article.
Very good, simple tips. Thanks!
Thanks for the tips… I am pretty sure I can put these ten words to good use on my website, I’ll just have to think a little harder about the way I choose to write.
Thank you
Problem is when you’re too mechanical about the process, and using the right words starts to sound very hollow. People feel manipulated and they switch off.
Very nice. This should be a guide to anyone who is new to copy or writing on their website for the first time.
When you brought up George Carlin…it reminded me of this: http://www.youtube.com/watch?v=dvhsJyecpLc
Love it! Some great tips there, Eric, and very nicely written. I absolutely agree with no.1. “You” is integral. And not just to avoid “we” (although that’s as important as you say), but also ‘cos it’s a friendly, engaging approach. Too many clients still want copywriters not to use “you”.
Thanks Eric.
Cheers, Glenn (Twitter: @divinewrite)
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This is a great list. If you’re not using “you”, you’re not focusing on the “what’s in it for me” from the reader’s perspective. “We” seems okay in the sense of “you and I” but not when referring to the seller (more of an “us and them”).
I’ve avoided using “new” because we fear the unknown. Using “proven” also, solves that problem.
Thanks for the post.
Thank you so much for the wonderful tips! I especially liked #1. The idea of using ‘you’ versus ‘we’ never occurred to me and yet it now makes perfect sense. Readers are selfish and only want to learn about what pertains to them, not about what pertains to you. We, as writers, need to give them what they want and feed their ego (but do it in a nice conversational way). Thanks again.
Thank you for sharing!
It’s useful not only for English-speaking people by the way…
Other words, as requested:
Quality: People like cheap prices, but dislike cheap quality. Always stress the quality of the product, its ingredients, or the quality of care given. Quality is just as much a part of assessing the value as price is.
Secret: People always like to blame any failings or lack of success not on their lack of effort, but because they didn’t know the secret. Giving people the ‘insider secrets’ has always been a powerful term for bringing in conversions. But don’t overdo it or it sounds like those hard-sell eBooks.
How: You’d be amazed how people love to feel they have learned something. I have always said that teaching someone something, however small, is the greatest ‘branding’ you can do. You always remember who taught you a trick or fact. Telling people “How” adds to credibility and makes the whole thing feel more solid, and ‘proven’.
Excellent reminder to write copy that focuses on your prospects in a way that they prefer. Thanks!
Great list…Sometimes we forget what to highlight when we’re trying to communicate with potential customers and clients…
These are great tips, I use some already, but I really like the “you” strategy. Consumers are selfish and playing into that with copy can pay dividends. Thanks!
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I thought YOU was a STOP word??? Free is definately a stop word. What are your views on that?
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