Looking for a powerful way to ramp up your website copy for improved engagement and conversions?
On a cold night, tens of thousands of years ago, around a campfire, the first caveman copywriter shared a story on the walls of a deep, dark cave wall. Since then, copywriting has evolved.
However, the same love for a good story continues.
But combining story content with your brand messaging and service and product descriptions has become a new art altogether. And today, it can be one of the most effective tools to fight the ever-decreasing attention span of your digital audience. Used in the right way, good storytelling copy on your website has the power to engage and captivate an audience.
So here’s how to make it work for your business.
Create a gripping tale with a powerful hook that targets the right audience
Our number one tip for creating impressive, story-based website content is to know your audience. Understand their pain points, their needs, where they spend their time, what colour t-shirts they wear, and what the coffee order is.
Ok, you might not need to dive that deep, but it helps to craft your content around the reader to ensure you connect, engage and delight them.
Having an understanding of your personas (click here for HubSpot’s handy buyer persona tool) and really getting into their psyche will help you craft content that tells a story that they can relate to. And this will boost your chances of converting them into paying customers.
You can even share a real-life scenario that touches on their pain points to help create an instant connection with your clients.
Tell your brand story throughout your website copy
It’s already out there, but this gives you the chance to direct the narrative
Relax, ditch those facts and numbers and speak from the heart about what you want your audience to know.
When you are creating your website copy, you need to get to the soul of your business – why is it special? What do you do your competitors don’t? What’s your passion? Purpose? Your why?
Consumers today are looking for brands that make an impact not just through what they do, but how they service the community. So think about your brand tone, values, purpose and how you service your customers and community to weave a story that is as hard to put down as Harper Lee’s To Kill A Mockingbird. Here’s a link to the book if you want to be hooked.
It’s also important to make sure the story you do craft ties together with your brand guide so that everything comes together in a nice little package. Consistency is key when it comes to branding, and that should be reflected in the way you talk, as well as the look and feel of your business.
Make the most of case studies and client stories
One of the easiest ways to weave storytelling through your website copy is through your client case studies and stories. Providing a clear, engaging overview of the issue/s your client faced, the solution you provided and the outcome creates a clear vision in your website visitor’s minds about the service you deliver.
Use rich details, engaging words, a hero (you) and weave your case studies throughout other areas of your site to really leverage this content to its full effect.
Define the protagonist in your website copy…a little hint, it’s not you!
This is one mistake many businesses make – focusing their content on themselves. Yes, your website is a space to highlight your point of different, unique selling point, and services and products, but the focus should be on the benefits to the customer/client.
When it comes down to it, they’re looking at your business because of their own requirements. If you can find a way to craft your copy around a story that delivers on their needs, you’ll strike gold when it comes to keeping them engaged.
Remember to be clear and succinct
As much as it would be nice if your website visitors stuck around for a long time, people today have short attention spans and a lot going on. Can you relate?
So whilst storytelling it’s important, make sure your content isn’t fluffy. Keep your copywriting clear, succinct and snappy so you are delivering the messages you need, in the right way, without wasting your reader’s time.
Storytelling in website copy is one of the most compelling ways to not only share your brand’s story but to also connect and engage with your customers.
But it can be challenging and takes a certain craft!
Holly Martin
As Chief Marketer and Founder, my strengths lie in my ability to see the entire playing field for our many clients.
