4 steps to better website copywriting
How to write copy that engages and converts more of your site visitors
Are you at the start of your content marketing journey? One of the things my web design clients tell me they struggle with is knowing what to say on their new website and how to structure their content. Sound familiar?
If this is something you struggle with, I have good news for you - it doesn't need to be as complicated as you might think! There are lots of frameworks that can help you write better copy, but one of my personal favourites is the 4Ps formula, which I want to share with you now.
This formula helps you appeal to the wants and needs of your audience, making them more likely to respond to whatever you’re offering. It goes like this:
Promise: You start with the promise - it should be a snappy, clear articulation of what you can do for your readers. Your promise should speak directly to their deepest needs and wants. Articulate your promise in the headline, subhead and first few lines of text.
Picture: Next, you want to paint a picture for the reader. Help them to start seeing, almost feeling the benefits of whatever it is you’re offering. Being as specific as possible will help you connect emotionally. You want them to start visualising what a difference it would make in their lives (or their business) if they had what you have to offer. This is where you really start to hook them in.
Proof: You’ve created desire and emotional connection in the first two steps and now it’s time to clear up any concerns or objections your readers might have, by providing proof that you can deliver on your promise. Give credibility to your offer with reviews, testimonials, data, and cold hard facts on your previous results. This is your opportunity to answer any doubts they have, and put to bed any niggling fears that it won't work for them, or that it sounds too good to be true.
Push: Finally, you nudge your readers to action, with the push or the call-to-action. The key to an effective push is to tie it back to the original promise and that desirable picture you painted.
This framework can be used for web pages, blog posts or email copy and is a proven structure used by many of the best copywriters. Give it a try next time you need to produce some copy.
