Google AdWords is widely used for attracting new visitors to a website, but without persuasive texts and some incentives they’re easily gone, and your money as well. Avoid this with these 5 tips for persuasive writing for the Internet.
Tip 1: The value proposition
Who are you, what do you offer and why should people do business with you? This is – in short – called the Value Proposition. Can you explain in two sentences what the added value of your product or service is, then you wake the interest of the reader and he may turn into a potential customer.
Use the Value Propositions for example to explain that your product solves a problem, or that you’re the right person to achieve a certain goal. Always think about the customer, when writing a value proposition: what are his benefits?
Tip 2: Enhance the value proposition
The Value Proposition can reinforce with additional information to further convince the reader. Common examples include:
- A list of all strengths
- Offers in order to entice readers
- Attractive graphics, especially for holidays etc
Tip 3: Writing for the Internet is different
Pretty, thoughtful sentences are great to read, but a text on the Internet doesn’t need not be beautiful. It has to be compelling and invite action. This can be reading another article, buy a product, call for information and so on. This is accomplished with a clear call to action, whether or not combined with some urgency. A few examples:
- Call now and make an appointment
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It doesn’t matter what it is, as long as you just get and keep your readers attention. If you don’t, he’s gone.
Tip 4: Writing for the Internet should be short
Readers on the Internet are lazy. They scan a few rules and if they can’t find what they are looking for they’re gone. ‘Less’ is therefore almost always ‘more’. Write short paragraphs, use bullets, short paragraphs and attracting sub-headlines. Draw attention and hold it down, in every possible way.
Tip 5: keyword research and social media
You can write a great article, but if Google doesn’t find it and you don’t bring it to the attention through social media channels like Twitter, Digg and LinkedIn nobody will know. So take your time for this. Keywords in the title of an article are a prerequisite for a high position in search engines. A quick way to find keyword is by using the Google suggestion tool. For this article I typed into Google: writing a, writing b etc, until Google came up with a suggestion. This was: writing for the web. Apparently, this term is quite often used, so the title is: 5 SEO tips for writing for the web.
Then I typed into Google: allintitle:writing for the web. There are only 7.770 sites that have these words in their title, so a high ranking on these keywords – with sufficiently relevant backlinks – is perfectly feasible. With Google Analytics, you can then figure out how many visitors it brings to the site. Another possibility is to run a Google AdWords campaign, only for this and related search terms, to find out which combinations are most often used, and optimize your article for these terms.
Rutger Steenbergen is journalist, webdesigner and SEO-enthusiastic. He writes (in dutch) about SEO and e-mail marketing on his website www.seozwolle.nl. This post was orignally written in dutch and is called: 5 tips voor het schrijven voor internet