The Leo Burnett Guide to Writing Web Copy

Disorganized web copy never works

You know what’s easy? Writing web copy. It’s the simplest thing in the world. You write down what your business does, who and how it helps and you’re done! Customers will flock to you because you’re providing such an excellent product/service.

A day passes, then another and another but nothing happens. A week, a month and still nothing happens. Your web copy isn’t converting and you have no idea why. Your website tells people exactly who are, what you do and what you can do for them. So why are people not buying from you?

The answer is simple: Your copy is crappy – and not for the reasons you think.

Sure it covers all the basics, has all the information, features and even benefits but what it doesn’t do is engage the reader. It doesn’t make the flow of information easy to absorb and it certainly doesn’t tug at their heart strings.

In order to make your web copy effective, incorporate the four key elements of advertising that Leo Burnett lived (and worked) by.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

It all boils down to dressing your copy up. If your web copy isn’t converting, try these simple techniques and watch your copy perform better.

Make it simple

Readers don’t have the time or patience to work through a lot of information online. So keep it simple and brief.

Have one idea per paragraph which has no more then 3 to 5 sentences. Keep your sentences short too – no more than 25 words.

Make it memorable

Find a hook that will leave a lasting impression in your reader’s mind. Something they can form an emotional connection with instantly.

What is the one word you want associated with you when people think of your business? Start writing around that.

Make it inviting to look at

A web copy’s job is to convince the reader to read the first sentence, then the next and so on. Well, that’s not gonna happen if your copy isn’t inviting to look at.

Break it up in chunks. Include images where relevant. Use headings, sub heading and bullet points.

Make it fun to read

If your copy is dry as dust it’s not going to convert even if it’s simple and easy to look at.

Show some personality. Talk to your reader. Make them feel like they’re listening to a friend talk. It will make them more receptive to your message.

What catches your interest when reading copy on the web? How do you make your writing simple, memorable, inviting and fun to read?

Samar is a freelance blogger, e-book writer and the voice behind this blog. She loves her kid, her work and helping freelance writers break free from low paying writing gigs and earn more .

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