How to Create Persuasive and Effective Copy Online

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In these cases, as in so many others, you may be faced with a copy problem that jeopardizes your digital strategy .

Want another example? An online store with a lot of abandoned shopping carts – are you being clear in the texts that guide the user, step by step, through the purchase process?

But there’s more: copywriting has a decisive impact on the positioning of websites in search results. In other words, online you need to write both for people and for Google’s algorithm, which determines relevance and dictates the ranking of websites. This algorithm can be “influenced” through a set of Search Engine Optimization (SEO) techniques – some of the most important of which are related to writing.

But the reality is that copywriting is too often neglected by companies , leaving it to employees who “know the subject” but lack the necessary skills to write for the Web. We’re not even talking about bank data spelling or syntax errors, which are absolutely killers for a company’s image. We’re talking about the complete lack of knowledge of the rules of writing for the Internet , which seriously affects the effectiveness of the message.

WRITING FOR A READING IN “F”
But do you need to write differently for the web? The short answer is “ yes, ” and the reason is simple: you need to write differently because people read differently online.

On the Internet, readers adopt a reading pattern designed to immediately assess the relevance of texts and obtain the maximum amount of information in the shortest possible time. Several studies have analyzed the focus of the gaze during online reading (eyetracking) and concluded that reading in “F” is practiced :

A horizontal reading movement at the top (the first line of the “F”)
This is followed by a second horizontal movement further down (which usually covers a smaller area)
And a new scroll down the page with the focus falling almost exclusively on the left side of the screen.
In other words, on the Internet people tend to “scan” the page rather than following the traditional reading pattern. Obviously, there are variations (an inverted “L” or an “E”, for example), but the “F” pattern is clearly the most common, although it can also differ in the distance between the horizontal bars and the respective area that is covered by the gaze.

The important thing to remember is this: online you have a few seconds to captivate the reader . You're still with us, excellent!


HOW TO GET TEXTS THAT GRAB READERS AND BOOST BUSINESS
What can you do to overcome the challenge of writing online? Here are some recommendations.

1. HIRE A GOOD WEB COPYWRITER
If you can, don’t hesitate. Note that we don’t write “copywriter” but rather “web copywriter”. The “web” makes all the difference: the difference between someone who knows how to write and someone who knows how to write for the Internet; the difference between the structure of a printed text and the easily digestible blocks of online text; the difference in the degree of effectiveness of the message. A web copywriter provides you with writing:

Creative, direct and noise-free
Structured according to the characteristics of the environment
Focused on the target audience and the objectives to be achieved
Knowledgeable in search engine optimization techniques
Designed for the stage(s) of the purchasing cycle to be worked on
Which uses copy techniques based on neuromarketing studies
That enhances conversion and sales processes
2. GO FOR SIMPLICITY
Simplicity sells. If you can’t afford to hire a web copywriter, keep in mind that the best copy is simple copy. Visitors to a website or blog are always looking for answers to their questions, even when they don’t ask them consciously. Your texts must be able to provide them with the answers they need in a timely manner. Otherwise… you’ve lost another reader!