A good website copywriter will write compelling content for you. And if you use your website to inform potential clients about your products and services, you need to know about compelling content too: what it is, why it’s important and how to write it.
In this post, I outline 5 keys to writing compelling content.
What is ‘compelling content’?
You’ve probably had the experience of being so engrossed in a movie that you become oblivious to what’s going on around you and just have to keep watching. Compelling online content is a lot like that. It holds you.
In the simplest of terms, compelling online content is information that catches and holds your readers’ attention so strongly that they read most or all of it. It may include text, video, images and audio (or a combination of these). When you create content that’s effective – or compelling – readers are highly likely to respond to your calls-to-action. And this means they’re closer to becoming one of your clients.
Compelling content has other key characteristics. It’s not ‘salesy’, and may not even refer directly to your business offerings. Instead, it generously provides thoughtful and genuine information that’s valuable for your potential clients.
Compelling content demonstrates:
- your understanding of clients’ problems;
- your insights into the impacts of these problems; and
- your willingness to offer help freely based on your expertise and experience.
Why is it important?
Compelling – or irresistible – content motivates your readers to do something in order to find out more about you or your business. For example, they might sign up to receive your blogs or e-newsletter; complete an online contact form; follow you on social media; or make a phone call.
As a result of your compelling content, they’re genuinely interested in your offerings, have taken action and are beginning to build a relationship with you – which could lead to a business transaction.
How do you write it?
Now that you understand its importance, how do you write compelling content? There are 5 keys to writing compelling copy that any writer – including you – can make sense of and apply to your work. Compelling content is: accurate, clear, concise, relevant and engaging.
If you want readers to take you seriously and begin to develop trust in you and your brand, your copy needs to be accurate. Errors in spelling, punctuation or grammar won’t help you create an impression of quality and trustworthiness.
If you want viewers to understand your key message, your copy needs to be organised. Your meaning needs to be simply expressed in short sentences that logically guide readers step by step.
If you want viewers to remember your key message, your copy needs to be brief and to the point. Compelling copy is focused rather than detailed so that viewers can remember what they’ve read and summarise it in one sentence when telling others about it.
If you want viewers to respond, your copy needs to be relevant. Compelling copy connects with each reader individually at an emotional level. Connect by using language your readers understand to address actual problems they face and offer real solutions they need.
If you want viewers to enjoy reading, your copy needs to be visually engaging and readable. Use headings, dot points and paragraphs; choose an easy-to-read font and meaningful colours and images that complement the copy rather than compete with it; and make sure the overall page layout is balanced and aesthetically pleasing.
I’d love to help you make your online content more compelling: 0427 300 462 or firstname.lastname@example.org
At Edit Proofread Write, I help small business owners, professionals and academics use the right language to achieve your goals.