Convert your online copy for the casual browser

It is a well-known fact in the advertising industry, that readers have very short attention spans. No matter now good your copy is, only the first few lines will be read by around 80% of readers. But this does not necessarily mean that all your hard work has been thrown into the bin. You have to only realise that less is more!

A lot of people surf the Internet at high speed, so you have to make sure that your copy gets noticed, and for this, it must stand out. Breaking down larger ideas into small ones, will allow readers to digest them more easily.

Many copywriters muck up the copywriting process by going about it the wrong way. They fill up the beginning with worthless promises that nobody’s interested in, and use the rest of the page to actually tell readers what the product or service is all about.

The above approach will surely work for all the regular visitors, but first-timers will surely get turned off by it. A long sales page will only make most readers skip it to the bottom, where the prices are mentioned. And only if they think it’s worth it, will they actually go back to the top for a read.

If you make your copy sound like you are offering something, readers are bound to take a second look.  For example:

“Buying our insurance will save you $ 1000” can be translated into “Put an extra $ 1000 in your pockets today”. Which one would you go for? Obviously the latter!

While writing online copy, you must make sure that everything has been thought of, right from the headlines and the size of the paragraphs to the sub-heading and the body copy. Most importantly, make sure that you call to action is clear.

Upon following the above, you will definitely notice that over time, your readers have increased!