Writing copy for short attention spans
It is a known fact that no matter how good a website copy is, most people tend to read only the first few lines. Does this mean that all the time and effort you put in creating the perfect call to action will go down the drain? Not really.
It is important to understand that in today’s fast-paced world, less is in fact more.
Most people will be reading your sales copy from a mobile device or simply skimping after a quick search. It is therefore important that you break up your larger thoughts into mentally-digestible, small bits for quick and easy scanning.
Start With the Action
While writing a copy, most copywriters start the process in reverse i.e. fill the valuable space with unwanted stuff that nobody really cares about and then use the rest of the page to bring the offer on the service or product.
While this approach may be great for connecting to long-term readers, you surely do not want to distance the first-time visitors to your site. Most people, when confronted with a long sales copy, tend to skip to the bottom to find the cost and only then, jump to the top to check if they will get their money’s worth.
Strategic Placing Can Retain Readers
If you are unsuccessful in attracting and retaining readers, then it is time to take a closer look at the pages on your site, particularly the first paragraph. Check to see if you are making good use of captions, headlines, photos, sub-headlines and if your call of action is standing out or buried in a heap of meaningless words.
By placing your message strategically, you would witness a noticeable increase in the number of repeat visitors and conversions.
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