How this improves your website copyīy showing visitors exactly how your offerings will make their lives better. By all means include copy that tells visitors how great your products are, but don’t do so at the expense of explaining clearly and concisely why using your products or services will make visitors’ lives better. Who wouldn’t want to receive almost 50% fewer emails or spend 25% less time in meetings?īy leading with the benefits, Slack is answering the user’s most important question – how will this make my life better or easier?Įmphasizing the benefits of your products or services doesn’t stop you from mentioning features completely – it’s just a simple matter of priorities. No, Slack’s potential users want to save time and hassle, which is why Slack’s primarily benefit-driven copy is so persuasive. However, Slack knows that its ideal customers aren’t interested in that – at least, not as much. We’ve said it before, but I’ll say it again – people don’t care about your company, they only care about how your company can solve their problems.Īs a communications platform, Slack could have focused on the bells and whistles that people like about Slack, such as private chat rooms, emoji responses, and the service’s many integrations. While it’s understandable to want to highlight the accomplishments, distinctions, and aspects of your organization that make it great, this is not why your visitors came to your site. One of the most common mistakes companies make with their web copy is spending too much time talking about how great they are. These tips and techniques aren’t specific to any one particular type of website, so whether you’re in ecommerce or run a nonprofit, or whether you have a complex or basic website, there’s something here for everyone. You might not be crafting traditional narratives on your website, but Vonnegut’s timeless advice still holds true whether you’re helping people learn a new skill or selling plumbing fixtures.Įvery single line of copy on your website should help your visitors accomplish or learn something, and in this post, I’ll show you seven ways to write more engaging, compelling website copy.
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