Home Copywriting Writing Benefit-Driven Web Copy – 4 Steps to More Sales

Writing Benefit-Driven Web Copy – 4 Steps to More Sales


You have recognized the advantages you provide your clients, however how do you flip a listing of advantages into partaking net copy which converts guests into clients?

Lately I wrote an article explaining tips on how to determine the advantages you provide your clients. That article challenged enterprise homeowners and advertising managers to assume when it comes to advantages fairly than options when writing their net copy.

What the article didn’t talk about was tips on how to really write the net copy as soon as that they had recognized their advantages. That’s what this text is about. (It even offers you a few templates you should use to make your job a complete lot simpler!)

As an internet site copywriter, most of the initiatives I undertake are fully new web sites. The shopper has some normal concepts about what they’d wish to convey, however they want somebody who can fine-tune their message, and create net copy (and an online construction) which engages their readers. In consequence, over time I’ve developed a course of for doing this successfully. There are 4 principal steps:

1) Determine advantages

2) Determine the way you ship these advantages

3) Prioritise your advantages

4) Write the content material

Though this text touches on step 1, it’s largely about steps 2, 3, and 4.


Branding apart, most web sites are about promoting. Prospects don’t need to know what you are able to do; they need to know what you are able to do for THEM. Meaning the primary query it’s best to ask is, “What advantages do I provide my clients?” That is normally step one towards figuring out the important thing message to be conveyed.

That’s to not say that your web site shouldn’t describe your services and products. You simply want to ensure it describes them when it comes to advantages to your buyer.

However advantages identification is exterior the scope of this text. When you’d like to search out out extra about tips on how to have interaction your buyer with advantages, go to http://www.divinewrite.com/advantages.htm.


After all, you’ll be able to’t simply declare to ship advantages and cease at that. You want to help that declare. In your web site, you’re going to wish to persuade your viewers that you just really do ship these advantages. Anybody can say they ship advantages, however few can say it persuasively.

From step 1 you’ll have a listing of advantages. Now it is advisable to take into consideration the way you ship every profit in that checklist. That is the place you begin speaking about options – value, product highlights, distribution channel, competitor weaknesses, exterior components, USPs, and many others. It’s useful when you draw up a desk with one column for advantages and one for the options which ship these advantages. (Click on http://www.divinewrite.com/downloads/benefitsfeatures.doc to obtain an instance Advantages-Options desk – 20KB.)

You’ll in all probability discover this course of a lot simpler than figuring out advantages. In reality, you’ve in all probability bought most of this data written down already… someplace. If not, likelihood is you uncovered portion of it if you had been brainstorming for advantages.

TIP: When you’re having bother figuring out supporting options, earlier than filling out the desk, attempt itemizing the whole lot you’ll be able to consider which pertains to what you do and the way you do it. Don’t fear in regards to the order. Simply braindump onto a bit of paper, a whiteboard, a Phrase doc, wherever… Don’t depart something out, even when it appears unimportant. (You’d be shocked how essential even probably the most insignificant particulars can develop into when you begin assigning them to advantages.) When you begin getting misplaced, assume again to the query you’re making an attempt to reply: How do you ship your checklist of advantages to your buyer? When you’ve finished your braindump, learn by it and resolve which particular profit every characteristic delivers.


Now that you just’ve recognized all of the belongings you COULD say, it’s time to determine what you SHOULD say and the place it’s best to say it. That is the place your benefits-features desk comes into play. Learn by your checklist of advantages and prioritise them in response to how compelling they are going to be to your reader.

The rationale for this? Precedence determines prominence. Probably the most compelling advantages will have to be distinguished in your web site.

TIP: Remember that your checklist could embrace some advantages which everybody in what you are promoting class might declare. In different phrases, they’re not simply particular to your organization, however apply to the kind of service you provide. For instance, when you promote a Content material Administration System (CMS) for web site creation, it’s possible you’ll checklist “Larger management for advertising managers” and “Much less expense updating content material” as advantages.

Each CMS vendor might declare these advantages, so that you’ll must query their significance. Will they differentiate you out of your rivals. Generic advantages may be helpful if none of your rivals are utilizing them, or when you really feel it is advisable to educate your market a bit earlier than launching into company-specific advantages.


So now you realize what you’d wish to say, it’s time to resolve tips on how to say it. That is about three issues:

i) Topic – What’s the topic of your web site; options or advantages?

ii) Construction – How do you construction your web site such that your clients will learn your most compelling advantages?

iii) Phrases – What phrases do you have to use to greatest have interaction your viewers (and the various search engines)?

The rest of this text is devoted to Topic and Construction.


What’s the topic of your web site; options or advantages? The reply to this query lies in viewers identification. In case your viewers is aware of a bit about the kind of services or products you’re promoting, lead with options (e.g. processor velocity, turnaround time, uptime, experience, instructional {qualifications}, huge product vary, and many others.). However be sure to speak about their advantages, and ensure the options providing crucial advantages are probably the most distinguished.

Right here’s a simplified instance…

“Cool Widgets gives:

— Commonplace Working Surroundings – Considerably lowering the complexity of your IT infrastructure

— System upgrades that are inexpensive to license – Offering wonderful TCO reductions”

In circumstances the place you’re promoting to an viewers who is aware of little or no about your services or products, lead with advantages (e.g. when you’re promoting one thing technical to a non-technical viewers).

Right here’s the identical simplified instance, reversed for a novice viewers…

“Cool Widgets gives:

— Lowered complexity of IT infrastructure – We will implement a Commonplace Working Surroundings in your organisation

— Lowered TCO – We will improve your IT to programs that are inexpensive to license”


How do you construction your web site such that your clients will make sure to learn your most compelling advantages? The reply is, preserve it quick ‘n candy. And make it scannable. This doesn’t imply you need to reduce options or advantages. You simply should construction your web site to accommodate your message.

Whereas each web site is completely different, as a rule of thumb it’s a good suggestion to introduce your principal options and advantages on your property web page. Summarise them – ideally utilizing bullet factors, however on the very least, clearly spotlight them in order that your viewers can scan-read (e.g. daring, underline, color, hyperlink).

Then hyperlink from every summarised characteristic or profit to an in depth description. Attempt to preserve every web page to roughly 200-400 phrases. It’s possible you’ll want a number of pages to element all of your options and advantages.

TIP: In circumstances the place it is advisable to introduce options and advantages that are generic to your subject (fairly than particular to your providing), your property web page is mostly one of the best place to do it. From there, you’ll be able to result in a second web page summarising the precise options and advantages of your providing.


Net copy is about excess of simply intelligent phrases. It’s important that you just determine the advantages you provide your buyer, and you could persuade your buyer you really ship these advantages.

I hope that the steerage and instruments supplied on this article will enable you in your technique to partaking net copy which converts to gross sales.

Comfortable writing!

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