How to make your web content more persuasive

If you’re doing any kind of sales writing, like adverts or sales pages on the web then it needs to be persuasive. But did you know that content like blog posts, articles and tutorials can be persuasive too?

In fact, persuasive content can actually sell more products and services. Persuasive content is information that grabs your reader by the heart, pulls them in, and gets them involved on your website.

Let’s take a look at a few the secrets to persuasive content writing:

1. Find your voice

Your voice is the unique way that you communicate. When you share your voice it has an impact on your reader. Often, business owners are afraid their voice will come out too strongly so they tone it down. There’s so much information available online it’s difficult to stand out, so you need to find the confidence to speak in your own voice.

Great places to share your voice are in your headline and your subheadings as these are the sentences that capture attention first and tempt people to read the rest of your content.

Finally, when you’re nearing the end of your article or blog post, include a call to action. Let your readers know what they should do next. Do you want them to visit a sales page? Do you want them to leave a comment? Do you want them to read other articles or blog posts? Keep your reader engaged by wrapping up your content with a call to action.

2. Effective formatting

Persuasive content is easy to read. Your eyes are drawn to the important information and words. There are a number of formatting elements that copywriters use and you can use them in your content too. For example…

• Text boxes – They can be used to highlight data, quotations, and comments and feedback from customers.
• Bullets and numbers – Use lists to create a path for the eye to follow and make the important information easy to find.
• Spacing – Have you ever tried to read an article that was one large block of text? It’s next to impossible. Use spacing to add impact to your content. Embrace punctuation too. For example the ellipsis, three repeated periods, help add tension and interest when used selectively.
• Images – the web has become a much more visual place in the last few years. Photos add interest to your content or can even become content in themselves if you use infographics or photos to illustrate a tutorial. You can use stock photos (I have a list of free stock photo sites here) or you can use a camera and take your own (take a look at Teds Cameras ). The advantage of taking your own photos is that they are free and there are no copyright issues.

3. Facts and Figures

Use data to help provide information and to make your point. Data in the form of quotations, statistics, and even charts and graphs, helps add credibility to your content. Make sure that you cite your facts – tell your readers where you found the information. And use it strategically. Almost any copywriting formula includes a section where you want to back up your claims. Data is one of the best ways to accomplish this.

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