Your web-content must be clear, convincing and reassuring. To write engaging web-content, follows proven principles. They naturally lead your reader to action and ultimately to sell your idea.
Seems like a walk in the park?
This will inspire you to write engaging web-content
The ordinary and good content
This is how most writers create a good level of web-content:
- A good headline
- Clear and specific text
- Benefits over features
- Offering proof
- Clear call to action
- Closing with a guarantee
But, you can do better than this. Yes, you can write engaging web-content!
Striving for engaging content?
How to write engaging web-content
- Punchy and spelling headline (no longer than 8 words).
- Plenty of sub-headers for skim readers.
- The main message placed directly after the headline.
- Clear and specific text with careful choice of words.
- Matching up the message with the customers views, motivations and desires.
- Striking an emotional cord that attracts attention and maintains engagement.
- Benefits over features, (starting from the prospect, not the product).
- Offering proof, (facts & figures, hard evidence references).
- Tying all together to a compelling narrative, leading up to a clear call to action.
- Closing with a guarantee, (2 year warranty, 30-day-money-back).
8 things separating the best form good web-content
The main difference between good and engaging web-content are the following 8 things:
- Captivating headline.
- Helping the reader with sub-headers.
- Putting first things first.
- Matching customers views.
- Adding emotions for more power.
- Benefits over features.
- A captivating narrative.
- Knowing your audience.
The 8 steps to write engaging web-content
1) Captivating Headline
Most readers are skim readers. They mainly read headlines, and if they really get hooked, they might read the sub-headings. You should adapt to this.
If your headline doesn’t ring a bell in the reader’s mind – WHY should he then read your message?
And, if the reader doesn’t read it – all your hard work will be for nothing. So, you better find a catchy headline.
Make the final version of your headline in the very end. Make it punchy and ideally between 8 and 12 words.
TIP 1: Check the big, newspapers and magazines for inspiration
TIP 2: MUST READ – “The Ultimate Guide to Headlines”
2) Helping the Reader with Sub-headers
This is probably the easiest one – but none the less important.
Help the skim readers. Make it possible to grasp the message, by only reading the sub-headers.
TIP: Observe yourself when reading a newspaper or magazine in a hurry. You probably do skim read more often than you think.
3) Putting First Things First
Get your main message across, by placing it directly after the headline.
The challenge is to keep it short.
NOTE – how the headline actually has a different message than the opening line. The first one gets your interest. The second gets you hooked to read the rest.
4) Matching Your Readers Views
Readers are potential customers – and they have personal views and opinions. These opinions are often in the air. Let’s take an obvious example.
About half the american people has an opinion about Trump. Guess what angle your message would have, addressing the democrats.
Or, would your angle be different to the republicans?
Consider these 4 things:
- You probably have to keep out your personal opinion.
- You better focus your message on a specific target group.
- Wanting to reach ALL, will reach NONE.
- Understanding the opinions of this target group – is KEY.
TIP 1: Think about preferences of Baby Boomers vs. Millennials or nuclear power vs renewable.
TIP 2: See the world with other peoples eyes – “be a Roman for the Romans”
5) Adding Emotions for More Power
Your content could either stay factual or become slightly emotional. Let’s have a look at the TikTok article.
“These Moms Got on TikTok to Understand Their Kids. Then….They Stayed. A thriving community of single moms is using teen video app TikTok to celebrate their divorces, grieve their losses and even discipline their kids.”
What is it that makes this slightly emotional?
A careful choice of emotional words.
Note – how the remark – “and even discipline their kids” might raise your eyebrows and want you to know how that works.
The author (Olivia Craighead) certainly got me on the hook.
6) Benefits over Features
In short – this means – give the buyers benefits the preference. Don’t ignore the features totally.
It’s not how you see the advantages of the product – but how they perceive them. These two things can be a world apart.
Below – the very same text – just tweaked a little bit to cater the needs of the client.
Enjoy more movies on the go – with the new double storage.
Complete you daily tasks faster and easier with the new quad-core processor.
Ask about the weather while you’re browsing recipes – with Alexa.
Enjoy your FIRE 7 twice as long as the latest iPad mini – due to our durable and elegant AMAZON design.
Making your every day easier.
Engineered and tested by Amazon, Fire 7 is our best-selling tablet.
Now 2X the storage, faster quad-core processor, hands-free with Alexa, and 2X as durable as the latest iPad mini.
Complete tasks, enjoy movies on the go, browse recipes, or ask Alexa for the weather—making your every day easier.
TIP: Never let the client guess why a certain feature is useful for her. To write engaging web-content – you’ll need to spell it out. Give practical everyday examples.
7) A Captivating Narrative
Fragmented information is boring and hard to digest.
Therefore we need a narrative. This means to stitch all these fragmented pieces of information together. The result is a harmonious and appealing story.
Constructing a narrative requires the right components.
- Angle/point of view
Can you see why this is like painting a picture in the readers mind. An image she will enjoy, share and remember.
Have one more look at the TikTok article. Can you see the narrative starting to unfold, right form the beginning.
TIP: Our blog post The Secret Weapon of Copywriting For a Better Call to Action – ads an important layer to this.
8) Knowing Your Audience
To know who you are writing to – get into the nitty gritty details of a typical client.
TIP: YouTube – Learn about a target group (language / comments). Use the same language and style.