Copywriting for Conversions: Offer Solutions to Problems
Tiffany Pauling,
Senior Digital Marketing Specialist
Share This Post:
Copywriting for Conversions: Offer Solutions to Problems
Have you ever been on a date or seen a movie where one person just won’t stop talking about themselves? Your eyes start to glaze over, your mind starts to wander, and your date has completely lost you. In sales, especially in Industrial B2B, we don’t want to be that date. Your website needs to be the date who’s genuine, asks questions, and listens to your customers’ problems, otherwise potential leads will bounce without converting.
Put Your Customers’ Problems First!
Talk about your customer’s needs and problems first before describing your brand and product.
Here’s two examples of copy. Try to choose the one that’s customer first:
|
After decades of research and development, we discovered the right recipe for soundproofing materials. Our hexagonal sound proofing discs are made with wood pulp and water. The mixture is then poured into a hexagonal mold. These discs, when mounted to a wall, can block sounds and echoes, creating a peaceful, restful environment. The discs are available in a broad range of colors, which allows consumers to create aesthetic patterns in addition to a quiet, sound-proofed space. |
It's hard to sleep when your neighbor's alarm goes off. Or when they’re watching Netflix at full volume. It's true that some buildings are just old and lack adequate sound proofing, but that doesn't mean you have to live with it. Our hexagonal sound-proofing discs can help you block out unwanted noise and make your wall aesthetically appealing. To make our discs, we combine wood pulp with water and pour the mixture into a hexagonal mold. Then, we add color. We discovered this recipe for soundproofing after years of painstaking research and development. The discs are available in a wide variety of colors. To learn more, contact us today. |
If you picked the one on the right, you are correct! The left example is well written, but not very interesting. Customers don't care about your product enough to read about it, unless they need it. Often, customers are searching and finding your website organically with search queries that describe either a problem or a solution to the problem. The right example immediately addresses a problem that many people face daily: apartment noise. This is effective copywriting. Remind potential customers of their need, and then show them how you can meet it.
Use the Active Voice and Avoid the Passive Voice for Persuasive Website Copy
I know, you’ve heard it from every English teacher ever (and from us too). Active voice, though, is just that: Active. It makes you want to do something, be active, and possibly complete a transaction. In Industrial B2B, often we are trained to write technical manuals and research papers in the passive voice. Your website, however, is not a technical manual. It’s one of your best salespeople whose number one goal is to bring in more leads. Use the active voice to talk to your customers directly. Learn more about active vs. passive voice here.
Client-Focused Website Copy Sells Products
If you want to move your products, you have to demonstrate that you understand what your customer’s needs are. Once you've captured their attention, tell them about your product. If you need help with turning out that professional looking, customer first copy on your website, look no further than our expert team of copywriters.
Ready to learn more? Schedule your free consultation with Ecreative today!