Writing Effective Marketing Copy for Your Website | Maggie Griner | Skillshare

Writing Effective Marketing Copy for Your Website

Maggie Griner, Senior User Experience Designer

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4 Lessons (14m)
    • 1. Summary

      0:33
    • 2. Creating a Copy Wireframe

      3:11
    • 3. The Framework

      9:54
    • 4. Project

      0:24

About This Class

Maggie Griner helps you learn an easy-to-remember framework for writing effective marketing website copy. 

Transcripts

1. Summary: Hey there, this is Maggie Greiner. Thank you for your time today. We're going to be talking about writing effective marketing copy for your next website. Whether you're working on a website that is for a mobile application or for a small business, I think you'll find that these principles are pretty high level and will apply to Ah, lot of different types of situations that you'll be designing for, So let's jump in. 2. Creating a Copy Wireframe: Okay, So Step One for creating effective marketing copy is that we need to separate out the process of creating copy from design it from the rest of the design process. So just for some, my inspiration here site inspire aside, I go to regularly. And here are a ah, lot of beautiful marketing websites. And when you dig into any of thes and really break down the components of the design, we always come back to the most effective or the most key aspect of that design is really the copy and a marking. Its website is essentially a a pitch for your product or service, and it really all starts with copy. So first we need to really just break out the coffee from the rest of the design process eso that we aren't getting distracted by visuals, you know, graphics and other influences, you know, layout, that sort of thing. And we're only focusing on the exact pitch that we want to write The exact copy and also the hierarchy of that copy. One tool that I really love using for breaking out copy into its own aspect of the design process is Google draw. We use Google APS a lot with, um, you know, the all of the company's I've worked for and this is just a nisi tool that I can easily do live live collaboration with my co workers or with the clients I'm working with, which is really helpful. When you have a team working on copy together, you need to be able to collaborate. And you know, you can leave comments in Google, draw and have a conversation about a specific headline, and it's just really helpful. I and even more simple starting point would be to do a sketch, just pen and paper or pencil and paper. And that would be the exercise that I would recommend starting with first, because sketching really helps, you know, ignite the creative juices and ah, and it's just really a lot of studies have shown how effective sketching is really, you know, connecting the pen to the paper and it ignites aspects of your brain that do not get triggered when you are simply working in a digital format. So give that a try first, and then you can move into a little more a formal, although not pretty type of format, like using Google draw 3. The Framework: Let's take a closer look at this copy wire. Fring we have here. This is a very, very basic breakdown of the simple framework that we're working with. Your we've got a key headline which represents our big idea. And then we have our key benefits for the product or service, and the key features a call to action. And then we present the user with next steps. If they are not ready, quite ready to take that specific call to action and I'm gonna start in the middle here, and then we'll work our way out. I think it would be easier to understand that way. No benefits versus features. What is the difference? A benefit is a way of describing the product or service and how it is going. Teoh impact the quality of life for the user. Her who purchased purchases that app or excuse me, that product or service and une easy way to think of it is, you know, is what is the benefit going to be to my life. And usually that is something that falls in line with. Is it going to make me money? Is it going to make me feel good is it going? Teoh, help me, You know, achieve some sort of goal in my life. What? What? What are these Thes benefits that are very high level to improving the quality of my life. Whereas a feature is a specific technical feature of the product or service. So if you are a spot, the actual features of the spot would be that you provide, um am, you know, miss our services you provide, you know, meditation services, thes thes kind of very tangible offers. Where is the benefit of receiving that? Massage is increased. Relax ation and calmness in your life so you can see kind of the difference. And we really want to lead with the benefits, because that is where the most powerful tool in the sales process lies is focusing on that benefit or the value that you're bringing. And then we move into the actual feature of the product or service with with a lot of times , we're designing marking websites for, say, you know, a new mobile app. The key features would be the actual technical features off that application. Um, you know, whether it's a, um, an interactive map or, you know, a robust search feature of some kind. And then the key benefit would be that you know, that I saved time looking for places that I need to get to quickly. You know, it saves me Time is really the benefit, or it makes me money, or it helps me feel great. You know, these air kind of ways that are adding value to my life. But then the features are the way that we're getting to that benefit and and the way that this is structured is not necessarily how you would need to design out the site. You know, here we have, um, you know, a headline and three key benefits through key features. You could have any number of benefits versus features. And, of course, this is not representative of layout of the actual website design. You could have a you know, one large, full width banner for two different features. And then you could have a, you know, a small, you know, maybe six column row with a few, a lot of key features, and it you know that. So this is not representative of the final design, but one key thing you want to show in a copy wire frame is the general hierarchy. So, um, in this case, thes thes three key benefits are of equal weight to one another. If we had to benefits that were a bit higher in weight in terms of the value they're bringing than the third, then that might help inform our design decisions for this marketing website where we would maybe put these two up top and it would be a 50 50 design. And then maybe this guy is, um you know, I seem like a smaller in height, full wit full with roe, and anyway, so you can see where you know when we when we start to consider the hierarchy of each item , it will kind of help hint towards what the final design process might look like in terms of moving into wire frames and then into visual design. Then we move up into our big headline. So now, um, we basically want to take a look at all of our key benefits and features and compose a headline that very succinctly gets to a one. It's a one sentence description of the the key value that you're providing, and we call this a big idea. Um, and away in. And so one way to go about this is to brainstorm a lot of different big idea headlines and start kind of massaging them from there. This is really this is probably the toughest part of designing the copy for your website and will take a good amount of brainstorming to get to your final proact. Um, but, you know, in essence, you want Teoh bring in. You know, it depends on the exact kind of I feel that you're in, whether you're designing for a product or service, whether you want to lead with the key benefit or a key feature, Um, you know, you'll want to see how your benefits and features come out, but it it may be that you actually want to lead with the key benefit. Um, and then you also in a lot of cases, might want to state exactly who you are serving in this big headline. So who is your audience? Who are you building this for? Um, a lot of the times that can work really well in a headline, Um, and, you know, be sure to look for inspiration from other sites and especially inspiration from from competitors in your industry. What do their big idea headlines look like? Um, are are they more abstract or are they? Are they you know very specifically describing the exact benefit or feature that they offer . That will be interesting exercise for you, then moving on to the last two pieces. Here we have a call to action, and the next steps call to action is very simple, but very key. We want to figure out, you know, what is the exact you know, what is the exact funnel that we want the user to move into next? Whether that signing up for an email list or purchasing a freak are excusing purchasing our product or signing up for a free trial? What is that called to action and making it it prominent on on the site? And this is not necessarily in order, either. Maybe you want to your most of the time you'll see your call to action right below the headline and then also repeated in, You know, after the key benefits and features. And the next steps is a bit different from called action in that these are steps that a user can take who who may not be quite ready to take that call to action quite yet, though they might be hoping to learn more by reading more material on your site. Or they might want to sign up for your email list to get more updates, as opposed to buying your product or service right away. There's a lot of different kind of examples or ideas for next steps. Definitely. Do some, you know, some detailed market research to see what other what other. You know what your competitors are doing in terms of next steps. And also look at inspiration sites, maybe even another other. You know, completely different industries that that where you can, you know, kind of find inspiration for companies that air. Yeah, doing doing this well and hopefully get some inspiration there. 4. Project: Thanks, everyone for your time. I hope this was helpful. Please feel free to sketch out your wire frame ideas. And I would love to provide any feedback and, um, and support you in your journey towards creating your next website. Thanks again.