Your Website Content: Words that Get People to Pay Attention


“Speech has power. Words do not fade. What starts out as a sound, ends in a deed.” – Abraham Joshua Herschel

It’s no secret by now that words have power. We can use words to inspire, anger, project, persuade, motivate, and empower.

In marketing, the words you choose for your website pages or campaigns are incredibly important. As such, you need a good understanding of your industry, audience, company marketing goals and the desired outcome of your campaigns.

List the Benefits First

When people have a good understanding of what they stand to gain by buying whatever it is you are selling, they will be more engaged and open to your message. Therefore, if you start your persuasive copy with words that describe how the user will benefit directly from your product, service, or idea, your conversion rates from casual onlooker to full-on customer will be much higher.

Did you know

As mentioned in our previous article, you should never have a button or link that says “click here”. The reason? It’s better to use actionable words that explain what you want the user to do and why they should do it. For example, if one of the goals for your latest loan promotion on your website is to have people click a button to contact you for more information, you want to use actionable words that accurately engage the user so that they know what it is they are clicking on and for what purpose. You can try something like “Learn More” or “Contact Us for More Information”. By doing this, you give the user a purpose for clicking the button. The other upside? It’s great for SEO.

Speak directly to the user

When you use words like “you” and “your” you are speaking directly to your audience. Speaking directly to your audience is effective because you want to create a relationship between the user and your brand. Digital communication is cold and impersonal at times. That’s why it’s always better to engage your users on a personal level. That is why emotional advertising is an effective marketing technique.

Emotional words you can use in your copy are words like heartwarming, obsessed, luxurious, hilarious, courageous, vital, etc.

Use an active writing voice

When you write copy for your website or a marketing campaign, it’s best to use an active voice and not a passive voice. The reason? It gives your words purpose. It displays ownership and gives your users a sense of purpose when they are reading your words.

Always remember, when writing content, the words you use might start with a sound but you want them to end with an action. Engage your users. Get them to pay attention.

3 Secrets to Effective SEO Copywriting for Your Website

Last week, we discussed the 5 ways you can prep your website for SEO success. The very first item on that list is content. Since the reason for search engine existence in the first place is to organize information and present a bridge from the user to the website and vise versa; the words, sentences and phrases that you use on your site are everything.

Imagine that the search engine is the bridge.  The user is at one end of the bridge and your website is at the other end.  Now imagine that the planks on the bridge are made from the text that you use on your website.  Your goal, is to get users to walk across the bridge to visit your website.  What words do you use to prompt them to cross?

As you probably already know, copywriting is the art of constructing written copy and presenting it to the public through digital media or print.  SEO copywriting is writing copy for your website that will rank well in search engines and make your website easily found.  Copywriting is a marketing strategy that has been long-proven to be effective.

Listed below are the 3 secrets to effective SEO copywriting for your website:


1. More Content

Blogs and news sites typically rank sky-high in search engines. Why? Because they are content machines! Adding a blog or news area to your site and then making an effort to regularly add posts will enhance the rank and visibility of your sites in search engines.

2. Know your Audience and then Answer their Questions

Typically, when we search for something on the web, we ask in the form of a question. Think of some of the questions that your credit union members or potential members might ask and then post articles about those questions. This is a great strategy because it helps your website visitors get to know your organization better all while helping you rank higher on Google!

3.  Grab their Attention.  Write Headlines that Engage

Let’s say that you have written a great article that you are sharing through various social media outlets (Facebook, Twitter, etc.) and your hope is that the article gets a lot of attention…maybe even goes viral.  The best way to do that is by writing a headline to your article that engages them and prompts them to click! Chris Garrett from Authority Blogger has shared a great resource with the masses called 102 Headline Writing Formulas. If you get a chance, check it out.