Does Your Website Copy Answer These Four Questions?
Your website copy absolutely must answer these four questions if you want people to read your content and then take action:
1. Why me?
2. Why you?
3. Why this?
4. Why now?
These are the “four whys” of any profitable website. When you answer all four, you can get the desired results for your business, including things such as:
- Increased conversion rates.
- More sales.
- Increased content engagement.
Answering the “four why” questions is the shortest and simplest way to persuasively communicate with prospective customers because it ensures you cover all possible objections. As you will see below, each why question includes specific element of a transaction – be it a financial exchange or an exchange of information.
Here’s how to address the first why question, the “Why me?”
Answering the “Why Me?” Question
When someone first lands on your site looking for what you have to offer, the first thing they think about is “Why me?” You have to give a person a reason why they should read your message in the first place.
- Solving their problem?
- Helping them achieve a goal?
- Reinforcing their beliefs?
All of the above reasons are why people visit your page and read your copywriting. In theory, this is a simple thing to do. In reality, many businesses forget to give visitors a reason why they should continue to read the website’s content.
The next question to answer is about you.
Answering the “Why You?” Question
Once a person has a reason to read your message, the next thing he or she wants to want know more about is you. This is why one of the most highly visited pages on your website is your About page.
Here are three ways to establish authority to address the “why you?”
- Expertise. It’s not bragging if it’s true. If you have awards or other forms of social proof – like testimonials or case studies – show them on your site.
- A history of solving the problem. If you have a record of accomplishment of solving the problem for other people, let the reader know.
- Personal experience. If you’ve felt the pain a reader is going through, let them know how you found something that helped. This builds empathy, and presents yourself as someone who knows how they feel.
Overall, the best thing you can do to answer the “why you?” is tell them that you care.
Now for the next question…
Answering the “Why This?” Question
The word “this” refers to the “object” in the message. It could be a product, service, or idea. To take this even further, it’s about how whatever it is you are selling or talking about helps the reader.
To answer the “why this?” question, try the following:
It solves a problem or prevents a future problem. Think about how the reader will benefit once they take the desired action, then let them know about it. Paint a picture for them.
It gets them ahead. Explain how they will be at an advantage if they buy whatever “this” is. Will it elevate status? Help them get that dream job? Be specific.
It’s better than the “other” thing. If what you’re selling is better than what your competition is selling, be sure to let the reader know.
Now for the last question – “Why now?”
Answering the “Why Now?” Question
Once your prospect knows they’re in the right place, they like and trust you, and they are interested in the solution you provide, it’s time to close the sale. The best way to close is to create a sense of urgency. They’ve already invested time on your website, so show them how to make up for time lost – and how to save time in the future – by answering the “why now?”
Here are a few ways to go about this:
Urgency. If the problem in question is in need of an immediate solution, tell the reader how dire the situation is (related: how urgency increased sales by 332%).
Early advantage. Show them how they can have a “head start” if they take action now. Offer a bonus, some sort of extra goodie to reward them for making the quick decision.
Remind them again of the problem. Turn up the heat and show the prospect what they are missing if they don’t act now. Sometimes a reminder of our problem (or perceived future problem) is all we need to move forward and take action.
Why You Should Get More Copy Help
Your website’s copy sells your business around the world, 24/7. This is why it’s so important to ensure you have top-notch copy. If you don’t, you are missing out on leads, conversions, sales, money, and wasting valuable time.
At Sūmèr, we help businesses attract their target market, engage customers, and accelerate overall growth. To get more free help for your website, visit this page for more info about our next free webinar about how to get more leads and convert them to recurring buyers.
Sign up now and see you there.
Photo Credit: gak
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Michelle is the fearless leader of Sūmèr. A lover of the written word and content marketing strategy, Michelle is reinventing how businesses communicate with their customers.
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I appreciate how you applied your own advice in the last paragraph. Why now?! Thanks Raymond and Sumer. I always appreciate your good quality articles.
You’re most welcome! We’re glad you appreciated the article.