Scoring a hatrick – the three goals method of copywriting
Writing effective web content isn't just about getting a good SERP on Google. It's just as important to engage with your human visitors and to ensure that your copy is effective in getting your message across by delivering engaging content that has a clear roadmap and a good call to action at the end. But is that your web content's only goal, or does it have another purpose? An ‘About Us' page isn't solely about selling your product to the reader – it has another purpose. So when you're writing a page for your website, About Us section or your e-commerce store, do you pause for a moment and ask yourself what the goal is for that specific page? If you don't know then neither will your customer.
Web content should be constructed in such a way that it moves the reader towards a specific goal that you want them to adopt. But if you're not sure of what that goal is yourself, then the roadmap could become full of twists and turns that take the reader in the wrong direction. So what is the three goals method of copywriting?
1. Be specific
Copywriting goals for specific web pages need to be specific. Rather than setting a general goal such as ‘engage with customers' or ‘convert clicks into cash', target your goal for that page. Decide the exact action you want your customer to take such as ‘sign up for our newsletter' or ‘register for our course'. Once you have a specific goal in mind you can then create content that gently guides your reader towards that goal.
2. Have a plan B, and a plan C
You don't just have to have a single goal for each page. Once you've established the primary specific goal, you can add a couple more that all help to roadmap the page for the reader. These can relate directly to your primary goal or be a little more generic. For example, on an e-commerce page your secondary goal could be to encourage the reader to continue to browse for more items or persuade them to explore a ‘special offers' page. These secondary goals have two functions – they strengthen the message of your primary goal as well as keeping the customer from leaving the site too quickly.
3. Use your goals as your guide
Once you have established your page-specific goals you can then create the content around this framework. If you are employing the services of a web copywriter to create your content for you this clear definition of what you want the page to achieve will help them to structure the content in such a way as to emphasise your primary goal. They can also put in place a strong call to action that encourages the reader to take up the option of the secondary and tertiary goals too.
Your web content for each page should focus on the primary goal, whilst keeping in mind your secondary and tertiary objectives. By adopting this three goals method to copywriting, you can be certain that not only is your page roadmap effective, but your overall message is one that has the desired effects:
- It keeps your visitors on the site
- It guides them through a series of steps that are all designed to take them towards your primary goal
- It encourages them to engage in your secondary and tertiary goals
- Your copy works as an effective piece of conversion optimisation
If you're not sure how to create content that achieves all this, talk to an experienced UK copywriter. Explain clearly what you want your page to achieve and they will create content for you that scores a hatrick every time.
Questions and Answers
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