Practical Web Copy: TextQL

Welcome to the first installment in our practical web copy series, specially designed to turn your web presence into a sales powerhouse. Persuasive copywriting is crucial to capture your audience’s attention, underscore your brand’s unique value proposition and drive sales conversions.

Whether you’re selling a groundbreaking product or a specialized service, our mission is to help you harness the true power of words in the digital world. Are you ready to unlock the potential of your web copy and make it work harder for your business? Buckle up as we walk you through a real-life transformation from ‘good’ to ‘great.’

In today’s blog post, we will dissect the landing page of TextQL — a company changing the world of data analysis with its AI-powered assistant, Ana. We’ll take their current copy and turn it into a high-converting masterpiece, explaining our exact copywriting techniques and the strategic thinking behind each tweak.

Remember, the goal here isn’t just to improve TextQL’s landing page but to give you the insights and tools to replicate these success strategies in your business. Let’s dive in.

TextQL Logo.

Personalization and Power Words

Old Copy:

Suggested New Copy:

“Meet Ana — Your Personal Data Analyst.

Harness the power of AI with Ana, the world’s first virtual data analyst powered by ChatGPT.”

By referring to Ana as “Your Personal Data Analyst,” we’re making the copy more personal and relevant to the reader. The power word “Harness” makes the copy more engaging and compelling. Powerful words can trigger an emotional response and make the copy more persuasive(1, 2). At the same time, personalization can make the copy more relevant to individual users and increase engagement and conversions by 202%(3).

Note: “introducing ana” is cut off by the navigation bar. The product demo and attached copy needs to be moved down.

Benefits over Features and Power Words

Old Copy:

Suggested New Copy:

“Empower Your Team with Instant Data Insights.

With TextQL, your business team can unlock critical insights from your company’s data in seconds, not days.”

Old Copy:

Suggested New Copy:

“Seamlessly Integrate Your Data Catalog.

Instantly establish a data catalog in each report, ensuring your business teams are aligned with your metrics and definitions.

We seamlessly integrate with your existing data catalog, synchronizing the definitions for effortless consistency.”

The revamped copies emphasize the benefits of using TextQL, like “unlock critical insights… in seconds” and ensuring “effortless consistency,” rather than just stating what it does. Powerful words like “empower,” “unlock,” “seamlessly,” and “effortless” make the copy more engaging and compelling. Focusing on benefits over features shows readers how the product or service can solve their problems or meet their needs, making the copy more persuasive (4).

Simplicity and Clarity

Old Copy:

Suggested New Copy:

“Get Answers Right Where You Work.

When data queries pop up in your team’s DMs, simply @TextQL for instant responses.”

The newly crafted copy streamlines the underlying message and offers a distinct understanding of the user’s needs. By prioritizing both simplicity and clarity, the effectiveness of the copy is enhanced significantly. A straightforward, clear message is far more accessible for the audience to interpret and comprehend, reducing cognitive load. Clarity within copy ensures that the users are fully aware of what they stand to gain, making any copy more compelling (5).

Call to Action and Inviting Language

Old Copy:

Suggested New Copy:

“Join Our Journey.

We’re crafting our product’s alpha version, and we’d love for you to participate. Share your feedback and help shape the future of data analysis.”

The new copy includes a clear call to action (“Share your feedback”) and uses more personalized language (“Join Our Journey,” “we’d love for you to participate”) to make the reader feel like you’re inviting them directly to engage in the process. A clear, personalized call to action guides the reader on what to do next, increasing the likelihood of them taking the desired action (3).

Things Done Well and Further Suggestions

TextQL’s website does many things well. The product display video at the top of the landing page is engaging. Graphics are well-utilized across the entire page. Partnerships are prominently displayed, and it is great that they have a blog section. However, there’s always room for improvement. TextQL should consider adding testimonials in the future once a client base is established.

Conclusion

Redefining your web copy isn’t merely a game of semantics; it’s an exercise in empathy and understanding. It’s about connecting with your audience’s desires and needs and illustrating precisely how your product or service fulfills them. The aim is to create a narrative that doesn’t just engage your audience but galvanizes them into action.

Optimizing your web copy can dramatically amplify engagement and conversions. How? By tailoring your message to your audience, focusing on benefits rather than features, keeping your message simple and direct, leveraging the power of persuasive words, and establishing a compelling call to action.

Remember, the goal is not about showcasing your wit or creativity but fostering clear, persuasive communication with your audience, driving them towards the desired outcome.

Take a moment to review your web copy and consider how you can supercharge its effectiveness using the techniques shared today.

Happy writing!

Works Cited:

1. Jones, K., Libert, K., & Tynski, K. (2016, May 23). The Emotional Combinations That Make Stories Go Viral. Harvard Business Review. https://hbr.org/2016/05/research-the-link-between-feeling-in-control-and-viral-content
2. Stieglitz, S., & Dang-Xuan, L. (2013). Emotions and Information Diffusion in Social Media — Sentiment of Microblogs and Sharing Behavior. Journal of Management Information Systems, 29(4), 217–248. https://doi.org/10.2753/MIS0742-1222290408
3. Hubspot. (n.d.). Personalized Calls-to-Action Convert Better [Data]. Hubspot Blog. [accessed 2023 Jun 6]. https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data
4. MasterClass. (n.d.). Features and Benefits. [accessed 2023 Jun 6]. https://www.masterclass.com/articles/features-and-benefits
5. Spenner, P., & Freeman, K. (2012, May). To Keep Your Customers, Keep It Simple. Harvard Business Review. https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple
6. SocialPilot. (n.d.). The Ultimate Guide to Social Media Call-to-Action (CTA). SocialPilot Blog. [accessed 2023 Jun 6]. https://www.socialpilot.co/blog/social-media-call-to-action