The Marketing Psychology Behind Website Copy

As of 2021, bloggers have continually posted up to 7.5 million articles per day. Nowadays, we can find a blog on just about anything, but how do we eventually choose and stick with one? What attracts us to it in the beginning?

The answer lies in website copy and marketing psychology.

Website copy refers to the text that quickly informs readers what a site (or brand/product) entails. Marketing psychology implements psychological techniques to attract or influence an entire audience, an entire market, in some way.

Learn about the ways marketing psychology can teach us how to write effective website copy below!

Priming Our Audience 

We can use something called the priming effect to help us with our website copy or product descriptions. This says that past experiences, i.e., things we’ve read or heard, influence how we perceive, react, or respond to a near-immediate situation.

Thus, we might tone up our pathos right before a call-to-action. For example, we use words like “safer,” “healthier,” or “happier” if we sell a food-related product. 

Additionally, we can try a straightforward approach. Highlight or embolden words we think readers should know. Include visuals, show hierarchies for important information, and so on.

Focusing Our Audience

The focusing effect refers to how our brains prioritize or take account of various information. Typically, we weigh or process more prominent, emphasized information first. 

For our purposes, this means that we should organize our content in such a way that crucial information comes before a call-to-action, answer to a question, or “meat” of the article. The focusing effect here indicates our focus remains sharper based on what we emphasize/bring attention to. 

This can explain why things like anchor text optimization become so important. Anchor text, italics, and bolded words make concepts appear valuable, memorable. We should understand and learn more about it.

“But You Are Free” 

This technique works as well in real life as it does for website copy or website sales copy content. The “But You Are Free” technique says that people become more inclined to do something if we leave something as optional or tell them they don’t have to do whatever you ask from them. 

In marketing, this means that we play around with wording/phrasing a lot.

For example,

  • “We would love/like it if you…but you are free to do as you wish!”
  • “We think this could solve all of your problems, but do what’s best for you!”
  • “Many customers have left positive reviews, but you can try for yourself!”

In other words, this gives customers/readers a choice.

Marketing Psychology Uses

Overall, marketing psychology becomes very powerful in website copy, especially since most readers remain clueless/unaware of what’s happening.

We use these techniques to attract customers, audiences, etc. rather than deceive them. Remember to remain honest! Use them to create something so compelling, readers will want more!

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