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One of the most important aspects of selling online is the page copy. You can’t talk to your website visitor face-to-face. So, the traditional way of selling won’t work here. You have to convince the visitor to become a paying customer through the content on your webpage. This art of convincing the visitor to buy (or take the next logical step in the buying process) is called Copywriting.
In this blog, we will look at one of the most popular frameworks that help business write a good website copy. This framework is called AIDA framework. Let’s delve deeper into it.
AIDA copywriting framework
AIDA is an acronym that stands for Attention, Interest, Desire and Action. It basically charts out the journey of thoughts you want your website visitor to go through so as to take the desired next step.
Growth Marketer website explains the concept well in this image.
You can apply this process to your website landing page. Let’s go deeper and understand how.
A – Attention
The first thing you want the visitor to do is pause and make him read your copy. In other words, you want to grab his Attention.
One of the common ways to do that is to break people’s patterns of thought. For example, shocking statements like “You are losing 50% of your productivity due to inefficient time management” always grab attention.
Whatever the “Attention” statement is, it must be short and make people stop and take notice.
One trick at this stage is to think of the end goal of the copy first and then reverse engineer it. For example, if you want people to sign up for your newsletter through the webpage, write an “Attention” statement that points out the pinpoint or need your newsletter solves.
Here is an example from Neil Patel’s Home page. He is trying to make people take up his digital marketing services. For this, he wants to touch the pain point/need of every business, i.e., More traffic to their website. So, that becomes his “Attention” statement.
When you see the statement “Do you want more traffic?” – your first reaction is naturally a yes! And that makes you keep reading further.
One point to note is that this need not be a text, you could use a video thumbnail or an image to grab attention as well. But usually, a text is faster to load on a page and faster to process for the visitor. So, most copies still use text as a way to grab attention.
I – Interest
The second block in the puzzle is Interest. Once you have grabbed attention, you want to make people stay on the page. This means you need to make people get interested in what you plan to highlight.
This section, again, is concise and to the point. It explains why the reader should continue reading the copy. The objective of this section is to evoke enough interest in the reader to continue reading.
Let’s look at the same Neil Patel’s homepage example to understand this better.
The section where the page says, “mine your competitor’s links and create links for your own site,” evokes interest in the reader.
Note that this section is marked with an image to make the section highlight better. You also have a tab-like section below it, each showing a different benefit for the reader – w.r.t Competitors, Keywords, and Ranking. This is a design choice.
I am sure a lot of A/B testing has been done to decide which tabs maximize the conversion rate. Initially, you will start with some assumptions based on what you think will evoke interest in the target audience. More you interact with your audience, the better you will understand their needs.
D – Desire
Next, you aim to increase the desire to solve the pain point. Show your audience the proverbial heaven – the end benefit. What will they get if they act?
Show them how the world could be if they take action. This is the Desire stage. What do you think is the “Desire” section on the Neail Patel page we are analyzing?
I think you would have guessed it, it is the section that says “I am determined to make a business in Bengaluru successful. My only question is, will it be yours?” How appealing is that!
Now, you have taken the reader to the peak of the excitement. If the copy is done right, the reader is primed to be sold the solution.
And that’s when we go for the kill. We ask them to act.
A – Action
You make an upfront ask in this section. You are asking the reader to act now. This is often done explicitly. The reason it is done like that is because human brains are often indecisive. A direct “Call to Action” helps make the brain decide.
In the example we discussed, the “Action” section is the URL box with the button saying “Analyze website”.
The action button takes the copy to its climax.
And that completes the AIDA framework and a stunning copy that converts like magic. Following a copywriting framework like AIDA makes it easy for you to create compelling copies.
You can use this framework not only on landing pages, but also email copies. Here is a good explainer on using AIDA in an email copy by GMass.
It can act like a support system for you to ensure the end result has everything needed to make visitors act.
Optimizing the conversion rate
One important point to note is that your first copy will never be perfect. You will have to run A/B tests to gather data on what is helping you convert better.
Periodic A/B test is the foundation for good copies. So, never stop experimenting. We will cover how to do A/B tests in a later blog.
I hope this helped you understand how a good website copy can be written. AIDA framework is one of the most effective methods to write a good copy. However, it is not the only one. Apart from AIDA, we have covered a few other frameworks like PPPP, PAS, BAB, SSS and FAB. They are worth reading.
You can check all our copywriting-related blogs here. You will benefit immensely by having some copywriting checklists in place. For eg. the 1-2-3-4 copywriting formula and the Forehead slap method to write more effective copies.
Here is a downloadable summary for your reference.
A video explainer
Until next time,