Mobile marketing is a hot subject at the moment… Mobile is quickly becoming the most convenient and effective way to capture your target audience.
With Google placing more emphasis on mobile site optimization in search results, and smart phone take up increasing all over the world, it’s no wonder that copywriters need to adapt as well.
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Writing web copy for a mobile audience is a different ball of game. Since you attract users on the go, it is tricky to keep them engaged and interested, due to their short attention span and endless distractions.
But there are some best practices to stick to that will help you deliver a compelling marketing message on mobile.
If you find it difficult to create incredible web copy for a mobile audience, then these insightful tips can help:
1. Focus more on images
Studies have shown that users favor images more than text.
The screen size plays a huge role in mobile marketing, and if you replace text with relevant pictures it can increase your engagement.
So the next time you set your eyes on a blank screen, try to include more pictures in the body text to save space and let the viewer get more out of fewer words.
As an example, you can see this heat map of a website that indicates the areas which have maximum views.
Image Source: Pinterest
According to this heat map, the section of the page that contains images retains the attention of viewers for a longer time.
The bottom-line is that images are a far better option to use in copy than text, as they give visual information to mobile users.
2. Keep it simple and impactful
Text messages, phone calls, and notifications cause a good deal of distraction for users. That is why it is essential that you keep it brief but to the point.
Considering the small screen size of mobile users; it is important that you crop your content so that viewers can easily skim the relevant information.
After you have written the first draft, be sure to check your copy and see what else you can cut.
While it is tempting to use superlatives and modifiers in your copy, do not use them excessively as they will only create confusion.
Make it about like 30 characters or less to get your point across. Put out the most relevant words first and make sure the copy lets the readers know what’s most important in the message.
Remember the KISS technique? Keep it Simple Stupid.
Image Source: S.Yimg
Take a look at this fantastic example of impactful mobile copy. As you can see, the ad features an image along with a description of the products they can offer to their customers. Very cool!
Better yet, you can also use infographics or even videos to convey your point in a simple manner.
3. Use the “Golden Triangle” approach
There is a specific pattern in which users view text in print, desktop, and mobile devices. We call it the Golden Triangle.
To elaborate on it further, Jakob Nielsen conducted a study in April 2015 that explained the concept of the Golden Triangle. From the study, it was revealed that online viewers see the content in an “F” pattern.
The study explained that the eyes of users move in a horizontal direction. The user first views the upper part of the content, then they move in a horizontal direction and finally to the left vertical direction.
When using eyeball-tracking software, it forms the shape of the letter ‘F’ and this is how it derived its name.
This is also precisely the manner in which mobile users scan the content on a website, i.e. they first look at the upper left corner of the screen and then the center of it.
Users spend about 68% of their time in the center of the screen, while they consume 86% of their time in the upper two-thirds of the screen.
Following this specific pattern, you can significantly increase the engagement of prospects on your web copy which will result in a higher conversion rate.
Image Source: Kiehl’s
4. Create short and compelling lines
Unlike desktop users, mobile users have a shorter attention span which requires you to create shorter sentences.
Rather than stuffing your copy with fluffy content, you should optimize it with short but compelling lines that create the right impact.
These sentences have to establish the true essence of your landing page or email copy. But most of all, the first sentence has to raise the bar and deliver on the expectations of the audience.
Image Courtesy: Bupa
The above-mentioned image is a perfect example of how mobile copy should succinctly describe a service. As you can see, it portrayed the benefits of a health insurance plan in a few short lines.
5. Create an attention-grabbing tagline
When David Ogilvy gave Rolls Royce the famous tagline, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”, it skyrocketed the sales of the company of that particular year. That is the power of a catchy headline.
The idea behind writing catchy taglines is to convey your brand story in a few words. In mobile marketing, you have only 8 seconds to do that.
Considering such a short reaction time, it makes it even more important for you to create memorable one-liners that can succinctly sum up the gist of your brand message in a few seconds and draw in more visitors to your website.
Image Source: T Mobile
This mobile ad copy of Samsung Galaxy captures your attention with its catchy tagline.
6. Be frequent with bullets
Using bullets in your copy is one of the best ways to make your content more scannable and reader-friendly. Bullets add clarity in your copy and make it easier for mobile viewers to scan valuable information.
Bullets are also a time-saving substitute for the longer paragraph. It enables you to put across your message to readers in a jiffy.
It allows you to summarize the gist of your information in a precise manner which makes it easier for mobile readers to get your point.
Image Source: Amazon
This compelling ad copy of Ford Blue Oval Garage Stool entices your eyes for its conciseness. It uses the bullets to pitch the features of its products.
7. Build a connection between your email copy and web copy
Email copy is just an extension of your web page and doing it poorly can directly affect the outcomes of your email marketing campaign.
To create a uniform feel for your brand, it is important that you infuse consistency in your content. So when a lead clicks through a link in your email, they should be able to quickly find a connection.
Therefore, it is important to keep the style and tone of your copy consistent from your email to web pages.
At the same time, your web page should help your leads proceed to the next steps that can help them understand the features of your products.
8. Don’t forget to proofread
For a prospective customer, there is nothing more annoying than a misspelled sales letter or web page. The glaring spelling errors and grammatical mistakes not only affect the mood of your leads, it also questions the professionalism of your business.
To avoid facing the music of such mistakes, a spell-checker tool can come to your rescue. For better results, you should double-check your copy to make it free from any overlooked error.
Guest Author: Anna Marsh works as a Web Copywriter for Essay Help Deal. Apart from creating killer sales copy for websites and social media, she also writes insightful articles for the online marketing industry. You can follow her on Facebook, Twitter and Google Plus.