wrjc1hod 发表于 2024-8-19 22:40:04

有价值的外贸独立站文案怎么写？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">文案是一个网站的灵魂。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">仅有</span>能经得起时间和用户考验的文案才是一个网站能否<span style="color: black;">持有</span>持久的流量，能否吸引用户留驻，能否促发用户提交询盘的关键。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那<span style="color: black;">怎样</span><span style="color: black;">才可</span>写出</span><strong style="color: blue;"><span style="color: black;">有价值，有吸金力的网站文案</span></strong>呢？</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/02e3f7da98574aef875c3f221e1cd2e6~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=S9W%2BDlO1%2FXAj6fCV4LmiEuWRgDk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">PART 1、有吸金力的文案<span style="color: black;">规律</span></h1>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ea6af75f056b46ab929ded244b3ca481~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=gzs3WNoTpIvqP5MTUhBA4HWsItY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/657b9cc708ba46009d1286276e7879d8~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=OVA0AIlKM6u8au13S4wcISXtd6o%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/27912ed085dd4efb9d99e4956b5fcff7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=KE1nRDpS6%2FDY4A4xMA7TJ0F3skg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f0aba5ca199840519af67f7fea9c0820~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=SNro4set3CcBMiHfk1yMtUL2pNI%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">上面的这几张真实网站的文案截图，<span style="color: black;">大众</span>看完有<span style="color: black;">发掘</span>什么特点吗？</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">文案很简洁，关键词“</span><strong style="color: blue;"><span style="color: black;">glass packaging</span></strong>”贯穿每一个网站板块的细节里。<span style="color: black;">然则</span>每一个“关键词”<span style="color: black;">显现</span>的位置都不是随随便便写下去的，<span style="color: black;">况且</span>每一个文案片段都不会重复好几次<span style="color: black;">同样</span>关键词，会<span style="color: black;">选取</span>用<span style="color: black;">另一</span>的表达方式去呈现。<span style="color: black;">每一个</span>板块的文案看下来，遣词造句清晰明了，卖点<span style="color: black;">明显</span>，<span style="color: black;">规律</span>通顺，具备品牌质感，文案有故事，说服力强！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">上面举例的截图<span style="color: black;">便是</span>咱们的标杆项目——荣泰玻璃网站。网站文案的设计是一个严谨、系统的过程，<span style="color: black;">由于</span>读者不仅有人，还有搜索引擎。<span style="color: black;">因此</span>在创作网站文案的时候，不仅要说<span style="color: black;">吃下</span>户，<span style="color: black;">促进</span>TA们“采取行动”，更要去说服搜索引擎，让网站<span style="color: black;">得到</span><span style="color: black;">更加多</span>的流量，带来<span style="color: black;">更加多</span><span style="color: black;">目的</span>客户，获取<span style="color: black;">更加多</span>询盘、订单。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">慢慢来的文案<span style="color: black;">规律</span>分三个维度，<span style="color: black;">大众</span>审视文案的时候<span style="color: black;">能够</span>参考<span style="color: black;">咱们</span>的标准：</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/191760d90fee422487c3f5d922e3e85a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=1SUrIBV1pYwESPtT%2Frg6c49ZSFQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">PART 2、三个维度</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">信息理解与处理（卖点梳理、关键词）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这<span style="color: black;">一起</span>，<span style="color: black;">必须</span><span style="color: black;">咱们</span>对自己的<span style="color: black;">制品</span>有足够的<span style="color: black;">认识</span>和认识，梳理出<span style="color: black;">制品</span>的卖点。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2c6921a942eb45c18b63f3f5a3b9c925~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=Mztlsb94zgRAfDabivou1bSB5Ls%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如上图，A<span style="color: black;">机构</span>是做铝型材，<span style="color: black;">经过</span>对<span style="color: black;">机构</span>旗下的<span style="color: black;">制品</span>各方面特点（如类型、功能、材质、应用范围等）的<span style="color: black;">认识</span>，总结出这几个卖点：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Wide range of profiles（广泛的型材范围）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Modular components（模块化组件）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Applications（应用）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Unlimited use in working environment（在工作环境中<span style="color: black;">能够</span>无限次<span style="color: black;">运用</span>）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">同期</span><span style="color: black;">亦</span>提炼出核心关键词：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Aluminum profile</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Profile system</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这个<span style="color: black;">周期</span>，<span style="color: black;">能够</span>说<span style="color: black;">咱们</span>完<span style="color: black;">成为了</span>网站文案创作中“遣词”的<span style="color: black;">过程</span>，“词”有了，接下来就该是“造句”了。<span style="color: black;">按照</span>总结出来的卖点，融入核心关键词（不<span style="color: black;">意见</span>一个词从头到尾<span style="color: black;">始终</span>在重复或多次<span style="color: black;">显现</span>，<span style="color: black;">能够</span>尝试用另一个表达方式去呈现）<span style="color: black;">起始</span>造句：</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/837150df7f124ad79b99e2bf3db82912~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=I4uuyNE9lZNz8%2BLHoH7F5Riwr%2BY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">信息表达（clear、concise、correct）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有<span style="color: black;">科研</span><span style="color: black;">显示</span>：<span style="color: black;">咱们</span><span style="color: black;">仅有</span>3-15 秒（取决于<span style="color: black;">科研</span>）来抓住读者的<span style="color: black;">重视</span>力。而当用户进入网站的时候，能吸引住用户的<span style="color: black;">重视</span>力，能让用户一行一行读取下去才是一段有效的文案。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>很<span style="color: black;">显著</span>，太<span style="color: black;">繁杂</span>没条理的文案是<span style="color: black;">没法</span>做到上面的<span style="color: black;">需求</span>的。这一步，网站文案的表达要更加通顺，更有让人愿意读下去的欲望，要做到</span><strong style="color: blue;"><span style="color: black;">clear、concise、correct</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">AIDA模式是很<span style="color: black;">平常</span><span style="color: black;">亦</span>很<span style="color: black;">基本</span>的一个方式。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">举个例子。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6808473e4a704b53b8627eed55d41f8d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=DlxOJ3X%2BKdVhe6I9EKdYbJ7pB6E%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">利用AIDA模式来写网站文案<span style="color: black;">能够</span>这么做：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Attention – 吸引读者眼球，<span style="color: black;">平常</span><span style="color: black;">出现</span>在标题、<span style="color: black;">文案</span><span style="color: black;">第1</span>句。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Interest – <span style="color: black;">导致</span>客户阅读兴趣，<span style="color: black;">常常</span>是客户的需求点、<span style="color: black;">鲜嫩</span>多汁的利益点</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Desire – 给足理由抓住客户的心，<span style="color: black;">常常</span>是solution或offer</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐Action – 下一步提示，<span style="color: black;">能够</span>是表单、<span style="color: black;">转</span>、下载等<span style="color: black;">各样</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其实除了AIDA模式，在文案写作上<span style="color: black;">亦</span>有不少公式<span style="color: black;">能够</span>去尝试，如：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐AIDCA (Attention –Interest – Desire – Conviction - Action)</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐ACCA (Awareness – Comprehension – Conviction – Action)</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐AIDPPC (Attention – Interest – Description – Persuasion – Proof – Close)</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐IDCA (Interest – Desire – Conviction – Action)</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐AAPPA (Attention – Advantage – Proof – Persuasion – Action)</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">⭐PPPP (Picture – Promise – Prove – Push)</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当然，凡事要<span style="color: black;">循序渐进</span>来，先把AIDA模式用好。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">文案设计（品牌质感、文案美学）</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">前面两个<span style="color: black;">过程</span>做好，<span style="color: black;">已然</span>能让你的网站文案胜过市面上一大半网站的文案设计了。但正如高考写作文<span style="color: black;">同样</span>，写完800字，符合题意，结构完整，<span style="color: black;">规律</span>清晰，<span style="color: black;">能够</span>拿到一个不错的分数，但<span style="color: black;">亦</span><span style="color: black;">没法</span><span style="color: black;">作为</span>一篇优秀的范例<span style="color: black;">文案</span>。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">咱们</span>在撰写网站文案的时候，会遵循这么一个公式：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">创意切入点+讲故事+融入差异点=慢慢来独家文案美学</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">网站文案<span style="color: black;">亦</span>是<span style="color: black;">必须</span>修饰和美化，<span style="color: black;">必须</span>从营销思维的<span style="color: black;">方向</span>去给网站文案“上价值”。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">举些例子。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/76dd59572e9a454ca94c15dc5e318cee~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=s8NW%2BXK%2B04c46%2FzS6ByPKo6o2DE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/cb8b176d1f384deb8e8e94e3ab29dce2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036558&amp;x-signature=cuXZBY%2BM51KvphIPOCQvp6E3U%2B4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这<span style="color: black;">必须</span><span style="color: black;">咱们</span>会讲故事，把进入网站的用户当作“<span style="color: black;">伴侣</span>”，以“满足用户需求”的<span style="color: black;">方向</span>去写文案，带着一点随心所欲的语气，不要一上来<span style="color: black;">便是</span>干巴巴没得感情。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">与此<span style="color: black;">同期</span>，<span style="color: black;">咱们</span>在写文案的时候要有</span><strong style="color: blue;"><span style="color: black;">品牌<span style="color: black;">认识</span></span></strong>，要清楚认识到，这是网站的文案，既有要拿到订单的直接目的，更有要推广品牌的深层目的。<span style="color: black;">因此</span>这就<span style="color: black;">必须</span><span style="color: black;">咱们</span>在<span style="color: black;">认识</span>自家<span style="color: black;">制品</span>之外，多多调研下外贸同行的<span style="color: black;">制品</span>特点，把两者之间差异点找出来，融进文案中。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">能做到这一步，<span style="color: black;">已然</span><span style="color: black;">能够</span>超越99%的网站文案了。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">但这一步很容易被忽略。写文案还是很<span style="color: black;">必须</span>创新，总<span style="color: black;">不可</span>别人写了一句什么样的slogan，就去“模仿”吧，<span style="color: black;">能够</span>学习，<span style="color: black;">然则</span>要脱颖而出，创意还是蛮重要的。</span></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">PART 3、慢慢来文案思维总结</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">文案任何人都<span style="color: black;">能够</span>写，但你<span style="color: black;">想要</span><span style="color: black;">经过</span>网站文案去说<span style="color: black;">吃下</span>户，<span style="color: black;">促进</span>TA们做出下一步的动作。那就<span style="color: black;">必须</span>给用户</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">供给</span>价值</span></strong>，要<span style="color: black;">供给</span>能满足TA们需求的“价值”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">古罗马诗人贺拉斯有句名言：“藏起来的金玉无异于埋在地下的瓦砾。”</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">于文案<span style="color: black;">来讲</span>，<span style="color: black;">无</span>“价值”的文案便宛如深埋地下的“瓦砾”，无人<span style="color: black;">留意</span>，自然带不来任何<span style="color: black;">功效</span>。而失去了“灵魂”的网站只会落入无人问津的境地，泯灭在茫茫的网络中，只是存在，毫无用处……</span></span></p>




听听海 发表于 2024-8-28 19:53:36

你的见解独到，让我受益匪浅，非常感谢。

qzmjef 发表于 2024-9-26 08:07:05

大势所趋，用于讽刺一些制作目的就是为了跟风玩梗，博取眼球的作品。

b1gc8v 发表于 2024-11-13 04:37:19

真情实感，其含义为认真了、走心了的意思，是如今的饭圈常用语。

m5k1umn 发表于 8 小时前

网站建设seio论坛http://www.fok120.com/
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