If you’re already getting lots of visitors to your site, but your conversions are low, then the problem is probably your site itself. Issues could include:
Slow to load
Links not working
Contact forms not working
Not optimised for mobile
Not clear about what you do
No call to action or contact information
Check that every page functions as it should, that all the links work, and that any contact forms send information to the right place. If everything is working properly, then it’s time to take a look at your content.
If your website copy doesn’t do its job, then it doesn’t matter how well-built your site is or how amazing it looks, you won’t get those conversions.
1. Tell the reader they are in the right place
When a reader clicks on your website, they will decide within seconds whether you have what they need. If they can’t quickly determine whether they are in the right place, they’ll click away, and you may never get them back.
Get straight to the point and let readers know what you offer and who it is for. Don’t overcomplicate what you do with fancy words and phrases.
2. Make it personal
Talk directly to your reader. Use “you” as much as possible to make your copy feel more personal.
Instead of: “we provide 24-hour support,” say: “you will have access to round-the-clock support.”
Instead of: “all our clients get a special welcome gift,” say: “you will receive our special welcome gift.”
3. Establish credibility
Establishing your credibility goes a long way towards building trust with potential clients:
Use feedback, reviews, case studies, testimonials or survey results to show readers that you deliver
Write informative blog posts to demonstrate your expertise
Offer money-back guarantees, free samples, or trial periods to show how confident you are in your products or services
Include accreditations, awards, recommendations, accolades or specialist certifications to prove competency
4. Focus on the benefits
People don’t just want to know what your product does, they want to know how it will benefit them or improve their lives. As well as giving information about the features, explain what those features mean for the customer.
“It has extra padding to provide greater comfort”
“The 24-megapixel camera ensures a high-quality picture”
“Made from lightweight material for easier transportation”
5. Answer questions
Put yourself in the reader’s shoes. What would they want to know about your company, products, and services? What questions would they want you to answer? Give the reader all the information they need to feel confident investing in you.
6. Use emotion
Create an emotional connection with your reader: a desire to belong, fear of missing out, vanity, greed, doubt, lust, curiosity, impatience, intrigue. Words such as ‘free’, ‘discount’, ‘exclusive’, ‘limited’, ‘easy’, ‘quick’,’ luxury’ and ‘unique’ all invoke emotions that inspire people to buy.
7. Reassure your reader
People will have doubts about buying from you, and you need to address these. Nobody wants to make a bad decision, so you need to reassure them they are getting value for money and there is minimal risk. Offering a money-back guarantee, free trial, extended warranty, or no contract tie-in makes the purchase feel less risky.
8. Highlight key information
You never know which page of your website a reader will start at or which pages they will visit. Make sure you repeat key information such as your unique selling point, special offers, or the main benefits of what you provide on each relevant page.
Even if you only have a one-page website, the reader may only skim the copy, so make sure the key points stand out. Use bullet points, sub-headings or bold text to make it easy for your reader to identify important information.
9. Take time to edit your copy
Take time to go through your copy and remove any waffle, repetition, and unnecessary words. I always recommend leaving at least 24 hours between writing and editing so you can come back to your copy with fresh eyes.
The examples below show how a little bit of editing can reduce your word count and improve your copy at the same time.
V1
Write for your audience: It’s always really important to make sure that you know who your target audience is before you start writing your copy.
Be concise: When you write copy, you need to make sure that you don’t use lots of unnecessary words, overly long sentences, or technical terminology that your readers might not understand.
Proofread: It can be quite easy to make mistakes when you write, so make sure that you check your copy very carefully before you publish it.
V2
Write for your audience: Identify your target audience before you start writing.
Be concise: Keep your copy concise. Avoid using unnecessary words, long sentences, and technical terminology.
Proofread: Proofread carefully before publishing.
Not only is the second version shorter in length, but it gets the points across more concisely, and it sounds more confident and assertive.
10. Include a call to action
Every page should include at least one call to action: ‘buy now’, ‘add to basket’, ‘donate’, ‘sign-up’, ‘join now’, ‘register today’, ‘request a quote’, ‘contact us’.
Make it clear what you want the reader to do next and make it easy for them to do it. Include clickable links, share buttons, booking forms or payment facilities. The easier you make it for the reader to take action, the more likely they are to take it.
One last thing…
Write in a tone that is suited to your business and use language your audience will understand. Always remember that your website copy is not written for you - it’s written for your visitors.
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