The Ultimate Guide to Conversion-Boosting Website Copy
Imagine visiting a website with beautifully designed, sleek pages that load quickly and efficiently.
As you begin to scan the copy, your sense of the business begins to change.
There’s no flow. You aren’t quite sure what the company does or how they can help you.
Frustrated, you exit the site. Never to return.
Unlike the example described above, good website copy will encourage site visitors to…
- Stay on the site.
- Feel engaged and feel curious to learn more.
- Eventually purchase from you.
Follow these 7 tips to produce clear and compelling copy that will move your prospects to take action.
Web Copy Tip #1: Understand and Define the Purpose of Your Website’s Copy.
Compelling web copy is the key to increasing conversions.
To move your customers to take action–whether that be to purchase a product or fill out a contact form–you need to define the purpose of your website.
Sounds simple, and it is. But you’d be amazed how many company websites fail to do this.
Most companies answer the purpose is to be found easier online and to make more sales.
But there’s more to it than that.
In order to get to that point, your website needs to be able to…
- Show that you understand the needs of your prospects.
- Offer solutions on how to fix the toughest problems.
- Provide empathetic insight into what your prospects and customers face on a daily basis.
- Create a very specific feeling that propels decisive action.
When you accomplish the above, you’ll more accurately target the correct audience and increase conversions.
Pay attention to the last bullet point about creating a feeling–if your content triggers indifference, you won’t meet any of your other goals.
Below you’ll see an example of website content that highlights what the audience experiences.
The content generates the feeling that this business understands its customers and wants to help–ultimately leading to increased engagement and conversions.
Read more here.
Web Copy Tip #2: Create a Customer Avatar–and Use It!
Once you’ve defined your website’s purpose, it’s important to take a deeper dive into understanding the needs of your customer.
A common rookie mistake many business owners make is to place the focus on the business itself rather than the solution and benefits for the potential customer.
As humans, it’s in our nature to ask “What’s in it for me?” when assessing potential purchases.
If you take the time to map out and understand who would be likely to use your products and services, you’ll be able to better answer and communicate the solutions and benefits your business provides.
You’ll want to determine both demographic and psychographic information, such as…
- Demographic: age, gender, geographic location, household income, career, nationality, etc.
- Psychographic: Desires, fears, wishes, needs, etc
There are numerous ways to gather this information…
- Conduct market research.
- Check out your competitors.
- Poll your customer base.
- Pick up the phone and ask current and past customers about their preferences.
Once you’ve gathered this information, bring your avatar(s) to life–give them a name and write copy as if you’re speaking directly to them.
In the example below, you’ll see content that performs that function.
Notice how the content places the focus on the individual solution and benefit and not on the business itself…
In the end, your avatar will be your north star that provides you with the necessary insights to write clear and compelling copy that will work for your audience.
Web Copy Tip #3: Map Out the Customer Journey
Now that you’ve defined your customer avatar, the next step is to plot out the journey you’ll be taking your customer on.
Though we don’t quite mean that you’ll be leading people into another galaxy for an exploration of a new planet…you are going to take them on a mental journey of discovery.
This journey should be customized based on who your prospect is and what you are offering.
It’s important to map out your customer journey or flow, which can be determined using the following three pieces of information…
- The topic and subject matter: the content that conjures feelings, experiences, and solutions.
- The action and functionality: the functional/navigational facet of your website that makes information consumption easier.
- The audience: calling out your customer avatar directly automatically sets the framework for a specified user experience.
If you don’t take all three points above into account when mapping the journey, you’re more likely to have kinks in your flow that will deter conversions–and no one wants that!
Below you’ll see content that uses the topic to push the customer journey forward.
The three services allow prospects to decide what will benefit them most.
Read more here.
Web Copy Tip #4: Don’t Forget the User Experience.
Taking your customers on a journey can be easier said than done, and involves more than simply writing interesting copy.
Be sure to keep in mind functionality and user experience, which involves…
Navigation: No one likes having to weed through web page after web page or having to locate the sitemap to find the information needed. To entice people to stay (and potentially convert), make it easy to find information on your website.
For example, see how our navigation bar clearly lays out the common sections of information our prospects and customers tend to look for.
After landing on our website, customers can instantly navigate to sections that are most relevant to their needs or interests, whether it be learning about new marketing and copywriting trends on our blog or browsing our offered services.
Quality website copy: This is a bit obvious, but it’s worth restating for emphasis…
Quality website content provides value to prospective customers.
Good copy will make your customers feel as if you know what you’re talking about and show them quickly that you can help them.
Readability: People don’t have time or patience to weed through confusing copy that has no flow.
Your prospective customers want to quickly gather the information they need. They only want to see if you can solve a problem they have or prevent a perceived future problem.
Readability can be affected by factors such as…
- Words per sentence.
- Sentences per paragraph.
- Characters per word.
- Passive sentences.
- Content length.
As a general rule of thumb, the idea is to keep your website copy tight and to the point. Avoid passive phrases, and be aware of how lengthy your paragraphs are.
Read more here.
Web Copy Tip #5: Engage Emotions.
Sometimes, with the aim to remain professional, people assume that it’s best to keep emotions out of website copy.
In many cases, that proves to just be…untrue.
We aren’t saying that you need to necessarily move your prospects to the point of tears while reading your copy (although that may very well be an aim of yours).
While staying in line with your brand tone, your copy will be more successful if your prospective customers can connect with your message and purpose on an emotional level.
Whether that means making them laugh, cry, smile, feel intrigued, or get angry, it can work wonders when it comes to propelling them to take a desired action.
Therefore, when appropriate, aim to keep the tone conversational–people like feeling as if they are engaging with other humans, even if they are engaging with a business.
Read more here.
Web Copy Tip #6: Proofread for Spelling, Grammar, and Punctuation.
Misspelled words and missing punctuation here and there isn’t exactly the end of the world, but to be honest–you’ll lose your prospect’s trust and focus if there are too many instances of unprofessional writing.
Be sure to use spellcheck, or even better, find an editor to proofread your copy.
If your customers see that you can’t handle simpler tasks such as spelling words correctly, how can you expect them to trust you to do larger, more complex tasks that your business is based on?
Read more here.
Web Copy Tip #7: Admit When You’re Too Close to the Work.
Sometimes, it’s possible to implement the above guidelines and write the copy you know your business deserves.
Other times, it’s not so easy.
If you’re a founder of your business, you may simply be too close to the work to see it from an objective angle.
Keep in mind that sometimes the best thing to do is to take a step back and forgo DIY copywriting and hire a professional. It’s nothing to be ashamed of–sometimes your gifts and talents are simply better allocated to other areas of the business!
Whether you decide to write your own copy or hire a professional, here are a few things to ask yourself when determining if your content is quality content or not…
- Does my website copy answer my prospect’s questions?
- Does my website copy inform my prospect about something he/she needs to know?
- Does my website copy motivate my prospect to take action on my website?
- Does my website copy provide value to my reader?
- Does my website copy clearly define my products/services?
If you can confidently answer YES to the questions above–give yourself a pat on the back and watch those conversions rise!
Read more here.