There are many reasons why your website may not be driving sales the way you want it to, but one key ingredient of high-converting websites is powerful copy. If you cut corners with your copy, you’ll lose many potential customers soon after they land on your site.
In this post, we’ll look at various ways you can update your website content to grab attention, inspire action, and boost your conversion rates. As with many marketing techniques, it begins with a clear understanding of what potential customers need to hear.
Focus on Customer Benefits
Many businesses make the mistake of talking too much about themselves. It’s fine to explain what your business does, but it needs to be combined with compelling copy that highlights your key value proposition. Talk about the real problems your potential customers face, and make it clear how people will benefit from your products or services.
Eliminate All Doubt
Most consumers are risk-averse and need reassurance before they decide to act. Make sure you answer as many common customer questions as possible through informative, readable copy. To eliminate any confusion, create an FAQ page that addresses any potential concerns customers may have about doing business with you.
Some visitors respond positively to data when they’re making purchase decisions. Others will be more affected by stories that trigger emotions. Whenever you can, use both hard data combined with emotional copy. For example, show exactly how many satisfied customers you have served and combine this with customer testimonials. Include testimonials on product pages and checkout pages to maximize their impact.
Your headline is often the first impression readers get of your content, so it needs to be captivating. According to a HubSpot study1, there are some common elements to the most successful headlines:
- Headlines with eight words receive the most click-throughs.
- Odd numbered list posts have a 20 percent higher click-through rate than even numbered lists.
- Headlines that end with a question mark receive more click-throughs.
Make Testimonials More Persuasive
While there’s nothing new about using testimonials to build brand credibility, it’s important to use them correctly. Consumers have become wary of over-the-top testimonials, so the key is to keep it real. Include the author’s name and picture when possible, display company logos of happy clients, and publish longer, more in-depth testimonials when possible.
Mirror Review Language
Look through your reviews and seek out common phrases that people use to describe your company, products, and services. When you write copy that mirrors the words and phrases that your customers use, it’s more likely to resonate with other potential customers.
Copy that sounds more positive is more likely to make readers feel happy, which is why it’s such an effective marketing technique. Basically, positive emotions that words can inspire make people feel more motivated to take decisive action. To give your copy more positivity:
- Be more personal and conversational.
- Focus on solutions and positive outcomes.
- Use words that convey happiness, such as “love,” “great,” “awesome,” “perfect,” and “reward.”
- Make copy easier to read with shorter sentences.
Make Your Content More Scannable
The average website visitor spends about 15 seconds on a website before deciding whether to stay or move on2. This makes it important to grab the attention of readers within the first few seconds, and the best way to do this is with scannable content. To make copy easier to scan:
- Use bold fonts to highlight important facts and key benefits.
- Keep sentences and paragraphs short.
- Use bulleted and numbered lists.
- Insert photos to add clarity.
Be More Direct
When you use more words than you need to, it can come across as manipulative or condescending. To sound more credible, keep your copy concise. Avoid long words and sentences, steer clear of business jargon, and get to the point.
Create More Assertive CTAs
Clear calls-to-action show confidence and encourage readers to act. To make CTAs more powerful:
- Begin sentences with a verb, such as “get,” download,” or “start.”
- Use as few words as possible.
- Include a positive reason to take action.
- Create a sense of urgency with words like “now,” “today,” and ”instant.”
- Use first-person possessive pronouns. For example: “Get my free guide today.”
Adding a sense of excitement to your copy will heighten its power to engage readers. If you sound bored, your reader will get bored too.
- Use the active voice.
- Use shorter sentences.
- Talk about new developments in your industry whenever possible.
- Talk to the reader like you’d talk to a friend.
- Be positive.
- Share personal stories.
- Use bold and italicized fonts to highlight key points.
Make the Reader Feel Good
People like to feel good about themselves. You can improve conversions by writing copy that supports this.
- Get to know your target audience so you can speak their language.
- Be relatable and not too controversial.
- Lead with information that the reader already knows to make them feel more connected to your brand.
- Focus on what your ideal customer wants to achieve, and confirm their concerns from the outset.
If you want to improve conversion rates, your copy should be easy to read and scan, stir positive emotions, and feature clear calls-to action. It should include compelling headlines, highlight the benefits of your products and services, and answer questions potential customers might ask. Finally, it should include evidence to support your claims.
Apply these principles to every web page and you’re more likely to see an increase in audience engagement and conversion rates. Remember that good copy is not only informational, it’s persuasive too. Is your copy optimized for conversions?