Writing Website Copy That Converts
Content is your most powerful marketing weapon; but like any weapon, it needs to be mastered before you can use it effectively. If you’re looking to persuade your site visitors to do business with you, there are certain things you need to add to your copy to make it work.
Here, you’ll learn 3 tips for writing web content that converts.
- Inform, don’t sell
Obviously, the goal of your website is to convince the reader to buy your products and services. However, the key to doing this isn’t by aggressively advertising the products. Instead, highlighting the benefits of your business is what truly works. So what does this mean?
Well when a visitor lands on your page, they are there because they already know what they want and they know that you sell it. However, what they don’t know is whether or not they want to buy from you over your competitors. This is where you need to convince them; but there’s a right way to do it.
What benefits will the customer receive if they choose your services? Make sure most of your content addresses this without going into too much detail about the actual products you sell.
Above all else, make sure your content is written in a “useful” tone and not a “salesy” tone. Give value to the reader and they will learn to trust you; in turn encouraging them to do business with you.
- Focus on engagement
Keeping the reader engaged is one of the biggest challenges when it comes to writing copy. However, there are a few great ways you can hold their interest and even encourage interaction – especially if you have a blog. Be sure to talk about anything relevant in your copy. Are there any special events or topics circulating right now that your customers are likely to be talking about? If so, capitalize on that. Encourage interaction and this will really get your brand name out there. It also builds up a more personal relationship with the reader which is really going to help with conversions.
- Keep it short and simple
Short, snappy content is much more effective than long-winded, intricate copy. Try to get your message across in as few words as possible. Simplicity is what makes good converting copy really stand out. Of course, that doesn’t mean you shouldn’t add some personality to your content. In fact, that is actively encouraged! Just don’t waffle, that’s the key point to remember.
Creating copy that sells isn’t as easy as you think. There is a lot to consider when cooking up that perfect recipe for conversions. However, once you get it right, the efforts will pay off tenfold.