5 Tips to Help your Website Copy Convert
Writing compelling website copy isn’t easy. You’ve got to capture the attention of your visitors, providing them with a unique experience in exchange for their time. Simultaneously you also need to encourage your reader to move through your website and complete the desired action (e.g making a purchase or signing up). All this needs to be instinctive for the user, if things are too complicated they may lose interest and leave the website completely, so it’s vital to bear this in mind when creating the copy for your site.
Luckily for you, we’ve compiled 5 key tips to help you get started on the journey towards excellent website content.
1. Make Every Page Easy to Navigate
Website copy needs to be clear, to the point and scannable. According to Hubspot, 55% of visitors spend less than 15 seconds on your website, so it’s vital that they can find the information they’re looking for quickly, otherwise they will move on to a competitor site. To create this type of user-friendly copy, blocks of text need to be broken up into small sections, making key information prominent and easy to find. Headings, subheadings, and bullet points are all useful ways to do this. Keep your copy short and relevant. You don’t need to provide your readers with every detail about your products and services straight away; give them just enough information to pique their interest and make it easy for them to find out more.
2. Know your Audience
The copy you create must resonate with the reader so it’s important to keep in mind who you are writing for and use the appropriate language and tone. Including relevant keywords and optimising your content for common search terms is also valuable here, as this will help your target audience find and click through to your page. After they arrive on your web page, they need to see a message that is conveyed in a compelling way inspiring them to take action. Think about the voice of the customer and focus on their wants and needs, using language such as ‘you’ rather than ‘we’. This will show visitors to your website that you are on their level, understand their problem and have a solution for them.
3. Focus on Benefits over Features
When talking about your products or services on your website it’s helpful to emphasise their benefits to the customer over individual features. People engage better when they can see how a product can improve their life over simply reading a list of features. By leading with the benefits, you are answering your customers’ most important questions and detailing how your product can solve their problem, therefore enticing them to buy.
4. Test Everything
You can’t really know how well something performs unless you test it against a competitor’s copy or create an A/B test. This will give you a clear idea what type of copy works best for your brand so you can create your website content around this. Include an analytics tool or page performance tool like Google Analytics on every page of your website, this way when you make changes to the copy you can easily check the results. Regularly conducting A/B tests will mean you can ensure your website has the optimum content at all times.
5. Have a Clear Call to Action
Each webpage you are creating copy for should have a clear goal. Think about the customer journey through your website; where do you want them to navigate to/what do you want them to do next? By making it as easy as possible for your user to achieve this goal you are increasing your chances that they will actually do it!
One Final Tip
The more effort you put into understanding your target audience the more effective you’ll be at creating compelling web copy that sells. Make sure to take note of customer testimonials and reviews and use these comments to create better website content.
Writing web copy that converts can be difficult but by following these simple steps you’ll be able to create a much more relevant, engaging and actionable experience for your customers. If you need more advice on how to create stunning websites or any aspects of digital marketing, click here to speak to one of our experts today.