Your Goal: Convert more of your website visitors into paying customers/clients.
Your business needs to have a website no matter what industry you’re in.
Because the reality is, people are going to look up your business to see what you’re all about on the baby computer that lives in their pocket or purse (their phone!) before they ever meet you, schedule an appointment with you, or visit your business.
It’s VITAL to have a clear presence online.
When you look at your own website, you (probably) know what everything you read there means. Because it’s YOUR business. So, you’re familiar with your offers, how to get your products, and how your products will improve people’s lives.
But is your website clear for everyone else?
If you confuse, you lose.
Within 5-7 seconds of pulling up your website, can visitors tell what your company does, how it will change their lives, and what they need to do to buy it?
If the answer is no, it’s time to re-write your website copy.
Why most businesses fail at website copy
It’s a classic mistake. Most businesses write their website about themselves. As a new prospective customer, when I land on your website, I want to know “what’s in it for me?”
I hate to break it to you… but your business is not about you. It’s about your customers.
- What problem do you solve for people?
- Do you enhance pleasure, or do you alleviate pain?
- How do people purchase your product, and how much does it cost?
No matter what your business does, your customers need to know exactly what you offer when they land on your website’s home page. Don’t make them guess — make it obvious! You’re doing your business a disservice if you try to get too clever or cute. There’s a time and a place for that, and it’s not at the top of your home page.
What makes website copy convert
Customer-focused language. Remember, it’s not about you. It’s about them.
A clear, concise offer. Less is more — simple is better than complex. If you can’t help yourself from writing a novel, hire a copywriter to help ensure it’s concise! Don’t make your customers guess what your offer is or how they can improve their lives by buying it.
Strategically placed call-to-action buttons. People need to be prompted. What do you want them to do? Create buttons for them to click with a very clear action that you want them to take. Be bold! Be clear. Don’t be scared to tell them what their next steps are.
What makes website copy not-so-great
Too many words. Paragraph upon paragraph of content will lead your website visitors to click over to your competition without giving your business a second thought.
Not placing your most important information above the fold (the top of your website that people see without having to scroll). This is important because… what if they don’t scroll? Then your message gets missed completely. Show them what you’re about at first glance.
A vague offer that leaves them scratching their heads, wondering what the heck your business actually does.
Copy that’s all about you (remember, it’s all about them). This can be challenging, but it’s possible to turn around your copy to say the same thing in a different way with the right lens.
How do you get results?
Just like proofreading your own writing can be challenging, writing about your own business can be tricky. If you are looking for someone to:
- Audit your current website
- Re-write your existing copy so that it has a clear message, offer, and call-to-action
- Write your website copy from scratch
Hire a copywriter.
Conversion-focused copywriters are trained in the principles and techniques to increase your conversions and boost your sales. It’s never too late to get your website working for you, producing results, and turning your fans into paying customers.
