Website copy is a foundational component to how well you convert the traffic that comes your way.
Profound? On the surface, you would think not. But, website copywriting is one of our most popular services, and we couldn’t begin to tell you how often we see that our client’s site copy is a huge impact to their poor conversion rates.
If your conversion is light, there are a few things that you might consider:
1. Know your visitor. We are growing in our bent on defining the audience, what motivates them and the behavior that we want from them. A common fear is that if we write too tight of a message, we will exclude people. If we look at that conversely, we could say that if we write to our target audience with a compelling story that resonates with them, they will be more likely to engage us. It is ok to write to a focused niche – one that you dominate or should dominate. Build off of your successes. You can always expand target markets later. But, we find that a shotgun approach is less effective than a laser, especially when you do not have a brand that is widely known or are in a very competitive space.
2. Consider how people interact with websites. Often, people write all about their product or service with lots of great detail right there on the homepage. The thought is that if I give them all of the information, they will find the one nugget that works for them and engage us. It sounds like a good idea, but as we have mentioned frequently, you only have a few moments to capture people’s attention on the Internet (seconds – not minutes).
Results will capture attention. Yes, you need to say a little of what you do on your homepage. People need that education, but do not write a book. We would suggest that you have a few points in mind that display what you have done in the past – things that are measurable. A great example can be found here. Mike talks all about moving $1.5b in sales. Wow! His target audience includes CEOs’. Do you think that they will get that message rather than saying all of the consulting services that Mike offers?
3. “How?” is the question. After a visitor has a moment on your site, the big question that they should ask is “how?”
- “How did you do that?”
- “How can you do that for me?”
- “How can I find out more?”
If you tell your story well, people will see that you are fantastic in producing results. The next natural step should be in finding out if that result can be had by them. This starts the invitation process, where you get to give more information at a series of steps rather than all up front. If you are writing to a specific target market, results will have a greater likelihood of transferring across the industry and allowing you to take them deeper.
So, be focused on what you write, what you want people to do and whom you are writing to.
Your conversions will increase.
If you need help in defining your audience and your message that will work like a laser, give us a call.