A website job is to convert visitors from point A to point B, whether this is to sales or leads. To do this your website needs to bring the user on a journey, this does, however, include everything from design to copywriting. Within this blog, I will teach you a simple but effective method's in order to optimise your copywriting to convert visitors!
Your word choice has the capability to break or make a sale, regardless of product or service in which you offer. Your content is the spokesperson of your site and plays a massive role, so you need to ensure it's going to convert those visitors.
The power of persuasion using language techniques is extremely powerful, which is unrecognised by many (including competitors). The copy of a website should be used strategically and effectively as it is a marketing tool. Building trust and authority is important to show you are not only genuine but know what you're talking about.
You need to understand who you are writing for, which would include everything from age, gender, job titles, etc.
This is why it is important to break the language barrier, drop the jargon and speak in a way which not only educates the reader but provides value in what you are offering.
Before you can provide value to the reader you have to find a way to get their attention in the first place! A great method of doing this is to use a large bold heading which creates an emotional connection to the reader. A great example but is terribly overused is something like "get rich fast!", while I do not recommend using what so ever, it does clearly states it's point while connecting to the reader instantly
For what is possible, you should answer all questions in the copy which visitors will potentially be asking, this allows for clarity between your potential client and the product/service.
Many readers, especially those browsing the internet, skim content, hence why it is so important to use the right words which are considered persuasive and words which converts visitors.
Don't overwhelm the user with irrelevant information which ends up putting them off your product or services and sends them away. Break up huge walls of text into small meaningful paragraphs which conveys value to the audience. Bullet point sections to give spotlights on the page, make certain words bold or italic to draw the readers idea.
The use of SEO may seem like a tricky concept to most, but the most important thing I want to get across is the use of keywords. The reason we do this is to boost your site in search engines rankings such as Google or Bing.
To do this you should strategically implement keywords which naturally flow within your content in order for search engines to identify what your content actually is. There are useful keyword tools out there such as Google Keyword Planner (located within Google Ads) or Ubersuggest.
The call to action of the site should be overly obvious, might as well have spotlights on it. Every visitor who lands on your site should be seen as a potential customer, soon as they land, they should be set on a simple track (point A --> Point B). It's pretty simple to figure this out, why do you want people to see your site?
The words you use within your call to action should also be strategically placed. Try avoiding overused words used such as Contact Us, instead, we like to use "Get Started!" as it has more incentive. People love free trials so this is always great to mention, something like "Book Your Free Conference Call!" would do wonders.
This article was written for Saint Financial Group, a multidisciplinary group based in the UK that helps small businesses develop and grow. SaintFG offers a range of quality solutions in supporting businesses.
Saint provides the luxury of free business consultancy for of our clients, call now for your free consultation with a friendly business advisor to discuss your burning questions and put that energy back into your business!
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