So, you’re a business owner and you have a website, great!
The problem is, no one is visiting it, or if they do, they’re clicking off and leaving within seconds and definitely not buying what you’re offering. If that sounds familiar, you’ll want to keep reading.
You’re probably sitting there asking yourself why you’re not converting. You’ve double checked that all your links are working, you paid good money to get an awesome theme and graphics, but you’re not winning.
If this sounds like you and your business’ website, the problem may very well lie in your website copy. Your content strategy, or lack thereof, is probably not designed to convert.
Your site may look great, it may have awesome functionality, maybe you even threw a couple of keywords in there. The thing is, converting traffic to customers takes more than just a pretty design. You need website content that is on point.
If your website is not converting like it should, follow our Top 5 Ways to Make Your Website Copy Work For You.
Step Number 1: Know Your Audience
This may seem like an obvious step,but it's an important one that many people don't get quite right.
Many business owners try to write to everyone, they want to be all-inclusive. They want to create generic sounding content because they’re afraid of niching down too much.
While this strategy is a nice concept, it just doesn’t work. Here’s why; your product/service/brand is not for everyone, it just isn’t.
That being said, it IS for some people. So, you need to figure out exactly who your product or service is for and then speak directly to them in your website copy.
The bottom line is, if your copy isn’t relevant and aimed at your prospective clients, it won’t convert.
Don’t write your copy in an attempt to speak to and please everyone. Define your ideal customer or client and then speak right to that person.
Defining your target audience or ideal customer involves digging in and doing some research. You should be asking questions like the ones listed below to help you put yourself in the shoes of your target customer as you write your website copy.
What do they do?
What are they searching for?
What questions do they need answered/problems do they need solved?
What are their pain points?
What are their fears?
What are their goals?
After taking these questions into consideration, take a look at your current copy and ask yourself:
Does my copy speak to my target audience?
Is it relevant to their needs?
Am I agitating their pain points and then providing them with a solution?
If the answer is no, that’s your cue to go back to the drawing board and create some fresh web content that’s engineered to speak to your target audience.
Step Number 2: Communicate Clearly
Your website copy needs to be clear. Great copy is simple and easy for anyone to read and understand.
And the best way to kick things off is by catching your reader’s attention right out the gate.
You really only have a few seconds to make a great first impression with your copy. If someone lands on your site and doesn’t like what they see or feel compelled to keep reading, they’ll hit that red X and keep it moving.
You need to be clear and to the point about who you are and what you offer from the first word of your website content.
How do you do that? You create a headline that packs a punch. It should be short, sweet, and should hit on a particular pain point or benefit that resonates with your audience.
Once you’ve grabbed their attention, keep it by providing clear, concise website copy that explains exactly what you offer and how it will help them.
Additionally, it’s important to not be too vague. For example, if you are a fitness coach and you say, “I’m dedicated to helping you achieve the body of your dreams.” That’s great, who doesn’t want the body of their dreams?
But that statement is too vague, your readers will wonder how you’re going to help them achieve that goal. Do you offer shakes? Does this involve an intense work out plan? Do I need to take diet pills?
So, try this “I’m dedicated to helping you achieve the body of your dreams by implementing a proven, non-restrictive meal plan and mild exercise program that works in sync with your body and lifestyle.”
OK, so now I know that this person is going to help me achieve my health goals by offering a simple diet and exercise plan.
By being too vague, you are selling yourself short and missing out on potential sales. Again, speak directly to your target client and clearly communicate how you will help them.
Step Number 3: Provide Value
You’ve drawn your ideal clients in and got them hooked with your awesome copy that’s clear, relevant, and exciting. Now it’s time to provide them with a ton of value.
How do you do that? You show them that you know and understand their pain points and you highlight exactly how your product or service can solve their problems.
Tell them exactly why they should use your services, what makes you stand out from the rest of the crowd.
For example, maybe you’re a carpet cleaning service, why should your website visitors choose your company to clean their carpet over the big-name chain?
For starters, you can hone in on the fact that you’re a locally owned and operated company that’s been serving the area for 50 years. You care about your community and the people inside it.
State your unique value and what sets you apart from the competition. Offer a unique proposal that they aren’t seeing anywhere else.
Make sure your copy makes it seem as though your company is the best and only choice when it comes to what you’re offering.
Step Number 4: Show Them You're Trustworthy
Anyone can put convincing words on paper (or a web page), but should they be trusted? Why should your perspective clients believe what you have to say?
You need something that shows you are the real deal and worthy of their business. This is where testimonials come into play.
Testimonials will offer the proof you need that you can deliver on your value.
Just like your website content, you don’t want your testimonials to be too vague. You want them to speak to what you offer and how your product or service directly helped your customer.
Step Number 5: Call to Action
You could have the most compelling copy in the world and the most endearing testimonials, but if your website is not actionable, it won’t convert.
It's important to make sure you are offering your audience plenty of opportunities to take action. Your call to action (CTA) button will help you close the deal, so make sure there are plenty of them.
Your CTA should be a button on your website with persuasive copy that incites the reader to take action now. The more CTAs you have on your page, the higher your chances that the reader will click on one of them.
This is how you turn your traffic into paying clients, by providing them with the offer and then asking for their business.
How’s Your Website Copy Looking?
Now that you know how to make your website copy work for you, go take a look at what you currently have on your site.
Does it draw the reader in immediately? Are you speaking to your target audience? Do you identify the problem, agitate it, and then provide a solution?
Are you making it clear why customers should choose your business? Do you have testimonials to back it up?
Are you giving your readers the opportunity to take action? Are they excited enough about what you’re saying to click that call to action button?
Feeling lost? Overwhelmed?
If you need help with your website copywriting, get in touch! We can help you strategically design your website copy to clearly communicate your offer, connect with your customers, and increase your sales.