5 Tips To Write Web Copy That Converts

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Stuck writing copy for your website?

Not sure if it’s ‘good enough’?

Confused on whether or not it’s converting?

Oh, the plight of figuring out your website copy!

Whether you’re an online entrepreneur just getting your start, or an enterprise company with multiple funnels, CTA’s and target audience segments, your copy plays an integral role to making sure your website, and all other pieces of marketing attached to it, is helping you reach your goals.

Hopefully you’ve got a copywriter doing most of the dirty work for you, but if not, these top 10 tips will help you ensure your website copy is driving visitors to take action.

If you want your website visitors to:

  • Hand over their email address

Or anything else for that matter, your copy is the one to deliver.

Now, keep in mind that your copy is one piece to the puzzle of your marketing funnel, so just because you aren’t getting email sign ups, bookings or sales, doesn’t necessarily mean it’s your copy’s fault. However, take a look at these 10 tips for writing website copy and if you’ve followed them all and you still aren’t getting conversions, you know the problem lies in another part of your funnel.

Top 5 Tips For Writing Website Copy

Take a look at these five tips which you can begin implementing immediately on your website copy.

1. Only Have One Call To Action

A call-to-what? A call-to-action or CTA is a specific statement that encourages the reader to take an action.

Get it? Call to action?

Whether you recognize it or not, you are being bombarded with CTAs on a daily basis. Since the time you could read, and even before — marketers use imagery, video, color psychology and more to drive action as well — you’ve been hearing, reading, seeing and taking action because of CTAs.

Here are some examples of CTAs you’ve seen before:

  • Click here

See how they’re all telling the reader (you) to take an action?

Let’s add those phrases to more specific examples:

  • Click here to join the exclusive, three-month program

All of these statements are directives that encourage you or another reader to take action, and not just any action, the action that I, the writer/business owner/marketer want you to take.

CTAs are vital to your business. For example, according to WordStream, emails that included a call-to-action saw a 371% increase in clicks and a 1,617% in sales. AdRoll says that adding a CTA button to a Facebook ad can increase the click-through rate (CTR) by 285%.

Those numbers are a BIG deal and there are plenty of other examples on how important CTAs are with sales copy, emails, websites, product sales and more.

If you think people don’t need to be told what to do, think again. Some could argue that the hardest part of life is making decisions. Studies suggest the average adult makes 35,000 decisions in one day and Cornell University research shows 226.7 of those decisions are about food alone!

It might feel uncomfortable to tell people what to do, or on the contrary, you might feel conflicted as to what CTA to focus on. Whatever the case make sure that your copy always, always, always includes a CTA.

If you think people will just automatically do what you want them to do, they won’t.

Even though you have multiple goals with your business, don’t give people more than one option. Decision fatigue is real and the more CTAs you give readers, the less likely they are to take any action at all.

One powerful call-to-action is far more powerful than several.

2. Share Testimonials And Reviews

No matter how young or old your business is, providing your audience with validation from happy clients, members or customers is pure gold. Sure, you might think you’re amazing, but no one will believe you unless they hear it from someone else.

You can probably think back to a time when you’ve made a purchase or worked with a service provider because someone you know and trust recommended them to you. Or you’ve been hesitant to buy something, but after scrolling through the mountains of reviews you decided the business could be trusted with your money.

Your prospects are doing the same thing with your business. When someone reads a review or hears a testimonial about your business, they take it almost as a personal recommendation from a trusted friend. We’re not talking about paid or otherwise incentivized reviews — which is a whole other conversation — but rather honest, genuine reviews and testimonials that you put online.

If you still don’t believe reviews are that important, Podium reports that 93% of consumers state that online reviews have an impact on their purchasing choices.

Reviews convert more prospects into customers and increase the likelihood that they’ll continue to spend money with your brand. Invesp says that customers are open to spending 31% more on a business that has positive reviews.

Don’t have any reviews? That doesn’t mean there aren’t customers or clients of yours who aren’t ready to give you one. Make sure you are actively reaching out to people who have purchased your product or service on a regular basis to ask for feedback, a review or testimonial.

Make your testimonials truly do the selling for you by:

  • Seeing if customers will provide a testimonial on video

With most FreeByrd customizable, pre-designed templates, there is a block section for testimonials that can be hidden if you don’t have any, or duplicated if you’d like to share more.

Share reviews and testimonials on your website homepage, about page, check out page, services page, sales or landing page, and in emails, product descriptions, social media posts, ads, and anywhere else online that you’re trying to sell something.

Don’t be afraid to use the same review or testimonial in multiple places, either. Visitors to your website or other marketing channels need to be reminded continually of how amazing other users think your product or service is!

3. Solve A Common Problem

Whether people realize it or not, the reason they buy anything is it solves a problem for them. Knowing that copy is all about driving readers to take action, think about what motivates people to do that.

To write website copy, you want to make sure you know the problem your business, products and services solve. Remember, you’re writing for the people you know your product or service is for, you aren’t writing for everyone. No one can solve the world’s problems!

This might not be the easiest, but identify what problems you solve for your prospects (again, not for ‘everyone’) on a physical, emotional, mental, financial and social level. This will only further help you have pain points you can mention and results you can showcase in your copy to make taking an action that much easier for ideal customers.

If you don’t think your business solves a problem, it does. And when your prospects become aware of the problem you solve, your product or service becomes a necessity to them.

Want an example?

Let’s say your business sells handmade jewelry. Most wouldn’t consider jewelry a necessity. Other people know that jewelry is an important part of expressing yourself, which is essential for your happiness along with your mental and emotional health.

Jewelry that’s made with certain stones are considered healing to a particular market.

Amethyst has been known as a stone that helps cure headaches, hangovers and calms the mind. To someone that struggles with hangovers or headaches often, or even anxiety, might find wearing amethyst jewelry detrimental to their health.

Rose quartz is known as the ‘love crystal’. If someone has been dealing with extreme heartache for years of not having a romantic relationship, they’ll do anything they can to get their hands on this love crystal.

Citrine is thought to encourage creativity, confidence and help purge toxins. If someone’s career is on the line because they’re creatively blocked, or an individual needs to detox physically to lose weight or heal a systemic disorder, they’re likely to turn to citrine if they believe in its healing powers.

In your website copy as a jewelry maker or seller, you’ll want to draw on your prospect’s pain —

“I’m in so much pain from these headaches all I can do is lie on the couch.” (Amethyst)

“No one will ever love me and I’ll die alone.” (Rose quartz)

“I’m going to lose my job if I can’t come up with an ad that sells.” (Citrine)

And explain how your jewelry solves your ideal customers’ problems. Solve a problem that your ideal customers care enough about, express that in your copy and you’ll increase sales along with loyal buyers.

4. Make Everything You Write About Them

Anytime someone interacts with your copy, all they really want to know is, “what’s in it for me?”.

Yes, people are selfish and every part of your website is in fact about them, not about you. When writing sales copy, ask yourself this: “what do they get out of this?”

This is about them, not you. If you make it about you, don’t expect high conversion rates (aka money in the bank).

Don’t worry: this is a common mistake even the most established companies and large enterprises make. It’s only natural to talk about how good we are and how much we love what we do or sell, but remember that some of your prospects may just be ‘meeting’ you for the first time.

Would you want to do all the talking and brag non-stop on a first date?

Hopefully not! Otherwise, I’m not too confident in your dating success rate.

Your sales copy, or rather, all of your website copy needs to clearly explain to your prospects what they get out of your business. This usually comes down to the difference between features and benefits. Features are facts about your product or services, while benefits give people a reason to buy by explaining how the purchase will improve their life.

Let’s use the example of dog shoes. A feature might be, “tough and durable sole”, while a benefit would be, “tough and durable sole that protects your dog’s feet from extreme heat and cold.”

Sure, the feature of “tough and durable sole” gives your product credibility to your audience, but the benefit (or rather the payoff) is that they won’t have to worry about their dog’s feet getting burned in extreme heat or frost bite in extreme cold.

A prospect might be looking for a “tough and durable sole”, but until you paint the picture for them as to what the tough and durable sole is for and the result they receive, they won’t know the product is for them.

Showcasing benefits is any business’s workaround competitive pricing, lack of brand reputation and removing doubt in a prospect’s mind.

Let’s look at one-on-one business coaching as another example. The feature of this might be “weekly, 30-minute coaching calls”, but the benefit would be “weekly, 30-minute coaching calls to hold you accountable and ensure you reach your goals.” I’d personally go more in-depth with the copy there, but this gives you an idea of how to speak about services, which are often harder to write about, in a way that sells.

Yes, features are important, but don’t rely on them to sell. Benefits will carry the customer into the decision to buy from you time and time again.

5. Overcome Objections and Myths

No matter how badly your prospect wants or needs your products or services, they’re always looking for a reason not to buy your offer. Why? People tend to be careful with how they spend their money. No one likes the feeling of their money going down the drain, or like they made a wrong purchasing decision.

That’s why your copy needs to reassure (and reassure, and reassure…) your audience that they’re doing the right thing by purchasing. Do this by dispelling common myths and answering their internal objections. This is where understanding your target market comes into play. If you know what their objections are, you’ll know how to answer them before they even ask! That builds more trust in your brand and makes hitting the buy button that much easier.

Let’s use one-on-one coaching as another example, since customers often have a lot of objections to it.

When looking at a health coach’s website, one objection might be that results take too long to achieve.

Knowing that prospects want results that last more so than immediate results, you can explain that in your copy. You can also squash this objection by educating your prospect why crash diets and cleanses seem like they get fast results, but don’t really work.

Make sure to do your research to know what objections your targets have and how to address it in your copy.

Great, But How Do I Know My Copy Is Working?

Good question! There are a few things you can put into place to track the success rate of your website copy:

Number Of Website Visitors

Take a look at your website analytics and find out how many visitors you’ve had to your website. If you’re a business just starting out, don’t be discouraged if the number is low. Be realistic in your expectation of what the ratio of visitors to customers is. You can research the average of this based on your industry and business’s age.

Remember Where Traffic Is Coming From

This is something too many businesses forget. The conversation you are having across all other marketing channels and who you’re having it with will determine the success rate of your website copy.

For example, if your brand has a casual, slightly sarcastic tone on one of your primary social media channels, and they visit your website only to be greeted with an extremely professional (often translated as “cold”) tone, they’re going to lose trust and interest.

Or, if you’ve been educating and entertaining your email list with content that isn’t relevant to the offer or product you’re promoting on your homepage, they’re going to be confused and not as interested.

Other Factors To Consider

You never know the results another business or one of your competitors is getting, but, you can observe the headlines, CTAs and way brands describe benefits to products or services similar to yours. If you notice a pattern or trend and you know for a fact (through your market research) these are brands your ideal customers actively buy from, it might be something to consider when looking at your headlines, benefits and CTAs.

You can also do research by sending surveys to previous buyers or hopping on the phone to interview ideal customers. Ask them specifics that will help you understand what makes them click ‘buy’ and hopefully tell all their friends about your business.

Don’t Forget

At the end of the day, your website copy is one piece to the puzzle of turning your audience into paying customers or clients. There are many other factors to consider, such as:

  • Website font and background colors

Stick with optimizing one thing at a time so you can actually test what is working and what isn’t. Don’t be afraid to ask your visitors or ideal customers what their thoughts are, either! At the end of the day, that’s the whole purpose of your website.

Human-centric, data-driven Marketing Director @ FreeByrd. Writing about tech, startups and B2B marketing. Fueled by coffee and dark chocolate.

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