Learn 5 Copywriting Factors To Improve Your Conversion Rates
January in internet marketing land should be called copytime. Every website out there is looking for brand new copy, from blogs to social media posts to web copy. Of these three important types of copy, only one is going to represent your website day in and day out. While none should be ignored or written off with any type of nonchalance, I personally believe that webcopy should be the most scrutinized of the three.
After all, many blogs are informal. Social posts aren’t meant to serve as your doctorate. But web copy, this is what the people are looking at when they get to your site. And not only that, it’s what the search engines are looking at when they rank your site. So, it’s easy to see why webcopy should be carefully crafted, but it’s not always so simple to see how it should be crafted.
Five Points to Keep in Mind When Creating Copy for Your Website
Here are five things that you want to keep in mind as you sit down to write your web copy:
The first thing your copy needs to do is capture the attention of your viewers. If you have some bland, boring headline followed by copy that drones on and on, you’re going to bore visitors right off your site (if not to sleep!). Be a little proactive, a little funny, stir it up. The average person browses dozens of websites each and every day, what is going to make them stay on yours?
Your webcopy should be very clear in conveying your value proposition. Visitors need to know exactly what makes you different from your competition. Why should they spend their money with you when there are 50 million other sites selling the exact same product or service? If you can’t answer this, then how can you expect your customers to understand it?
3. Stand Out.
People don’t really have time to read everything you write. Even if you’re the most interesting writer in the world, eating a nice juicy steak is more interesting. You aren’t going to compete with reality, so make your content easily accommodating in that you have all key points standing out for quick scanning. Headings and subheadings are a must. Numbered and bullet lists help people get the information they need, do what they have to do and then get on with their life. You aren’t inviting them over for tea, you’re inviting them to learn what you have to offer them and then convincing them to take it and leave.
Description is vital for many products and services, yet so many marketers buy into the “picture is worth a thousand words” ideaology of content creation. Pictures are amazing, yes (videos are even better), but you need the details, features and benefits of your products and services in writing. Why? If nothing else, for the search engines and to rank for keywords, but trust me, there are still people out there who enjoy reading everything they can about a product before making a purchase. Remember, an informed consumer buys more.
On a personal note I absolutely hate a website where there is only a video sales letter – it takes up too much time, it takes too long to get to the point. Give me a good written summary any day.
Finally, it’s vital that your webcopy be absolutely free and clear of errors. No spelling mistakes, no grammatical errors, no txt spk. You want to convey authority on your site and nothing will lose it faster than mspelling a werd or too or making grammer errors or having poor punctuation. I know about that last one – just testing to see if you are reading the whole thing.
Overall, webcopy is to a website what a salesperson is to a brick-and-mortar location. You wouldn’t hire just anybody and send them out there uninformed and unpresentable, don’t do that with your webcopy.
If you’re interested in checking out how a dead-broke stand-up comic turned a simple joke formula into a million dollar sales hook (and how you can use it to skyrocket your conversions even if you don’t have a funny bone in your body!) then get this great resource on sales copy and web copy..
Check it out right now and improve your conversion rates.
Thanks for reading and I look forward to staying in touch with you.