Although they are not as flashy as videos, your website pages’ copy are of paramount importance. Indeed, they provide the majority of information about your products and services and should ultimately entice your website visitors to buy or at least to want to learn more. Unfortunately, too many companies write website copy because they have to fill their website pages and they are, for the most part, uninteresting monologues even if they are informative. Today, I will help you to write website copy that converts by giving you 5 tips that will get you there.
Your Website Copy is a Powerful Conversion Tool
1 – Be Concise in the Sentences You Write
If you are like me, it may be easy for you to go on a great literary boom and produce copy that can sometimes be too long or write sentences that contain more words than necessary.
To help you ‘’cut the fat’’ out of your copy, ask yourself if everything you wrote has value for an individual who wishes to know what your company is about. Remove superflous content and try to write sentences that have an average of 16 words in length, as recommended by the experts at HubSpot.
I know, it is not always easy to cut content when everything seems important, but doing this exercise with your copy will help you to get more conversions.
2 – Write Copy Intended for Your Potential Customers, Not You
When you are proud of your company, it is tempting to talk about you, what you do, your successes, etc. and this is quite understandable. The problem is that the primary purpose of your website should be to convert potential customers, not to promote yourself.
Thus, your copy should speak to your potential customers and written in a way that will engage them. For example, if you are a caterer, do not write ”We are a catering company with over 20 years of experience.”. Instead, write ” Make your guests experience an unforgettable dining experience with our personalized menu tailored to your preferences.”. Which of these two texts has piqued your interest the most?
Obviously, the second one is much more captivating and you must ensure that your copy is as enticing for your visitors.
3 – Add Subheads and Bullet Points to Your Texts
When you do some research on Google, do you read the entire content found on each of the sites you click on before deciding if it contains what you were looking for at the beginning of your research? Of course not.
When you want to know if the website you are on has the answers to your questions, your gaze moves quickly in search for clues and these clues are more often than not subheads and bullet points. If you cannot find some in seconds, you will certainly leave the site and your visitors will do the same if your copy does not contain any.
To facilitate the understanding of your business for people who visit your site, remember to put subheads and bullet points in order to show your information in an optimal way. Adjusting your content to this presentation format will have a positive impact on your conversions.
4 – Create Compelling CTAs
CTAs (Call to Actions), as their name suggests, encourages people to take action. Depending on what you are offering on your website, it may be making a purchase directly from your website, fill out a quote request form, or fill out a form to receive an ebook.
While your website copy should seduce visitors, CTAs will prompt them to take action. It is essential to include CTAs in your copy, because many people will not go further in the process if there is none, even if they read your copy with interest.
5 – Look at What Your Competition Does
It is always a good idea to look at what your competition is doing. Indeed, this allows you to compare your efforts with theirs to determine where you perform well and gain inspiration from the aspects in which they are performing better than you are.
Obviously, I am not saying that you should copy everything that your competitors do. What I am saying is that you should study their initiatives to see how what they do can improve your own website copy.
This concludes my article on the 5 tips that will help you to write website copy that converts. If after reading this article, you think you need a hand in drafting your company’s website copy, do not hesitate to contact Kezber. It is with pleasure that we will help you to write content that will bring you more conversions.