Better use of copy can make a difference to how many of your website visitors turn into prospects or customers. Before you make a big investment in graphic design or paid advertising, make sure the words on your website are working well for you.
The right copy adjustments may make a big difference to your conversion rate.
Here are some tips on ways to make sure your copy is fine-tuned to turn traffic into business:
- Make your Calls to Action (CTAs) compelling – interesting, results-oriented and positive.
Which would you be more likely to act on:”Subscribe to our newsletter” OR “Get updates on new business opportunities”?
- Name and manage objections, don’t ignore them.
If you’re making an offer like “unlimited IT support labour“, make sure you cover off why it works “you get unlimited IT support labour because we monitor your systems to stop breakdowns happening“
- Listen to your customer’s language and use it in your copy.
Avoid jargon. If your ideal customer is a highly-educated professional, use more formal, conceptual language. If you’re a bookkeeper specialising in helping busy tradies and their wives then keep it short and simple – write the way they speak.
- Make sure your paragraphs are short. Break them up so that they’re rarely more than 3 lines.
- Check that your headings (and your copy) are about customer benefits, not your products or services.
“Stay safe online” speaks to results. “Virus protection and firewalls” are tools that deliver more safety.
- Don’t ask your visitors with too complicated decisions. One offer (call to action) per page is most effective. If you have to make multiple offers, make them clear, separate and prioritised.
So your first offer might be “Learn how to find your best business opportunities“, leading to a webinar. A lesser offer could be “Get updates on possible business opportunities“, leading to a newsletter subscription.
Sequence them clearly and use good contrast and you’ll have a less confused visitor who is more likely to take action.
So take a few minutes to review the words on your website – there may be small changes that will make a big difference – without costing you big money.