How to write web copy that converts
Regardless of what your business sells, writing great copy is the key to maximising the amount of leads or sales your website generates and getting the most from your traffic.
Conversion optimisation is an important aspect of online marketing that’s neglected far too often by business owners. Many people take the approach of increasing their website’s traffic instead of trying to make the most of the traffic they already have.
If your traffic isn’t converting, increasing the quantity of traffic is rarely the best way to generate more conversions. This is particularly true if you’re paying for the traffic your website receives through a platform like AdWords or Facebook Ads.
Great copy can have a tremendous impact on your conversion rate. Small, seemingly unnoticeable changes to your choice of words can transform a PPC campaign from a costly expense into a profitable source of new leads, sales and business.
In this guide, we’ll share five techniques that you can use to write engaging, effective web copy that draws in readers, increases their interest in your offer and leads to a significant increase in your website’s conversion rate.
Optimise your copy for readability
The vast majority of web users skim-read, making it important that your copy isn’t structured like an impenetrable wall of text. Structure your copy for readability so that it’s as easy as possible for web users to read, digest and understand.
Use short paragraphs – no more than three sentences per paragraph – so that users can easily move on from one to the next. Keep sentences short and simple, without flowery language or long, boring descriptions.
Use subheadings to break up your copy. Breaking your copy into categories, each of which has its own subheading, makes it easier for users to scroll down your landing page until they find the section that’s most relevant to them.
Finally, use bullet points to draw attention to your product’s unique advantages and benefits. Everything you do to improve your website’s readability encourages users to stay on the page and continue reading.
No matter how engaging your copy might be, it will rarely have any effect if it’s too dense or poorly formatted to read easily. The structure and form of your content is hugely important from a conversion optimisation perspective.
— PsyCopywriting (@psycopywriting) March 3, 2015
Identify your offer’s strengths and USPs
What makes your offer stand out from its competitors? Identifying your offer’s USPs – unique selling points – lets you easily communicate its value to prospects via your copy, increasing interest in your offer and driving conversions.
Does your product offer a unique advantage that competitors don’t? From quality to cost, focus on your product’s unique benefits and characteristics in your copy so that it’s clearly differentiated from its competitors.
Express these unique characteristics as benefits, rather than features. People are far more responsive to copy that lists real benefits of using your product or service than copy that endlessly lists features and technical information.
If your product doesn’t have any unique selling points that make it stand out from competitors, focus on its strengths. What does your product or service have that’s better than anything offered by its competitors?
Very few of your customers will buy your product or service without comparing it to the competition first. Focus on your offer’s unique selling points and you’ll stand out from the crowd and position your offer as the best in its specific class or category.
Write to your audience’s pain points
Every product or service solves a problem, even if it’s not immediately obvious. By focusing on the problem your audience faces and positioning your product as a way to solve the problem, you can increase engagement and drive conversions.
Some products solve an immediate and obvious problem. Food solves hunger. Some products solve a less immediate problem. A business service, for example, solves the problem of a looming corporate deadline or an inefficient business practice.
Targeting your audience’s pain points is an excellent way to make your copy more engaging and personal. It works so well because it requires that you step into your target customer’s shoes and view your product or service from their perspective.
People don’t hire a marketing consultant because they have the best qualifications or the smoothest sales pitch – they hire them because they target a pain point: lack of sales. Identify your audience’s pain points and you’ll write more effective copy.
Answer all of your target customer’s questions
Have you ever walked away from a product because of a certain doubt that you had about its quality or value? Small uncertainties can have a huge effect on the way we perceive products and services, especially when we’re the target customer.
One of the best ways to increase your copy’s conversion rate is by answering all of the questions your target audience might have. The more certainty you can provide your target audience, the more likely they are to become your customers.
Before you start writing copy for your landing page, ask your customer service team for the most frequent questions asked by customers. Turn them into a FAQs section for your landing page that you can use to pre-emptively answer common questions.
At the same time, ask your sales team for the killer piece of information that usually persuades people to take action. Make this piece of information the driving force in your copy so that readers feel as confident as possible about your offer.
Finally, use categorical assertion in your writing: your product will help, not it could help. Answer all of your target customer’s questions and you’ll reduce uncertainty, making them far more likely to take action and respond to your offer.
Use a strong, powerful call to action
When a reader comes to the end of your landing page, do they know exactly what they should do next? As a marketer, it’s easy to assume that users know what they should do on your landing page – after all, isn’t it just obvious?
The reality is that many users won’t automatically know what you want them to do next. Make the next step in your checkout or lead generation process as simple as it can be by including a powerful, engaging call to action on your page.
Calls to action come in a variety of formats. On a text-heavy landing page, the most effective call to action could be a text link. On an e-commerce website, it could be a high-contrast “Add to Cart” button. It could even be a form for users to fill out.
Whatever form your call to action takes, make sure that it’s obvious what users need to do in order to move forward in your conversion process. The more clear your call to action is, the more effective it will be in driving conversions for your business.
Is your web copy as good as it could be?
A huge amount of conversion optimisation advice is focused on design. Changing the look and feel of your website can increase conversions, but you’ll almost always get more results at a lower cost by optimising your website’s copy first.
Is your web copy as effective at driving conversions as it could be? Whether you aim to generate leads or drive sales, optimising your copy can result in a major increase in your website’s conversion rate and return on investment.