One of the greatest challenges for any webmaster is attracting traffic to his or her website. But even once the traffic is flowing freely and copiously towards your website, there remains one more significant challenge, and it’s a doozie: turning those visitors into paying customers or subscribers. Everyone, it seems, is looking for better conversion rates. There’s even an acronym for it – CRO: conversion rate optimisation.
Unless you can seal the deal repeatedly and consistently, all the traffic in the world won’t make a bit of difference to the long-term fortunes of your online business.
If your inbound traffic has increased recently but you haven’t seen a corresponding increase in sales or conversions, try applying one or more of these copywriting tips to your website to get better conversion rates.
Build trust through a distinctive brand voice
Your brand voice is effectively the online personality of your business. Just as you would train your salespeople to communicate with customers in a certain way, you should ensure that your brand voice evokes the characteristics that you want to convey. A clear, distinctive and consistent brand voice that speaks of positive qualities will naturally engender trust in your visitors, and that trust is essential if you want them to get better conversion rates.
Know your audience and engage them with compelling copy
Is your core demographic made up of affluent retirees, young couples or spendthrift students. Once you understand your audience, your web copywriting can be crafted to speak to them more directly. Are your potential customers looking to save money or indulge in luxury? Is style more important to them than durability? Find out what matters to them and incorporate it into your online content.
When it comes to describing your products or services, don’t bore your visitors by telling them about their features; ensnare them by talking to them about the many benefits your products have. People want to know what’s in it for them, not how proud you are of it or how long it took you to make. Features can of course be linked to benefits. Eg ‘It’s made out of xxxx material, so you’ll stay warm and feel comfortable.’
Apply the basics of web copywriting
Web copywriting differs from writing for print in a number of key ways. Online content should generally be:
- More concise
- Easy to scan read (use short paragraphs, subheaders and bullet points)
- Written for search engines AND people
Finish each page with a strong call to action
Once you’ve convinced visitors to trust you, built rapport by taking their language, and told them about the wonderful benefits of your products, don’t blow it by not telling them how to take the next step. A good call to action, or CTA as it’s known by online copywriters, will tell users what to do next and how to do it in a simple and compelling way.
One of the most effective ways to get better conversion rates is to hire a professional copywriter or agency to apply these principles for you.