Are you looking for ways to increase your website conversion rate? Want to write more effective website copy that persuades visitors to take action?
We share 22 copywriting tips to increase website conversions in this infographic.
Here’s a quick summary:
- Write a stellar headline
- Be a problem solver
- Keep it punchy
- Keep it conversational
- Be Yourself
- Write to your ideal reader
- Highlight benefits
- Sell the experience
- Understand the knowledge gap
- Know your keywords
- Don’t keyword stuff
- Create a convincing call to action
- You’re making first impressions
- Get personal
- Use lists and subheads
- Write in short paragraphs
- Eliminate stopping points
- Consider a mobile reader
- Make it easy to take action
- Write first, edit later
- Know when a second set of eyes will help
Check out the infographic for more detail.
Copywriting is essential to your business’s success—it’s the art of crafting content that persuades potential customers to buy your product or service rather than someone else’s.
Great copywriting doesn’t just generate sales, it can also improve your SEO, increase your site’s usability, and even boost user engagement rates.
With that in mind, here are 22 copywriting tips that can help you craft sales-boosting content for your own website or social media platforms.
Write a stellar headline
A killer headline can persuade readers to click through and read your content. To craft a stellar headline, answer two questions: What do I want my reader to feel? and What’s in it for them?
Curiosity is a natural motivator: Everyone wants to know what will happen next, so use that desire as a tool to get people reading further. Make sure you hit on both angles with every piece of content you create.
Headlines are especially important on social media—as most users tend to be more selective about their news intake via these platforms. They also play an important role when writing sales pages.
If customers don’t bite at first glance, they’ll likely move onto something else—so capture their attention with enticing copy that reflects how they will benefit from your product or service.
Be a problem solver
Before you start copywriting for a site, or even a specific page, figure out what problems your potential customers have.
The more targeted you are with solving those problems, and writing about it, means that people who read your copy will be more likely to buy what you’re selling.
Figure out how you can address their concerns so they feel comfortable proceeding with their purchase from you. Look at competitor sites and see if there is anything you could do better than them.
Go beyond just making people want something, find ways to solve their problems by convincing them that you can help them better than anyone else.
Keep it punchy
Research shows that people spend an average of eight seconds deciding whether or not they like your site and will continue on with their day. Make it punchy and easy for them to understand what you’re offering and how it benefits them.
People will scan, not read. Writing too much is a common mistake many people make on their website, but it’s one you need to avoid. Limit your paragraphs to just four sentences long.
If you don’t have time to edit down, delete; if it doesn’t add value in some way, cut it out! Make every word count.
Keep it conversational
Conversation is a comfortable way for people to learn about a business. Use words that they’re likely to understand, and talk as if you’re having a conversation with your best friend.
Avoid big words and terms that only those in your industry will understand. The most important thing to keep in mind when writing copy is whether or not it sounds natural.
To test yourself, read over what you’ve written aloud or ask someone else to read it aloud and give their honest opinion on how it sounds. If they don’t sound like they’re conversing with a friend, then there are adjustments that need to be made before publishing your content.
When writing copy for your website, don’t be afraid to put yourself out there and let your personality shine through. The more real you are, the more authentic your message will be. And authenticity is key in copywriting.
It builds trust with prospects that makes them more likely to purchase from you or engage with your brand online. Authenticity also provides your audience with a relatable experience—which is exactly what they want when it comes to engaging with content on their favourite sites.
People have already heard enough marketing speak—they just want honesty!
Before you can write killer copy, you have to do your research. Check out competitor sites, read relevant blogs and understand what copy is working for them.
This is a vital step in order to ensure that your own writing gets noticed in a crowded marketplace. Once you’ve got an idea of how they write, start making notes on what works and what doesn’t.
Brainstorm different ways of expressing things until you find something that resonates with your target audience.
Write to your ideal reader
One of the easiest ways to ensure that you’re writing copy that converts is by appealing directly to your ideal reader.
Write as if you’re having a conversation with them—by answering their questions, demonstrating your expertise and establishing your authority, or even just chatting about your shared experiences or interests.
This will make your content both more relatable and more memorable.
People don’t buy because you offer a great product. They buy because they see a great benefit in it for them. Highlight these benefits (and how your readers can get them) in your copy.
Your job is to tell a story about what results or benefits readers will get from using your products and services, and describe exactly how they’ll achieve those results or enjoy those benefits.
If you can do that persuasively, people will want what you have to sell. Make sure you explain all possible benefits of what you are selling before making any call to action.
After explaining all of these features/benefits focus on one specific feature/benefit at a time then follow it up with an ask.
Sell the experience
Try selling the experience with your products rather than just selling a product alone.
Make them feel like they are part of something special, and you will find more success in making sales on your site.
It helps people connect on an emotional level rather than seeing it as just another transaction.
Understand the knowledge gap
To increase your conversion rate and get people to take action, you need to understand what’s preventing them from converting.
This is often due to an information gap—that is, they don’t know enough about what you do or who you are, or they don’t know enough about why your product or service will be valuable for them.
Identify what knowledge gaps exist on your site and fill them with compelling copy that gets readers excited about doing business with you.
Know your keywords
Choosing keywords that drive traffic and conversions is paramount in copywriting. But how do you know which words will make your site pop? It all comes down to research and knowing your audience.
Try using keyword tools like Google’s Keyword Planner or SEMrush to identify popular keywords relevant to your niche. These tools provide a breakdown of monthly search volume, average cost per click, competition level, and more!
Don’t keyword stuff
It’s tempting to get clever with keywords, but you should avoid stuffing them into your copy. The search engines are wise to that tactic. Keyword stuffing can get your site penalised in an instant—and none of us want that!
Remember, it’s not about tricking Google; it’s about delighting customers. So long as you have a solid content marketing strategy in place, keyword selection will take care of itself.
Just ensure every word is there for a reason and add real value to your prospects.
Create a convincing call to action
Okay, I’m convinced. Now what?
That’s what your target audience wants to know when they land on your website. Make it easy for them with a compelling call-to-action button that encourages people to take immediate action.
Whether you want them to buy a product or fill out a form, make sure your call-to-action is clear and obvious—and memorable enough for visitors not just to take notice but also convert into customers.
Avoid spelling and grammar errors
When writing your copy, make sure that you do not have any spelling or grammar errors. This will be a huge turn off for potential customers who could be visiting your site for the first time.
Errors or an unclear message could even cause them to leave your website without checking out the information you’ve taken your time to write.
You should use a spell checker or have someone proofread it for you. Remember, you only get one chance to make a good impression! Make sure your error-free copy will attract new visitors and keep them coming back for more!
Get personal on your about page
The one way you can set yourself apart from everyone else is by connecting with your audience on a personal level. You can use your about page to achieve this.
Get your audience excited about who you are and they’ll be even more excited to read your content. Give them an insight into your personality so they know you’re not just some robot churning out rehashed regurgitated rubbish.
Remember that people like humans, not brands.
Use lists and subheads
If you give them a lot of information in one chunk, readers can easily get overwhelmed. The easier you make it for someone to consume your information, the more likely they are to convert into action.
Lists and subheads will make your content much easier to read and skim through.
Subheads break up large blocks of text so that people don’t feel overwhelmed. And lists keep points clear and concise (which is what copy needs most).
Write in short paragraphs
People tend to skip over long passages of text on websites.
If you’re writing sales copy, you want your customers reading every word. No matter how good your ideas are, no one will remember them if they don’t stick around for longer than three seconds.
Make sure each paragraph contains only one idea, and that each sentence supports that idea. And break up those paragraphs with headers or bolded lines—anything that makes it easier for people to digest what you have to say.
Eliminate stopping points
Don’t give people an opportunity to stop reading by making it difficult for them to do so. You should cut off any stopping points before they can happen.
Be clear about what you want users to do, and make it easy for them to do it.
Make sure your navigation is seamless, use bullets or numbers whenever possible, and present one idea at a time; don’t give people too much information at once.
Consider a mobile reader
First of all, know that 96% of Internet users own a smartphone.
That means you’re not just writing for desktops anymore. Mobile is becoming more and more popular with users who can access your site on their phones or tablets.
This presents an opportunity—and an additional challenge—for copywriters.
Keep in mind how you will write your headlines, lead paragraphs, body text, call-to-action buttons, etc., based on what works best for mobile devices.
Make it easy to take action
To increase conversion rates, keep your call-to-action simple and bold. Large buttons with clear labels have been shown to significantly improve conversions over smaller, more ambiguous buttons.
In our experience, subscribe or download are good terms for a call-to-action button because they describe exactly what a visitor will get from clicking on them.
But try both and see which one works best for you—you may have a different answer depending on your market and industry.
Write first, edit later
Avoid getting sidetracked during a copywriting session. Instead, focus on taking a first stab at a piece of copy, then going back and refining it after you’ve completed writing.
The quality of your copy will improve tremendously when you have all that pent-up creative energy waiting in your mind for something to sink its teeth into.
Then, once you complete a piece of copy, set it aside and write another one…don’t go back and edit what you just wrote!
Once you dive into editing mode—with an eye toward revising rather than creating—you lose your momentum and won’t be able to write as effectively as before.
Know when a second set of eyes will help
At times, it’s important to seek input from another person when you’re working on a big project. Get someone who is familiar with your niche and can add another perspective, such as a friend or family member.
They may be able to point out areas that you missed or that need further clarification in order for someone outside of your industry to understand them better.