Converting Leads Through Effective Website Copy

Your website is arguably the most important sales channel for your business. Is yours driving growth or is the silence driving you crazy??

If your website isn’t converting, or is barely doing much of anything, you likely have a messaging problem.?

Creating an effective website isn’t about putting a collection of words about your business into a beautiful design and calling it a day. You must present purpose-driven, captivating copy that moves your audience to take the next step. A conversion doesn’t just have to be a sale, it can be an email newsletter sign-up, demo or discovery call request, services guide download, or really any other strategic action that gets them into a funnel for a current or future conversion.?

But accomplishing this can be challenging— if it wasn’t, you wouldn’t be reading this! There’s no universal guideline?for converting style, tone, or messaging. So, how can you ensure that your website’s copy will help you achieve your desired results? Keep reading to find out!?

How To Achieve This?

No two businesses are the same, yet some tried and true methods of website copy will consistently drive results. ?

Before you type a single word, you need to understand the who, what, why, and how. If you’re not sure where to start, consider asking yourself questions like:?

• Who is your target audience??
• What are the transformations someone can expect from your business’s product or service offerings??
• Why is your business superior to competitors within the industry??
• How can you help address your target audience’s pain points??

Addressing these in your messaging enhances your ability to attract and connect with potential customers and helps demonstrate expertise and authority—all of which are critical to getting conversions and repeat business!?

But converting leads is more complicated, as every business measures success differently. Your copy needs to specifically tell your target audience what action to take. ? ?

Do you want them to make a purchase? Tell them buying your product minimizes their problems and encourage them to click "add to cart." Are you looking to be a source of information in your industry? Include copy that prompts your audience to subscribe to weekly newsletters or download case studies and freebies.?

Use an engaging call to action (CTA) that clearly tells them what to do next. If you take anything from this article, we want you to avoid falling into the 70% of businesses that fail to include them, leaving business on the table. ??

(Do you want to learn more about conversion copywriting? Read our article, What Is Conversion Copywriting? Key Elements Explained)?

Understanding Common Challenges?

Knowing what to include in your copy is one thing, but understanding how to write it in a way that resonates with your audience is another. And this is where you might hit a roadblock!?

Because viewers only spend approximately 5.59 seconds reading a website, you must make every word count. ?

Keyword research helps you identify how your audience is searching for the types of products and services you offer. With strong keyword research, you can also understand the intent behind searches. Is your ideal audience using that term to make a purchase right now or are they just looking for more information? While keywords will draw your audience to your website, it’s up to you to truly connect with them through the words they read when they get there (algorithms can only get you so far!). ?

Beyond search behavior, understanding your audience helps you clearly communicate the benefits of engaging with your business over another in your industry. If your audience doesn’t take things too seriously, consider throwing in a witty joke leading them to book a discovery call. Are you targeting those that are data-driven? Give them the facts. Show them the benefits of working with your team.?

Performing SEO keyword research, identifying industry trends, and producing compelling copy can be time-consuming and require resources many businesses might not have readily available. That's why outsourcing website copy can be ideal for those needing additional support!?

(Are you struggling with the thought of hiring a copywriter? Check out our article, 3 Signs It’s Time To Hire a Copywriter for Your Website)?

Outsourcing Copywriting for Better Results?

If you’re ready to see results from your website, it may be time for a copywriting sidekick. We specialize in crafting SEO-optimized copy that drives organic traffic, increases visibility, and generates conversions. ?

Head to our website to learn more about The Written World’s website copywriting services, and meet our team of messaging superheroes. ?