Turn Website Lookers into Lifelong Customers: Craft Website Copy That Sells

While you spend hours writing your lovely website copy and editing it to perfection for your readers, did you know that 80% of those readers will only read the headline and go?

Feels bad isn’t it?

Well, this is a fact because the attention span of humans has shrunk like a sponge! On top of that, there is so much information readily available that users immediately switch if the heading is not promising.

Now if you did a bang-on job with the heading and readers went past it. The greater challenge still remains; conversion!

Your copy is effective only when a reader converts through it. Your role as a businessperson is to invite your website visitor to engage and leave as a happy customer.

Here’s how I have been crafting website copy that sells. Mastering the 2 dimensions of SEO and convertible elements.

Why Compelling Website Copy Matters

Be it an e-commerce website, a consulting website that signs up users, or an online presence of a physical store. The end goal of every business is to get customers and conversions.

Conversions can be leads, product purchases, or as simple as email signups for some businesses.

A good copy is the bridge between the problem your customers face and the solution you offer to them. The copy is your chance to make an impact on your target audience’s mind and entice them to take action. These are the convertible elements of the copy.

On the other hand, we also want search engines like Google and Bing to rank our content on top SERPs (search engine results pages). For that, we have to optimize our content for search engines as well.?

Both SEO and convertible elements go hand-in-hand in a copy to make it a compelling piece of content that users love to read till the end and take action based on it.

Crafting Compelling Website Copy: Actionable Tips

Know Your Audience

Your product/service is not for the whole world. If you sell cars, it’s for those who need it and can afford it. The persona for that target audience will be a middle-aged man or woman who has to travel daily and needs a fuel-efficient car. Many more factors can be accounted for. But you get the point, right?

Here, your target audience is the middle-aged person between the ages of 30-45. Their pain point is to save money on fuel and get to their destination fast. They desire to get a classy-looking car that boosts their self-esteem.

Once you know your audience, their demographics, psychographics, and desires, you can tailor your copy for them. This helps you stay on track with whom you address, making your copy relevant and relatable to them. Cut down on the generalized stuff.

The Power of Headlines

80% of your website visitors won’t go past your headline as mentioned before. So crafting a powerful headline is a must or your entire copy will go to waste. The cheat code for writing effective headlines is to spark curiosity.

Mention numbers and results that interest readers.

Example: “78% of Clients Saved More than $1,000 on their Monthly Bills Through Our Technology”.

Write about problems that readers face and nudge them toward the solution.

Example: “This Morning Routine Will Cure Your Chronic Back Pain in 45 Seconds!”.

Remember, actionable headlines are far more powerful than generic headlines. A bonus tip is to integrate the AIDA model while writing your headlines for better results.

Speak Their Language

Customers want a solution to their problem and that’s why they are at your website. Understand what they want and speak their language.

Their language is the benefit they get through your product. Show how your offering is going to solve their problem the best way.?

Also, make sure you keep it simple and clear. Avoid jargon and fluff content that dilutes your core message.

Example: “Your smartphone will last 2 days on a single charge! No need to worry about carrying heavy powerbanks since you won’t need it.

A bad example here would be to talk about the smartphone’s battery in a feature-oriented way. Nobody wants to hear that this phone has 6000 MaH of battery capacity. They want the end result (benefit).

Benefit-Driven Content

Apart from the product benefits, showcase the benefits that your past clients have had through your offering. These social proofs and testimonials are your infinity stones to get more customers.

Always tie your content back to your core value proposition and make sure that your social proofs complement them as well.

Call-to-Actions (CTAs)

You write an amazing copy and end it with a thank you. Is that it?

Of course not!

Your goal is to derive an action from your website visitor. For that to happen, you have to clearly convey what you want them to do. Just say it and don’t assume they know what to do.

Do simple CTAs such as “download now”, “sign up here”, etc. You can also do lengthy CTAs that connect with certain sections of your copy to have a more profound impact.

SEO Optimization (without keyword stuffing)

After the convertible elements are taken care of, remember that you still need your content to be SEO-friendly for search engines to rank it.?

Bonus tip: conduct keyword research through tools such as Ahrefs or Google Keyword Planner and dig up long-tail keywords. These keywords are golden for you since they are both high in search volume and low in competition.

Refrain from keyword stuffing since algorithms will flag that content and on top of it, the user experience of that content will also be ruined.

Readability and Scanability

Since the attention span of humans has decreased, it has become quite difficult to keep them glued to a website for long.

Lengthy paragraphs and overly complicated sentences are no longer working. Instead, focus on making your content skimmable.?

You can improve the readability of your content drastically by using bullet points, breaking down content into subheadings, and adding white space for easy reading.?

Keep your paragraphs short and crisp so that visitors effortlessly read through your copy without having the thought of leaving.

Conclusion

Crafting a compelling copy that converts to your website is not that difficult. It’s just correcting some of the basics and implementing them throughout your content.?

Remember, your copy is the bridge between your prospect’s problem and your solution. It is in your hands how well you make your customers move towards the end of the bridge.?

If you’re looking for a copywriter who can do all these things for you without leaving a worry to you, message me! I have been writing web content for various small to large-business websites and have achieved outstanding results in terms of conversions and page rankings.

Cheers!