Chances are you don’t write copy on your business website just for the fun of it. You expect every landing pages, ad, or blog post to generate sales.
Maybe you feel lost. You’re not sure whether the hours you’re investing into crafting copy for your site is really paying off. Maybe you see your competitors bringing in sale after sale from their site and wondering what you can do to get a piece of the action.
What copywriting tips and tricks do the experts use to turn their websites into sales machines?
Fortunately, we’ve put together this easy-to-read guide for supercharging the conversion rate of your copy.
#1. Focus on the Desired Action
The point of your copy is to get people to take action (order your product, dial your number, fill out an inquiry form, etc.).
To achieve this, you must put the desired action at the front and center of your copy. Continually bring the intended action to your readers’ awareness by doing the following:
- Explain how your product or service improves your customer’s lives. Whenever you make a statement, tie it back to your customers and their needs. Don’t just say “our lab is equipped with the most up-to-date technology.” Add “this allows us to save you time and money.”
- Leverage the power of verbs to provoke action. Verbs have a powerful effect on readers’ minds. Using them throughout your copy lifts their energy and makes them willing to act. Some great verbs include “get,” “buy,” “send,” “start,” “create,” “launch,” and “produce.”
- Keep readers in the “now.” Always keep your audience in the present. Instill a sense of urgency and they will be more willing to buy.
By making these adjustments in your copywriting, your readers will enter an action-oriented mood that will lead to more sales.
#2. Speak Directly to Your Customer
Readers respond much more favorably to content written in a personal way. That means employing “you.” Avoid the third-person at all costs. Make your content about your customer.
When you use “you,” readers truly feel like you’re talking to them. The copy instantly becomes relevant. They’re more willing to follow through with calls to action.
#3. Elicit Excitement
The more excitement you can evoke, the more persuasive your copy becomes. The ability elicit excitement is what turns your site visitors from passive readers to active buyers.
Being exciting in your writing isn’t as complicated as you may think. Here are some time-proven tips to help you draft more exciting copy:
- Keep your sentences short. A long sentences clutters the mind. It allows energy to dissipate. Short sentences are like bursts of energy.
- Use power words. Power words penetrate the reader’s mind. They stimulate emotion. They heighten awareness. Learn to use power words like remarkable, amazing, instantly, and free.
- Pepper your copy with exclamation points! Adding exclamation points here and there produces a sensation of enthusiasm. It’s like a person with a lot of charisma is talking directly to you. Just be sure not to overdo the exclamation points. Using too many comes off as try-hard.
When you provide your reader an atmosphere of excitement, they not only make a purchase. They keep coming back.
#4. Lead with Vision, Support with Facts
Some people believe that bombarding potential clients with facts will convince them to take an intended action. Nothing could be further from the truth.
The truth is that human beings aren’t persuaded by facts or data. We only use data to justify decisions we’ve already made subconsciously.
Facts, charts, data, graphics–these all give you credibility. They help cement a decision. But they aren’t enough to sway a buyer.
Hook customers in with a compelling narrative. Unearth their wants and needs. Find out what overwhelming problem they’re facing. Then communicate how your product or service will take that burden off their shoulders.
Make data and facts the support–not the centerpiece–of your copy.
#5. Make Your Customers Feel Good About Themselves
A little flattery goes a long way.
Everyone is looking for validation. If you can offer that positive feeling to your readers, they will reward you with their business.
Here’s what to do:
- Read your audience’s mind. You know who your ideal customers are. You know what problems they’re facing. What worries they have. Write them out. They will feel like you’re reading their minds. Once you reveal your product or service, they will receive it with open arms.
- Establish common ground. To build rapport, use information they’re already familiar with.
- Avoid controversy. Know your audience well. Don’t make statements that would elicit a negative reaction.
#6. Don’t Beat Around the Bush
Directness is a virtue.
When you’re clear about what you want, you’re more likely to achieve it. How are readers supposed to act if they don’t know what they want you to do?
Plus, being direct makes it easier for people to trust in you. They know what you’re about. You aren’t trying to pull a fast one over them.
Directness goes hand-in-hand with concision. Eliminating the fluff from your copy makes it straightforward.
#7. Always be Positive
People are drawn to positivity. We eschew negativity.
Be optimistic. Be feel-good.
The first step in being positive is being easy-to-read. Nothing frustrates faster than undecipherable jargon. Employ short sentences. Make your paragraphs one or two lines.
Don’t dwell on people’s problems. Bring them up, but them use that to transition into the solution. If you stay on negative feelings too long, the customer will associate your brand with negativity.
Always use upbeat, positive words. Practice incorporating terms like “good,” “rewarding,” “boost,” “like,” and “success” into your copy.
The collective use of all these words creates an uplifting experience for your reader. You want those good feelings to be at the forefront of his mind when he thinks of your brand.
Successful copywriting involves juggling a lot of different elements.
But the effort put into crafting a quality piece of website copy is well worth the effort. It’s the difference between a land-and-bounce visit and a converted sale.
By being direct, staying positive, eliciting excitement, and leading with vision, you will see a significant increase in your conversion rate.