Start With Your Why
Let’s say your ad campaign has funneled new traffic to your site but your conversions are less than ideal. Take a look at whether your copywriting is working for you or against you.
The writing you feature on your website should serve a purpose, not just take up space.
If copywriting is impersonal, overly descriptive, or full of cliche phrases, it can turn off potential clients. The difference between excellent and mediocre copywriting can be the difference between a visitor taking the next step or moving on. Alongside your website design, your copy is your first impression and your first opportunity to showcase your company’s voice.
Grab Attention and Keep It
Ask yourself if your headline is doing more than just introducing the body copy. Headlines should be CRISP (Concise, Relevant, Interesting, Sharp, Powerful). It’s easy to check off two or three boxes. Hitting them all can be harder than it seems. This is the first thing visitors will see, so make it count.
In all your copywriting, think about the underlying motivation you want to tap into and create your messaging strategy accordingly. The value of your product or service lies in its ability to offer a solution. Keep the focus on value as opposed to features and details. Use simple and direct language to showcase how your service or product will benefit your audience.
Confidence Builds Trust
Confidence doesn’t mean making over-the-top claims or using complex technical language, both of which can alienate your audience. You can show confidence in your product or service by communicating in a way that is direct and firm. Think ‘captivate’, not ‘convince’.
Another critical way to build trust is with social proof. Testimonials are a powerful way to show that your company has had a tangible positive impact on people’s lives. But a good review is not necessarily a great testimonial. Make sure you select testimonials that exemplify your value proposition by clearly outlining the benefits of your product or service.
Lastly, keep testing and optimizing your copywriting to determine what works best with your audience.
Need some help with conversion copywriting? Consult the experts.