Almost every business has an official website, but many companies are making web copy mistakes that prevent them from maximizing the benefits of having their own website. Are you committing any errors that make your website less appealing and cost you sales or conversions? Here are five questions to help you find out.
Are you writing for the right audience?
Writing generic copy that’s meant “for everyone” is never a good strategy. Knowing who your target market is and what makes them tick will help you create persuasive copy that can convert visits into sales. You need to observe your visitors carefully and know what it’ll take to convince them to buy your products or register for your services.
CareLogger, a company selling an app for people with diabetes, provides a good example of how much the right targeting can affect your conversions and sales. They started out thinking that the people looking for the app wanted something that was easy to use. They eventually discovered that their visitors were looking for an app that provides better insight into their condition and helps them improve their health. They tweaked their content to suit these visitors, and they saw 31% increase in conversions.
Are you talking about yourself too much?
It may be your own website, but talking about yourself and how great your company is too much can be off-putting to your visitors. Don’t keep rambling on about how hard you’ve worked to develop the product, or how proud you are of your services. All companies feel that way about what they offer. What you need to focus on is what you can actually do for your customers. Show them how your products or services benefit them. Can you make them happier or more productive? Can you help them save money? Let your customers know what’s in it for them and they’ll be more likely to pay attention to what you’re saying.
Are you selling too hard?
Nobody likes dealing with a salesperson that obviously cares about making a sale more than anything else, and the same principle applies to your website copy. Don’t always assume your website visitors are ready to buy. You have to convince visitors that they can trust you to provide the solutions they need to solve their problems, and let them decide whether to buy or not. Ease them into the buying process with compelling copy instead of slapping hard-sell statements or ridiculously exaggerated claims in their faces.
Is your copy short, clear, and to-the-point?
Good website copy is clear and concise. Use shorter sentences and avoid inserting too much technical jargon into your text. Make your content easier to skim by using bullet points, subheadings, and visual aids instead of bombarding visitors with huge walls of text.
Are you using the right headlines?
Copyblogger Media says that 8 out of 10 people read headlines, but only 2 out of those 10 will read the rest of the piece. Your headlines and titles are your chance to engage readers and prevent them from skipping the rest of the text. Like your body text, your titles should be short and clear, but they should also be attention-grabbing enough to make visitors want to read more.
Asking yourself these questions can get your website copy on the right track. If you want to outsource some writers to update or create your on-page copy, our content team is ready to help you out.