The Secrets of High-Converting Web Copy

by | Copywriting, Website

So you want to know the secrets of high-converting web copy?

Ok, seeing as you asked so nicely. I’ll spill the beans.

Sure, your words count. That’s obvious. What you say and how you say it is always important. But there are some other things you can do to help boost conversions on your website. This post covers both areas.

 

high-converting web copy
 

GRAB ATTENTION (AND KEEP IT)

The headline

You start by grabbing attention with your headline.

8 out of 10 people read the headline and nothing else.

So a lot is resting on your headline. Its job is to attract attention and compel your customer to click. If no one clicks, then you have zero chance of conversion!
 

Make the web page scannable

Make your web page easy and enticing to read. Here’re some simple ways to achieve this:

  • Sub-headings
  • Bold, italics, colours, CAPITALS
  • Short sentences
  • Short paragraphs

[tweet_box design=”default” float=”none”]The secrets of high-converting #website #copywriting[/tweet_box]
 

FOCUS ON THE CUSTOMER

[tweet_dis inject=”#copywriting”]The best writing in the world won’t convert if it doesn’t resonate with the customer[/tweet_dis]. Your web copy has to call to your customer.

 

YOU

Make your copy customer-focussed by using the YOU word a ton. You need your customer to connect with your copy. Transplant them into the copy by saying YOU.

Writing in the third person (e.g. “The Client” or “Apple Inc”) is a good way to create distance. And you don’t want distance – you want connection.
 

Target your copy for a specific audience

[tweet_dis inject=”#copywriting #website”]Write your web copy with your dream client in mind[/tweet_dis]. Yes, pick just one person and write to them.

 

Think about what’s important to that client. What problem they have (that your product solves). And what would motivate them to buy your service?

Then write to that one person, use language that they’d use and frame your message in a way that is meaningful to that person.
 

Communicate WHAT your client gets

Explain how their life will be better/richer/happier after using your product or service. That means, selling the benefit or the value of your product or service.

Let your client know what they get and create desire for that outcome.
 

BE PERSUASIVE

Add proof to support your claims

Include testimonials or reviews
Let your past customers do the selling for you.
Show your customers that other people – people just like them – experienced XYZ or got benefit ABC from using your product.

Include social proof
Include metrics such as the number of shares, likes, and followers.
Let your customer see that other people follow you and trust you.

Use numbers and facts
If you make a claim, back it up with facts and figures if you can. It’s a powerful way to demonstrate proof.
 

Answer questions

Answer the questions you know your customer would have, or should have.
Start with the: who, what, where, when, why, and how

  • Who is this for?
  • What does it do? / What is it?
  • Where can I get it? Where can I use it?
  • When can I get it?
  • Why should I get it? Why do I need it?
  • How does it work (think: processes for services)?
     

 

Address potential objections or concerns – and allay them

E.g. privacy, no credit card needed, no payment required until project completion, etc.

  • If you’re trying to get mailing list sign-ups, include a mention of privacy. Some customers might worry that you’ll share their details with third parties, or spam them. Address this upfront.
  • If you’re offering a free trial, let people know that there’s no credit card needed.

Think about all potential objections, concerns, or points of friction in the action you want your readers to take. What might prevent them from making a purchase? Do you need to explain your process (if you offer a service)? Cover them all off in your web page copy.
 

DRIVE ACTION

Include a call to action

The call to action (CTA), is the next step for your customer to take. Make sure you ask them to take that step! You need to drive action intentionally.

Include the same call to action on a page, but include it many times! Condition your reader to be on the lookout for that CTA.
 

REMOVE OR REDUCE PERCEIVED RISK

Your client probably has some worries about forking out their cash for something that might turn out to be crap, or if they change their mind or no longer need your services. You want to do everything in your power to reduce or remove the perception or reality of risk.

The best way to do that is to:
 

Include a guarantee

E.g. 30-day money back guarantee. Love it or get it free. No payment until the service is complete. Cancel anytime before the project commences.

Think about what’s fair and equitable to both parties – your customers and you. And then formulate a guarantee that works for both of your best interests.

[tweet_dis inject=”#copywriting”]Guarantees are powerful because it shows you back your product or service, and that you’re a fair person[/tweet_dis].

Goodwill goes a long way, my friend.
 

KEEP IT SIMPLE, CLEAR, AND CONCISE

Why use 10 words if you can say it in 5? Edit ruthlessly!

Don’t overcomplicate things. Keep in mind the old marketing principle: Keep It Simple, Stupid (KISS)

And remember to use simple words e.g. use not utilise. You want clarity over sounding fancy.

[tweet_box design=”default” float=”none” inject=”#copywriting #website”]Want to know the secrets of high-converting web copy?[/tweet_box]
 

SOUND LIKE A HUMAN

That means writing like you speak. You want your customers to make a connection, so you have to sound real – not like a robot.

So how can you do that?

  • Use a conversational tone (conversational, not necessarily chatty)
  • Use contractions (you do when you’re speaking!) – e.g. you’re, it’s, that’s
  • Break some grammatical rules (again; you do when you’re speaking!)

HIGH-CONVERTING WEB COPY

So there you have it. A combination of your words (what you say and how you say it) + some careful formatting + some clever copywriting tactics (testimonials, guarantee, call to action) = high-converting copy for your website.

ABOUT

Hey there! I’m Mel Ellis. I’m a website copywriter. I work with entrepreneurs & small businesses that want to attract + convert their dream clients.  

Read more about me...

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