To be able to increase your conversion rates you need better copywriting.
There are several reasons why copywriting is so crucial for the success of your website. The way you write about your product or service is reflected on how consumers perceive your brand. Your copy also delivers product information to your customers, telling them how to use it and what benefits it can offer. To maximize your results, your web copy should run smoothly together with your design.
Improving your conversion rates has its challenges, however. Your text needs to inform customers about the unique features and benefits of your product or service in a way that catches their attention. After getting your customers’ attention, your text has to persuade them to take action.
Your ultimate goal is to have a long-lasting relationship with your customers. To foster such a relationship, you have to align your brand values with those of your customers.
Good content is also a fast and cost-effective way to improve your conversion rates. It generates engagement among your customers, encouraging them to take action and share their experience with others. 90 percent of search engine users haven’t made up their mind about a brand before starting their search. This means that it’s possible for you to convert these people by writing effective content.
Here is a list of the best copywriting strategies to boost your conversion rates:
1. Map Your Customer Personas
Long-term success requires continuous engagement with your customers. To do that effectively, you need to get to know your customers first. You can use customer personas to help you locate your customers and make sure that your content is relevant to them.
Each persona that you create needs to have some demographic details and background. For example, you can include information such as age, gender, occupation, level of education, goals, and whether the persona is your primary or secondary customer. To access this data, you can use surveys, statistics, and Google Analytics. You can also collect information from customers’ orders and competitions. Organizing a competition is a good way to collect personal data as customers are more willing to share information when they can gain something.
You can also create these personas by using a template and simply filling in the blanks. Keep in mind that your main function is to develop relevant messages to your customers and answer their questions in a satisfying manner. Customer feedback is another valuable source of information and should be incorporated into the personas.
2. Identify Groups and Create Content for Them
Each customer persona has slightly different expectations. While creating separate content for each persona might be ideal, it’s usually not the most practical solution. A better strategy is to categorize personas into groups.
For example, some personas are more logical and some are more impulsive. Those in the logical group tend to be more methodical and pay more attention to details. The impulsive group, on the other hand, is more optimistic and willing to take risks. Given this, a customer persona who belongs in the logical group will respond differently to your content than a persona in the impulsive group.
For logical customers, you should emphasize the features of your product or service, mention technical details, and avoid using language that is too obscure. The impulsive customers are easier to convert by focusing on the benefits and building a story around your product or service.
It’s difficult to create copy for every page of your website that targets all groups of customers. Therefore, you should try to determine which customer group is dominant for each product or service and use the appropriate content.
3. Offer Valuable Content
Your products and services should be accompanied by content that is useful and valuable to your audience. Your potential customers are more likely to purchase your products or services when you provide in-depth and valuable information.
This doesn’t only apply to the landing pages on your site but also blog content which is a good way to inform your audience and engage them. You can also use blog content to increase your organic SEO traffic.
When developing your landing pages it’s critical that you test your messages, images, and form with split testing.
4. Give Your Customers a Reason to Stay
Your product is unlikely to be unique in the sense that customers couldn’t find the same or a similar product from elsewhere. Your customers are going to ask themselves the question “why did I choose this website?” Your copy has to answer that question and convince them that your site has something more to offer. So, instead of repeating what your competitors are saying, try to write something unique that sets you apart.
You can differentiate already in the title of your product. It’s better to let the customer know about the unique features or benefits as early as possible. Customers are more likely to stay on your website when you can catch their attention early on.
5. Pay Attention to the Length of Your Content
Remember that you’re competing for your customer’s time with many other similar sites. That’s why you don’t want to waste your customer’s time with lengthy descriptions that could be expressed more succinctly. Instead, try to make every word count when you write content. It only takes one click for the customer to move from your website to a competitor’s site.
The optimal length of your content depends on a variety of factors such as rankings, followers, engagement, and authority. It also depends on what you want to achieve with your copy. The general preference for shorter content is often said to result from readers’ reduced attention span. But is this the case? Maybe people are just more selective about the content they choose to read.
According to Medium, the optimal length for a post is 7 minutes. With an average reading speed of 250 words per minute, this equals to 1,750 words. Keep in mind, however, that this mainly concerns blog posts and articles and doesn’t necessarily apply to all platforms where people consume content, such as your landing pages. Different landing pages can have diverse requirements, depending on their specific niche.
6. Make Your Text Clear and Well-structured
One of the most salient requirements for your content is clarity. If your audience cannot understand your content, converting them into customers is going to be challenging. There also needs to be a recognizable structure, consisting of an intro, a body, and a conclusion. The structure is important because it helps your readers organize the content in their heads. For example, from the problem to the solution and benefits, and finally to a call to action. Your customers are expecting this familiar structure, and it’s better not to confuse them.
You should always start by asking yourself what is the point of your copy. Usually, you’re writing because you have some claim to make or something to share. And you need to present evidence for your claims. These can be statistics, case studies, and expert opinions, for example. They should convince your audience and make your claims relevant by building some authority.
The first impression that a potential customer has when clicking on a link to your page can make all the difference. You need to make sure that your copy is always clear and polished. In case your content could use some improvement, there are many tools and services available for this purpose.
You can start by checking the following:
A writing and editing platform that offers tools for proofreading and plagiarism-detection. The application helps you enhance your copy by detecting mistakes in spelling, punctuation, grammar, style, and word choice. You can simply copy and paste your text and start the editing process. The software gives an explanation for every editing suggestion which is good for learning to avoid making the same mistake again.
- Handmade Writing
A website that provides a broad range of writing and editing services. Their content and editing services are tailored to each customer’s needs.
To use their services, you need to first fill in the details of your writing or editing task. They will then assign a writer who is specialized in your topic, and you will receive the completed text or edited version of your text.
- Hemingway App
An online editor that scans your content and proposes how to make it easier to read. Since people appreciate brevity, the application is useful for spotting parts of your text that could be formulated in a more succinct way. It can detect passive voice and other difficult sentence structures that can reduce readability. You will also receive a readability score for your text.
A writing software that consists of a style editor, grammar checker, and writing mentor that can help you write and edit your copy. It also has a word checker and thesaurus which help you find the right words. As an extra feature, you can visualize sentence length and variation. Varying sentence length is vital for maintaining the interest of your audience.
7. Use Storytelling Techniques
People like stories. There is a certain appeal in a consistent, well-structured story. You should build a cohesive copywriting narrative that summarizes the benefits of your product or service. This comprises the value of your brand. You need to build a narrative that introduces your brand and values. Take a moment to think what makes your brand unique and use it as a selling point.
Make sure that your copywriting stories are rooted in the reality of your brand. You should try to be creative and consistent at the same time. Like other forms of narrative, your copywriting stories should follow a certain structure.
This structure should always have a beginning, a middle, and an end. These are the same as your intro, body, and conclusion. It’s the universal story arc that you will find all forms of storytelling, from books and films to blog posts and your landing pages.
Implementing storytelling techniques in your copywriting formulas can be an effective way to boost your conversion rates. It’s your responsibility, however, to make your stories engaging and captivating so that your audience wants to read the whole story and preferably share it with others, too.
8. Steer Clear from Confusing Headlines
Confusing headlines aren’t encouraging people to visit your site. To the contrary, consumers don’t appreciate being misled, and they’re thus more likely to drive your potential customers away. It’s useful to understand at least something about consumer psychology and how the brains work when creating headlines. Confusing headlines such as click-baits can dismantle your credibility.
Instead, you should opt for headlines that are clear, meaningful, and relevant to your audience. The best strategy to attract more customers and engage them is to create high-quality copy that is in-depth, well-researched, and informative.
9. Use Actionable Words to Create a Sense of Urgency
Using actionable words is not outdated. They have their function of letting your customers know what they should do. As long as you’re not overusing CTAs, there is no reason why you should leave them out. CTAs are shown to have a strong impact on conversion rates. But make sure that you’re not asking for too much commitment in the CTA as it can have a negative effect on conversions.
Using testimonials, case studies, and other social proof near your CTA can increase conversion rates by 68.7 percent. But first, you need to decide which CTAs to use and where. The decision depends on the stage of your customer’s journey. For example, using a “Buy” CTA at an early stage can be too much to ask from your audience. You need to first understand what your potential customer is thinking at each stage and determine what is the next logical step. Test it to see what works for your customers and identify the most effective CTAs.
You can also create a sense of urgency by organizing campaigns, for example, discounts and free trials that are available for a limited period.
If you want to read more about copywriting and conversion rates, you can check our earlier post about how to improve conversion rates for your blog.
As a fast and cost-effective way to improve your conversion rates, high-quality copy should be your primary focus in content marketing. We hope that these copywriting techniques can be helpful to you in boosting your conversion rates and building long-lasting relationships with your customers.
What’s your best tip to help increase conversion rates?
Josh Carlyle is a business developer and writing expert , who is experienced in content management and copywriting. Working at , Josh is aware of the latest trends in the digital marketing industry as well as online business. He is always willing to share his knowledge and ideas with entrepreneurs and write for the blogs from the insights of a professional businessperson.