Copywriting Tips to Convert More Customers

Regardless of which industry you are in, or what you are selling, simple tweaks to your website copy to make it more persuasive and engaging is a proven way to increase conversion rates.

Whether you are just setting up your website, or have had your website running for some time, adjusting the text on your website is a quick, simple and, most importantly, free method that you can use to improve your website’s conversion rate. You might be surprised at what a difference a few simple changes can make. Here's our tips.

TIP #1: UNDERSTAND YOUR AUDIENCE WANTS

The first step in improving your website copy is to get to grips with your target audience. Your website can look great, work smoothly and tick all other usability boxes but if you fail to speak in the language of your customers, you’re likely to harm your chances of selling.

By building ‘customer copy' into your website's text you will be able to align yourself with your customers, build trust and most importantly, stop the dreaded bounce. There are a couple of ways you can employ this tactic; a quick starting option is to can examine customer reviews, emails, support tickets and conversations. By mirroring the positive experiences mentioned in your reviews you can tap into what your customers are thinking and by using support tickets and customer emails you can uncover any recurring problems or questions which might not be clear on your site and use this to improve your content.

If your business is new, why not look at your competitors’ reviews or conversations on their social media channels? Look for quick selling points you can integrate into your website; “fast delivery”, “great service”, “quick and easy to use”, etc.

By building a list of the main problems and positive feedback you will be able to re-write your own copy to reflect these. Consider the language you use and how this persuades customers your product or service solves their needs.

Some quick copywriting tips:

• Write in their language – consider your target market, do they understand and appreciate technical terms or would they engage more with simple language?
• Be specific – if your product is 4x faster or always offers free next delivery include those facts clearly on your website. Your selling points need to sing out to engage and ultimately convert customers.

TIP #2: USE EMOTIONAL TRIGGERS

Emotional triggers can be used to to improve engagement. Some of the emotions you can tap into include:

• Surprise
• Joy
• Awe
• Fear
• Anger
• Empathy
• Amusement
• Laughter

Think about the customer state of mind when looking for your product. Understanding this emotional state can help you to tweak content with compelling words: "did you know?", "Are you afraid of...?" If your product is aimed at mothers, fear can be effective, if your target audience is a young generation a funny, tongue-in-check style might be more effective.

TIP #3: DON’T FORGET THE CALL TO ACTION

Many businesses forget to include a call to action throughout their website. Don't be afraid to be direct and don't make the mistake of cluttering your content with too many different calls to action on the same page; join our newsletter, download our eBook, call us, etc. Stick with one call to action per page as confusing your customers can hurt conversions.

TIP #4: OVERCOME DOUBT

Similar to tip one, you should aim to overcome any doubt your customer has without them needing to ask. Whilst some customers may take the time to email their query, many won’t, meaning you have lost them as potential customers. Whether you need to add an FAQ page, or a video demonstration, fulfilling these doubts will help you improve customer engagement.

TIP #5: USE HEADLINES PROPERLY

People are 5 times more likely to read your headline than your body copy. The headline should describe your most highly desired and unique feature or benefit and should be short, customer focused and to the point. Questions can work well as they will naturally lead the visitor on to the copy to find the answer.

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