Do you have a lot of visitors to your site? Do you do a happy dance every time the number increases or you see someone from a faraway country stop in?
It is really exciting to see all of those numbers and all of those people, but eventually it becomes exhausting and overwhelming when those visitors leave and never become customers. Turning them into customers is important and now is the time to do just that; but how does one go about that? This blog is going to discuss five ways to use web copywriting to convert visitors into paying customers.
How Web Copywriting Helps Convert
1. Get the Blog Going. We say this time and time again, but it is crucial when you are trying to convert visitors into customers. “How does blogging do this?” Blogging gives you the opportunity to become an authority in your field with Google, helping you rank higher on the search engine results page (SERP). The higher you rank, the more visitors will come. Once the visitors get to your site, they’ll begin reading through your posts and deciding whether or not your company is worth their hard-earned money.
If the visitors like what they see, they could just add you to their RSS feeds and keep up with your blog. This is where hyperlinks become important in your blog. If you add them throughout your blog posts, you have a higher likelihood of getting visitors to other parts of your site and to your products.
Did you mention a service or product similar to yours such as dog grooming and gourmet food? Hyperlink those terms to your specific service or product, showing readers you do exactly what they are reading about. This will help convert those casual readers into consumers quickly. Never underestimate the power of the written word, especially on the Internet!
2. Publish Yourself. Getting your content published in various formats around the web will also help convert visitors to customers. You can publish Whitepapers, which can give potential clients detailed information about your company or you can publish press releases to make people aware you exist. These are great ways to create interest in your product all while giving potential clients the information they all want. These forms of web copywriting can help act as an FAQ of sorts.
3. Email Is Not Dead Yet. An important part of web copywriting is email. Many seem to think email marketing is going away, but that is simply not the case. We all check our email first thing in the morning and the last thing before we go to bed. We are all hopelessly addicted to the Internet and email, which gives you a perfect opportunity to market your company. Encourage visitors to sign up for your newsletter when they stop by to read your blog. You’ll be surprised at the amount of people who will sign up if given the choice. Don’t force people to because this tends to scare people off. Give them a choice and then send out weekly or bi-weekly emails about services or new blog posts to keep interest alive in readers.
4. Research Your Audience and Keep Researching. Research is the name of the game when it comes to converting visitors into customers. The more you research, the more likely you will hit the target perfectly. Business2Community says that by providing information regarding your services and industry, visitors will already know if you meet their needs. This gives potential clients enough information about your products and shows that you are worthwhile.
Another excellent way to research your visitors and industry is to formulate case studies. A case study will tell an interesting story filled with facts about your current clientele and success rate, which will encourage those reading it that you are a company that is trustworthy. A case study will help you beat your competition and can also help you see any changes that need to be made for your company.
5. Landing Pages Are Crucial To Creating Customers. A crucial way to use web copywriting to convert visitors to customers is having an incredible landing page. Landing pages are great for taking visitors to the location you want, instead of them going to the overwhelming front page. You may think that customers want to see that front page, but the reality is most people find the main site to be confusing no matter how organized it is. Do you have a specific product you wish to sell to your visitors? Send them to that landing page. This is a great way to generate leads for your company.
Let’s take a quick look at a few handy tips for your landing page:
- Make sure it is simple and only has the basic information you want your visitors to see. Don’t overwhelm them with tons of images and other information about your services; stick to a specific product. This will cut down on any confusion your visitors may have, helping to make them into paying customers.
- Make sure people can navigate around your site easily. The harder it is, the less likely visitors will want to pay you for any service or product.
- As with all web copywriting make sure you are friendly with visitors. If you site is hyper professional, this will come across as snooty and arrogant. However, if you are friendly or down-to-earth, this will come across as someone people will want to work with in the future.
Converting visitors into customers isn’t very difficult if you follow the above steps. The more you cater to your visitors, the more they will realize your company is a great one to work with. Don’t be too upset if this doesn’t happen over night. Sometimes it takes a little while for visitors to realize that they want to purchase items from you, but soon you will start watching your customer base grow to meet your website’s visitor rates and that will be a good day, indeed.
We all know that the landing page is one of the most important elements of any web page. It is what keeps customers on your site and creates business for your company. On the other hand, it can be what chases potential customers away.
You need to have an impressive landing page that catches the eye, but does not scream loudly. Obnoxious colors can easily scare anyone away, simply because people do not like their eyes to hurt. If you are wondering just how to go create an interesting landing page without terrifying innocent bystanders, we are here to offer you some helpful tips.
1. Keep Your Landing Page Simple
Your landing page is where people see specific things you want them to see and keeps them from feeling overwhelmed and confused by your general website. Simple is best when creating any web design and people want to see something that is laid out in an easy fashion, with eye-pleasing colors. Having too much going on is distracting and can easily make visitors decide to leave your site permanently.
On our blog Making Your Landing Page Pop with Website Copywriting Services, we’ve discussed that having too many pages to load or having your customers wade through an overabundance of links will instantly lose you those customers. People have short attention spans, especially with the rise in instant fulfillment from devices and websites. They want to see what they are looking for rather quickly and without too much searching. If they cannot find what they are looking for on your site, they will give up and look on your competitors’ sites, and you do NOT want that to happen.
- Watch Those Calls to Action. You want to have customers choose your company and products by offering a small amount of information and a few cool clickable buttons, but when it comes to having a call to action on your landing page, keep it as minimal as possible. SixRevisions.com says that having minimal amounts of call to actions can help you focus costumers on particular aspects of your product, instead of overwhelming them with information that may not be a selling point. (Though it is important to have information at the ready for customers who would like to know more about your product.) This can help encourage the more reticent person to click on that call to action when they are indecisive about your company.
- Create Lists and Have Images. People love lists. Lists are great ways to have a lot of information put into nugget sized, easy to read formats. By having a list, people can see if the product is something they would be interested in or not, and are more apt to read about your product to see if it meets their wants and needs. Images are another format people like on websites. At times, images can tell a person a lot more than the written word. People like being able to see the product they are interested in, or see how the product can be implemented in daily usage. If you are able to tell about your product in an image or two, people are more likely to pay attention. The current trend of infographics shows this to be true. Infographics give a lot of useful information in a compact format, making it easier to read, understand, and share with others.
Making a landing page that people can navigate easily is going to help you keep your visitors once they reach your website. If it is not easy to get around your landing page, people will not click that call to action. They will leave your site and head on over to your competition. Navigation is not simply how easy the links are to find or how quickly people can get to their intended destination, but also how easily they are able to read through your landing page. If it is too difficult, has too much information, or looks too cramped, people will click off your site because it is overwhelming as we are all are used to seeing websites with a natural and pleasing flow.
While discussing the elements of a high converting landing page, Quick Sprout also gives a good layout for an easy to navigate page. The setup is one that is eye pleasing, and also provides easy access to the other information you want to make available. Have integral aspects in easy to find locations on the website and do not make customers scroll for what feels like hours in Internet-land.
3. Use Social Media
Yes, yes. We know. Social media is one thing every article has in common when it comes to discussing your landing page, but that is because social media plays a major role in getting business for your company. People spend a lot of time on their various social media profiles, and if a friend posts about something interesting, people will take notice.
When it comes to promoting your site, specifically your landing page, Hubspot.com recommends using a social media button for customers to tell friends that they have signed up for information and emails from your business. If your company is offering a download for product information, a free e-book, or other promotional elements, you can set up the form up in such a way that people will have to tweet or share something on Facebook to gain access to these offers. It is a small price to pay for wonderful offers and people are more than willing to do this.
4. Changing Button Titles and Creating Something Unique
When people are filling out forms to gain access to promotions or to sign up for your website, Hubspot also suggests that you consider changing the titles of the buttons. Instead of saying something ordinary like, “Press Submit” or “Tweet This” change it to say something that is unique and more fitting for your company. Submit buttons are everywhere on every page, and it just seems dull to have a button that says the same thing that every other page says. By changing this around, you are creating something that is engaging for your customers and possibly something they will talk about with other connections. This could help you generate new leads, but overall it is just a great way to make customers feel good about choosing your company.
Having a unique landing page will help set you apart from the competition. Following what is trendy helps, but if your site looks too much like every other site out there people will feel bored and move on. That would really suck! Create something that is unique and make sure that sticks with the feel of your company. We advise not to be too unique though because that can scare people away. People see a company that tries to be super unique as a company that is trying too hard. The best way to create something that is unique enough to stand out, but not too unique, is to research the various trends within your company’s demographic and implement them into your business. While doing this, tailor the trends to fit your company and BOOM you have a site that is trendy while being unique.
5. Be a Friend
Getting on a personal level with customers will work in your favor when generating leads and keeping customers. Once customers set up their login information with your site, make it friendly and welcome them by name. When they see their name at the top of your webpage and see individualized welcome messages, they will feel special, and we all know that everyone likes feeling special! It is difficult to set up completely different individual welcome messages; have a handful of different welcome messages that will cycle through the various times the person logs on. Some ideas for welcome messages can be:
- Welcoming people in different languages. Flickr has done this for a number of years and people really seem to enjoy it.
- Simply say “Hi [fill in the blank with the customer’s name]!”
- Offer the customer a generic compliment that fits with your company.
People like seeing these welcome messages, and even though they know these messages are generated it still can make their day a good one. This is great when trying to generate and keep leads. If your customers feel appreciated by you, they will more than likely stay with your company.
Let’s Sum Up and Say Goodnight!
You have read our tips and your brain juices are starting to work hard, meaning that tweaking your landing page will be easier! Keep your page simple and offer the content people crave such as images and lists. Also, have a nice flow to your site you will bring in more customers and help reticent customers choose you over your competitors.
Remember to use your landing page as the front door to your website. Once people have seen the wonderful landing page you have provided for them, they are ready to check out the rest of your site and look into using your product.
Back in the early days of the internet as we now know it, getting your website recognized by the search engines with or without web copywriting as an authority, was a simple process. All you needed was web writing — any web writing — and plenty of it. You decided what key terms you wanted to rank for, stuffed your web copywriting with as many instances of those keywords as you could, and called it a day. Quality wasn’t something that was necessary at all. In fact, you could post web copy that was barely intelligible and still easily rank, so long as it was packed with the right keywords.
Web Copywriting That Ranks – Gaining the Respect of Today’s “Smart” Search Engines
Web copywriting is an ever-evolving field, and the copywriter needs to be constantly aware of the changing environment of the blogosphere and the Internet in general. New views, shares, and search traffic are a set of moving targets, and unless you have your finger on the pulse of the Internet, you’re going to be a less effective copywriter than you can be.
When it comes to content writing, there is a right way to write and a wrong way to write. Your website content needs to be engaging, entertaining, and inspire readers to take action-whether that action is to sign up for an e-mail list or give your company a call for a free estimate. The rules of website copywriting have changed over the years, and it’s important to keep on top of the latest trends for SEO benefits, social media sharing advantages, and more.
Why Website Copywriting?
The reason for web copywriting is to gain company and brand recognition. In other words: to sell. The job of your website is to generate leads, to attract visitors and turn those visitors to customers. It is all about generating sales and building trust with your readers.
With website copywriting, everything should contribute to this goal. Maximizing your content marketing is one means to a wonderful return on investment. Effective copywriting means more traffic, leads and sales, establishment of experts, improved SEO, faster results with less advertising costs, and a great ROI. It is success that makes success happen, and web copywriting has proved to be successful.
Website Copywriting Do’s
Powerful search engine optimized website copywriting has the potential to create a tremendous impact on your sales and marketing. And, let’s face it. When you do something, you might as well do it effectively, or it is a waste of time. Here are the do’s in website copywriting: what you should do and what you should accomplish with it.
- Keyword Research: Content is “King”, but that “King” needs a little more than outstanding copy. It needs to be outstanding copy with effective keywords. One of the first steps in website copywriting is keyword research. Targeting your keywords is a part of your strategic planning in SEO and the wrong keywords can totally break a campaign.
- Great Headlines: Headlines are a way to format your material so that readers can easily get to the information they want. Headlines attract the eyes, and create interest, and your keywords should be included in your headlines
- Correct Keyword Placement: Keyword placement is an area where you’ll likely receive a lot of advice. My suggestion here is to have your primary keyword appear in the first or second sentence of your opening paragraph and sprinkled throughout the copy. You should have a 2 to 5 percent keyword density.
- Attention-Grabbing Homepage Copy: Homepage copy needs to grab the attention of the viewer from the moment he/she lands on the page. Your words have to speak and grab the attention of the reader. Copy should be divided into chunks, with sub-headers, for viewers to get right to the information they require. Your keywords should be placed throughout the copy, like mentioned in the paragraph above. Your copy, like any copy, should be focused on the keywords. When you create website copy, it is important to create a meta title and a meta description, as well. If you have a web programmer / designer, you’ll want to give them both, along with
- Persuasive Copy: Any content you create should be persuasive. While this is kind of obvious, not all marketers create or hire someone to create compelling, persuasive content. The goal is to attract potential customers and turn them to long-term customers.
- Bullet Points to Break it Up: Bullets are a real benefit. In fact, the search engines consider them to be important items. Website copywriting should include bullets when possible, preferably with one of your keywords.
- Strong Call to Action: Copywriting should have a call to action. A call to action is simply giving the reader a place to go for more information and is a great benefit to both you and the reader.
Website Copywriting Don’ts
Like the do’s of website copywriting, there are don’ts, and you want to keep them in mind as you craft your content. Let’s take a look.
- Not Having a Good Understanding of Your Business or Brand: One of the worst things you should do is to not have a good understanding of your business or brand. In order for your copy to be effective, you need to have good insight on your business, products, and services, and you need to be able to focus on your business, products, or services. There is no place for “fluff” in website copywriting.
- Lack of Persuasiveness: Persuasive copy is essential. Content can be great, but if it doesn’t involve the emotion to learn more or purchase, then it really isn’t effective. You want persuasive copy that spells out why your business, products and services are needed.
- Bland Text Instead of Headings, Subheadings and Dot-points: When you have your content formatted with bullets it is an easy means for readers to get information fast. Statistics show that bullets attract. They also show that your bullets need to be effective. Bullets headings and subheadings all give you an opportunity to grab the attention of the reader and keep that attention. They should be in a place that is noticed, and as well constructed as possible.
- Lack of Relevancy: A lack of relevancy will send readers away from your site or content, and will leave an impression that doesn’t sit well. When content is irrelevant, you aren’t highlighting or saying anything important about your business, products, or services. Never write around the subject. Always engage the readers with interesting and relevant content that is to the point. Again, there is no room for fluff in web copywriting.
Without effective website copywriting, you don’t have the potential to generate optimal interest in your business and brand. Content is “King”, and when created properly, it is effective and does make a difference in your SEO advertising.
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