How to Create Compelling Website Copy that Converts |
Posted: January 23, 2023 |
Image via Freepik There are around 213.65 million companies in the world that carry out different missions and maybe rival each other. Yet, they may share one thing in common: getting high sales. However, every digital product studio owner must brace themselves because reality may hit them differently. Getting a mass of customers to make purchases is undoubtedly not easy. According to a study, only 2.17% of website visitors convert into purchases, while most of them leave without traces. There are several reasons why that happens, such as lack of compelling content like video marketing, or your website copy is simply not engaging enough to win the readers. Therefore, this article is intended to help marketers, specifically to solve the second problem. There are several aspects that need to be taken into account when creating a website copy to make it drives sales. From creating headlines to using trigger words, the explanation below has all of them covered, let’s dive in! 1. Create Powerful HeadlinesSurprisingly, 80% of visitorsonly read headlines when reading product copy. It means that only 2 out of 10 homepage website visitors read the rest of it. Now you know how important it is to have powerful headlines to grab consumers attention. When you mess up the first step, all your effort in creating a good copy may go in vain. Generally, headlines are written in bolder and bigger font sizes. They can be in the form of words, phrases, and sentences to promote a service or product. They emphasize the product’s winning points or benefits it offers to the customers. How to create good headlines?Before anything else, you need to know the keywords you’ll use in your copy. Come up with your keywords and make them straightforward and informative enough to avoid wordy headlines. Keywords in headlines also improve your SEO performance. What choice of words will be good for headlines? A study reveals some headline phrases that tempt readers to read more of your copy. The first runner is “will make you,” followed by “this is why” these two phrases can be good options to create driving strong content strategy headlines. 2. Use FramingA useful trick to create a strong copy is by using framing. Most copywriters may already be aware of this, but some may not. Framing deals with how you present your materials by encouraging certain aspects and discouraging others. The basic rule of framing is narrowed into two: Negative vs. positiveThis framing allows you to come up with a positive or negative context. You may say your product is awarded as the #1 pick worldwide, or your product doesn’t require animal testing. However, research reveals that a positive frame is preferable to readers. Loss vs. gainThis kind of framing provides readers advantages when they buy your products, or disadvantages when they don’t. For example, “Get a clear skin with our products” or “Go to our gym or you won’t get your summer body goals.” There are also more ways of coming up with a framing. Take a look at the picture below. Which one do you prefer?
Image via Ewha Brand Communication From the picture above, the product with the “80% fat free” label is more preferred by customers. The “80%” is undeniably more powerful compared to 20%. Moreover, using the word “fat” gives a negative vibe to customers, whereas “fat free” is the opposite, even though both labels actually mean the same. 3. Cover Pain Points and Emphasize BenefitsA good approach to appeal customers to your brand is to put yourself in their shoes. That means you have to cover their problems. Restate their problems and write as you feel their pain as well. After that, you can offer a solution by mentioning your products. Focus on the advantages that your product offers. How will it work and what changes will it bring to your customers? Again, highlight the pain point and how your products will help them overcome it. Moreover, emphasizing benefits is preferable compared to emphasizing features. Why is it so? Stating benefits are more impactful for your audience while stating features is also great, but no more than just stating facts. What’s best then? You know the answer, mix them. However, you have to be careful because it can be overwhelming for the audience. If you want to state the feature, choose the ones you think are most impactful and if possible, only exclusive to your brands. 4. Use Trigger WordsWhile making your content marketing copy, you may wonder what trigger words would be perfect to drive lead generation. There are some words that appeal strongly to visitors, such as free, cashback, new, you, and many more. You can include these words as your CTA. As stated before, positive words are found to appeal more to customers. If you are a business owner who wants to publish personal blogs like news and entertainment website but has no time, you can use professional writers write blogs for you. On the other hand, negative words may perform and result otherwise. This doesn’t always happen, but sometimes unintendedly. In a case study by Michael Lykke Aagaard, the website visitors were handed a signup form and guaranteed there wouldn’t be any “spam.” The result is surprising enough since it shows a drop of 18% in conversion rate after the case. Of course, the reason doesn’t merely rely on the word “spam,” but it still takes part in what has happened. That being said, it’s preferable to use a positive tone for your advertisement copy, such as in social media marketing. You can also add 3d logo maker on your marketing strategy to increase customer engagement rate. 5. Include Customer ReviewSpice up your game by doing a customer survey. It opens up the doors to things you should fix on your products. Therefore, you can make them even more perfect. Moreover, you also get to put customers’ real reviews on your product as a tool to raise credibility from new visitors. You can come up with a story of how your customers overcome their problems using your product. Use their real review to drive interest and increase trust from your new visitors so that you can finally make a solid decision to purchase the product. ConclusionYour business success depends on several reasons. Most importantly, your product's value and how you market them. One way to consider to drive high sales is to have compelling website copy. If your visitors are exposed to your product in the right way, they’ll eventually make a purchase. Those tips mentioned above can be implemented to make a good website copy that converts. They are applicable to any business field out there. Yet, more importantly, they are effective in building relationships and trust among your new coming customers. Additional resource: Confidence books Author
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). Twitter: @breadnbeyond Email/Gravatar: [email protected] LinkedIn: Andre Oentoro
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