So your online marketing campaigns have started generating traffic to your website. Congratulations! However, you now have an even bigger challenge: converting your visitors into customers.
The simplest, fastest and most effective way to turn browsers into buyers is to improve the copy on your website. Creating compelling web copy sounds simple enough, but it’s surprising how often you’ll see business websites with copy that’s filled with the same common mistakes.
Don’t be a “bad copy” statistic – learn the common mistakes you should avoid to keep your visitors engaged and have a high-converting, high-performing website!
It’s all about me, me, me!
Talking too much about yourself can cause your readers to disengage fast. Why? Because they’re visiting your website in search for the answer to “What’s in it for me?” If a visitor is scanning through your content, grab their attention by directly addressing their problems instead of spending too much time talking about your company. Focus your content on being the solution to their problems.
The only exception where “egocentric” content is allowed and appropriate is your About Us page.
No call to action
All websites should have a strong call-to-action to convert their visitors. If your copy tells them about a solution to their problems, you should make sure that also tells them exactly what they should do to get the benefits of that solution. Otherwise your efforts may go to waste.
Whether it be signing up to your newsletter, subscribing to your website, contacting your business or buying your product or service – make it as easy as possible for your visitors to convert by incorporating a call to action that’s easy to understand and complete.
Try to be different and test your conversion rate with different call-to-action texts apart from the usual “Click Here”. Here are some examples of simple button revamping that dramatically increased conversion rates for businesses:
Not using the right tone
Think about a common or a possible conversation that you have with your customers. The way that you speak to them in person should be reflected in your website copy so that you are able to easily connect with your audience. You may lose customers by sounding too formal and boring, or by being too colloquial when it’s not appropriate. If you’re unsure, make different versions of your copy and test them over a controlled period to see what tone gets you more conversions.
Do not start stuffing as many keywords as you can in your content and titles. In order for your copy to be SEO-friendly, it should flow naturally and include keywords only where it is relevant throughout the text as well as in your titles and the name of your images. Google is able to pick up on unnatural keyword stuffing and can penalise you for practising black hat SEO.
Sometimes less can be more. If your content is too long, chances are that your readers won’t be bothered to scroll down or carefully look for a call-to-action in the body of your text. You want your site visitors to know exactly what they’re going to get out of your web page when they read it. If your copy can be summarised into a few lines, dot points, table or even image then utilise these functions. It will break down your text and draw attention straight to the dot points, tables or images that you’ve used. If these are highly relevant to the information they’re searching for, your readers will most likely scroll to the top of your page and read from the beginning.
Here is an example of the difference between too much content and just enough:
If you’re going to include multimedia such as images or videos, make sure they’re relevant to your text. There is nothing more annoying then reading a page of content only to realize that the images were completely misleading and that you didn’t get what you were looking for. There is no point trying to engage those that won’t be interested in what you have to offer by grabbing there attention with a certain type of image or video. Base your web page content on what relates to your target market specifically.
Not taking advantage of social media
If you don’t have social media sharing buttons so that people can like and share your content with their friends online, you’re missing out on more potential leads! Your social media sharing buttons will give you an indication of how engaged your readers are – the more people that share your content, the better. Your company’s social media pages should also be actively sharing and promoting your content.
Ignoring feedback and comments
When you’re blogging you are trying to engage and open up a communication channel with your readers. Make a comment section available for your readers and don’t neglect comments once you get them. If you get negative feedback, don’t delete the comment but instead treat it like constructive criticism. It will reflect badly on you and your brand if other people start noticing that you’re getting rid of negative comments instead of graciously addressing them.
Not measuring your performance
It’s important that you start familiarising yourself with tracking tools such as Google Analytics so that you can understand how your website is performing, what kind of visitors you’re drawing in, and how they’re interacting with your website. Once you are able to monitor this you will be able to continually improve your content and page elements.
If you are making any of the above mistakes, then its time to pick up your game! And for those that are just getting started, keep these tips in mind the next time you’re writing content for your website.