One of the biggest goals for marketers is to increase website conversion rate through Web copy. Here are 17 important elements of conversion-optimized copy. Try them out and see how many conversions you reap.
1. Know Your Audience
Know your target demographics and psychographics in detail. This will help you use the right dialect, tone and voice. Create a target profile and write directly and informally to him or her.
2. Define Content Objectives
What do you want to achieve from your page copy? Define an objective for each page before you start writing. This will help you get your readers to do what you want them to do.
3. Keep it Brief But Clear
Use short statements and brief paragraphs. Use bullet points to convey bite-sized chunks of information. Provide links and references for discerning potential customers who want to know more.
4. Inject a Sense of Urgency
Use the ‘lack of time’ emotional trigger in your copy to get your reader to take the desired action. You can do this by talking about a time-limited offer, upcoming price change and so on.
5. Be Truthful
There’s no need to claim something that doesn’t exist, such as a product that’ll never fail. Be truthful but discreet; this way, you won’t lose client trust while retaining some control over what you say.
6. Highlight Your USP
Highlight product benefits, not features. Potential consumers want to know what’s in it for them, so give it to them straight. At the same time, mention why your product is better than what the competition offers. Highlight specific unique features.
7. Sprinkle Calls to Action
Different people show different tipping points during a sale. Some will click your CTA early on while others will read the entire page before taking action. Make sure you place CTAs prominently in a few places along the copy.
8. Provide Q&As
Anticipate the questions that an intelligent consumer is likely to ask. Write down these questions and answer them for the consumer. This will help reassure the consumer you are familiar with his or her state of mind.
9. Maintain A Logical Sequence
Use headers to break up the content and avoid a large grey mass. Use website colors for your headers and a bold, contrasting color for the CTA. Move from point to point in your copy following a logical sequence.
• Start with a title;
• Insert white space;
• Write a brief, but urgent summary;
• Insert more white space;
• Place a CTA;
• Continue with copy.
10. Dangle a Carrot
Even if your potential consumer doesn’t pick up your main offer, make sure he or she signs up for a bonus. Throw out a freebie to keep the consumer hooked and to get his or her information.
11. Use Visual Appeal
The eye of a visitor is drawn first to images on a page and not the content. Include attractive product promo images on the left, and not the right. That way your visitor will see the images first and move naturally to the right to read the content.
12. Show Testimonials
Upload believable, well-written and traceable testimonials below the copy. Mention the full name and the e-mail address of the testimonial-bearing consumer, along with a photograph for better impact. Provide a link to a testimonial page for the more discerning customer.
13. Watch Those Keywords
Identify strategic keywords and use them in your content. The first paragraph of your content must specifically be keyword-rich if you want to capture consumers’ attention. Use very strategic keywords in your title and header.
14. Generate Curiosity With Your Headline
A potential consumer sees your headline first, and that’s your opportunity to grab attention. Your headline should motivate, compel and generate curiosity at the same time, while pulling the reader in with a promise and taste of what’s to come.
15. Identify With the Reader
When you identify with the reader, you’re in a position to empathize with the reader’s problems from a ‘in your shoes’ perspective. This helps build trust. Share how your solution helped with your problem to help the reader avoid the same hurdles.
16. Be Clever, But Respectful
It’s OK to use descriptive analogies and metaphors as long as you don’t end up confusing the consumer. You can inject humor and even compliment the reader on his or her good taste in products. Avoid clichéd statements and clichéd photographs.
17. Don’t Give The Readers a Choice
Write in the active voice, and push your reader to take action. Don’t just put in some passive content and leave it to the reader to take a call. That won’t happen. Try to simplify the decision through words like exclusive, limited, simple and free.
Deb Dey is a blogger and social media addict. He loves helping small business organizations. Currently he is associated with Webs Agency.