From Boring to Brilliant: How to Create Website Copy that Converts

Last updated: Aug 04, 2023
8 min read
From Boring to Brilliant: How to Create Website Copy that Converts

Attention spans are fleeting in today's digital landscape, and the power of well-crafted website copy cannot be underestimated. Your website is a virtual storefront, and your copy is the persuasive salesperson guiding visitors toward action. But many businesses struggle to create copy that connects with their audience and converts visitors into customers.

Let's explore the essential skills and strategies you need to write engaging website copy that stands out and drives conversions.

7 Ways To Make Your Website Copy More Persuasive

Effective website copy is essential to converting visitors into customers. It communicates your brand's value proposition, establishes trust, and guides users through the buyer's journey. Every word on your website should be intentional, driving visitors toward the desired action. If you know what makes for persuasive copy and how to write it, you can unleash its potential to captivate your audience and increase conversion rates.

1. Know Your Audience

Conduct thorough audience research and create a detailed buyer persona to uncover customer needs, desires, and pain points.

Once you know your audience's motivations and aspirations, you can create copy that strikes a chord and compels action. Use empathy to put yourself in their shoes and address their pain points head-on. A pain point is a specific problem, challenge, or frustration that your target audience is experiencing. Highlight their pain points and position your product or service as the best solution.

Tailoring your message shows that you get their unique needs. A Sprout Social survey found that 51% of consumers "say their relationship with a brand starts when they feel the brand understands them and their desires." When your audience feels heard, they are more likely to engage with your brand and convert into customers.

A road sign that says beer and lobster enough said

2. Write Simply and Directly

Clear and concise messaging is vital for capturing and retaining your audience's attention. As Nielsen Norman Group found, "People rarely read online — they're far more likely to scan than read word for word."

To get your message across to skimmers:

  • Avoid jargon and unnecessary fluff.
  • Break down complex concepts into digestible pieces.
  • Use plain language that anyone can understand.
  • Use short, simple sentences and paragraphs.

Simplifying your copy will also help make sure all readers can understand you.

3. Use SEO Best Practices

Another "audience" to consider is the search engine that brings visitors to your website. Using search engine optimization (SEO) principles in your content marketing can boost organic visibility and attract targeted traffic.

A keyword research tool can identify the keywords your target audience uses to find similar products or services. Place these keywords strategically in your headlines, subheadings, and throughout your content. By aligning your website content with what your target audience is searching for, you increase the chances of attracting qualified traffic to your website.

4. Write Engaging Headlines, Body Copy, and CTAs

Compelling headlines draw visitors deeper into your website. Craft attention-grabbing, benefit-driven headlines that pique curiosity and keep visitors reading. Your headline should instantly convey your product or service's value and provide a clear reason for visitors to explore further.

In the body copy, use vivid language to lay out your brand's unique benefits and solutions. Incorporate action-oriented calls-to-action (CTAs) that communicate the desired action and create a sense of urgency.

5. Proofread and Edit Your Copy

Proofreading and editing are crucial steps in creating polished and professional website copy. Grammar and spelling errors undermine even the best messages. Double-check punctuation, grammar, and spelling, and consider using grammar-checking tools or enlisting the help of a professional editor.

Well-edited copy enhances your credibility and professionalism, but editing is not limited to correcting mistakes. It also refines your copy for clarity and impact. Trim any unnecessary words, rearrange sentences for better flow, and ensure your message is concise.

6. Use Social Proof, Case Studies, and Testimonials

Incorporate testimonials, case studies, and customer success stories into your website copy to showcase real-life examples of satisfied customers. Highlight the benefits and outcomes they experienced by using your product or service. Use relevant quotes, statistics, and images to make your testimonials and case studies visually appealing and engaging.

Social proof, like reviews, establishes trust and credibility, alleviating any doubts visitors may have and boosting their confidence in choosing your brand. But a survey of digital shoppers found that the average number of reviews that would make shoppers trust a product is 112, so make sure you have a lot of reviews first.

7. Format and Lay Out Your Site To Capture and Retain Attention

The visual presentation of your website copy plays a significant role in capturing and retaining your audience's attention. Make sure to use:

  • Clear headings, subheadings, and bullet points to break up your copy and make it scannable
  • White space to enhance readability and create a visually appealing layout
  • Fonts, colors, and typography that align with your brand identity and ensure legibility across devices
  • Visuals, such as images, infographics, or videos, to complement and reinforce your copy

A well-structured and aesthetically pleasing layout contributes to a positive user experience, keeping visitors engaged and focused on your message.

A Simple Copy Tweak That Increased Conversions by 17%

As MarketingSherpa writes, a men's style blog increased its email sign-ups by 17% by simply changing its headline.

The original headline: "Out-Dress the Other Guys: Enter your email address to discover nine details you need to nail to look sharp and stand out from the crowd."

The new headline: "Don't Let the Other Guys Out-Dress You: Enter your email address to discover nine details you need to nail to look sharp and stand out from the crowd."

This change added urgency to the headline by implying that the person reading it is "already behind other guys in terms of their appearance" and needs to catch up.

As of this writing, Ahefs' data shows that Irreverent Gent gets roughly half a million website views monthly. A 17% increase in email sign-ups is a significant improvement that could lead to huge volumes of new leads and buyers.

Transform Your Website Into a Conversion Powerhouse

Crafting engaging website copy requires a deep understanding of your audience, content strategies, and persuasive writing skills. Implementing the above strategies is a good place to start.

Share your thoughts and experiences in the comments below, and don't forget to subscribe for more digital marketing and copywriting tips. Let's unlock the full potential of your website through compelling, conversion-focused copy.

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