3 min read

7 Copywriting Tips to Increase Conversions

Good web copy can be the difference between someone who’s just visiting your website, and someone who actually becomes a customer. Well-written copy draws 7.8 times more traffic to your website, so it’s worth making sure your copy is on point. To help you out, we’ve put together 7 website copywriting tips to help increase conversions.


 1. Know who you’re talking to

The tone of your copy should always reflect the people you’re aiming to target. It might seem obvious, but if you don’t know who your readers are, how will you know how to talk to them?

For example, if your website sells funky colorful sneakers, don’t use overly formal language and don’t waffle on about the percentage of each type of fabric used in each part.

Think about your reader and what they really care about when it comes to your product or service. In this case, they’re probably more interested in the colors and styles available, and which influencers are wearing them.


 2. Skip the jargon

Even if you’re speaking to a fairly knowledgeable audience, stuffing a website full of jargon isn’t the way to go; if you want to communicate in more detail, you can always write a report or a white paper.

It’s not just about ease of use for the reader - Google also ranks sites according to their complexity. A recent report found that 41% of website text that scored low in Google’s top 10 results were using words that were far too complex.


3. Write it how you’d say it

A good rule of thumb when it comes to website copy is to write how you’d speak. Read your sentences out loud so you can decide if they’re too long, too wordy, or too boring - if you’re bored reading them, your audience will be too!

When you write how you speak, you can also showcase a bit more of your brand’s personality. Given that 88 percent of consumers say that authenticity is key when choosing which brands to buy from, the more you can stay true to your brand tone of voice and personality, the better.


4. Break up the text

When you first scanned this article, were your eyes immediately drawn to each of the subheadings? As humans, especially ones with shorter and shorter attention spans, we don’t like to look at huge blocks of text. That’s why breaking it up into smaller sections goes a long way to keeping your audience engaged.

You can also use bullet points, shorter sentences, and infographics to break up blocks of text and maintain interest.


5. Be aware of your language

When it comes to writing compelling copy, the language you use is key. Use active voice wherever possible, and focus on emotive words that really get your audience invested.

When you use active voice, people can picture themselves taking action, and this is absolutely what you want when you’re looking to convert.

To really highlight the difference active voice makes for brands, we can look at the McDonald’s slogan, “I'm lovin’ it.” In the passive voice, this would translate to, “It’s being loved.” Doesn’t have quite the same ring to it, does it?


6. Get your CTA's right

CTAs are the most important pieces of copy on your website. In order to convert, your audience needs to know what you want them to do, and how they can do it; the right CTA in the right place can seal the deal when it comes to traffic conversion.

But it’s not enough to just have a button saying ‘click here.’ The copy you include in that button needs to be perfect to encourage conversions.

Research has found that CTAs that use first-person wording have a 90% increase in click-through rate. For example, using "Start my free 30-day trial" is much more effective at converting than, "Start your free 30-day trial."


7. Use SEO keywords properly

Before you start writing the copy for your site, you should have a few keywords in mind. These keywords will help potential customers find you easily and will ensure your website is optimized for search engines - but don’t overdo it.

Prioritize quality and coherence in your writing; don’t just throw around SEO keywords for the heck of it. It’ll end up confusing your audience, it’ll look unnatural, and Google will actually penalize you for it. Focus on what will attract your audience and weave those keywords throughout your writing without compromising your message.

If you need help perfecting your website copy, we’re here to help. Because we specialize in attracting and converting website traffic, we know what works, and what doesn’t. We’d love to find out more about you and your business, and show you the results you can get from working with us. Let’s get coffee sometime!

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