In our last blog we wrote about the best ways to drive traffic to your website, and one of those tips was content creation. Content creation is key to attracting the right audience to your website and ensuring they are engaged at all points in their customer journey. It’s no longer about just offering a pretty website design, it’s giving your customers valuable information so they can be nurtured to a conversion.
High quality website content is crucial for enhancing your search engine optimisation and fostering brand loyalty.
So, how do you lift your copy to enhance overall leads and conversions?
1. Write to what your customers are looking for
The number one reason a visitor has come to your website is to find a solution for their problem. Have you ever had a visitor on your website and then immediately leave? It’s because they can’t find the information they need. No one wants to be on your website forever to find the answer to their question.
It’s crucial that you focus on putting the most important information first and include keywords that can then lead your customers to the next step.
2. Write to your niche
Your goal with your website copy is to write to the people that are interested in what you have to say. You should know what your audience’s motivations, pain points and overall psychographic information is. This information is crucial to formulating content that will directly speak to that audience and encourage them to take action.
If you nail this, your audience will feel as though you get them personally and are likely to become loyal to your brand.
3. It’s all about the journey
The sales funnel is made up of awareness, consideration, decision and delight and it’s key that you tailor content for each stage of this journey. At each stage, the people you are talking to are going to be very different.
Your copy should engage them from the outset. Utilise emotional engagement, offer them a solution to their problem outright, offer educational content and avoid confusing them at this crucial point.
Your should immediately highlight to visitors the benefits of why your solution works, what will fit them the best and what makes you unique compared to other brands out there.
Start advocating your brand and offer information specifically related to the products/ services you provide. Also, call-to-actions are crucial here.
4. Focus on how you can help
One of your key goals with website copy is always showcase how your brand is the solution to a customer’s pain point. If you always have a solution, you’re likely to get conversions.
How is anyone meant to know what to do next on your website if you don’t give them a clear sign? CTA’s encourage audiences to do something, whether that be signing up to a newsletter, visiting a landing page or accessing free content. It’s important that you guide your visitors through their customer journey.
Some key CTA’s you could implement into your own copy:
6. Write for humans
Yes, you are ultimately trying to sell your product or service. However, your primary goal should be to connect on a deeper level with your customers. How do you do this? Write like you’re having an in depth conversation with your ideal customer. Also, keep your writing simple, clear and concise but have fun with it! If what you’re writing is engaging and emotive, you’re likely to build trust and empathy with your audience.
Your website copy should:
7. Consistent, clear and concise
The three C’s are crucial for your website. Your ENTIRE website should reflect the brand tone of voice and every page or product or service description should maintain this tone.
No one likes reading long winded paragraphs of text, especially if they’re in a hurry to find the solution to their problem. Keep your copy as simple as possible and keep it short. Most people will only scan over the content until something grabs their attention.
Here at VO Group, we are masters when it comes to creating website content that turns visitors into customers. Get in touch with our team!
This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about copywriting for your website: