subject: Increasing Website Effectiveness with Written Copy [print this page] Increasing Website Effectiveness with Written Copy
If your website isn't converting the way you'd like to, it's time to take a hard look at your copy to determine whether it's communicating effectively. Well-written copy helps convert visitors into leads, while poorly constructed page content can make you look unprofessional or unconcerned. Written copy permeates your website, but focusing on improving just four areas can increase conversion rates significantly.
Headlines
Great headlines accomplish two purposes. First, they help people find your website by making you more visible to search engines. To achieve this goal, your headline should be keyword rich so it will get noticed. Second, once people have reached your landing page, headlines instantly tell them what information they can expect to find. For this reason, headlines should be concise and direct. If the page is part of your PPC campaign, make sure the headlines reflect the same marketing messages or hooks that you've used in your PPC ads so that visitors know they've reached the right place.
Subheadings
Subheadings should display the same qualities as headlines, but they also provide the additional benefit of breaking your copy into manageable chunks so that readers don't become overwhelmed. If you haven't included subheadings in your articles, consider doing so to make them more readable.
Scannability
In today's culture, web users spend only a few seconds on any given page. Unless they're really delving deep into your subject matter, they probably won't take time to read every word. That's why your copy needs to be scannable, allowing readers to absorb information as quickly as possible. You can create scannable copy that helps you convert visitors into leads by using subheadings, bullets, numbered points, and short paragraphs.
Writing for real customers, not average users
It's easy to write for average users, and there are plenty of advice columns that will tell you how. The problem is that average users don't exist.
Your actual customers bring unique shopping methods, needs, and expectations to the table. Instead of using a one-size-fits-all average user approach, write for different customer personalities (methodical or spontaneous?) and customers at different points on the purchasing continuum (ready to buy or just browsing?).
You can develop a set of customer personas that will help you create effective written copy that will convert visitors into leads as well as make your website more useful for a larger segment of your target audience.
By improving your website copy, you can capture the attention of your readers and whet their appetite for more of the knowledge and expertise you have about your field. And that's the best way to increase conversion rates.
