Your website copy has immense power to connect with visitors and compel them to take action. But writing effective copy takes strategic thinking and meticulous word-smithing. Follow these best practices to create website copy that truly converts.
Know your audience
The first step is getting inside the heads of your ideal customers. Ask yourself key questions: What are their pains and needs? What language do they use? What motivates them? Any misconceptions to avoid? Build buyer personas to truly understand your audience’s perspective. Your copy will resonate much more if it speaks directly to your target visitors.
Focus on benefits
Avoid self-promotional language about how great your company is. Instead, use copy that clearly communicates the tangible benefits and solutions you provide. Demonstrate you understand your customers’ problems and show how your product or service solves them. Present a better version of life or work with your solutions.
Add social proof
Social proof builds trust and credibility for claims you make. Back up benefits with testimonials, customer stories, reviews, and specific data when possible. For example, rather than just saying your platform is easy to use, include a quote from a customer raving about your intuitive interface.
Use clear, concise language
Write in simple, straightforward language that is easy to scan and absorb. Break long paragraphs into shorter segments with subheadings. Use active voice and avoid overused jargon and clichés. Every word should add value – if not, cut it out. Clear communication is key.
Craft compelling CTAs
Calls-to-action urge visitors to convert. Use action-oriented language that tells visitors exactly what to do, like “Start Your Free Trial” or “Buy Now.” Make them visually stand out through color, size or shape. Place them strategically throughout copy and pages to prompt conversions.
With compelling copy focused on consumer perspective, needs and benefits, you can turn more website visitors into customers.