When it comes to websites, text shouldn’t just consist of words. It needs to be imbued with meaning, with SEO and conversions driving the copy.
Increasing website conversions is the underlying essence of copy on a website.
To help cement this thought into your everyday work process, today we’re going to give away some tips on how to target copy in order to boost website conversions.
Of course, each organization will have its own definition of a conversion, depending on the goals and general structure of the business.
However, most of these tips will be relevant to all businesses.
Let your audience define your conversions
Step one of creating relevant copy involves identifying the target audience and particularly its needs, wants, and interests.
In addition, consider the types of conversions that would best suit the target audience.
Everything from CTAs, the language and style are all influenced by the target audience.
Consider, for example, businesses with websites that target older demographics. They are more likely to consist of calls to action that focus on calling the business or signing up for a newsletter.
On the other hand, websites that target younger audiences are more likely to have calls to action that focus on watching videos or driving them to social media.
Focus on action
Increasing action on the business website can boost conversions. Strategies such as clear calls to action are good to guide customers to take concrete steps on a website.
Calls to action can be images, text, or buttons that essentially tell a user to take a specific action, and they should be scattered throughout a website.
While CTAs are effective, the specific wording can make all the difference. Because unclear wording easily confuses users in what they expect a CTA to do.
Inject action verbs and action phrases into CTAs and make sure that language is clear.
Consider, for example, that you are trying to get users to sign up for a newsletter. Instead of displaying a CTA that says “submit” at the end of an email form, offer them incentives to sign up, such as displaying a CTA that says “claim your discount” or “sign up for free newsletter.”
Write strong headings and subheadings
Make sure to structure website content around enticing headings and subheadings, by imagining that each webpage is a small book.
Within each book are chapters and with each chapter titles being the headings and subheadings.
Headings are an ideal way to break up text and create clear separation lines between sections of a webpage, and as such make it easier for users to read the page and keep engaged.
Also, headings are great for SEO purposes.
Keep it short and simple
Effective copywriting equals clear readability. If the text is too complicated, users may have trouble understanding it. If they struggle, they may just exit your site and find the information elsewhere, on a rival’s website.
Concise content adds to the digital user experience. It makes text easier to digest as well as improves the look and feel of a brand’s website.
Write for your audience in clear language. There are methods to help with this, such as the Flesch-Kincaid Readability Test tool, which scores content by how easy or difficult it is to read and understand.
On average, websites should aim for a grade of between 80-100. Although there are some topics that are going to be more difficult to write about than others, and that’s fine.
Built an internal link network
Internal links are links that lead to a page on the same website. Make sure that your webpages interact with one another and build a network of internal links across your website.
To provide a richer experience, ensure that there is clear navigation throughout the website built on a strong link architecture so that users can explore smoothly.
In addition, adding links on your website helps to encourage users to remain on your website for longer by making it more interactive and navigable. Also, it gives the business the ability to direct potential customers to other products and services that they could be interested in.
Writing content can mean a whole range of things. Conversion-focused copywriting is a specific type of content that may not come naturally to many people – even copywriters. It typically takes time and expertise to squeeze the most out of digital text.