5 Website Copywriting tips to help you Boost Conversions

Feeling like your copy is lacking that little something special? Maybe you’ve got an incredible product or service but it’s not quite converting the way you want it to. If you think your website copywriting is letting you down, you’re in the right place. This is our bread and butter.

Although it’s not an exact science (let’s face it, the rules change all the time), there are some simple-yet-effective tricks you can implement to optimise your content. From your blog posts to your landing pages, even your FAQs, there are lots of chances to win at SEO and write compelling copy that converts. 

Here at The Content(ed) Copywriter, we love finding that balance. Pleasing the Google gods is crucial for gaining website traffic, but once you have your potential customers in your hot little hand, you need content that makes them hit the “buy now” button.

So, we’ve put together a list of tips to help you craft great customer-centric copy that does both.

1. Incredible copy is still important – it’s all about balance

No one wants to read a blog post or website copy that sounds like it was written by a computer. Yes, SEO and keywords are incredibly important, but so is brand tone of voice. The rules of great writing still apply even when it comes to SEO content. So, make your copy engaging, interesting to read, and use language that your customers use when they’re searching for your products or services. 

2. ​​Address customer pain points head on

Often, when your customers are in search-mode, their query is problem-focused, rather than solution-focused. They know they have a problem but they don’t yet know how to solve it. That’s where you come in. Listing potential pain points on your website shows your customer that you understand them. 

Give them something useful – advice, information, comfort that they’re not alone. Build out an FAQ section or publish regular content on your blog. This gives you a genuine platform to position your product or service as the one thing that can help. 

3. ​​Have a clear plan and a solid structure

Unless you’re a scholar, reading big blocks of copy isn’t everyone’s cup of tea. Our attention spans are not what they used to be, so it can be hard to keep your reader interested in what you have to say.

Great news though – you can reduce reader fatigue by building out a simple structure for your content. Think headings (with great keywords), bullet points and images to help guide the reader through the content. Keeping things clear, organised and concise will help guide your customer to where they need to go – the sale. 

4. ​​Say it loud and proud with clear calls to action

Sometimes it pays to be direct! That’s why we love using clear calls to action above the fold. When was the last time you scrolled right to the bottom of someone’s painfully long website? Exactly. 

Put your best copy, major CTAs and keywords at the top of the page where your customer can see them immediately. As soon as they land on your website (thanks to your keywords), they’re hooked. 

5. Pepper in some behavioural psychology

It’s not just what you say, but how you say it. Humans are not rational beings. We make decisions based on how we feel and how we think the thing we’re buying will make us feel. 

That’s why tactics like social normailsation, FOMO and storytelling can be so powerful when it comes to conversion. In practice, this can look like:

• “Peter’s probiotic yoghurt, trusted by thousands of healthy, happy Australians.”
  If that many other people are buying it, it must be good!

• “Our #1 selling leggings are now 50% off, but hurry – this is a limited time offer!”
  Where are my keys!? I must grab a pair before they sell out.

• “Alison had $100 to her name when she took our course. Now, she’s Tasmania’s wealthiest woman.”
  All from an online course? Maybe it’ll help me become rich too.

Remember, the trick to great website copywriting is balance. Use relevant keywords and customer-friendly language that will help people land on your website, but don’t lose your unique tone of voice just to win the game of SEO. With genuinely helpful, interesting content that positions your product or service as a must-have, you can win at both.