Web Copy – Turning Visitors Into Customers

We have all heard that “it’s not what you say, it’s how you say it”. Well, the same applies to website content. In this article, we’ll discuss the importance of web copy and how to turn visitors into customers.

Your website content should convince visitors that your service is either unique or superior to that of your competitors in terms of quality, or is competitively priced. It should show your potential customers that you can provide the solution they’re seeking. Your product or service will solve their problems, answer a dream, enrich their lives, and/or improve their business. You are the dependable expert they want and need!

Your website copy plays a major role in establishing and growing your customer base. Website copy creates the “voice” of a company, just as the look and feel of your site puts a “face” on the company and on otherwise intangible products and services. On an e-commerce site, the copy plays a key role in closing sales as well as in up-selling and cross-selling products and services. Good copy delights first time visitors, encourages return visits and propels both customer acquisition and retention.

People read a webpage differently than they do a brochure or a newspaper. They scan, scroll, click, hit the back button, and hit the forward button. “Reading” is about moving around and being in control. You have one chance to make a first impression – to quickly convey the benefit of staying on your website. I can’t overstate the importance of first impressions, which in web-time are measured in milliseconds. The layout, functionality, message and overall look and feel of your webpage determine who stays – and who clicks away.

Your story should be clear and to the point. The goal of any webpage should be to get the visitor to DO something – to subscribe to your mailing list, to request more information or to make a purchase. Without readable, compelling copy and clearly organized links, visitors are much less likely to complete a transaction and return to your site.

Writing for your webpage should always start from your visitor’s perspective. What is your visitor looking for? Why is the visitor here? How can you make their visit as quick, efficient and positive as possible? You should take time to clarify the goal of each page before starting to write. Be sure instructions are clear and easy to read.

If you are selling a service on your website, your Unique Selling Proposition (USP) is your service’s most powerful benefit, in combination with a strong, unique feature of your business. It answers that most difficult question – Why should potential customers hire you?

Tell your customers what service you are selling and explain what your service provides. What are the key benefits to the customer? What pain does it cure, what solution does it provide? Compare your service with that of your competitors and highlight what makes you stand out. Keep working on this until you can clearly separate yourself from your competition. Give them a convincing reason to deal with you instead of your competition.

Summarize the above into one tight, powerful, motivating phrase that will persuade your customer to do business with you and to trade their money for the benefits delivered by your service.

As you start to work through these steps, you may find this to be a lot harder than it looks. Don’t blow it off and give up! You must have a USP. If it was easy, everyone would have a great USP. Come up with a tight, sharp USP that sells your service to the customer.

Write tight, get right to the point, be keenly aware of the audience for your webpage, and don’t use a three syllable word when a one or two syllable word will do. Use “call to action” language and keep it interesting. The page should be so clearly organized that, in seconds, visitors can understand and be convinced to buy your product. Studies show that “ease of use” is the winning factor on an e-commerce site.

If you’re going to promote your service and expand your customer base using your website, potential customers have to be able to trust you. Their confidence in you and your products has to be boosted. Endorsements on your website from a valued friend or colleague, or a referral from a strategic partner can boost your credibility. You and your service must be perceived as being trustworthy before your visitor will be confident enough to buy or even contact you.

Show prospects that you have their best interests at heart and that you can adapt or customize your services to meet their individual needs. Foster an on-going relationship that steadily increases their trust levels and cements a view that you are an “authority” in your field.

Another important aspect of convincing prospective customers is to keep abreast of recent developments in your field. Check on what your competitors are doing and watch for new trends. This will keep your website current, razor-sharp and unique. By keeping your eyes open, you’ll be able to grab an angle or niche that hasn’t been well covered yet by your competitors.

Finally, be wary of broadening the theme of your site too much. Try not to dilute your product or service’s targeted niche, simply to expand your base of merchant partners. Focus on selling YOUR product or service – that’s where the “meat and potatoes” of your business will come from!