Smart web copy is critical to generating leads and converting visitors on your site. But how do you write copy in a way that drives users to sign up, download or buy? As you're devising a content plan for your website, use these tips to maximize your conversion rates.
1. Define your conversions
Before you improve your conversions, you first need to define what conversions matter most to your business and collect a baseline of metrics to track against. Your conversions might include:
- E-commerce sales
- Demo signups
- App downloads
- Contact forms submitted
As you're improving copy throughout your site, ensure your CTAs push users to complete one of your targeted conversions. You should also integrate analytics tracking tools to measure each user action in your list.
2. Keep it short and sweet
In order to convert visitors, you need them to read your content. Too often, website copy is long and convoluted; the important information gets buried in the mix. Meanwhile, your user gave up and is on a competitor's site looking for more information.
Keep your visitors engaged by writing copy that's concise and easy to absorb. If you can write it in 300 words instead of 500, you should. Also take advantage of powerful headlines and lists so users can easily skim your copy for key takeaways.
3. A/B test your CTAs
Integrate an A/B testing tool into your website or email platform to determine which calls to action convert more visitors. You might be surprised at the difference in conversion rates between "Click to learn more" and "Download now."
4. Communicate value
You can write about features and benefits all day, but if you don't get to the true value of your product or service, you'll find it tough converting users. If you're unsure of your true value, complete a unique value proposition exercise with your marketing team to hone in on how your company makes a difference in your consumers' lives. Reiterate that messaging throughout your web copy to make your site copy more compelling.
5. Use SEO best practices
If visitors can't get to your website, there's no chance of them converting. A key component of any converting copy plan is integrating SEO best practices. The problem with SEO is that search engines are constantly changing their algorithms; keeping up with the industry can be a full-time job. Many companies hire an Austin advertising agency to handle their SEO content strategy. If you aren't up to date with the latest in SEO, consider doing the same.
As you work to maximize your web copy, consider these five tips to increase conversions and get the most out of your website.
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