While most business owners would rather walk on fire than spend time writing (and rewriting) their website copy, this is not a task you can afford to skip. Tweaking your text in a continual quest for higher conversions is a task worthy of your attention.
Here are just a few key areas to pay particular attention to as you evaluate your website text:
Your Headline: Does It Grab Your Visitors' Attention and Practically Force Them to Keep Reading?
Copywriters know that the headline serves only one purpose - compelling a reader to read the next sentence. Your headline should communicate a clear benefit, make an irresistible offer, and promise to solve an unbearable problem.
Your Main Text: Does It Inform, Even Your Visitors Who Skim, Scan, and Scroll?
Not every visitor will read every word on your website. In fact, very few will. Make sure your content is structured and formatted to give all the information needed for a buying decision - even if visitors just read the sub-headlines and other bits and pieces as they scroll through the page.
Your Language: Does It Read Like People Speak?
Nobody wants to work hard to read the text on your website. Use short sentences, simple language, and a conversational style to increase your visitors' engagement and enjoyment of your website. That's the best way to help them know, like, and trust you enough to want to do business with you.
Your Value Proposition: Does Your Text Set You Apart from Your Competitors?
This one's tricky because your website content needs to be focused on your prospective customers and the main problem you solve for them. However, you also need to communicate how your company is uniquely suited to solve this problem like no other company can.
Your Persuasion: Do You Overcome Your Visitors' Objections and Skepticism?
No matter what your business is, you are actually in the business of solving an important problem for your customers. People don't buy without having a real or imagined problem they are trying to solve. They may not be consciously aware of the problem, but it is at the very heart of their buying decision. The harder they have struggled to solve this problem in the past, the more likely they are to have accumulated some skepticism that they'll ever solve the problem. Your website text needs to persuade them that THIS time, they will truly find relief.
Your Call to Action: Is It There? Does It Work?
Every page on your website should tell visitors what they should do next. Give them one simple, clear action to take - an action that leads them closer to becoming your customer.
