Using Copy to Convert Clicks into Customers

How your content can make or break your site

February 8, 2018

When the time comes for you to launch or upgrade your website, it’s important to remember that you must put real thought into the substance of your site. Professionally written copy, or the text which is there to engage and convert the traffic on your site, can be the difference-maker for any small business’s website. It’s these words which will connect with the visitor’s on your site, inform them about your products or services, and entice them into paying for your goods.

The copy on your site can range from entire blog posts through to image captions, and even the writing which is there to tempt visitors into signing up for your email newsletters. Poor copy can be off-putting at best, and at worst it can lead to you losing valuable sales. Excellent copy is your sales pitch to winning a new customer.

If you’re in a position to do so, you should test out various copy on your site. This can give you valuable information and data about what aspects are working and which parts need changing and improving. Testing various parts of your website should be a priority for all small business owners, although some aspects are easier and cheaper to adjust than others. Thankfully, editing and running tests on your website’s copy can be one of the simplest and most cost effective tests you can carry out. On top of this, getting your copy just right can offer one of your highest returns on your cash and time investments. Creating effective copy for your site will make a measurable difference.

Your goal with creating engaging copy is to promote your product or service, and articulate it in such a way that it gains a potential customer’s trust and allows them to feel confident when purchasing from you.

Whether you decide to create your own content, or outsource it to a professional writer, is up to you. When it comes to creating powerful content, it’s been said in the ad world that 80% of copy is in the headline. If that’s the case, then $0.80 of every $1 dollar you spend should be in the headline. You could have the best content in the world, but if the headline doesn’t appeal to the reader, then they’re unlikely to continue reading.

The ultimate goal of the content on your site should be to create a Call-to-Action. The call-to-action, or CTA, should persuade your reader to perform an action, from clicking to subscribe to your newsletter, to getting them to purchase your product. A button beneath your content simply saying “Submit” isn’t likely to gather as many clicks as one which says “Click for Your Free Guide”, for instance.

Writing masterful copy can take a considerable amount of time, but it’s a task which will make one of the biggest differences to your website. If you’re looking to maximum your conversion rates on your website and start getting more clicks to your online store and subscription button, then investing in professionally written copy can be one of the biggest steps you can take.