How to Write Website Copy that Converts Traffic Into Customers

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How Does Writing Great Marketing Content Help Drive New Business?

At RMMM we talk a lot about driving targeted traffic to your website.
By “targeted” – we mean attracting visitors who already have their wallet out looking for your services.

For example, pretend your company rents out heavy-duty construction equipment in Chicago.
Who would you rather have land on your homepage:
A.) Someone who searches for: “Can you rent a crane?”
B.) Someone searching for “Crane Rental Chicago”

While Searcher A is still relevant to your business, and could possibly be a potential customer, Searcher B is obviously looking specifically for your services – and is more likely to result in a sale.

But driving tons of ‘Searcher B’s’ to your website won’t help you if you can’t get those relevant visitors to contact you or book a rental online, right?

That’s why Content Marketing is just as important as traffic generation – and these two strategies work best when combined together to transform your website into a powerful lead-generation tool.

Now content marketing is a huge concept, and involves creating long-term, cumulative strategies to engage your ideal audience. This marketing technique refers to the strategic use of crafted content and digital media, which provides valuable and relevant content to attract and keep a clearly-defined audience over time.

Did we lose you? – Let’s simplify that.


 

Your content should make the reader like, know and trust you – and ultimately drive your audience to action. 


 

There are entire university degrees devoted to content marketing and copywriting, and obviously we can’t cover all of that here. If you’re attacking content marketing yourself, then you should do some homework about what makes great website copy, and how to structure that copy for maximum conversions. Here’s a great resource to start with if you want to learn more about copywriting.

Or if you prefer to have someone handle the heavy lifting for you, you can get expert help by booking in a consultation here.

For now, let’s focus on the high-impact content hacks which will help you drive new business through your website. Here’s what you need to know about crafting website copy designed to convert new visitors into pre-qualified leads.


 

10 Copywriting Tips For Creating Content That Converts Website Visitors Into Hot Leads

Here’s a down-n-dirty overview of how to write good copy which converts browsers into buyers, as well as how to drive those browsers to take action by using well-crafted call-to-action statements (CTAs).

1.) Make A Personal Connection

If you learn nothing else about creating copy that converts – it’s this. Connect with your audience on a personal level. People do business with those who they know, like, and trust. So your job as a marketing copywriter is to create a connection based on those 3 elements.

So many SEO experts are focused exclusively on keywords and traffic generation that they forget the most fundamental piece of the marketing puzzle. – People –

You are talking to real people. So think of your website copy as having a direct conversation with your ideal customer. Your message, the ‘voice’ of your writing, the offer you’re presenting to them — everything should focus on connecting with your ideal audience so they feel like you “get” them.

Even if this is the only thing you get right, it’s enough to make people seek you out to do business with you since they feel understood and taken care of by someone with similar perspectives and drives.

Here’s an easy way to make a personal connection and write website copy that sells – Tell stories.

People LOVE stories. They like hearing them and they like telling them. Use a story-telling format to connect with your reader and show them you understand their needs. Create a persona or alias and use testimonials or user reviews to write in a story-telling format and offer emotional value. Make them FEEL something.

Another easy way to make a personal connection – Speak your customer’s language.
If they’re funny, be funny.
If they’re professional, be professional.
Remember, it’s all about them.

2.) Emulate what’s already working

Think about your top competitors who are successfully getting new customers through their websites.
– What kind of content have they created?
– How have they structured the content on their websites?
– What do their call-to-action statements look like?

Not sure who your main competitors are? Simply search for your most profitable keywords in Google and take a look at who is ranking at the top of page 1.

Obviously, if someone’s site is ranking at the top of page 1, they’ve created something that Google sees as the best possible resource to present to its searchers. It also means that searchers are engaging with their website. Use what they’ve done, which is already working well, as a template to emulate their success.

Then – do it BETTER.
Give even more value. Provide more proof of your expert authority. Make it even easier for your audience to get what they need.

3.) Talk About Your Customer, Not Yourself Or Your Business

The truth is, people are selfish and no one cares about you. This is where you say: “Whoah. Brutal. Chill out, this isn’t Shark Tank.” – but you have to realize that everyone will always look out for ‘numero uno’ first. They only care about themselves, their loved ones and their lives. They don’t care about you or the success of your business. At least, it’s certainly not their top priority. While this sounds harsh, the sooner you realize this the sooner you’ll be able to better connect with your reader.

Your reader doesn’t care about your business, your credentials, or how awesome you are. They only care about what they’re going to get out of it. You can pout about it, eat a tub of ice cream, go pet a puppy – whatever you need to do to get over it – then get back to making more money through your website. 

Instead of talking about how qualified you are, or all the great benefits your product/service offers – instead, spin the focus so that you’re talking about what your customer is going to GET if they purchase your product/service. What problem of theirs is going to be solved quickly, easily, and painlessly if they engage with what you’re offering?

Address their objections clearly and directly in your copy. The goal is to have them pre-sold before they click that CTA button. Which brings us to another critical element of copywriting — the CTA

4.) Tell Your Reader Exactly What You Want Them To Do

A ‘call to action statement’ (CTA) is a line of copy which drives your reader to action. It should stand out from the rest of your copy, and be as clear and direct as possible. 

When writing a call-to-action statement, be specific. Tell your reader EXACTLY what you want them to do.

Do you want them to sign up for your email list?
– Then your CTA button should say “Enter Your Details Below”

Do you want them to buy your new book?
– Then say “Click To Get Your Copy Now!”

Do you want them to contact you in order to get more information?
– Then you should have a giant bright button that says “Book Your Consultation Now”

Be specific. Be concise. Think about what they really want, then tell them how to get it.
They should never wonder why they’re clicking that button.

5.) Make It All About The Pain Point

A “pain point” refers to the problem or challenge your customer is looking for you to solve for them. More specifically, it refers to how that problem creates stress, frustration or unhappiness in your customer’s life.  

Conduct a “wake up sweaty” test
– what makes your ideal customer wake up in the middle of the night, soaked in stress-sweat from a nightmare that augmented their biggest fears. What makes them lie wide-eyed in bed at 3am, staring at the ceiling and sweating because they’re so worried or stressed about it?

Talk about what causes them pain, specifically – show them that you understand them – again – making a personal connection. Most importantly, after you address their pain point, offer a clear and direct solution that fixes their problem.

Here’s a pro copywriter tip to enhance the pain point: Create a sense of urgency or scarcity by implementing a deadline and suggesting that readers will “miss out” if they don’t act now. This encourages people to act now, instead of thinking about it or waiting until later where they could get distracted and forget about you. 

6.) Offer Proof

All the sales copy in the world won’t help you if you can’t actually deliver. Offer real-life proof to your customers which demonstrates that you can solve their problems with a unique solution.

Let’s be honest – even if we know that sometimes it’s a load of baloney, we’re all secretly enraptured by those before-and-after photos of someone’s “30 day transformation.”

This visual proof gives our brains hope, and makes our sleep-deprived minds say: “Well if THAT guy can do it, then I can too!”
– even if deep down we know we’ll probably never pop that “Ab-licious Dance Party” disc into the DVD player to get our dream body ” in less than 15-20 minutes per day.”

Testimonials, customer reviews, real-life case studies, before-and-after photos – these are all great ways to prove that your products/services are worth their investment. 

Keep it simple and concise – 3 or 4 of your most powerful proof-provers on the front page will be enough. You can always redirect readers to contact you for more references, or to another page which contains more proof of success. With the latter, just be careful that you’re not crowding out your main CTA.

7.) Don’t Sell Anything

You may be saying: “What?! I thought the whole idea of writing great copy was to drive business and increase revenue.”

You’re absolutely right – it is. What we’re trying to say is don’t be “salesy”.

No one likes being “sold” – and we all have a built-in salesman alarm which causes us to put up defenses immediately when someone begins to sell us something.

Use words like “learn more” instead of “sign up” or “subscribe”, which indicates a commitment.
Replace words like “Get Yours Now” instead of “Buy Now” so you’re helping them feel like they’re winning something instead of just screaming at them to give you their money.

The words you use should be about them and what they’re going to get – instead of asking people to give you something, like their money or valuable time.

8.) Make Sure Your CTAs Stand Out

Everyone has landed on a badly-designed website at one time or another and stared at the screen thinking, “Uhhh, what am I supposed to do next? How do I work this thing?” 

Sometimes a website has such badly-written CTAs that you don’t even know how to sign in or purchase! If you can’t relate to this – just try paying your student loans from the subsidized government website 15 minutes before the payment deadline.

Or even more stressful – trying to outbid the high bidder on Ebay to get your kid that one-of-a-kind Star Wars Limited-Edition Lightsaber that they ABSOLUTELY HAVE TO HAVE.
– watching the clock tick down 10…9…8 seconds before the auction ends.
Watch your back @DoreenEwokLover from Topeka, KS – I’m know what game you’re playing.

The point is – your website visitors should know EXACTLY what you want them to do next.

Your call-to-action (CTA) statements should stand out from the rest of your page. The CTA should be the single most important element of your website.

Use bright colors, big buttons, and highlighted feature sections to make your CTA noticeable.

Here are some great examples:

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You can see that OK Cupid, Uber, and Bark Box all have strong Call To Action Statements which stand out and make it very clear what action visitors should take next.

Now let’s look at some bad examples. Take a look at these pages from Top Shop and Macy’s:

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They’re all over the place. It’s unclear what you’re supposed to do next. They’re giving you way too many options – you have no idea what you’re supposed to do next! In fact, you’re not even sure what the purpose of the page is except to overload you with colors and information. You can see this is a huge contrast from the ‘good’ examples which are clear, direct, bold, and let you know exactly what to do to take the next step.

9.) Less Is More

When we speak to other people in real life, we use WAY too many words than necessary (You know what I mean. We all have that friend who tells stories which make us want to grab them by the shoulders, shake the, and scream “GET TO THE POINT!”)

When writing, it’s important to be concise and direct – using active voice to get our message across clearly and simply. Go through your sentences and re-word them so they use as few words as possible, while still clearly conveying your main message.

Constantly ask yourself – “How can I say this in a more direct way?”
If you’re really struggling, you can use tools like the Hemingway App to tighten things up. 

While we’re on the topic of conversation vs. written word – be careful to use proper grammar, but not TOO proper. You want to make a connection with your reader, so it’s okay to write a bit casually – BUT – make sure you’re using proper grammar, punctuation and spelling so you look like like a real business, instead of some kid selling trinkets online from his Mom’s basement.

10.) Make It Easy To Read

Please, for the love of Pete, use white space.

Don’t write in huge chunks of text – no one will read them, especially on the computer screen.
Use headers to break up the content into clearly-defined sections with purpose
If you’re listing anything with more than two points, use bullet point lists
Don’t ignore design, make it look pretty (but simple). Fonts and layout matter.

Remember, reading on a computer or mobile device screen is different than reading in print. You’re presented with way more information and stimulation, so make it easy for people to get the information they need when scrolling quickly through a page.

Ok, let’s quickly recap what we’ve learned.


 

How To Write Copy That Sells And Converts Website Traffic Into New Business

  1. Make A Personal Connection

  2. Emulate what’s already working

  3. Talk About Your Customer, Not Yourself Or Your Business

  4. Tell Your Reader Exactly What You Want Them To Do

  5. Make It All About The Pain Point

  6. Offer Proof

  7. Don’t Sell Anything

  8. Make Your CTAs Stand out

  9. Less Is More

  10. Make It Easy To Read


Bottom Line: The ultimate goal of content marketing should be to drive your audience to action. 

Most SEO experts are so concerned with keywords and links, they don’t even CONSIDER content marketing. At RM Media and Marketing, we incorporate powerful content marketing strategies into EVERY SEO campaign. After all – what’s the point of getting tons of new traffic if you can’t turn any of those new visitors into hot leads?!

We understand that crafting powerful copy focused on driving new business can be intimidating and overwhelming – we’re here to help. You can learn more about what it takes to create copy that converts on our Content Marketing page here.


 

Not sure where to start? Let’s chat. Click here to book in a free 15 minute consultation.

We’ll answer your questions and create a project plan and strategy for your business.