If your website receives a solid amount of traffic, but you aren’t seeing any of this traffic convert into new leads, then there could be a problem with your web copy. Your web copy should be one of the first elements you look to fix, when you have low conversion rates. Unfortunately, a lot of business owners tend to look into other areas of their business or website, and attempt to fix those instead.
A lot of the best converting websites actually tend to look awful, but have incredibly copy. The best copy speaks right to your visitor’s needs and takes them on a journey. Below you’ll find a repeatable process that you can use to get your visitors attention, and get them to take the action you want them to take.
The first thing you need to do is capture their attention. People today are busy, so you’ll need to chat a compelling headline that speaks directly to their needs. A vague statement about your services won’t do much here to entice them.
It can be effective to ask a question, “Don’t you hate it when you refresh your traffic stats, day after day, only to find a big fat zero?”
Your goal should be to get them nodding along, and saying yes.
Once you’ve got their attention, then it’s important that you keep them interested.
A great way to keep them interested is to continue speaking to their needs. Make sure you fully flesh out the problem they’re having, and show them that you understand their needs completely.
During this phase you’ll also want to flush out exactly what it is you’re offering. Make sure you share all of the relevant details of your product or service.
Now it’s your goal to make them desire it.
You can make your customer desire this by explaining to them how much better their lives will be with this product or service in their life.
You should really dive into all of the benefits during this point, and show them how your product will take them from point A to point B in the most straightforward manner possible.
Once you’ve done your job and they now can’t live without your product, it’s time to show them what to do next. It’s important that you make it as easy as possible for them to buy, and that you spell out for them how they can purchase your product or service.
This might mean explaining how to pay via PayPal. Or, it could be telling them to click the ‘Buy Now’ button in the bottom right hand corner of this page.