So, you can write. But, can you craft copy that converts?
It’s more than just creating content that people like to read. Your copy also needs to be purposeful, impactful, and able to call readers to action. The success of your call to action (or CTA, for short) is the true measure of successful conversion. When people read your copy, what does it compel them to do? Do they stay on-page, engage with website content, and ideally, ‘add to cart’?
If you’ve completed an online MBA to launch a profitable eCommerce business, you’ll no doubt agree that optimal website conversion, ultimately, is the goal. Here’s how to make it happen – with crafty, conversion-focused website copy.
Conversion Copywriting Tips: When the Goal is to Convert
When it comes to conversion copywriting, there are specific strategies you can employ to get your website content to convert. Some of the most compelling content-writing strategies include:
The Power of the Hook: Grab ‘Em and Don’t Let Go!
If you want your readers to stay on the page, you must grab them by the collar. No, we don’t mean literally accosting your readers in the street. Instead, you need to write a hook that piques interest, captures the imagination, and ultimately gets your readers’ attention. Of course, just like reeling in a tuna, trout or snapper fish, the bait needs to be tasty. But that doesn’t mean succumbing to the temptation of using clickbait – although, that strategy can admittedly be quite effective in terms of increasing your CTR (click-through rate).
No, you’ll need to do more than just come up with quick, spammy headlines. Once your readers have clicked through to your page, you also want them to stay there. The truth is, the longer your readers stay on your site, the more they’ll read, and – if your content is written with purpose and intention – the more they’ll engage with your message.
Be Intentional: What Purpose Does Your Content Serve?
Why should people care about what you have to say? In truth, humans are innately selfish. Most likely, this deep-set selfishness predates our current times, harking back to our prehistoric era of caveman-esque self-preservation. Regardless of the reason for our selective attention span though, it means that most people will only pay attention to the things that matter to them. For that reason, your readers will quite honestly only engage with subjects they care about.
So, how do you make your content relevant, engaging, and useful to your readers? First up, when writing copy that speaks to your audience, you need to identify their customer pain points. Once you’ve done that, you can align your USPs (unique selling points) to address their specific issues.
Admittedly, yes, it’s a saturated marketplace. Financial woes are certainly top of mind, especially in these times of widespread economic strain. But say, your customer is discouraged by the shabby quality of the fast fashion items that are available to them within their budget. Flimsy fabric, splitting seams, one wash and the garment stretches out of shape? Enter, your USP: vintage designer items, at a fraction of the cost. Your job as a conversion copywriter is to highlight this USP, and also, to explain exactly how it addresses the customer’s pain point.
Persuasive Nudges: Using CTA to Propel Website Conversion
Now that you’ve identified your customers’ pain points, and highlighted how your USPs can address them, you need to call your customers to action.
So, what does a CTA (call to action) refer to, in the end? Essentially, it’s a short, sharp, instructional message that asks the reader to take a specific step – in the direction we want to take them, that is. To that end, it can be tempting to avoid subtlety here: ‘Buy now!’ we are tempted to yell. ‘Look here!’ ‘Sign Up!’ But, those glaringly obvious demands are more of a turn-off these days, especially with how savvy consumers have become today.
Instead, try a more subtle CTA to propel website conversion. Invite your customers to ‘learn more’, ‘explore here’, or ‘join the movement’. But regardless of the CTA you choose to use, just make sure it makes sense to your customer. Ultimately, your conversion is almost entirely dependent on how compelling your copy is in terms of making customers take action.