The Right Website Copy = Client Conversions
The words you choose to represent your business matter GREATLY. And your website copy can be the difference between being heard and being passed over.
But how do YOU know what is the right copy—that will convert?
No need to worry! We are here to equip you with the best framework for writing amazing and converting content for your website. Here are 5 steps you can take today.
1) Get Inside Your Potential Client’s Head
What’s the one thing they want, that you can give them? Keep it simple. Even if you offer several services, bring it down to one main goal.
Some examples might be:
If you’re a wedding planner… A memorable and stress-free day
If you own a kennel… A safe place to leave their fur-babies
If you’re a realtor… To find or sell a home quickly
You will use this want/desire to create a simple but effective tagline that will appear in the top section of your site.
Being very clear from the moment your visitor lands on your site is crucial to getting them to dig deeper into your website.
Action Step: Write down what your client wants.
2) Identify Their Pain-Point
What is the problem that probably caused them to seek you out? It’s super important to mention EARLY in your copy, the problem you can fix.
This answer will help you to grab the attention of your visitors because, at the end of the day, they just want to know how you can help them.
Once you’ve identified a few pain-points, it’s time to put on your “Psychologist Hat” and recognize how that problem makes them feel.
For example, in our earlier scenarios:
A bride might feel overwhelmed before connecting with a wedding planner
A dog-owner may be worried about leaving her dog behind while she travels
Someone thinking about selling their home might be stressed at the thought of finding the right buyer, on time
Your visitors want to know that you “get it” or understand how they’re feeling. Identifying these emotions—that you might be able to change to more positive ones—is one of the first steps toward building trust.
Action Steps: What is the main pain-point? And, what emotions are connected to it?
3) Build Upon That Trust
What do you and your business bring to the table? Now that:
You’ve let visitors know you provide what they want
You’ve identified their problem
They know you understand how they feel
It’s time to create a powerful statement that shows your authority in this area.
Here are some examples to get your thoughts flowing. We’ll use the same scenarios we’ve been using:
We’ve taken the guesswork out of creating the most SPECIAL day for over 200 bridal couples, using various Central Florida venues.
We’ve been making tails wag for the past 10 years thanks to our 5,000 square foot air-conditioned play area and individual suites.
It’s my priority to stay well-connected in the South Lake community and keep my depth of real estate knowledge always current. This has led to over one hundred 5-star testimonials from past clients.
Each of these statements takes into account the power of numbers when used in your copy.
It’s essential to be as specific as possible in WHAT you provide.
Action Step: Come up with a compelling phrase or sentence that captures how you can help.
4) Connect the Features You Provide With the Transformation
How will your services/products make them feel? It’s time again to step into the psychology of your client. We don’t want to JUST LIST features because most purchases are made based on the emotions involved.
This is a critical piece of converting your visitor to a client. It’s also a great place to differentiate yourself from your competitors.
Take a look at these examples:
Wedding Planner: We offer a beautiful hard-copy version of your timeline that will provide a place to journal your thoughts leading up to your special day. This keepsake will give you many years of future enjoyment.
Kennel: Our cameras will allow you to check-in on your four-legged friend as he plays with his kennel-mates. You’ll be able to focus on your vacay, knowing that your baby is happy and healthy.
Realtor: Our marketing strategies are the best in the industry so that you get the highest level of representation. Our processes allow you to sit back and enjoy a hassle-free experience from the moment you list until the keys are handed over.
Action Steps: Spell out exactly how the particular feature(s) you offer will transform your client’s situation.
5) Lay Out the Next Steps Clearly
What do you want your visitor to do next? This has 2 parts.
Be sure to have in mind the NEXT step you want them to take. This is often referred to as a CALL TO ACTION or CTA. And it is often the goal of a button a visitor can click on.
Every website needs to have clear CTAs.
This is often a place that businesses miss the mark. Never be afraid to be crystal clear about the step you would like your visitor to take. And once again, being specific is key.
The second part is for you to clearly lay out what the process to work with you will look like. You might want to include 4 or 5 steps, starting with the CTA.
So for our wedding planner, it might look like this:
Here are the steps you’ll take when you partner with us for the most memorable wedding day.
Set up a free “consultation call” to check on dates and timelines.
↑ This would be the CTA. ↑
2)Schedule a face-to-face meeting to talk through your dream wedding vision.
3) Start visiting and securing venues.
4) 30-days before the event, meet-up or use email correspondence to discuss details.
5) 10-day check-in
6) Day of event, ENJOY a fantastically planned event.
Action Steps: Write down 4-5 easy steps you will take to bring a client through your process.