What you put on your website is as important as how it looks. So when it’s time to write copy, there are a few things you should consider.
What do you want your customers to know?
Think about it this way – most people don’t land on your site on accident. They land there because they are looking for something. Your website, particularly your homepage, needs to give them what they are looking for. It needs to plainly spell out what you do and why you are the best, and it needs to say it easy, readable terms.
What do you want your customers to do?
The call-to-action is so important, yet many people forget it. If you want your website visitors to call you, or fill out your form, you have to tell them to do that. Don’t just assume they’ll know the next step, even if it seems obvious to you. Spell it out for them.
Wording is important
The phrasing you use on your website can make a difference. I routinely rework the content on our site to get better results. One of the most interesting case studies for me was when I changed the title on our Request a Quote page to “We can help you!” Conversion on our form went up, simply because people felt reassured that we could help them solve their problems.
Additionally, changing your form submission buttons from ‘submit‘ to something else makes a difference as well.
Tips to help you have better copy:
- If you can’t hire a copywriter, have friends proofread your copy. You’ll be surprised how helpful a fresh set of eyes can be.
- Use the Yoast Readability metric in the Yoast SEO plugin to analyze your content. It will let you know if your text is readable or if it needs some work. It checks your sentence length, paragraph length, and more.
- Use A/B Testing. Not sure what’s going to work better? Test it out and see. Change your content and track traffic and conversions to see what works best. Don’t be afraid to keep tweaking.
- Don’t copy and paste content from another website. Not only is that illegal, but having duplicate content can harm your rankings.
Getting people to your site is only half the battle. Getting them to take the next step is the other half and your content is an important part of that battle. Make it good.