7 Ways to Make Your Copy Convert
Good copy is an essential component for conversion. However, you can’t just throw a bunch of words on the page as they appear in your head and hoping that (1) your readers will connect the dots for you and (2) they’d endure a wall of text to figure out what you’ve gotta say.
A great sales page is part of a customer experience that needs to be intentionally designed and refined.
The experience takes into consideration the entire user journey. Nothing is left to chance.
The experience is crafted from the visitors’ perspective so everything is as easy as possible (don’t make them think too hard or jump through hoops.)
Most importantly, the experience invites your visitors to keep reading. If they don’t read your content, it doesn’t matter how good it is… it won’t sell anything for you.
Here’re 7 tweaks you can make to your content right away, to enhance the user experience and boost your conversion:
1. Smooth Out the Flow
Your sales page is a narrative that takes your visitors through their hero’s journey so they can feel and taste the success your products or services deliver.
Each component builds on each other, and if a piece is out of place and doesn’t fit into the bigger picture, it won’t make sense and its meaning won’t sink in.
The placement of each element – e.g. call-to-action, testimonial or subhead – affects the pace and the experience as visitors read your copy. Each should be carefully crafted to complement the “progress” of the visitors as they move through your content.
2. Make Every Component and Feature Count
It’s not enough just to cough up a bulleted list of features or components. Be disciplined about mapping them to the benefits that matter to your visitors.
Connect the dots, and make it explicit.
Every feature needs to have a reason for being there. Your copy needs to be tight and relevant. You don’t want your readers’s mind to wander.
Don’t let the fear of not being good enough make you throw everything and the kitchen sink into the mix. It’ll only make your program sound like a whole lot of work – and most people don’t what to jump through hoops.
3. Map the Benefits to Something Deeper
Understand why those benefits and results matter to your ideal clients, and map them to their deeper desires and frustrations. Get into their heads and find out what they really want – not just want they say they want.
Tap into the belief and identity level, speak to the inkling of what they believe to be true and articulate how this connects with your bigger message.
Your clients are buying more than “results.” People are more willing to spend money on products or services that represent a belief or conviction they identify with.
Your deeper message, POV and convictions are what distinguish you from your competition. Find the golden thread and connect the dots – this not only sets you apart but also helps you build a platform that jazzes you up while staying relevant to your niche.
4. Address Doubts and Objections
Not just the typical “It’s too expensive” kind of objections.
We’re talking about doubts and objections lurking in the back of your visitors’ mind that make them hesitate and procrastinate.
This could be something really simple yet escapes your attention because you’ve been doing it day in day out.
E.g. if you’re promoting an online group program, would your potential clients wonder if they may not get enough attention to help them achieve results? How can you bake a reassurance into your “benefits and features” to nip this thought in the bud?
5. Make the Process Transparent
Not everybody is familiar with purchasing online. What’s going to happen after your visitors cough up their credit card number? What can they expect?
Clearly and concisely map out their next step – even as simple as “immediately after your purchase, you’ll receive an email with download link to your eBook. If you don’t get the email within X hours, you can email [insert email address]” – can give your visitors reassurance that they’d be taken care of.
Every touch point is an opportunity to build trust. Don’t give them reasons to hesitate.
6. Make It Easy To Read
Great copy can’t sell if your visitors aren’t reading it.
There’re many articles and resources on the nuisances in how user experience and visual design can affect readability and conversion.
From a copywriting perspective, make sure you use subheads to not only break up the page and add emphasis, but also as a way to draw “skimmers” in and entice them to read the details.
Don’t hide behind jargons and sound bytes. Jargons make your content hard to comprehend, and sound bytes without real meaning makes you sound like everybody else (and set off the BS alarm.)
Never, ever, slap your visitors in the face with a wall of text. Short paragraphs, line breaks and white spaces are your best friends.
7. Consider the Entire User Journey
From a broader perspective, content on your website is just one piece of the puzzle.
There’re many factors affecting conversion, including quality of the lead, the reason that made your visitors click through to a particular page, the visitors’ perception of you and your offerings prior to visiting your sales page etc.
Designing a cohesive experience that speaks to the user path and the visitor’s relationship to your brand can lead to more trust and better conversion.
Ling Wong:: Intuitive Brainiac | Copywriting Alchemist. Through her unique blend of Business + Marketing coaching/consulting with a Mindset + Psychic Twist, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts – by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 10 years experience in the online marketing industry.
More tips and resources on copywriting and content marketing at http://business-soulwork.com/blog/
Get her brand new WEBSITE COPY ALCHEMY video at http://business-soulwork.com/free-alchemy/.