Everyone is talking website redesign these days, but it's important to keep in mind the importance of your content even as creative is talking about making the slickest mobile-friendly site ever.
An updated GUI is great, but customer-focused content writing is what brings you the best SEO results, as well as making for the best leads.
Take a look...
5 Tweaks To Your Copywriting That Increase Website Conversion Rates!
Appeal To Who They Want To Be
One trick that separates the merely good from the great content writers lies in understanding of your audience's own point of view. This is exactly what a good buyer persona can help estimate, to inspire great targeted content writing.
From there, if you can understand the hassles in your markets' lives as well as what they aspire to be, you can create content that's precisely aimed at them. If you're writing to the housewife juggling two kids and a return to college, put her own best days on display.
No idealized, fanciful versions – just a vision of that day where everything just went right for a change.
Show how your product fits that vision, and they'll be hooked.
Save The Numbers For Other Media
One broad strategy looking to increase website conversion numbers is to always play to the strengths of every medium you deploy. Text is terrible for conveying raw numbers – it creates a wall of text that no one, except accounts, enjoy reading.
The occasional citation is great, but your extended pieces of copywriting should focus on the personal level – tell your customers' stories. If you're reporting on new production processes, downplay the dollars and focus on the human upshot.
Your blog is your chance to be friendly and approachable.
Be Honest. Be Surprisingly Honest.
Want to really get noticed? Be honest. Online customers are a cynical and wary bunch (not without some cause) and will gravitate towards companies they see as being “legit.” Think of them like a customer base of Holden Caulfields – they see phonies clearly.
So, don't give them a chance. Acknowledge problems when they occur, even when it means admitting a fault in the product. Customers will more quickly forgive a company that makes a mistake and then quickly rectifies it, compared to companies who refuse to ever admit wrongdoing.
All legitimate complaints should be addressed, not swept under the rug.
Be Careful About Telling Them What They Think
That wariness on the part of online customers extends to their mind. Consumers today are learning of the questionable psychological tricks some companies and websites deploy.
They generally resist attempts to meddle in their minds. (This extends to obvious push questions like “Don't you think it's time for _____?)
Another thing to remember when looking to increase website conversion rates is that you achieve it by reducing bounce rates as well.
It's another benefit to customer-focused copywriting that reflects who your customers want to be: suggest it, but don't be pushy. Given how easy it is to move between web pages, pushy hard sell techniques have a much higher chance of simply driving people off.
Retarget Those Keywords
Finally, keep in mind that any shift in the tone or content in your blog should be accompanied by a new look at your keyword strategies.
Phase out any which are underperforming, or which clash with the new ideas you're putting forward in your blog. (Don't self-censor, obviously. Just quit using them.)
Remember these elements are all intertwined: Your website visitors influence your keywords, which influence your content, which is all tailored to a deep understanding of your customers, who then in turn share news of your site and create new customers.
When you get that loop, you'll see how powerful customer-focused content is.
Drop us a line if there's anything we can do to to help you increase website conversion rates to your goals!
image 1: http://www.flickr.com/photos/61423903@N06/7382239368/
image 2: http://www.flickr.com/photos/48540379@N02/7646822112/