How can you increase the conversion rate for your business by improving the copy on your website or landing pages?
So you want to create a new landing page or you want to increase the conversion rate by improving your existing landing pages. But where do you start? We always prefer to start at the beginning. Read what you have and take note of what works, what doesn't and what is missing. It is true that you need to increase your word count to increase your chances of being found online but that doesn't mean you should throw a load of incoherent ramblings on your website and hope for the best.
First and foremost, you should be concise with your writing. We've all been there where you have 100 words left to hit your minimum word count so you beef it up with some elaborate and unnecessary adjectives. The people who are landing on your website want to obtain the information they are looking for as quickly as possible so make sure you make it easy for them to find. If you prefer, you could write out the frequently asked questions that your prospects are asking, they answer each and every one. Landing pages which are written in this form are very easy to scan and it allows the eye to pick out all the information which is most relevant to them. The only way you can find out what works for your business is by testing different styles of landing pages to see which method produces better results.
The only way to convince the visitor on your website that the products or services you're offering are legitimate is by including customer testimonials. Include case studies if you have them available and demonstrate the results of your hard work and expertise. It will offer some validation behind the copy you've written and will help open the door to new opportunities or conversions.
Do you know what makes your business different from the services or products offered by your competitors? Make sure you include your unique propositions within the copy of your landing pages. Write in a way that speaks directly to there person viewing your website, as though you're having a conversation with them. It creates a more personal and unique experience whilst portraying your personality. No one wants to work with a robot.
This leads to our next point. Be positive. Consider your tone of voice whilst also taking into consideration your audience. People want to see good statistics and positive outcomes for your hard work so that they believe you can have the same impact on their own business.
Lastly, test, change it up and review the copy on your website on a regular basis. Make sure that all the information on your website is up to date. There's nothing worse than if you get an enquiry through from a customer for a product or service that is no longer available. That is a lasting impression you don't want to give.