Every content marketer lives by the creed of creating copy that converts. Developing content that engages and resonates is all about knowing your audience. When you nail this, you can boost conversions. But what’s the secret – how can you improve web copy to drive more conversions? We’re sharing our insights to help you deliver kickass content that makes people want to buy.
How Important Is Web Copy to Conversions?
Content marketing ROI (return on investment) isn’t always easy to deduce for enterprise teams. Content analytics provide the data, but how do you know the content was the right nudge?
The more you know about that buyer’s journey, the more specific and relevant your web copy can be. Keep in mind that a B2B buyer makes decisions just as any buyer does—emotionally. That doesn’t mean they don’t care about your solution and its quality. It means that you know their pain points and challenges well enough that they trust your brand.
Web copy is critical to conversions. The words matter, as well as the format and tone. Web copy is both art and science, so let’s look at some specific types of web copy and how you can optimize it to increase conversions.
Headlines and CTAs: They Both Need a Hook
Headlines and CTAs (call to actions) may be the most important words on the page. They also correlate. They are the beginning and end of your copy, whether it’s your website’s home page, a landing page, or a blog post.
BuzzSumo conducted an analysis of 100 million headlines. They found that emotional headlines drive interactions. Curiosity was also a high engager. Additionally, people gravitated toward explanatory headlines (why, how, etc.) and tribal headlines (x things only marketers will understand).
Image Source: BuzzSumo
This data proves that audiences react to headlines that drive their emotions, answer their questions, and make them feel like they’re getting insider information.
When it comes to CTAs, you should mirror the same feelings that went into your headlines. Lead with a strong action verb that’s specific and demonstrates value. What do you want them to do? Download, schedule, connect, share? Be clear about it and ensure that it makes sense for the buyer.
Walls of Copy Aren’t Going to Convert
You know the walls of copy that you see on websites every day. It’s a page of long paragraphs and sentences with not one subheader in sight. Your audience has a short attention span, and no matter how educated or intelligent they are, they still appreciate brevity.
There’s nothing wrong with having a lot of copy on a page. You simply have to break it up by:
- Making paragraphs short.
- Avoiding long, run-on sentences.
- Using lots of subheaders.
- Bulleting lists so readers can scan.
Keep in mind that many readers will be exploring your content on mobile, so you’ve got to make it consumable at that macro-level. One of the best things you can do to make your content more readable is to work on your Flesch score. It’s the “grade” of readability, and Google is a fan of this scale as well, giving organic boosts to those that score well.
Writing in Active Voice Keeps People on the Page
Too much website copy loses its bite because of the overuse of passive voice. Passive voice is a bit of a lazy way to write. Besides it being bad for readability scores, it’s also not very engaging to read.
When sentences are in the passive voice, you put the actual primary noun in the second part of the sentence. Whereas with active voice, the verb follows the noun. Look at the difference:
Active: Content marketers write exciting web copy.
Passive: The web copy was written by content marketers with excitement.
The active sentence is clear. The passive sentence is longer and confusing. Challenge yourself to keep passive voice at a minimum. These changes could lead to higher conversions.
The Right Imagery Strengthens Web Copy
Sometimes to improve web copy, it’s not about the words. It’s about what’s in between them. Using the right imagery adds to the experience of the reader. However, be purposeful with imagery.
Graphics with stats are great. Embedding videos can also be a visual way to convey ideas. Stock imagery is often the norm, but it doesn’t have to be impersonal. Try to use imagery that’s organic. A few tweaks could keep visitors on pages longer and ready to convert.
Jargon vs. How Your Audience Talks
Jargon can ruin your message. In most cases, jargon is just a way to cram in some big words. It can turn readers off. Unless you’re in a very niche, highly technical field, there’s no reason for these complicated terms.
Instead, write how your audience talks about their industry and their problems. Research what terms they use and include it in your content strategy. For example, different types of companies call their customers different things—clients, members, subscribers, consumers, etc. If you mirror how they speak, it can build trust. Your audience will think you get them on another level.
Ditching the Fluff
While most web content is storytelling, it’s not your opportunity to inject fluff. If you stuff every sentence with adjectives and adverbs, what do you have left if they’re gone? Not much, and certainly not concrete proof to your audience that they need to take the next step.
You can tell great stories without the fluff. Instead, use concrete examples and use cases that highlight the performance of your solution. Talk to them about the benefits they’ll gain instead of wasting time touting features. Your writing will be more precise, impacting your conversions.
Ready to Improve Your Web Copy?
Consider these tips as you create new and assess old copy. If your conversions aren’t rising, then it may be time to work on your website content strategy. You can find great tips on how to do just that in our post, 6 Proven Website Content Strategy Tips to Stand Out in a Competitive Landscape.