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How to convert
By Sally Ormond of Briar Copywriting
In my copywriting world, SEO and organic search rankings are all the rage. Not surprising because it is one of the most effective ways of marketing your business online. After all, why would you bid for expensive keywords through pay-per-click when you can tweak your website and build links to generate good organic results? Before you shout, yes I know organic results take time (especially for generic keywords) but if you work at it, it will cost you less and generate more business. But that is only one stage. Just because you work on your SEO and end up with loads of traffic coming to your site doesn't mean you will see a correlating rise in your sales. At the end of the day, if your website content doesn't convert your readers what's the point in driving traffic to it? How to write great website copy Your web copy has to grab your reader from the outset. That means a great headline. How many sites have you seen with a home page headline of "Welcome to xxxxxx". Does that really inspire you to read on? I think not. Your reader is a busy bee - they need a really good reason to carry on reading your website. Therefore how you write your website copy is crucial. Your headine needs to grab them by the collar - incorporate your keywords in it to boost its SEO possibilities. Then your initial copy has to be all about how you will benefit your reader. Why should they buy your product or service? What will it do for them? Don't fall into the trap of listing your product's features - that will get you nowhere. They want to know if it will save them money, time or make them more attractive - that kind of thing. Talk to them - use the word "you" a lot. If your copy is full of "we" your reader will wander off. Who cares how long you've been in business, who cares how many staff members you've got. If you're desperate to include that kind of stuff keep it to your "About Us" page. My final rant is about the call to action. I've lost count of the number of websites I've come across that don't tell their readers what to do next. Believe it or not, if you don't spell it out to them they'll go away and find someone who will. If you want them to call you tell them; if you want them to complete your free quotation form, tell them. Don't let them off the hook. I'm glad I've got that off my chest. As a copywriter I get so frustrated at times when I see websites. Often you can see they've gone to town on their SEO because they rank highly. But then they complain that their ROI is disappointing. Nine times out of ten it's because of the content on their site. If they just sat down and reviewed it with all of this in mind, they'd be amazed at the results they would achieve. |
http://www.freelancecopywritersblog.com
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Appreciate this advice. Something many of us need to hear I'm afraid.
A ton of great advise in a common sense format, Sally.
Thank you for sharing.
I'll be studying this many times and applying it to my site.
Best to you.
Frederick
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http://sallyormond.qondio.com/
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