Improve Conversion Rates with Better Copywriting
When designing or re-designing a website a lot of focus is placed upon the layout, the graphics and the “flow”. These elements are critical. But there is one other element that can be overlooked; the copy. Copywriting can sometimes take a backseat to the other elements. But it is vitally important. In fact, according to KissMetrics.com, good copy has increased the response rate of websites by as much as 363%. Here are three easy suggestions to improve your copy.
Put a topic paragraph at the beginning of each web page.
Assume the reader who arrives at your webpage knows nothing about your business and products. Give them a quick introduction about the subject of the page before you deliver the rest of the copy.
Here is why: It helps the reader assimilate the following information more easily. If you do not do this, the reader will have to begin constructing in their mind what it is you are talking about. Even when they click on a product number on your home page and are taken to the product page, they are wondering what the product is and what it does.
For example, we will assume you sell computer servers for small businesses. Do not start your home page with “We are your best friend in the small business arena. Our slogan is “Great Service and Great Products!”. Instead be very straightforward: “We sell and service computer servers for small businesses”. This might seem a little bit boring, but the people who do not know what you do will be thankful and the people who do know what you do will skip over it and read the rest of the information.
Do not use slang or jargon.
When you are writing copy for your website, showing a little personality is a good thing. The copy is easier to read when it is written in a casual, more natural tone. That casual tone must end before you start using slang or jargon. Do not use slang or jargon, even industry slang or jargon.
Here is why: your website is accessed by people from all around the world. For many of them, English is not their first language. When they learned English they learned it with strict rules of grammar, sentence/paragraph construction and spelling. If you add jargon to the copy they will be confused. Confused minds stop reading and you will have lost a potential customer.
For example, do not use the expression “…in the ballpark”. That expression can confuse someone who has not heard it before or had it explained. Also do not assume that your industry-savvy audience knows all the slang and jargon; they may not. There are electronic engineers in the world who do not know what “RF” means (it means “Radio Frequency”) and will stop reading the copy in order to research the word.
The safest route to take: Do not use slang or jargon.
Write out abbreviations.
Our language is full of abbreviations: ROM, RAM, hp, SEM, MLB, etc. Do not assume that your reader knows what the abbreviations mean. Always write out the words for the abbreviations at first so that the reader knows what it means when you use it later.
For example, everyone in computers knows what RAM is, right? Not necessarily. Write out “Random Access Memory” and follow it with (RAM). Do this with all abbreviations no matter how familiar they may be. Remember the story of “RF”, above; even the most experienced engineers may not know what a term means.
As for the abbreviations above, they are: Read Only Memory (ROM), Random Access Memory (RAM), Horsepower (hp), Search Engine Marketing (SEM) and Major League Baseball (MLB). See how much easier that copy reads? That is why you spell out the abbreviations.
So if you would like to improve the conversion rate of your web pages, improve the quality of the copy. KEO Marketing has a team of copywriters on hand who will help you create a powerful website that will help bring the results you want. For more information, contact KEO Marketing or call us at 888-702-0679.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.