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October 24 2017
Tips and Tricks

Copywriting That Turns Website Browsers Into Buyers

PostedTuesday October 24th 2017

With so many websites fighting for market share, it’s vital you have a site that stops people in their tracks and makes them want to buy your products or services.

The most effective way to get people picking up their phones or clicking through your checkout is by writing flaming hot copy that converts like crazy.

Here are some copywriting principles anyone can follow to turn your website into a selling machine.

1. Capture People’s Attention With Well Crafted Headlines

You only have a second to hook in your audience, so create a headline that stands out, is uniques and entices your audience to read on.

Making a big claim or sparking their curiously will be sure to make them eagerly wanting more.

2. Focus on Benefits, Not Features

People purchase products because they solve their problems. As the saying goes, “People Don’t Want a Drill, They Want a Hole”.

Instead of offering up a list of features, your copy should focus on the problems you can solve for your customer and the benefits they will receive by doing business with you.

3. Know Your Audience

Just like a musician plays to the crowd, you too should play to your audience. Having a strong understanding of what your customers want will help you create a message that resonates with them and gives them the impression you’re speaking directly to them.

4. Cut Out Technical Talk

There’s a time and a place for technical talk but your sales copy often isn’t it. Nothing makes a person’s eyes glaze over more than sales copy that is littered with technical jargon that nobody but you understands.

5. Write With Personality

Boring a person to death with your writing is a sure fire way to get them exiting your website faster than you can say “Yawn”.

Instead, keep people engaged by being authentic, humorous and most importantly, speak to them as you would speak to a friend.

6. Add Credibility To Your Copy

An effective way to boost your credibility is by adding facts and figures to your copy.

Instead of saying your product works “Almost Everytime”, tell your customers is works “99.5% Of The Time”. People understand simple numbers and if shown a statistic, will believe it almost every time.

7. Properly Format Your Copy

Large blocks of text are hard to read and downright boring. Instead, use short paragraphs, include bullet points, subheadings and bold and italicise your content.

Mix up your formatting to keep your reader sticking around.

8. Be Concise

When writing to sell, don’t beat around the bush. Get right to the point and offer up your main benefits from the get-go. If you have an amazing claim that could help your customer, hit them over the head with it.

9. Speak In Terms Of “You” Not “We”

I hate to break it to you, but your customers don’t care about your company as much as you might think. Instead of making your copy all about you, flip the script and focus on your customer instead.

10. Include Call To Actions

Yes, that’s not a typo, you want multiple calls to actions in your copy. We all know the famous line from Glengarry Glen Ross, “Always Be Selling”. The same goes for your copy. Make sure you are constantly telling your readers the next step they should take and always ask for the sale.

Now that you have these tips, look through your websites and find places you can implement them. Follow all 10 and you’ll be sure to turn more browsers into actual buys.

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Steven is a UX Designer and the token Kiwi in the office. He has a strong interest in data driven design and using analy...
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