The difference between a successful online business and a doomed counterpart could well be the quality of copy throughout the website. The clearer, more descriptive and honest your wording, the more likely customers are to trust in your product and services, and make a purchase. Enhance your sales by performing an audit of your current copy and making improvements where needed following the guidelines below.
Be Personal
Your product or service may be targeting a large audience, however, it's individuals who are going to make a purchase. Being personal in your writing is as easy as using "you" and highlighting the benefits an individual will gain from buying. Don't be ambiguous in your copywriting. If you're selling baby cribs, avoid sentences like "the product ensures a good night's sleep" and go for something like "send your little one to sleep in this compact crib designed to keep baby safe and snug".
Use Persuasion
People's attention span online is even shorter than offline so you have but a fleeting moment to convince buyers to make the right choice. Don't beat around the bush! Avoid lengthy titles and product descriptions. To get your point across quickly, consider using bullet points to pinpoint each product's main characteristics. Calls of action should be visible throughout. Get rid of wordy examples such as "browse our range of discounted women's dresses here" and replace them with more direct calls like "buy dresses on sale".
Gain Trust
Would you buy from a website that makes unsubstantiated claims and promises you the world? Don't exaggerate and remain honest throughout your website. Include clear, concise terms and conditions, guarantees and testimonials. Be sure to tell customers a bit about yourself and your background too. It's always nice to know who you're supporting through a purchase and helps make the experience more personal.
Remember Meta
Meta descriptions are the paragraph that appears under page titles on search engine results pages (SERPs). They are vital to your shop's success as it's not only consumers who read your website, but also search engines that will rank you higher for factors including well-phrased meta descriptions. Make sure you use these 2-3 sentences wisely to invite customers to visit your shop and make a purchase. Include keywords but don't oversaturate the description. Avoid dry and unpersuasive wording like "we sell pretty dresses for women" and substitute with something more along the lines of "buy flattering, on-trend women's dresses to suit any shape and size".
Put yourself in your customers' shoes while performing your copy audit. Does the website provide enough product information? Would you share your credit card details with your website? Take a critical perspective and ask yourself whether each bit of text complies with the golden rules of online copywriting.
To further improve your competitive edge, consider other forms of conversion rate optimisation (CRO), the great art of generating more sales online. For those who don't feel confident enough to take the plunge and make the changes themselves, CRO UK specialists can advise you and take care of your individual needs.
Harvey McEwan writes to offer information and advice on a variety of areas, from technology to holiday destinations. Read through Harvey's other articles here to find out more.
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