If visitors are dropping off your website without converting or you’re frequently attracting the wrong leads, then it’s time to make strategic content changes to increase your sales.
You can think of your website as if it is the “digital face” of your brand… and when it’s done right, it’s your most avid brand ambassador and most dedicated salesperson.
Here are a few stats to help you understand what today’s consumer expectations are when they land on your page:
These days, people can order online and have their packages delivered on the same day. They can instantly stream millions of videos, movies, or songs, or have a dish from their favorite restaurant at their doorstep in under an hour.
Consumers expect more from brands now than they ever have before. And, in a world where everything happens at the speed of light… You only get a fraction of a second to make a great first impression with your website.
So, how do you make your site compelling and engaging for consumers with such heightened expectations?
A simplified answer to this question is to make sure your content draws in the right crowd, keeps them scrolling, and motivates them to convert. But, let’s explore exactly how to accomplish this task. Here are our top tips for re-writing your website to increase sales now:
1. Attract The Right Leads With Targeted Content
Not all content is created equal. If your business page is getting plenty of traffic, but your conversion rates are still low… Then your website content needs one of these:
We suggest putting in some serious research and rewriting your content so it speaks to the group of people you want to work with. Taking the time to understand your target audience (meaning their interests, demographics, and what they care about) will help you write content that delivers your message straight to the heart of your customers.
Targeted web content written with your ideal audience in mind will pull in those highly qualified, ready-to-convert leads.
2. Keep Your Website Design Simple
The truth is that most people aren’t visiting your site to learn the history behind your brand. They’re looking for a solution to a problem or for something that will enrich their life.
So, you don’t want to make them hunt to find what they’re looking for. Packing your website like your kitchen junk draw with unnecessary content or distracting designs will increase your bounce rate and have your visitors feeling like this:
A website is a virtual storefront. So, your design should be like a conspicuous window display on Saks Fifth Avenue stopping the online masses in their tracks and making them picture how much better life could be with your brand in it.
You can achieve this by:
- Answering questions about your offering: What is it? How does it work? What kind of benefits can a person expect from it?
- Skip the history lesson, and tell the story of who you are as a brand with your writing voice, your diction, and adding the emotion and passion behind your mission into every word.
- Use web design elements like color, shape, size, typography, and spacing to draw in the user’s eyes toward the desired action you want them to take on your website.
There are more website design choices you want to avoid, but how successful you are at increasing your sales depends primarily on your written content. All other components of your website, like your design, visuals, videos, etc. play a secondary support role.
Simply put, your design should be inviting and easy to navigate…. But ultimately, it’s your written web copy that’s going to seal the deal.
3. Create Captivating Headlines & Converting CTAs
An effective headline can be the difference between a customer clicking through to read your content or bailing. It is the first thing your audience sees and it can make or break your chances of getting them to stick around.
When writing your headlines:
- Keep it succinct: It’s best to keep your headlines targeted and on the shorter side between 6 to 12 words.
- Add an emotional hook: Use an emotional hook that’s relevant to your product or service and engages your visitor.
- Include SEO keywords: Headlines are a great opportunity to use keywords (and they give you a better chance at securing a spot on that coveted first page of Google results).
Call-to-actions (CTAs) are small action phrases that let your users know exactly how to move forward in your sales funnel. Without a clear CTA, users may not know how to schedule with you or sign up for your workshop, CTAs eliminate that confusion.
One of the most common mistakes small business owners make is not having a CTA on their website homepage. Unfortunately, you can’t just stick a “Click Here” button on your site to rake in leads.
Your CTAs need to:
- Use a strong action verb: Don’t use fluffy language, use a direct action verb to encourage your reader to do something.
- Be short and direct: Let people know what you’re offering them in an easy-to-understand, concise way.
- Tell users exactly what to do: Tell users exactly what to do without any guesswork (Fill out a form, schedule a call, etc.)
4. Optimize Your Web Pages With Keywords For Search Engines
There are around 2 billion websites on the internet. Granted only 400 million of them are active… but still, that’s A LOT of white noise.
So, how do you make sure that your website doesn’t sink to the bottom of the digital “sea”?
You optimize your web pages for search engines with keywords. There are loads of SEO tools out there to can help you achieve this. But, one thing to keep in mind is that Google (and other search engines… but, who even uses those??) was coded to meet the needs of its users.
This is where understanding your target audience really comes into play. You want to tap into user search intent and extract industry-related words to use in your content. Engine crawlers will then single out your business page as the best fit.
Everybody wins -Google gives the users what they’re looking for and your web page lands on that prestigious real estate that is the first page of Google (think Boardwalk in Monopoly). Think about the last time you searched Google… You probably didn’t go past that first or second page of results, did you? Yeah, no one does.
5. Keep Your Web Content Regularly Updated
Here’s our last tip for increasing sales with your web copy: Search engines love fresh content.
Again, Google wants to give people the most relevant, accurate answers to their questions. So, if you want potential clients to find your site, it’s important to frequently update your content.
Don’t worry, we’re not suggesting you overhaul your website every few months, but we are suggesting you utilize a blog page. You can add fresh, relevant content virtually every day to your blog. Every new keyword-optimized blog you publish is a potential landing page for your website.
Not only will this strategy establish you as a Google first pager, but it’s also how you build credibility and establish your brand as an expert in your industry.
Is your head spinning? We get it!
If you currently feel like there are a million things you could do to increase your sales with your webpage or market your business… and you just want to know what smart moves you should be making right now, take our quiz here!