Have you been trying to figure out how you can optimize your copy to better connect with your visitors?
Maybe you’ve noticed visitors aren’t sticking around long enough on your website or sales page. Or maybe they are, but you want more of them to click the button call, buy, or subscribe button. In many cases, there is a simple way to optimize your copy to increase engagement & conversions.
What you need to know about your ideal clients
Creating the right copy for your website is critical to getting people to go from visitors to paying customers. Your copy must guide them into buying mode by covering certain vital areas. They need to trust that you understand them, the greatest problem or desire they have, and that you can guarantee the solution to their problems.
So what do you say to get them to act? By using language that demonstrates your knowledge about the biggest problem they face or goal they desire, and how being on the other side of this will look for them.
You need to know what your ideal clients say about the problem or greatest desire, and the feelings that come up when they think about it. You have to know what’s in the way of them overcoming a current struggle or reaching a big goal, and what they’re doing or unable to do because of this.
And you need to know what life will look for them in these areas after you’ve helped them get the results they’re looking for.
We do this by speaking to or researching our ideal clients to get it directly “from the horses mouth”.
How to uncover key insights for effective copy
Copy that converts combines the voice of customer with proven copy principles to increase conversions. In other words — Voice of Customer + Copy Strategy = Better Conversions
To gather the information you must know about your ideal clients, you’d want to look at your own market research, testimonials, and case studies. If you’re just starting on a new offer or you want to improve the copy for an existing one, you should review what your ideal customers are saying anywhere they’re showing up online. Where are they purchasing services similar to yours, or alternatives that market to address the same problem?
Look for trends in how they are describing the problem itself and the words they use to search for the solution. Then trends in how they feel before and after the problem was solved. What were they doing before they had a solution? How were they trying to fix it, and how was the problem making life more difficult? And how has that changed with a solution?
Quick roadmap to website & sales page copy that converts
Once you’ve discovered the ins and outs about your ideal clients as it relates to your offer, it’s time to review your copy for opportunities to optimize it, or start outlining the strategy for new copy. Here’s a quick guide on how you can put all your research together to create a conversion-optimized website or sales page.
First, your copy must tell them they are in the right place the very minute they land on your website. You do this by telling them who you help, how you help them, and the results you guarantee.
Then, they need to see that you get their problem or understand their greatest desire. You do this by repeating what they have said themselves about it. Show them that you know how they feel, and future-cast how you both know their life and/or business will be after you’ve helped them get the results they need.
After connecting with your audience, you have to then demonstrate how you’re an expert in your field. What experience do you have with the problem and providing a solution? Provide proof items, including using testimonials and case studies, or having a portfolio or a link to one available to one when asked.
You should consider displaying logos of companies you’ve worked with or where you’ve been featured. Also, make sure your entire About page speaks to why your visitors should care about the type of experience you have.
You then want to describe your solution from certain angles. What is your solution, and what makes it the perfect one for your audience? Describe what’s unique about your solution, statistics to prove its importance or demonstrate the results you’ve helped others achieve. You’ll also need to provide the steps in your process for working with you, or one that demonstrates how you help your clients get results.
Now that your audience knows they are in the right place and feels like you are the right person to help them with an offer they believe can work, it’s time for them to act.
You need to tell them how to get your solution, whether to buy directly or book a call with you, for example. And how to connect with you for more information (on social? Via email?) Remember to sprinkle variations of your call-to-action buttons throughout, so visitors don’t have to scroll too long before seeing another option to act.
Recap
Researching in the right places to understand your ideal client helps create website copy that helps attract, connect with, and convert more visitors into paying customers.
Look at trends on what they are saying, feeling, and doing before AND after the problem. Then use their exact words to —
- Telling them they’re in the right place
- Showing up as the expert that understands them and wants to help
- Demonstrating how you can help them
- Describing how your solution works
- Telling them how to get the solution
These are steps that I use to craft copy that resonates with your ideal client, gets them to trust you as someone that can help them solve their problems, and gently pushes them to take the next steps with you.
If you need help optimizing existing website or sales page copy, or creating results-driven copy for new offers, let’s connect.
