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EZInsights
6 Signs
You Need Help with Your
Copywriting
Is Your Website Copy Turning Customers Away?
You’ve probably put a lot of time and money into the design for your website. The colors are vibrant, your logo looks fantastic. You even get compliments on your website from time to time. But something’s missing. You aren’t getting a lot of new leads from your site. No one seems to be buying anything. Could your website copy be to blame? Are you turning customers away without even realizing it? Check out the 6 signs you need help with copywriting to find out.
1. Your Homepage is About Your Business, Not Your Customers Your homepage is the first chance you have to grab your prospects’ attention and tell them how you can help them solve their problems. Unfortunately, many businesses miss this opportunity by talking about themselves first and their prospects second.
Does your homepage sound something like this? “We’re XYZ Corporation, specializing in award-winning widgets since 1965. Our team of world-class gurus offers the best widgets in the world, while providing industry-leading service to our customers.” The truth is, no one cares about how long you’ve been in business or how great your product or service is until they know you can help them solve their problem. People are motivated by their own self-interest first. To correct this issue with your copy, try putting yourself in your customer’s shoes by answering these three questions: 1. Who are your customers? 2. What are their problems and frustrations? 3. What solutions do you have that can help? After you’ve answered these questions, try focusing your homepage on a specific problem your typical customer might have and then engage them by asking questions about it. For example, a plumbing company might start out their home page by asking “Leaky pipes? No hot water? We can help! Call our team of experienced plumbers now for fast service.”
Copy like this makes prospects feel like you understand their needs and reassures them that they’ve landed on the right site. When you engage your customers first, they are more likely to read on, pick up the phone or fill out your contact form to get more information.
2. Your Website Copy Focuses on Features, Not Benefits If I told you that a blanket that I’m selling is made from 100% fleece polyester, does that mean anything to you? But, what if I told you that the blanket is made from super-soft fleece polyester made to keep you warm, and comfortable on cold winter nights? Big difference, right? 100% fleece polyester is a feature. Super-soft, warm, and comfortable are the benefits. Too often, businesses focus solely on the features of their products or services, leaving the customer to figure out the benefits for themselves. Benefits engage the senses and encourage the customer to imagine themselves using the product. If you can get your customers to imagine
themselves using your product, you’re one step closer to getting the sale. It’s just that simple. So how do you extract the benefits from your product features? Try this simple trick: Just add the words “so that means…” to the end of your feature to find the hidden benefit. For example, “This printer offers duplex printing mode (feature), so that means you can easily print documents on both sides of the page at the same time. (benefit).” You can do this with services too. For example, if you were promoting a telephone answering service you might start with “A live attendant answers all calls (feature), so that means your customers speak to a real person who can help them right away (benefit).”
3. You Don’t Speak Your Customers’ Language Does your website contain technical language that the average person doesn’t understand? If so, you’re missing an opportunity to connect with your customers and show them you can help solve their problems. Many industries today have developed their own acronyms and buzz words. This is particularly true in the computer industry, healthcare, and insurance sectors, as well as the legal and accounting fields. The trouble is if you talk to your prospects like you talk to your colleagues, your customers won’t understand what you mean and they’ll leave your site in search of someone who speaks their language. As a rule of thumb, don’t use industry-specific terminology on your site unless you know that 95% of your customers will understand the term. When you do use special acronyms or buzz words, be sure to explain them. Stay focused on the benefits of your products and services and explain them in plain English without using technical jargon. Writing this way will help you connect with your customers and outshine your competitors at the same time.
4. Your Copy is Formal, Like an Academic Paper Is the tone of your website serious and formal like an academic paper or proposal? Do you use words that would have the average user scrambling for a dictionary? If so, your potential customers probably won’t stay around long enough to get your message. To have the most impact, website sales copy needs to be conversational in tone, like you’re sitting across from someone, having a one-on-one conversation. This informal tone puts your reader at ease and helps them feel more connected to your business. To accomplish this less formal tone, write how you normally talk. Use the word you. Use contractions like won’t or aren’t. Don’t be afraid to start a sentence with a conjunction like “and,” “but” or “or” (Just don’t tell your high school English teacher). Shorten your sentences. Be clear. Relax.
5. Your Copy is Very General and Doesn’t Say Much Are you using a lot of general words on your website that sound good, but don’t really communicate your message? Phrases like “high-quality,” “great service,” “low prices,” etc. are overused and communicate very little to your potential customer. Instead of filling your site with generalities, try zeroing in on the details. For example, discuss the details of the great service you provide, rather than simply saying you provide “great service.” No one ever says they provide bad service, do they? The more specific you can be, the better you’ll paint a picture for your customers and persuade them to buy from you.
6. Your Copy Doesn’t Ask Prospective Customers to Do Anything One of the biggest mistakes most businesses make on their websites is not asking potential customers to do anything. They simply assume that visitors will know what to do next. But just as any good salesperson knows, you have to ask for the order. In fact, this is one of the biggest keys to a successful website that generates leads for your business. To generate more engagement, interest, and leads, give each page of your site a goal. Then ask the customer to take the next step towards that goal. Do you want them to call you, fill out a form to receive a free report, buy a product, sign up for a newsletter or something else? After you decide on the desired next step, ask the prospective customer to take that step with a clear call to action. Here are some examples: • Buy Now • Call today for a free estimate • Download your free report • Sign up for our newsletter • Fill out the form below to get your FREE _____.
Be sure to add a call to action to every page on your site and watch your leads, phone calls, sign ups and sales go up. Did any of these 6 signs ring true for your website? Chances are you have some work to do. We have done web copy for over 17 years, so if your site just isn’t converting, then get in contact with us and we will see what we can do to help your business. n
Amy Christaldi Copywriter at EZSolution
Website, Integrated Marketing & IT Solutions
111 Centerville Rd. | Lancaster, PA 17603 P: 717.291.4689 | F: 717.291.9434 www.ezsolution.com
Helping your business grow!