How to Improve Your Website Copy
High quality website copy is one of the most effective ways to improve user experience, sell your company and drive more conversions online. If you can create copy that’s engaging and makes you stand out from competitors, you’ll likely see success.
Here are 5 simple tips to help you improve your website copy.
1. Utilize the Voice of the Customer
Voice of the Customer is a way to describe your customer’s experiences with and expectations for your products or services in their own language. When trying to persuade your customers, it’s extremely effective to utilize VOC. This focuses on consumers’ needs and wants and prioritizes them into a hierarchical structure of importance and satisfaction.
You can find examples of your customers’ language in a variety of ways, but reading reviews or conducting surveys are two simple tactics. These provide the consumer with ample opportunity to express problems and experiences in their own words. You can then identify common pain points, wants and needs of your consumers, which will allow you to craft your copy to perfectly solve those issues. This ultimately helps to improve your website copy by showing visitors you understand them and their problems, as well as provide a proper solution.
2. Conduct A/B Tests
You will never truly know what elements perform best if you don’t test different variations. While it’s probably not necessary to test every element of your website copy, you might consider testing:
- Different FAQs
- Statement vs questions in headlines
- Short vs long form copy
- Point of view (first person vs third person)
To determine which copy performs best, you have to present users with an ask as well. This could be a download, sign up, subscribe, etc. If you don’t have a true call to action, it will be harder to determine which variant actually resonates better with potential customers.
3. Write from the User’s Perspective
Different from the voice of the customer, user intent refers to what a given person intends to do when they reach your site. Sometimes this may lead to a clearly defined action, such as making a purchase, but sometimes it may not. While underlying problems users are looking to solve are likely very different, the reasons people visit a website are usually similar. Users are either looking to:
- Learn about the your industry
- Find out about your services
- Compare products, services or prices
- To make an actual purchase
When writing your copy, think from the users’ perspective and ask these 4 crucial questions:
- Is it obvious to see what this company’s product or service is?
- Are the benefits clear?
- Is this knowledge necessary?
- Does every sentence of this copy provide useful information about your products, services or give insight on what you do?
Putting yourself in the shoes of the average consumer and not an industry expert can be difficult. Which is why it can be helpful to also conduct qualitative market research and ask people who are unfamiliar with your business to use your website and provide feedback. The bottom line is that your website caters to what customers want and not what you want.
4. Be Clear and Concise
When it comes to searching for things online, no one wants to have to work to figure out what you’re offering them or to find information on your product or service. Treat your website copy as if it were the packaging of your product and explain exactly how the product/service would solve a consumer’s problem.
5. Include Data
Statistics, quotes from industry experts and original data can be extremely effective in strengthening additional points you’ve made in your website copy. Using third-party data is one of the most effective ways to make your brand more trustworthy and dependable.
Creating successful website copy isn’t easy, but there are a variety of ways you can work to improve it. By making minor adjustments to how you view and approach the process can provide your target audience with an overall better experience, which ultimately benefits you.
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