A visually appealing website might hook your customers, but it’s the copy that gets them to take action. But, many websites, particularly eCommerce websites tend to neglect this element in their design. So what tricks do copywriters in South Africa use to increase conversion rates?
- Writing for target markets
A good copywriter will ask you questions about the people who are looking for the product or service you offer. This information will be used to determine which of the following four persona types your customers belong to:
Each personality type responds to the copy you use on your website in different ways. The logical customer is interested in features and details. The impulsive shopper wants to know what you can do for them. The caring customer wants to know how your business benefits others. Finally, the aggressive consumer wants to improve themselves and determine if your company is credible.
When a copywriter has a clear understanding of what motivates your customers, they can use the right language to connect with them. And those connections will increase your conversion rates.
- Using power words and action words
In the hands of an experienced copywriter, words are weapons. Copywriters know how to use power words to evoke the right emotion from your customers. Power words take your copy to the next level and turn browsers into loyal customers.
But all that emotion is meaningless unless you can convince your visitors to take action. That’s where action words come in. They nudge your visitors towards clicking on the ‘Add to Cart’ or ‘Buy Now’ buttons on your page.
With the right combination of power words and action words, casual browsers are converted into real customers.
- Formatting information correctly
The way copy is laid out on a page is crucial to capturing the attention of your visitors. Your copy might be engaging, but if you don’t make it easy for visitors to find what they’re looking for, they’ll go off and find a site that does.
Think about the way you scan a website. Your eyes are immediately attracted to bold headlines and subheadings. You instinctively look for bullet points that summarise the main points. New customers don’t want to wade through big blocks of text to get the gist of your offer.
Copywriters know how to format copy in such a way that a visitor can scan your page and find the information they’re looking for without hassle. Your keywords will leap off the page and keep visitors engaged until they’re ready to take action.
- Telling your brand story
Have you ever heard the saying ‘People don’t buy products, they buy brands’? Well, copywriters know all about this. That’s why they know your copy should reflect your personality.
Your About Us, Mission Statement and Contact pages allow visitors to get a glimpse of the people behind the products. This is where a copywriter can help you to separate your brand from the competition. A good copywriter knows that these pages are the ideal way to communicate your personality and convince visitors to buy from YOU.
An experienced copywriter can take your copy from good to EPIC! Don’t miss out on the chance to convert casual visitors to real orders with sloppy copy. Get an experienced copywriter to craft compelling copy and watch your conversions go through the roof.