People are coming to your website and they’re not buying. What should you do? Hey, everyone. Today, I’m going to teach you how to write copy that converts.
The first thing you need to know is copywriting isn’t about being the smoothest writer out there.
You don’t need to be Ernest Hemingway. If you answer people’s objections, your copy is much more likely to convert. The way you answer people’s objections is you can use Survey Monkey or Qualaroo to survey your readers and ask them a simple question of, what else would you like to see on this page? By getting responses to that question, you’ll what objections people have and why they’re not buying, and then you can rewrite your copy to address them.
The second thing you need to know is your headline is really important.
Eight out of 10 people read the headline, only two out of 10 will read the rest of your content. If your headline doesn’t draw people in, they’re not going to read the rest of your copy.
Your headline should stay and address the problem. By doing that, much more people are likely to read the rest of your copy.
The third thing you need to know is your copy link doesn’t matter.
Whether it’s short or long, some people say, “Oh, no one’s going to read long copy,” and others say, “Oh, too short, doesn’t convert well,” that’s actually wrong.
Copy link doesn’t matter. All that matters is answering objections, and if you can answer all the concerns that people have in a short amount of text, good for you. If you can’t, then you need to write longer text, right? So, again, link doesn’t matter, but answering people’s concerns and objections does matter.
The fourth thing you need to keep in mind is there’s different types of users who visit your website.
Think of it as segments. Some people are ready to buy right away. Some people are just doing their research.
Some people are trying to find about what your product or service does so they can tell their boss about it. It really ranges, so with copy, you need to figure out the different types of people that are on your website.
Just put yourself in their shoes, a visitor’s shoes, and create different scenarios. Make sure you have copy for each and every single type of segment. For example, with CrazyEgg, someone who just wants to go to the site and convert right away, you’ll notice that they can just enter the URL and start right away.
For the people who want to learn more and understand what kind of features it has to offer, they can click the little Learn More button at the bottom and all the features pop up, they can read them, and learn more.
That’s the example of creating copy for different types of segments. And last, but not least, the conversions you’re going to get from copywriting are in the follow-up. You’re lucky if five out of a hundred people who come to your website buy, and that’s on the high end, so most of the people aren’t going to buy.
You should be collecting emails. You can be collecting emails with hellobar.com. It’s a free tool. From there, you can follow up people over email, create email copy that drives people back to your website and causes them to convert.
So the copy that you’re creating shouldn’t just be for your website. It should also be for your email sequences. Again, the follow-up is where you’re going to get roughly half of your sales, so don’t forget to follow up with people through email.