by Copywriter Pro Chick Jennifer Robbins
As a conversion copywriter, I see A LOT of websites. Ones that people have DIYed, ones that people have paid other copywriters to write, ones that I’ve written myself.
In my 8 years of experience, I’ve noticed some common patterns, problems, and solutions to make your website work for you.
These are the three tips I shared last week at our monthly Chicks in Charge Lead & Learn meeting:
Tell us who you are and what you do — especially on the home page. It’s important for SEO, because if you don’t explicitly say you are a boudoir photographer, Google isn’t going to show you in search results for one. But it’s also important for your prospects to know exactly what you do. Yes, talking about pain points, the benefits of working with you, and your experience are all important. But if you never say what you do, you probably aren’t going to see many sales.
Everything should be about the ideal client. Yes, even your About Page. People want to know what’s in it for them, so tell them. Tell your story in their context. One great way to make sure you’re doing this is to check your website for “I” language. If you’re using “I”, “me” or “we” in more than 50% of the sentences of your copy, rewrite it and use more “you” language that your prospects will relate to. Also! Make sure your buttons are empowering. Instead of saying “Learn More” say “I’m Ready to Learn More”. Bonus points if you use something more than those generic phrases, but the point is that you can see conversions increase by up to 300% if you use language that empowers the reader.
Capture email addresses. Most people who come to your website won’t be ready to buy – you haven’t built up that know like and trust needed. (There’s a common idea that people need to know you, like you, and trust you before they buy.) But getting them on your email list lets you build a relationship with them over time! Keep in mind that people are getting marketing savvy, so don’t just throw up a “Sign Up for My Newsletter” button. Offer something like a 5 Day challenge to entice them.
And if you want a custom 15-20 minute video review of your website, I’m offering my Website Copy SOS service for only $49 for Chicks in Charge members through the end of July. Email me at firstname.lastname@example.org to take advantage of the offer.
Thanks, Jen! Really good stuff. Dear Reader Chicks, each month our flock gathers to connect, learn, and grow together. For membership information or for info on our upcoming seasonal events open to all women, click through the site and email Malena with any questions. xo