Writing copy for a business website may seem easy in theory, merely stringing together words that appeal to customer needs and convincing consumers to buy your product or service. However, in the fast-moving digital marketing world, we live in online these days, customers have become far savvier to the basic sales techniques. This means your marketing materials need to offer clever copy that shines above the rest to truly gain a larger, loyal audience. 

If you’re looking to optimize your content writing skills to improve your company website’s conversion rate, here are some helpful tips to guide you in your writing efforts.

Don’t Get Too Wordy

People are constantly coming and going, and even when they are buzzing through their newsfeeds on social media, they’re only half-reading the content that passes by. For this reason, it’s important to be concise and simple with your content writing, making all of your headlines attention-grabbing and your selling points very easy to understand and relatable. Layout the benefits of buying your product very directly, and share glowing stories from previous customers that appeal to a reader’s senses and finalize his or her decision to purchase quickly before they move on to something else.

Speak Directly to Your Customer

Talking in the third person doesn’t come across quite as engaging as it does when you use the words ‘you’ and ‘your’ instead of ‘she’ or ‘he’ while speaking to your customers. Using second-person is much more direct between you and your readers, creating a more personal connection and, in turn, helping them to feel more welcomed by your one-on-one attention. 

Determine Your Audience Before Moving Forward

Any copy you write and publish won’t get very far if you’re speaking to the wrong audience. Depending on the kind of item or service you’re trying to sell, you should consider things like age, location, occupation, or even marital status before setting out to release content. You should always be speaking to your intended customer base first. For instance, if you’re selling dog toys, you aren’t going to want to market to a Facebook community that cherishes cats. Your intended audience is lost, and your sales or ROI will take a hit as a result.

Proper content writing is essential for keeping your marketing and copywriting efforts worthwhile. Therefore, following these helpful tips and researching what else can put your ideal audience into a pleasant buying mood can help guide you in the right direction for an improved conversion rate.