Content is Currency

Developing Powerful Content
for Web and Mobile

by Jon Wuebben - Founder and CEO of Content Launch

3 Ways To Increase Your Conversion Rate By Writing Better Copy

As an internet marketer, you know that your job is much more than slapping some copy on a webpage, setting up a payment process and waiting for the cash to roll in. Perhaps the most difficult and time-consuming aspect of marketing is fine-tuning and tweaking pages to increase your conversion rates by just a few percentage points. Some marketers spend years making painstaking, incremental progress to learn exactly what a webpage needs to optimize sales. However, by following three simple rules you can drastically cut down this work and keep your copy fresh and competitive much longer. Why waste your valuable time when, with these easy guidelines, you can get your content right the day you publish it?

Keep it Professional

One of the foundations of all marketing techniques is that people respond to authority, whether it’s real or merely perceived. Most of the decision-making involved with determining authority, and thus trust, is made subconsciously. Extensive spelling and grammar mistakes are perhaps the most blatant example, but poor pacing and tone are also major pitfalls for many copywriters.

First, your content should not look like a GeoCities page from 1999 collided with an infomercial. Keep your copy crisp and free of excessive bolds, italics, colors and size changes. Average people are used to authoritative text being displayed in a minimalist manner. You don’t have to fall on the other end of the spectrum and present a thesis paper of a webpage, but keep the unorthodox formatting to a minimum.

The other key to sounding professional is to write knowledgeably while still being accessible. Keep insider lingo to a manageable level, but don’t be afraid to get into the technical details. Even if your product requires a more personal style of marketing, there’s a fine line between comfortable and rambling. Try to avoid using the first person unless you yourself are the creator of the product or feel that you have a personal testimony that is absolutely essential to making sales.

Don’t Be Too Pushy

If every other sentence in your copy says “Buy now,” “Try it out” or “Sign up now,” potential customers are going to take it as a sign of desperation. Good copy will have two major pitches, one at the beginning and a stronger one at the end. Everything in between is meant to convince the uncertain so that when your final argument kicks in, they’ll be agreeing with everything you say and ready for more.

Viewers know that you’re trying to sell them something, and they wouldn’t be reading if they weren’t interested, so don’t cheapen your copy with constant exhortations to commit before they’re ready. The best salesmen know that customers respond most enthusiastically to someone that they feel is genuinely interested in helping them. Don’t make your page about spending money, make it about bettering your customers’ lives.

Avoid Copy That Dates Easily

People want to buy two kinds of products: old classics and exciting new innovations. Unless you’re selling antiques, you want your product to look like its on the cutting edge and about to burst into the mainstream. For some marketers this is easier than for others. For example, an e-book detailing trade secrets will benefit from the fact that purchasing it before everyone else does will give the customer an advantage, but it will soon become outdated and the contents common knowledge. Most people understand that in the digital age, even products that are a year old can be far behind the times. That means depreciating revenue for you.

To keep your copy looking like it just hit the market yesterday, don’t include dates or other milestones unless you plan to update them regularly. If you sell an e-book or other service, reveal a revised version every year and advertise as such. This has the added benefit of bringing you repeat customers.

Writing is the most frustrating part of many marketers’ days, but it doesn’t have to be. By focusing on writing copy that is professional, fresh and organized you’ll find that your pitches are tighter and your conversion rates more efficient than ever. If you stop worrying about being a fraction of a percent off on your keyword density and instead try writing natural, powerful content, you may find that all of your worries have been over nothing after all.

Sam is a contributing writer for Quick Sprout and is also an avid internet marketing blogger. He has a background in conversion optimization as well as SEO and PPC.

Leave a Comment