5 Things a Website Copywriter Can Improve for Your Website

Yusuf Kapoor
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Is it time for your company to invest in a full-time website copywriter?

Well, as you know, having a professional website is an absolute must-have for any business in today’s online world. It acts as the backbone of your company’s online presence. Your website may also be what gives a prospect that all-important first impression about your business.

If your website is a reflection of your professionalism, then your website copy is one of the most important elements of it. It contains messaging and language that directly speaks to your target audience.

Shirley Polykoff, advertising and marketing legend, said it best: “Copy is a direct conversation with the consumer.”

Your website is almost like your 24/7 company salesperson. It never sleeps and it works around the clock, year-round. It is a direct representation of your company and the brand itself.

Just as you have expectations for your top salesperson, you have expectations for your website. Your website isn’t just there to attract traffic and be pretty. It’s also there to engage that traffic, turn it into leads and eventually convert those leads into sales.

For that reason, everything published on your website from copy to design needs to be optimized to its fullest potential. This helps maximize your chances of making those sales.

With the ever-growing boom of the online world, customers are looking - more intently - for highly-personalized and beneficial solutions. If your website fails to communicate that solution to them at a brief glance, you’re essentially redirecting your visitors to your competitors’ front door.

A website copywriter can optimize so many overlooked elements of your website, such as CTAs, forms, and chatbot scripts.

Roland Frasier, investor and advisor to companies like DigitalMarketer.com, the largest digital marketing company in the world, once said in a private mastermind, “When a prospect interacts with your brand, they are looking for inconsistencies, they are looking for reasons NOT to buy from you.”

Your customers are becoming warier and less tolerant of messaging that comes across as "salesy", confusing, and even boring.

Here are some key elements a website copywriter can dramatically improve for your company’s website.

A Website Copywriter Knows Just What Makes Your Visitors Bounce

Ahh, the dreaded bounce that all businesses fear. The bounce rate is essentially an indicator of your website’s first impression. There’s nothing more deflating than exerting all your efforts into your content, only to have it fall flat on its face.

You apply everything you know: market research, studying your target audience’s pain points and psychographics, and fine-tuning your copy, and what do you get?

Silence.

Your customers are visiting your site but for some reason, they quickly disappear, like a thief in the night.

Not to mention, your website’s SEO ranking can quickly start dropping down Google’s priority list if your bounce rates stay high - or even worse, keep on rising.

Doesn’t it almost seem like a never-ending struggle?

Tools like Google Analytics can provide a clear, segmented view of your bounce rate across all demographics.

Based on the results, you can see if your marketing message and language align with your target audience. Fine-tuning your message can dramatically lower your bounce rate for that specific demographic.

A website copywriter can double down on specific problem areas and tailor your message to better suit your target audience.

For example, A/B testing is a very useful way to solve a high bounce rate. Adjusting what works and what doesn’t takes a lot of time and analysis. A website copywriter can most certainly improve those results.

They have the knowledge to test many different elements on your website for best conversion optimization. It’s part of their skill set!

With so many elements and variables to test, a professional website copywriter can be a valuable investment for your company. They can really free up your time and drive up your success in decreasing that dreaded bounce rate.

That also means a higher SEO ranking with Google.

One of the first steps in decreasing your bounce rate is knowing how to entice your visitors to read more of your website content.

How to Make Your Visitors Care Enough About You to Stick Around

Most companies and marketing managers overlook the importance of a well-written and executed About Page.

They make the mistake of assuming their customers are completely aware of the solution they want or need. All their efforts go into optimizing product pages, sales pages and maybe blog posts as well.

But, regrettably, they neglect their About Page.

Your About Page is usually your visitors’ first look into your company’s mission and the solutions you can provide. A quick scan will tell the visitor whether you are the right company for them.

If not, then they’re probably going to bounce. And that’s not really helpful in improving your bounce rate.

One way to avoid this situation is to become aware of some of the most common About Page mistakes most companies make which result in low conversions. Avoiding these simple mistakes can tremendously improve your customer engagement and average time spent on your website.

The longer visitors remain on your website, the warmer they become to your brand. And that’s always a good thing, right?

The Most Important Page of Your Sales Funnel

Your landing page is the single most important page of your sales funnel. Nailing this first step ensures your visitors continue through your funnel.

Typically, a landing page offers to provide something of value to visitors in exchange for an email address. This is also what’s known as a lead magnet.

But people are becoming more skeptical and off-put from “marketing emails” or spammed inboxes. So, an email opt-in is something worth cherishing and nurturing. After all, it’s reported that it’s 40 times more effective to acquire customers through email than Facebook and Twitter combined.

Not only that, here’s something that’ll make you sit up straight in your seat. Brafton’s 2019 State Of Content Marketing Report notes that 60% of B2B marketers report email to be their best channel for generating revenue.

So what does this mean for you?

If your landing page isn’t converting, you’re flat out flushing a huge group of receptive prospects down the toilet. Prospects who could have been real customers had your messaging and copy simply been more effective.

A website copywriter specializes in tailoring the message of your most important page in your sales funnel to ensure high conversions, which means more sales. To optimize your company’s landing pages, you can take some actionable steps. However, why have landing pages if they can’t direct customers to a clear next step?

What you need is a strong CTA.

A Crystal-Clear Call To Action (CTA)

Visitors who don’t click don’t convert.

A great way to engage your audience and keep them interested in your offer is by providing a clear and compelling call to action.

But there’s a common misconception that the more choices, the better the value. Forget that. Providing too many solutions or calls to action is counterintuitive and is exactly what’s tanking your conversions.

When you have too many calls-to-action, your customers end up choosing none. Stoney DeGeyter, expert marketer and founder and CEO of Pole Position Marketing says, When too many options are presented, visitors typically will just click on one of the first few links available, hoping it’s what they need. If not, guess what? They split.”

Think of it as a seesaw, with “conversion” on one end and “bounce” on the other. A well thought out CTA can result in a conversion, while a poorly crafted CTA can result in a quick bounce.

Putting yourself in the minds of your visitors is absolutely necessary. That is, if you want them to stay engaged with your brand and reciprocate in your favor, it's crucial.

Remember K.I.S.S.: Keep It Simple, Silly.

Artificial Intelligence - Your Marketing Dreams Come True

According to Brafton’s 2019 State Of Content Marketing Report, 91% of B2B marketers included Facebook in their content marketing strategy.

It’s no secret that Facebook is still dominating the marketing world as the preferred social media channel of choice. But maybe there's a good reason for that. With Facebook Messenger boasting an active user base of 1.3 billion people worldwide, it’s clear why that is.

But Facebook isn't the only AI available. Chatbots like ManyChat are taking the marketing world by storm. If you’re not integrating them into your company’s marketing strategy, you should get on it ASAP.

So, what are chatbots? Chatbots are programmed robots which offer completely automated customer engagement with your prospects, most commonly through Facebook Messenger. They can handle complex requests, send personalized messages, provide technical support, guide customers through sales funnels, and more.

Chatbot integration on your website is a great way to guide your prospect from the awareness stage to the decision stage.

It's becoming incredibly useful for businesses worldwide. With a staggering average 80% open rate and 25% CTR, chatbots offer unique, personalized customer experiences unlike anything before.

Now, a lead magnet no longer has to be just an email opt-in. With web page integrated chatbots directing visitors to Facebook Messenger, lead magnets can be so much more. It’s almost like having your very own personal assistant. Promptly catering to each of your prospects’ individual unique needs, it’s every business owner’s dream come true.

To learn how our chatbot certified copywriters can help optimize your customer experience and effectively turn visitors into loyal customers, click here.

Summary

Your website conversion optimization is a never-ending process.

It requires time and patience, and it can get frustrating at times. But with consistent care and attention to detail, your website can become a very dependable source of lead generation, producing high-converting results.

A website copywriter can help your business do just that. Hire one today.  

Yusuf Kapoor

Yusuf Kapoor is a certified copywriter / content writer from Toronto, Ontario. He uses his writing to artfully transition cold traffic into loyal action-taking customers for his clients.His passion for writing engaging copy and connecting with his audience is what fuels him. Yusuf uses his skills in email marketing, funnels and profitable Facebook ad copy to help businesses scale.

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