Improve Website Conversion Rates With 5 Easy Content Tweaks

Written by: Angie Haggstrom | October 13, 2009

Good copy makes a huge difference to even the fastest readers. It feels different, and provokes a completely different set of feelings. Unfortunately, there’s a huge difference between professional and amateur copy, and while it can take years to learn how to write professional quality copy, there are a number of simple changes you can make to improve your website’s performance.

Here are five of them:

(Photo: Furryscaly)

Spelling and Grammar Checks

It sounds silly, but you’d be amazed at how many spelling and grammar mistakes you can find after you’ve left a piece sit. And, while misspelling the odd word or making an error here or there isn’t life threatening, it can be horrible for readers with an ‘editor’s heart’. (editor’s heart = borderline OCD) Therefore, take some time to check for basic spelling and grammar mistakes. You can even use free online website spellchecking tools to make this easier.

You need to be careful, however. While it’s important to make sure everything’s ‘perfect’, it’s best to consider the time and value of the page before spending too much time on it. After all, the true definition of quality content is the quality of the information and ideas expressed in the piece rather than the actual spelling and technical elements. And, with informal writing styles and blogging, incomplete sentences and the like can actually be more effective. (I know, I know…coming from a writer!)

Improve the Formatting

Studies have proven time and again that online readers skim content. So, use this to your advantage and make your content easy to skim by highlighting the main concepts. This could include bolding important points, using subheadings, and bullet points.

With fonts, it’s nice to have something that looks a little different, but it must be easy to read. Now, some studies suggest using a smaller font encourages visitors to read more closely and others disagree (PDF). I tend to believe it, but be careful; if you make it too small, they’ll give up and go elsewhere. Also, try to avoid light colored text on a dark background if you can.

When defining your paragraphs, make sure they’re short and have a line of white space between them. (As a general rule, paragraphs should never be more than five lines (not sentences) long.) Lastly, use images to give the eye a rest and make the page interesting.

Make the Reader the Focus

(Photo: JJ & Special K)

Ok, I know this is harsh, but unless your visitors are your best friends, chances are they didn’t come to your website to benefit you. Sorry. They came  because you have something that benefits them. They’re looking for something, so why doesn’t your content reflect that?

Instead of listing the wonderful features you’ve added to your ‘new and improved thingamajig’, change your website copy to talk about how your product or service benefits visitors. So, for example, instead of saying your keychain has an automatic tracking device. Say something like ‘Are you tired of spending hours looking for your keys when you’re in a hurry? Then, you need our keychain. The embedded automatic tracking device means you’ll never lose your keys again.’

Find the Reader’s Pain Point

Everyone has something that annoys, irritates, or hurts them. And, if you can figure out what that is and include it in your copy, you’ll notice a huge difference in your website’s conversion rates.

Not sure what I mean? Look at the previous example. How many times has your frustration level gone through the roof because you’re scrambling for your keys at the last minute? Ka-ching! Readers can relate and automatically realize you have the solution they’ve been looking for. They’ll never have to experience that frustration again!

Tell Someone Where To Go and How To Get There

As much as we’d like them to be, website visitors just aren’t very good mind readers. So, if you want them to click a link, buy something, or contact you, you have to tell them. Therefore, make sure your call to action is easy to see and the directions are crystal clear.

BUT, will they be paying for something? Learning more about a product or service? Leaving you an email or signing up for a newsletter? Whatever it is, make sure the reader knows exactly what will happen when they click. In short, everything needs to click (ha!).

These simple fixes can make a huge difference. Try them out on your copy and see for yourself! Just don’t forget to let me know how it goes.

Topics: Copywriting | Comments