Websites That Are Born To Convert

Client: “My website’s working really well – I get about 500 unique visitors every day”.
Copywriter: “Great, so what’s your conversion rate?”
Client: “My what?”
Despite what many people say, a website isn’t there to look pretty. It shouldn’t exist just because everyone else has one. It has a purpose and that is to sell. If it’s not doing that, it’s not doing you any favours.
More and more websites are appearing as businesses realise that online marketing is the way forward in today’s fats paced competitive world. But this unfortunately means there are an increasing number of ‘pretty’ sites being thrown together that don’t actually work.
They may look slick but they are also as bouncy as a trampoline. Visitors land on them and then click away almost immediately.
Why?
Because there is no substance. There’s nothing there to tell the visitor why they should do business with that company; there is nothing to build confidence in the brand and nothing that makes them shout – “Yes – I want that!”
How to make your website convert
As a copywriter it breaks my heart to see the mountains of websites out there that are underperforming. It is so unnecessary as there is a simple way to boost your conversion rate.
Firstly, I want to take a look at the habits of those searching the internet.
The main thing to remember is that they’re looking for a specific product or service. To find it they will enter their search term into Google and open a new tab for each website that takes their fancy. This makes it easy to flick between the sites to compare what each company is offering.
Have you guessed what will make your website convert yet?
All you have to do is identify your unique value proposition and make sure it is the first thing your potential customer sees. As a well known meerkat would say – simples!
Your UVP is the main benefit you offer; it is the one thing that sets you apart from all your competitors. It could be something as simple as a free bonus item, price reduction, guarantee…anything that is of real value to your reader.
If you hide it deep within your text, you won’t convert your readers.
Why? People don’t have time to read loads of copy. By placing it at the top of your page (in your heading if you can) you will immediately grab their attention and the sale.
Also don’t forget to place it on all your pages, after all your Home Page isn’t necessarily going to be the page your reader lands on. A simple banner across the top of all your pages announcing your UVP will do the trick.