Convert Readers into Buyers with These 5 Copywriting Tips

Convert Readers into Buyers with These 5 Copywriting Tips

If your website’s traffic is not converting readers into buyers, your copy is likely to blame.

You may be trying too hard to sell. Prospective customers visit your website to see what you can do for them, not to read about why you think your product is the best. When you avoid overselling and instead offer readers valuable information, sales come naturally.

When you write anything that is intended to persuade a reader to take action, your credibility is critical. Here are some tips that will help you maintain your credibility and create inviting, persuasive copy.

  • Keep the lexicon human. Avoid jargon and buzzwords. Your service may truly be a paradigm-shifting solution, but if you want to generate interest in your product, use a concise, simple way to introduce it and explain how it can benefit the customer. You might not even realize that you are using insider lingo. If that’s likely, it’s a good idea to have an outsider edit the content for you.
  • Avoid unsubstantiated superlatives. Saying that your product is the greatest, or that your service is the most revolutionary, can cost rather than generate sales. Why? Because consumers, especially Internet users, are savvy. Internet users encounter the most amazing offer daily and can instantly spot exaggeration. Don’t damage your integrity by making outlandish claims; offer verifiable facts. Similarly, avoid an overexcited tone. Use exclamation points sparingly, if at all, and never use more than one at a time.
  • Don’t preach. Consumers do not like to be told what to do. Instead, enumerate the features and benefits of your product or service. Include any drawbacks so that customers can make up their own minds. Don’t use phrases like order now when you can instead persuasively and logically lead consumers to that decision. Use the imperative sparingly.
  • Provide a way for customers to ask questions. You may have thought that you had carefully explained everything in your copy and FAQs, but customers will inevitably have additional questions that you have not anticipated. Giving customers a way to ask questions (and receive prompt replies) can only help to increase sales.
  • Cut out fluff. Use descriptive adjectives, not generic words that are just filler and have little meaning. Overuse of words such as great, perfect, and high quality does nothing to help the customer and will add no value to your copy. Readers resent your wasting their time. Don’t burden your copy with meaningless text when carefully chosen words can tell your story concisely.

Following these simple tips can give you better results in converting readers to customers. By writing meaningful, inviting copy that informs and educates, you can improve readability and persuade the reader at the same time.

Web Done Write is a professional copywriting, editing and proofreading service specializing in website content.

Copyright © 2011 Web Done Write. All rights reserved.