Let me guess: your product is the best darn product out there right now for your target market, therefore, it makes that thing they do a bazillion times easier.
It gives them exactly what they need, better and faster than anything anyone else can offer. You’re convinced you’re onto a winner, and by all rights, you should be a billionaire by now. Except… there’s one tiny problem, your website copy not converting.
People are flocking to your website, sure. But when it comes to actually handing over their credit card details? Not so much. This is an example of website copy not converting.
Sound familiar? It looks like you have a conversion problem, my friend. But luckily for you, I’m here with some handy, practical tips to help you fix it.
Why Can’t I Seal the Deal?
There are a whole bunch of reasons why your customers’ journeys might be coming to a tragically premature end.
But in the vast majority of cases of website copy not converting, it usually boils down to one or more of these 5 factors:
- Your website copy focuses too much on you – and not enough on your customer.
- You aren’t guiding them towards a sale properly.
- You aren’t convincing them of your value.
- Something’s getting on their nerves.
- You’re attracting the wrong people.
Let’s dive in and explore each of these issues in turn.
Web Copy 101: 5 Common Conversion Problems
1. It’s All Me, Me, Me
Right, now for some real talk: no one buys your stuff because you want them to. They buy your stuff because THEY want to.
This means that you need to stop focussing on what you want them to do (i.e. make a purchase) and instead focus on why the heck they would want to make a purchase. You need to demonstrate that you really, deeply understand the problem that they face or the context that they’ll use your stuff in, and then demonstrate exactly how your product will make their lives better.
2. You’re Standing in Their Way
Ever been won over by a company’s spiel but so frustrated trying to figure out how to buy from them that you just give up and look somewhere else? Yeah, that’s one of the worst ways websites can shoot themselves in the foot.
I can’t stress enough how important it is to make the customer journey as easy and painless as possible, to stop your website copy not converting.
Once you’ve got someone thinking, hey, this is a good idea, you need to take the reins on guiding them towards a sale. That means clear calls-to-action, links to payment pages, easy-to-find contact information, and a logical progression from content showing how you fix a problem, to how they get on board.
3. You Aren’t Proving Your Value
What’s the one thing that makes you unique? This might be something that only your product can do, or it might be more to do with the personality of your company – your approachable team of experts, or the amazing quality of your aftercare support, for example.
This is what you need to highlight, to make it super clear what distinguishes you from your competitors. Without a convincing case for what makes you special, people will be tempted to keep trawling the internet, looking for a cheaper alternative, instead of biting the bullet.
(On which note, avoid making your USP “we’re the cheapest” – it undermines your value, encourages aggressive shopping around, and means someone can always undercut you!)
4. Your Site is Annoying
No matter how sparkling your copy, if your site is crammed with intrusive ads, covered with constant pop-ups, awkward to navigate, stuffed with industry jargon, or littered with spelling and grammatical errors that question your professionalism, visitors will bounce off your site faster than a kangaroo on a trampoline.
5. You’re Bringing the Wrong Crowd
Sure, you might attract squillions of visitors to your site, but if they aren’t the kind of people who are genuinely going to buy your stuff, that’s not going to do you a whole lot of good.
If you suspect that this is your problem, you need to take a good, hard look at your site analytics to figure out which search terms are bringing people to your site. Do these really reflect what you offer? Could you tweak your keywords to fit better with what your target market search for? Keep playing around with your copy and experimenting with SEO until you find your sweet spot. There’s always something you can do to prevent website copy not converting.