Websites need to look good. But more importantly, they need to sell what you offer to maximum effect. The number one way to drive stronger sales or leads through your website isn’t design or code, it’s copywriting. Good copywriting helps your site rank, and it nurtures your visitors through your sales funnel until they become buyers.
What’s the first step to quality website copywriting? A blank page. Starting with nothing more than the target keyword for your page, your customer persona and your product or service gives us the opportunity to articulate with maximum clarity the exact thoughts and ideas that need to get on your website page.
Once the initial ideas are down we need to structure them. Call outs, call to actions, squeeze funnels, sales drivers, lead nurturing sequences. There are a million ways to structure your content, each one talking to different priorities in your users mind.
Once the ideas are written and have been structured, they need to be fine-tuned ready to go to design. The outcomes of a fine-tune seem small. A 1% improvement here, a slightly lifted conversion rate there. But add these up and then multiply them across your entire website. You can be looking at some serious gains in your conversion and revenue run rates when you take a detailed approach to fine tuning.