Your website copywriting is a very important part of your branding identity. It can mean the difference between a nonchalant visitor to your website and someone who becomes a customer. So, what exactly is good copy? Good copy is content that draws people in and converts to sales. High traffic is a good thing but if people are simply coming to your website but aren’t soliciting your services, it isn’t serving its purpose. Here are some tips on how you can create copywriting that generates sales and helps you grow your business.

Your website content should be leading people to a “call to action” which is anything that encourages your site visitors to do something other than simply browse your website. This can be something as simple as a “subscribe now” box, a link to a free e-book, or a direct purchase link.  A call to action mechanism also needs to come with a strategy on developing copywriting content that is engaging and encourages an interaction. For example, simply asking for an email address doesn’t provide much incentive for someone. However, a statement such as, “Subscribe now and get my free e-book that contains some free tips and tricks” gives an incentive and will therefore encourage an action.

A customer may not be fully invested in the product enough yet to make a purchase, but they may be willing to get a helpful template or some free advice. It’s ok if they don’t buy anything immediately but the fact that you have their email address gives you plenty of opportunity to convert them to a future customer.

“What’s in it for me” is the million-dollar question when creating content that converts. Your content needs to tell a complete story on how your offerings can improve their life. When creating your website content, adapt the mindset that it is about how you can help your customer and less about you making a sale.  Think about how you can help them make a transformation with your product or service. Examples of this are a healthier lifestyle, financial freedom, knowledge, and enjoyment, just to name a few. You can add a lot of fancy sales language that sounds good but unless your content clearly shows the benefit of your product or service, most people will simply browse and move on.

It’s also important to make sure your brand personality is consistently represented in your website content. If your brand personality is funny with a dash of sarcasm, then you need to consistently make sure that your content reflects that. Showing your brand personality is an advantage that will help you stand out from your competitors. Make sure you use it to its full capacity.

Lastly, remember to have fun and keep it simple. Your content doesn’t have to be wordy to be effective. Your goal should be to create content that can grab people’s attention within a few seconds and pique their interest right away.

Good copywriting that converts will prove to be one of your most important assets. A well-designed website is important, but the content is what can make the difference between a sale and a pass.