Why Your Website Copy Is Not Converting

It's frustrating!!! You spend tons of money and time creating your website only to get disappointing results with conversion. Sucks right? What if tweaking your website copy slightly is just what you need to get sales through the roof. Beyond your social media platforms, your website is the first portfolio for your business. It sells your story and draws your audience closer to you.

To understand why your website copy flops in conversion? You just need to keep reading.

You are targeting the wrong audience

Yes, you may have a compelling copy to sell your business, but who are you selling that message to? Before writing your website copy, identify who exactly your target market is. Knowing your audience makes it even easier to craft a message that is suited to their needs because, after all, you are speaking to them alone.

Writing a copy for your target market also means researching who needs your products or services, where to find them, their buying persona, etc. When you know your audience, you will become intentional about selling your message to people who are actually interested in what you sell.

You are not selling value

Ever heard the statement that people buy from those who understand them? Yes, that's right. Customers are much more interested in what they get from you than what you want from them. Ensure your copy offers solutions to their needs to grab your audience's attention.

Businesses often spend too much time talking about "me, me, me", but who cares about you? Focus on providing value by giving the customer exactly what they want–results for their pain points. Customers will not blink, offering you thousands of dollars just to get those results.

Too many technicalities

Getting caught up in an industry, you are so well vexed in when writing your website copy is easy. Because of your higher knowledge about the industry, you may quickly assume everyone scrolling through your website automatically should understand the jargon and grammar associated with that market. That is where you lose your customers.

When a visitor lands on your page and begins to read multiple jargons they have to google to understand, you will lose market immediately. To keep customers interested in scrolling to make a purchase on your website, consider writing your copy in plain language that can be understood even by a fourth grader.

No clear CTA

Your Call To Action (CTA) button should be clearly stated and visible to visitors at all times. I have seen some websites that show multiple CTAs performing different actions under one section. For instance, in one sentence, a page will display CTAs like 'Buy now' and 'Learn more'. At that point, do you wish the customer buys first or learns first? Remember, one action will lead the customer to a different page, and they may not return.

Your CTA shouldn't turn your visitors away without making a purchase, even with a killer copy. Always give a clear CTA that will lead to the desired response you seek.

Your copy is not straight to the point

Seeing a website with so much information to share on many topics can sometimes get confusing, not being sure what the business is selling. Having a lot to say is fine, but you must section the copy in a way that sells one idea at a time. You are selling a business, not writing a journal.

Multiple navigation bars on your website may look fancy. Still, your conversion rate will remain at the low point without a direct message on what actions your visitors should take. To get conversion through your website, be specific on what you are selling, why your target market needs it, and where they can get it easily. With these simple steps, you will get your visitors from the viewing stage to the purchasing stage in minutes.

Afterthoughts

Your website is a powerful tool in your overall marketing strategy. To rise above your competitors and convert more visitors into paying clients, create a persuasive copy with an easy-to-navigate user experience. Remember that customers will buy from you if you give them value. If you are not providing value, it may be time to take a second look at your website copy.