If you're getting a ton of traffic to your website and not a lot of it is converting into sales, here are 12 tips to help you convert visitors into buyers with killer website copywriting.
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Getting traffic to your website is only half the battle—if you don't manage to convert this website traffic into sales, you'll miss out on potential revenue and business growth. Your copy needs to do more than just attract website visitors–it must guide them to take action and become paying customers.
In this article, I'll share 12 tips to help you write website copy that not only grabs attention but also persuades visitors to hit that "Buy Now" button, subscribe to your service, or take the next step in their customer journey.
Ready? Let’s dive into how you can turn traffic into conversions with copy that speaks directly to your audience’s needs and desires.
12 Tips to Convert Visitors into Buyers with Your Website Copy
So, what's a healthy conversion rate? It will depend on many factors, such as your industry, target audience, the complexity of your product or service, and what stage of awareness your website visitors are on when they visit your site. A casual visitor who's just browsing may not really be your prospective customer, so naturally, they won't convert. However, a potential client who's already looking for services or products like yours is more likely to convert right away.
For e-commerce, a typical conversion rate hovers around 2-5%, while service-based businesses might expect a different range. But regardless of benchmarks, the goal is to constantly improve your own performance.
However, regardless of how you get traffic to your website and whether your website visitor already knows you or not, there are proven strategies to increase your website conversion rate. And the good news? Most of these come down to how you craft and structure your website copy.
Here are 12 tips to convert visitors into buyers with your website copy.
1. Hook Them Right Away
If you're a least a little bit involved in digital marketing, you've probably heard it a thousand times, but the hook is the most important piece of text on your website. If you lose your website visitors at the hook, they won't read the rest of your copy. In fact, statistics say that only 20% of website visitors stay to read past the headline—even if it's a good one (now, imagine if it's a bad one).
So, what does this mean for you? It means you need to capture attention instantly. Think of your hook as the bait on a fishing line; if it's not enticing enough, no one's going to bite. Whether you’re selling a product, promoting a service, or sharing a blog post, your first sentence should spark curiosity and make your audience want to dive deeper.
Here’s a little trick:
Start with a question or a bold statement that resonates with your audience's pain points or aspirations. For example, instead of saying, "We offer the best fitness programs," try something like, "Tired of wasting hours at the gym without results?" That immediately speaks to the frustration many people have.
💡 If you'd like to learn how to write headlines that convert, check out this article.
2. Use Their Language
Think about the people in your life. Surely, you don't use the same language when you speak to your boss as when you speak to your friend. You adapt the way you express yourself to fit your audience, right?
The same principle applies to your website copy. Using your audience’s language is crucial for building rapport and making your message resonate. When they read your content, it should feel like a conversation with a friend rather than a lecture from a distant authority.
For example, instead of saying, “Our innovative solutions will optimize your operational efficiency,” try, “We help you work smarter, not harder.” The latter is not only simpler but also directly speaks to the desire for ease and effectiveness.
3. Understand Their Personality
Just like you wouldn’t approach a shy friend the same way you would a bold extrovert, your copy should reflect the varying personalities of your potential customer groups. Different types of people respond to different styles of communication, so it’s essential to know who you’re speaking to.
Taking the time to understand personality types can dramatically impact the effectiveness of your copy. For instance, analytical thinkers often appreciate detailed data and logical reasoning, while more emotional buyers are swayed by storytelling and personal connections. Knowing these nuances allows you to tailor your message appropriately.
To gauge your audience’s personality, create detailed buyer personas. Use surveys, interviews, and social media insights to gather information about their motivations, challenges, and values.
The twelve Jungian Brand Archetypes can also help you categorize your audience into distinct personality types. For instance, the Hero archetype resonates with those seeking personal growth, while the Caregiver appeals to nurturing and supportive qualities. But that's an article for another time.
4. Speak to Their Emotional Triggers
It's not about manipulating them into making decisions under emotional pressure. That's not ethical, and even though many famous copywriters and marketers who teach persuasion may advocate for this approach, it shouldn’t be done. The times have changed, and now, consumers are smarter—they can smell emotional manipulation a mile away.
But using emotional triggers in your copy is still incredibly powerful when done authentically. Emotions drive decisions, often more than logic ever will.
To evoke these feelings, I like to use relatable stories and sensory language. So, for instance, instead of saying, “Our product is effective,” I might say, “Imagine the relief of finally overcoming [issue the product targets].” This helps the reader visualize the solution and feel the associated emotions.
Tapping into shared experiences can also strengthen connections. For instance, if my audience struggles with work-life balance, I might say, “We’ve all been there—juggling deadlines while missing precious family moments.” This shows empathy and builds rapport.
5. Don't Overcomplicate Your Copy
One of the biggest mistakes I see businesses make is trying too hard to sound “professional,” which often leads to copy that’s unrelatable and difficult to read. Overusing industry jargon and fancy words can alienate your audience. Even if they understand the terms, they may feel disconnected from your message.
Clarity should always be your goal in copywriting. Simplicity doesn’t mean you’re unprofessional; it means you’re making your message accessible.
However, this will largely depend on your audience. For instance, if you're a tech company that targets IT programmers, using programming jargon won't be a problem–they understand it because they're trained in it.
When in doubt, ask yourself, “Is this the simplest way to express my point?” If it’s not, it’s time to simplify. Your readers will appreciate it, and you’ll likely see better engagement and conversions.
6. Lead with the Frustration
Although I don’t always like to lead with frustration, I’ve found that it often boosts my conversion rates. Our brains are wired to respond more strongly to negative feelings than to positive ones. Think about it: how often have you felt more compelled to hit the gym because you were frustrated with your fitness level rather than motivated by a vision of being fit?
Leading with your ideal client's main frustration can be a powerful strategy. It shows you understand their pain points and are ready to offer a solution. For instance, instead of starting with, “Imagine feeling energized and confident,” try, “Tired of feeling sluggish and out of shape?” The latter directly addresses their discomfort, compelling them to read on for a solution.
By leading with frustration, you create an emotional connection that can turn visitors into buyers. Once you’ve acknowledged their pain, you can pivot to how your product or service can help alleviate it, transforming their frustration into a positive outcome.
7. Use Action-Oriented Language
Speaking directly to your ideal client with "you" and action-oriented language creates urgency and fosters connection. This approach makes your audience feel personally addressed, drawing them into your message.
Action verbs like "get," "discover," or "unlock" prompt immediate action. For instance, “Get your free trial today” encourages readers to act right away.
Dynamic verbs such as "boost," "transform," and "achieve" inject energy and highlight positive outcomes. So, instead of saying, “We can help you improve your productivity,” try using more action-oriented and dynamic language like, “Watch your goals become reality.”
8. Take Advantage of Power Words
In copywriting, "power words" are words that have been proven to evoke strong emotional responses and drive action. These words carry a weight that resonates with readers, compelling them to engage with your message. When used effectively, power words can transform mundane copy into something captivating and persuasive.
For instance, words like “exclusive,” “guaranteed,” and “proven” instill a sense of trust and urgency. Phrases like “limited time offer” create a fear of missing out (FOMO), prompting readers to act quickly. On the other hand, words like “free,” “bonus,” and “secret” add a layer of value, making your offer more enticing.
9. Incorporate Storytelling Elements
We all love stories. That's why, we often end up glued to our screens binging Netflix series when we should be doing our laundry instead. The way stories are told captivates us, drawing us in and making us emotionally invested.
Incorporating storytelling elements into your copy can significantly enhance its impact. Instead of merely listing features, share a narrative that shows how your product or service solves a problem.
For example, rather than saying, “Our software increases efficiency,” tell the story of a customer who transformed their business with your tool. This relatable context makes benefits feel tangible.
10. Make Your Copy Scannable
When was the last time you visited a company's website and read the whole thing? The answer is probably never—and you aren't alone. Statistics show that 79% of people don’t read website copy. Instead, they skim it quickly.
To ensure you don’t lose these skimmers, you must make the information you want them to read easily digestible. Here are some formatting techniques you can use to make your copy skimmable:
Headings and subheadings: Break your content into sections with clear headings and subheadings. This helps guide readers to the information they need quickly.
Bullet points and lists: Present key points in bullet lists. This format is visually appealing and makes it easy for readers to grasp important details at a glance.
Short paragraphs: Keep paragraphs short—ideally, two to three sentences. Large blocks of text can be intimidating and discourage readers from engaging.
Bold and italics: Use bold text to emphasize crucial information and italics for added clarity or emphasis. This helps important points stand out.
Images and whitespace: Incorporate images and ensure there’s plenty of whitespace on the page. This breaks up the text and makes the content more inviting.
By making your copy scannable, you cater to the way most people consume information online. This increases the chances that your audience will engage with your message and, ultimately, convert into buyers.
Remember, if readers can’t quickly find what they’re looking for, they’re likely to click away. So, design your content with skimmers in mind.
11. Use Calls-to-Benefit Instead of Calls-to-Action
When crafting your website copy, you might be familiar with the standard call-to-action (CTA) phrases like “Buy Now” or “Sign Up Today.” While these are effective to some extent, using calls-to-benefit (CTB) can be even more impactful. Instead of merely prompting an action, you highlight the advantages that come with taking that action.
Calls-to-benefit communicate what your audience stands to gain, creating a stronger incentive to engage. For instance, instead of saying, “Sign up for our newsletter,” try “Join our community for exclusive tips that will boost your productivity.”
This approach not only tells them what to do but also clearly outlines the benefits of doing it.
12. Analyze Visitor Behavior
A good way to increase your conversion rate optimization is also to analyze your visitor behavior when they're on your site. What do they click first? How much time do they spend on your site? How much time do they spend on each page? How far down do they scroll? Understanding this data can reveal where your copy is resonating—or where it’s falling flat.
Tools like heat maps and session recordings can give you deep insights into which parts of your site draw attention and which areas are causing drop-offs. If you notice visitors consistently abandoning their carts or leaving after reaching a certain section, you can make targeted adjustments to optimize that part of your site.
For instance, if a key call-to-action isn’t being clicked, try repositioning it or making it more benefit-focused. If visitors are spending time on your product descriptions but not converting, rework the copy to better address their pain points or highlight benefits more clearly.
Understanding how prospective customers interact with your site can help you improve their user experience and ensure that they get exactly what they want from it.
Ready to Turn Browsers into Buyers?
Now that you’ve got these 11 tips in your back pocket, it’s time to put them to work. Whether it’s reworking your headlines to hook your audience or crafting a story that resonates with your visitors, your website copy can be the difference between someone who clicks away and someone who clicks “Buy.”
Remember, great copy doesn’t just inform—it persuades, engages, and builds trust. It speaks your audience’s language and shows them the value of your product or service in a way that feels personal. So, take a deep breath, revisit your website, and start making those small but powerful tweaks.
Your visitors are already on your site—now it’s time to convert them into loyal buyers.
And if you need some help to write copy that converts, I'm your girl. After all, I’m not just a wordsmith. I’m a conversion copywriter who knows how to make your copy actually convert. Learn more about my copywriting services HERE.
If you’re looking for more helpful articles about copywriting and content marketing, check out my blog and my most popular posts.
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