Content for your website 101

How to make copy convert

Copy needs to establish trust; no trust equals a quick move away from your site. Copy on your site needs to tell a story that gets people to a comfortable place and then they convert. Keep in mind they are already at your site because they have decided your url, advert, search rankings were worthy of a look. Now you need to turn a look into a hook. That means to take their motivations to be on your website and demonstrate how what you have matches their need.


In our case this is website and web promotion; these services improve clients’ online footprint, which leads to increased sales/income. However, they may have come to our website out of frustration with their present supplier, lack of credibility with other suppliers, and so on. So you need to be more aware than just hooking people into your products and services; your frustration-free approach, customer-centric methods, and beyond the call of duty service approach all have to be on show.


The client arrives at your website as an aware buyer but not yet an expert on your website, so some confusion can take place. Confusion is solved by clarity, so say what you do, how you do it, how well you do it, why people like what you do, and you are done. Don’t take risks with off-the-wall ideas unless you’re in the off-the-wall service supply market.


Your tone needs to be helpful, not a jargon geek to prove your know-how in your space. Not all clients are experts, and that is why they need you. Make sure your content expresses how you solve needs.


Keep it simple; your webpages have one job to do, which is to present your services in the aforesaid way. Go look at Shopify, or think back to the Ronseal advert and the catchphrase “it does exactly what it says on the tin”, 10-year weather-proof paint being an example of their labelling.


If your message is more complicated than a Shopify or Ronseal, that is fine – these can be spread out on the page – but the message should be consistent and build the case on why you should be used. Don’t count characters, make character count, is what copywriting guru Barry Feldman says. Check out Barry’s work for more tips on copy.


Keep in mind that the visitor is making an initial skim of your website, so they read the headlines or skip your content and go to contact info or forms.

Darren Revell


Please note I am Dyslexic, and in my form, I am blind to grammar, and sometimes I get my fors and fours, etc. backwards.  I am not stupid – in fact, my IQ and EQ are both quite high.  Please keep that in mind when you read my posts.  Thanks.