1 Simple Rule + 8 Copywriting Tips to Boost Your Web Copy Conversion
Make it about the customer, not your business.
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Are you struggling to convert your web traffic into paying customers? You're not alone. Many business owners pour time and money into attracting visitors to their website, only to see those visitors leave without engaging with the brand.
It's frustrating. You know your product or service has tremendous value to offer. But something is getting lost between your website copy and the visitor's decision to buy.
The culprit? Lackluster copywriting.
Show Your Customers You Care
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The key to effective copywriting lies in a simple but fundamental principle: human connection.
To strike a genuine connection, the copy needs to speak directly to the audience.
Cookie-cutter content is quick and easy to produce—especially now, with generative AI at our disposal. But therein lies the problem. Copy that’s generic and ‘salesy’ is less likely to connect with your target audience.
Research by McKinsey finds that “71% of consumers expect companies to deliver personalized interactions” and that companies excelling at personalization “generate 40% more revenue from those activities than average players.”
According to their study, consumers associate personalization with positive experiences of being made to feel special, such as when brands show they care about more than just the transaction.
Years ago when I was living in Glasgow, Scotland, I received a call from O2 (my mobile service provider at the time). I assumed they wanted to upsell me on a new service, but to my surprise, they were calling to suggest that I downgrade my plan!
Based on my usage history, they realised I was overpaying for my mobile service. They recommended a cheaper plan that delivered more value for my needs.
I’ll always remember that interaction—very few companies have shown they care about my actual needs over how much they can make from me.
No doubt this is the reason Zappos’ no-holds-barred customer service approach has made them such a phenomenal success—their longest customer call lasted for almost six hours!
When you go out of your way to show your customers you care—and prioritise delivering value first and foremost—you will stand out from the crowd.
As observed in the McKinsey report:
“Personalization is a force multiplier—and business necessity—one that more than 70 percent of consumers now consider a basic expectation. Organizations able to build and activate the capability at scale can put customer lifetime value on a new trajectory—driving double-digit revenue growth, superior retention, and richer, more nurturing long-term relationships.”
In our spammy digital age, the most effective way to cut through the noise is to stop selling and start connecting.
Focus on ‘You/Your’, Not ‘I/We/Our’
Make it about the customer, not your business.
One of the most common mistakes I’ve seen businesses make time and again in their web content is focusing on the ‘what’—their product/service features, processes, achievements, etc.—and not the ‘why’—how their product/service solves the customer’s problem, why the customer should choose them over their competitors, etc.
I get it. It’s difficult to stay objective when you’re writing about your business (I struggle with it too!). That’s why it helps to get an external perspective.
Hopefully, the following tips will help you put yourself in the customer’s shoes and write with their needs in mind.
8 Ways to Craft Customer-Focused Web Copy that Converts
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1. Use Conversational Language
Rather than using overly formal or complex language, web copy should be written for the average reader in friendly, clear, and concise language. If you can’t avoid jargon, it should be written in a self-explanatory way.
Unless you’re operating in a highly technical or niche industry, the best approach is to write for all audiences using inclusive, everyday language.
2. Speak to Your Audience’s Needs
Focus on your target audience’s problems and the solutions they’re looking for. Structure your web copy to address those specific needs as clearly as possible.
Instead of saying your product does X, Y, Z, reframe the copy to highlight the value or benefit your product is offering. Remember, focus on the why, not what.
When in doubt, ask yourself why the customer should care about what you’re saying. How does it benefit the reader?
3. Make It Clear What Your Business Does
Your ‘What We Do’ introduction or summary is one of the most important bits of copy on your homepage.
It’s surprising the number of websites that fail to communicate what exactly it is they do. Often it’s a result of overly technical or complex copy, but it boils down to an inward-looking (company-focused) approach as opposed to an outward-looking (customer-focused) approach.
To ascertain whether your web copy clearly conveys what your business is about, ask an external party for impartial feedback.
To craft a simple and clear introduction of what your business does, start by answering the following questions:
What problem(s) are you solving for your target audience?
How are you delivering value?
Why should customers choose you over your competitors?
4. Make Your Content Easy to Scan
Writing short copy requires a lot more effort and skill than long paragraphs, but it’s one of the most effective ways to keep readers engaged.
When it comes to checking out websites, most of us scan web pages to filter out irrelevant information. The exception is when we’re reading blog content. For general browsing, dense paragraphs will cause readers to tune out quickly.
To keep your visitors engaged, create scannable web content with short sentences and paragraphs, sub-headings, bullet points, and plenty of breathing space in between.
5. Include Clear Calls to Action (CTAs)
Not including a clear call to action is a huge missed opportunity. Your web copy needs to guide the visitor to access the key information they’re looking for and prompt them to take action before leaving the site.
Whether it’s to sign up, buy now, book a demo, request a quote, or something else, the right CTA prompts will increase your conversion rates.
6. Cut the Fluff
It’s tempting to cram in as much information as you can, but remember that less is more. The more concise your web copy, the easier it is for readers to focus on your core message.
As mentioned earlier, your web copy needs to be scannable to keep readers engaged. This means getting the point across quickly and clearly. Trim excess words so your key points stand out.
7. Get Personal
Instead of the standard CTA copy such as ‘Read more’, ‘Book a call’, ‘Request a quote’ etc, make it personal. Draw the reader in with copy written from their perspective, e.g. ‘Sign me up!’, ‘Show me how’, ‘I need this!’.
Using questions in your copy also creates a more interactive reading experience, for example ‘Do you struggle with X, Y, Z?’ or ‘How can we help?’. Above all, focus on ‘you/your’ rather than ‘I/we/our’. It’s a simple shift in perspective that makes a huge difference.
8. Focus on Content Accessibility
Make it easy for readers to locate the information they’re looking for.
Keep it simple. Don’t make readers go through several steps if one click will do.
Have a clear content structure on the homepage that guides the reader through the different sections of the website with links for easy access.
Insert hyperlinks with meaningful link text so readers can easily access supporting or additional information.
Have a clean and modern web design and layout to optimise the reader experience.
Make sure your website is mobile-optimised for all devices—over 50% of website traffic comes from mobile devices these days.
Turn Your Web Visitors into Loyal Fans: Make It About Them
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The path to converting your web visitors into paying customers begins with forging genuine human connections through your content.
Stop selling and start connecting. Get to know your audience, understand their pain points, and show how your product or service makes their lives better.
Craft web copy that speaks directly to your customers in a friendly, conversational tone.
Make it about their needs and not your offerings.
Guide them towards taking action by being clear about the value you provide.
It takes effort to continually improve your web content, but the rewards are worth it. Visitors who feel seen, heard, and cared for are much more likely to become loyal, raving fans.
Don't settle for mediocre copy that blends into the background. Stand out by connecting with your readers in a meaningful way. Show them you're a business that prioritises people over profits.
The companies thriving today are the ones embracing this human-centric approach. Will you be one of them?
Start crafting web copy that forges authentic connections, and watch your traffic transform into sales.
Need a fresh pair of eyes to audit your web copy and suggest improvements? Let’s talk!
