When writing for the web, you want to get positive attention and prompt people to respond.  How do you write web copy that increases conversions (visitors taking the action you want)? Here are 5 elements you can start using in your blog posts and web pages now, to make them stronger tools for promoting your business and resonating with your target market.

1.  Know exactly who your target customer is and speaking directly to that person.  Your website isn’t for everybody. It’s for people at a certain place in work or life.  Speak to that situation and those needs, with your unique response.

Here is a funny and insightful video that makes clear why knowing your target market is a must  (thanks to Marcia Yudkin of Marketing for More for pointing this out.)

2.  Use plain language.  In his post 8 Tips for Selling with Social Media, Mike Schultz says: When some people gear up their bravery for outreach, they think, “I’m about to reach out to a big-time person. I need to seem big time too!”

Resist this temptation.  Techno-babble and stiff, bureaucratic writing are big problems. Many business owners seeking website help are publishing text at a post-graduate reading level.   But 8-9^th grade is best for speed-reading on the web.

Some businesses seem to favor bulky phrases like “optimizing net operating efficiency as your workflow solutions partner.” Likewise, using acronyms is not helpful, but common. This doesn’t sound or look impressive.  Big words obscure your value.  Be real: Simple obvious language exposes your ideas instead of obscuring them.  (Mike adds: “Don’t try to come off as the BMOC. “  I had to look that up: It means “Big Man On Campus” Did you know that already?)

3.  Work with the way people search.  Use the words your customer uses in key places in your content.  Search Engine Optimization is the industry phrase for placing search terms strategically so more target customers find you when searching.  Know the simple basics and use them.

Use keywords to help people searching to find you.  The basics: Give each page its own title; do not use the same title on other pages on your site.  Put the most important words (key words) at the very beginning of the title.  Create a description for your page, leading with your keywords for that page. Place a link to related content (yours or someone else’s) using another version of the key phrase you want to match when your people are searching.  If you don’t know how to control the Title, Description or link text on your page, take a basic course on Search Engine Optimization, or hire a webmaster who knows how to place your search terms effectively.  Thanks to Chris Elmore of Elmore e-business for this reminder

4.   Give clear leads (a Call to Action).  Tell people what you want them to do next.  In other words, include a Call to Action. In the famous book for business owners, Don’t Make Me Think, Steven Krug urges people to make your message and the action you want very plain to people.  If you want people to contact you for services, show them how do this in your marketing materials. Offer easy links to reach you in your newsletter, pdf, or author bio when guest posting.  Put “call to action” on your checklist!  Even seasoned pros forget to do this (I just read a newsletter without a single link to the author’s own website.)

5.  Use a professional quality site design: Your website has to be easy to use.  Your design has to make your content easy to understand at a glance.  Your contact information must be easy to find.  For every page, the title and description must be tagged correctly with HTML to work properly with search engines.  And the visual impression has to reflect well on your business.  Using a professionally designed and configured website will go a long way in attracting and connecting with potential customers.

Here is a checklist to help you look over a page quickly for core conversion content:

Checklist: 5 Elements for Writing Web Content for Better Conversions

1. Speak directly to the target customer (use “you”; describe the need; show the results of working with you;)
2. Use plain language (test your content in a reading-ease score tool)
3. Use good, basic search engine Optimization (Use your customer’s terms they use when seeking information.  Put them early in the Title, Description, and a link early in your opening text).
4. Tell people what to do next: reach out with your contact information and a call to action
5. Use a website designed with best practices for: (a) meaningful speed-reading and, (b) strong search engine results for your target keywords

By checking to include 5 simple ingredients, you improve the power of your website to promote your business.

And finally, her is the call to action:

Get 1 free idea to improve how your web page works for your target audience:

Email me your web page address and I’ll email you your personal free tip — one that you can act on right now.

Is this some kind of trick?  No.  There’s no catch.  You won’t get any sales pitch.  And I won’t even sign you up for any future messages (you have to sign yourself up).

The point is to show you how I can help you.  If you like what you see, the hope is you’ll contact me for more information about ways to help your business even more.

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