As a conversion copywriter, I help my clients increase website conversions – this could mean getting more inquiries about a service, email newsletter subscribers, or sign-ups for an online course. If potential clients are scrolling on your site and taking any type of desired action, that counts as a conversion. 

When it comes to lead generation, especially with SEO, people often talk about “playing the long game” and being patient while your website works its magic for months on end. Luckily for you, I’m not patient at all, and I like to help my clients (and readers!) get more conversions quickly. One of the best feelings ever is knowing that your website copy is working on autopilot for you while it turns those casual readers into loyal fans. 

Let’s get into five things you can do right now to start increasing website conversions.

Thing #1. Point out the correlation between their pain & your services 

To do this, answer these questions in your copy:

• Why do they need to cross the bridge of choosing your services to solve their problems? 
• Why can’t they do it another way?
• Why haven’t they been able to solve their problems now? HINT: because they need your specific expertise & services to do so. 

Make them realize that they need your help & can’t do it on their own because these are the results they’ve been getting (the pain points you’ve pointed out) and the missing ingredient is YOUR unique process/still/methodology/expertise/collaboration/service. This is something that they can only get from you, which is why by the time they’re done reading your copy, they’ll be convinced that the only way to close the gap between where they are & where they want to be is to work with YOU!

Thing #2. Add relevant calls to action

Add short, straightforward, and simple CTAs throughout your website. Each CTA should make it clear about which conversion you want. Is it a sign-up? Tell them to sign up now. Is it a free download? Tell them to unlock the secrets! 

To increase website conversions, offer multiple ways for the website scroller to engage with you. On any given website page, you’ll likely have various CTAs that all relate to different desired conversions. For instance, my Services page has CTAs to contact me, book a session, learn more, and sign up for my email newsletter. 

Lastly, it can be helpful to make your CTAs urgent. This might mean simply adding the word “Now” or creating a longer, 1-sentence CTA such as “Limited spots available… don’t miss out!” However, not every CTA will be urgent – downloading a freebie or reading a blog article you wrote doesn’t require an urgent CTA, just a straightforward one. 

Thing #3. Make your copy sound more like your client 

Your potential client should resonate with your website copy. When you can, try to write in their voice, especially while talking about their problems or painting a picture of their dream scenario. 

But how can you figure out how your ideal clients talk?!

When I do market research for my copywriting clients, I do an in-depth investigation (stalk) of their target audience. This entails reading top competitors’ Yelp reviews, stalking them in Reddit groups, and browsing online spaces they hang out in. Do some investigating and I promise you’ll find some patterns in how they speak in no time. However, chances are, you were once in the shoes of your ideal client, so you may already have a great idea of how they speak. You can also just think back to past clients you’ve had & try to identify patterns!

Be specific in your copy – use common phrases, keywords, and industry jargon that your target audience not only understands, but uses. The more specific your copy, the more your client will relate. 

Thing #4. Prove to your client that you understand their problem

After all, we are trying to position you as the #1, go-to expert on their problem. 

This ties in with #3 – point out their problem(s) by speaking in the way they speak. You want them to read your website copy and think “Wow, that’s exactly what I’m going through.” Paint a vivid picture of not only their problem, but the symptoms of their problem. Sure, they may be struggling to maintain a steady income, but what are the symptoms of that struggle? Anxiety about paying medical bills? Missing sleep while staying up at night waiting for the next paycheck to drop, wondering if it’ll come in time? Paint a vivid picture for them so that they know you understand their symptoms & can empathize with them. 

Thing #4. Paint a vivid picture of your client’s dream situation AKA the transformation you provide

Once you paint a vivid picture of their problem, give them a glimpse into the transformation that they can only get from you. To show the importance & stark contrast of this transformation, paint a vivid picture of their dream situation right after painting a vivid picture of their struggles. They’ll notice the change and realize how much they want it.

So, what does your client want the most? Use vivid imagery to place them in the exact scenario they’ll be in after working with you. For instance, instead of saying “Say hello to a steady paycheck,” you could say something like, “Say goodbye to sleepless nights worrying about when your next paycheck will come in and hello to resting assured that your website is a lead generation machine that’s bringing you ideal clients in your sleep.”

Yes, this is the extremely long version of the transformation I provide my clients, sorry!

Still need help increasing conversions?

Here are some ways I can help you do exactly that: 

Get a free website audit from me
Schedule a strategy session
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