Is your website copy not generating the results you’re after? You might have a beautiful website design, but if your website copy is not compelling, you might be missing out on clients. Many Melbourne businesses struggle with creating effective website copy that helps convert leads into customers.

Having a well-designed website is great, but if you don’t have quality content to match, then you aren't getting the most out of your business, and aren’t using your website to its full potential.

This is where persuasive website writing can really make a difference.

Let's look at the key components you need to have in your website content strategy, so it can do its job of generating website leads for your business.

In this guide, we will take a look at each part of the process so you can clearly understand how to craft high-converting website copy that will turn website visitors into leads.

Step-by-Step Guide to Writing Copy That Converts

Here are some simple steps to make the most of your website, with the perfect content that will increase online sales:

Step 1: Define Your Target Audience

Before you start to write, you need to be clear on who you are speaking to. Knowing who your target audience is vital, before putting pen to paper, or fingers to the keyboard! This will ensure your persuasive website writing hits the right points with the right people.

Think about who your ideal client is.

What problems are you solving for them?

What do they do?

By knowing these questions, you will be able to tailor your website content to attract them directly and ensure you are writing with them in mind. This research will allow you to understand how to make the best approach, so you can turn visitors into loyal clients.

Step 2: Highlight the Benefits over Features

Instead of telling a client your product or service has a list of features, let them know the benefit of that service. Don’t just focus on what you do, but focus on how you are helping your client.

To create high-converting website copy, you should use benefit-driven writing to tell a potential client how you are going to be fixing their problem.

• For example, instead of just saying you “build websites”, say “We build professional, beautiful websites to generate leads for your business”. The difference with showing benefits shows your ideal client what they stand to gain, helping you get more business from the Melbourne market.

Step 3: Use Clear and Concise Language

Don't confuse the reader with language that makes no sense, be clear on the value you are offering. You need to ensure that the language you are using is easy-to-read website copy, and jargon free, so anyone can understand. Clear and concise language is very important for readability and website user experience, but also to allow Google to understand the key points you are making. Having clear and concise writing helps with improving readability, but also helps Google understand what your business is all about. This will also improve the user experience, ensuring that your copy is easy-to-read website copy. Making sure all key points are easy for your clients will also help boost website conversion.

• Avoid overly complex sentences, or technical language that makes no sense. Keep it simple, and easy to understand, so it will be readable for all clients that may visit your website. This is a key step when writing for websites.

Step 4: What’s In It For The Website Visitor?

Potential clients need to know “what’s in it for them” before they take any further action, so be direct. This is all about ensuring your website visitor understands the value you are providing and clearly shows the benefits you are bringing.

People are visiting your site as they have a problem, so show them clearly how you are going to fix that problem!

Do not make the user have to guess why they should contact you.

Be upfront about the problem you're solving, what value they will get, and ensure you don't ‘beat around the bush’.

What can a potential client hope to gain by choosing your products and services?

Use clear, simple, and direct language when describing the benefits for your ideal client, so that they are ready to choose you over your competitors!

Step 5: Write Strong Calls to Actions (CTAs)

Each page should have a reason for existing, and will usually include a call-to-action copy. What do you want the visitor to do when they get to the page? Do you want them to book a call, fill out a form, or send an email?

You need to guide the reader to where they should be, which will result in the best user journey, and increased leads. Your CTAs should be strong, persuasive and use action-oriented language, like “Contact Us Now” or “Download Your Free Guide” to show the visitor the next step.

Effective call-to-action copy will guide the user and will result in higher conversions to your business.

• Having well-written CTAs will make a difference to the number of conversions on your website.

Step 6: Focus on SEO Keywords

Ensure your SEO keywords are worked into your website naturally. This is vital for the success of your website. Research what phrases your ideal client will be typing into Google, and be sure to include them on your website in an organic and natural way.

Knowing the right words to use will ensure you are ranking higher in the search engines, when your clients search for them. Make sure you keep them natural for a positive website user experience.

• However, you don’t want to ‘stuff’ keywords into your copy, you need to ensure that they fit in with the flow of your content and make sense. This approach will be more effective and allow for your website copy to shine, while not being penalized by Google.

Step 7: Prioritise the User Experience

What is the user going to see when they get to the page? Is it hard to read, and what can be done to fix it? You need to always be considering the user, and what the experience will be for them, if they have gotten to this page. How easy will it be for them to move through the page, and what is their first impression of your website and services. You also need to ensure that you consider website accessibility so the content is easy to access and engage with. The user experience is key, so that you are getting more clients from your Melbourne market.

• You need to use relevant headings and subheadings, as well as an overall clear layout so the reader knows what to expect on the page. This breaks up the page so it is not just a 'wall of text' and allows for an easy reading experience and for Google to be able to easily see what you’re talking about in each area.

Step 8: Proofread and Edit Your Work

You need to read your content carefully! Typos or bad grammar is an absolute no-go for websites as it looks unprofessional and shows that not enough time or care has been taken in presenting the website and creating your content. This can give an impression that your products and services also reflect the same standard, therefore putting clients off. 

Businesses in Melbourne always need to be seen as professional, to help them establish themselves in the area.

• Ensure to use tools like Grammarly to check that all copy is free from grammatical or spelling errors.

Conclusion

Your website copy is vital to your success, so you need to make sure that it’s good to go! With these simple tips, you can start making changes to your content, to make a huge difference to your leads and clients, and will give you more results from your website.

Having compelling website content is key and will allow you to generate more leads for your Melbourne-based businesses.

Ready to take your website copy to the next level and boost website conversions? Give us a call on 0450 616 000, or send us an email.