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Conversion Killers in Your Copy—3 Tips to Overcome Them

conversion killers, web copy, sales

Think back to the time when you bought your first car. You probably walked eagerly to the dealership and drooled at the mouth contemplating which car on the lot would be yours.

You knew what you wanted, but the question was, would you get it.

A dealer met you on the lot and said things like, “Oh, this is your first time buying a car, eh? Well, I’ll make sure you get exactly what you’re looking for.”

The only problem is, he didn’t.

In fact, he did exactly the opposite. He hooked you up with a Junker that your parents approved of but you couldn’t stand to drive. You knew right there and then that you would never trust another car salesman again.

While this is an extreme case, it shows what happens when you have a negative experience with someone in the sales industry.

And it happens to all of us. We lose trust, and build up resilience to the false claims and smooth talk that flows effortlessly from those who are clearly only in it for the money.

Unfortunately, this ‘resilience’ can translate into paranoia over time. The more negative experiences we have, the more distrustful we become.

Fear of Being Fooled

The fear of being fooled by a salesperson is very real indeed, and it can play a pivotal role in killing any chance of conversion for your business. Unfortunately, these conversion killers in web copy are more than prevalent in most small business websites.

You can make all kinds of claims, but the reality is if you can’t provide some sort of evidence, you aren’t likely to win people over. Your audience doesn’t want to be a fool, and they will play it safe by choosing not to make a purchase.

3 Tips to Fight Back Against Conversion Killers

Fortunately, there are ways to move people past their fears and distrust.

1. Provide High Value Content

The more powerful and understandable your content is, the better your chances are of converting.

Don’t just post one article that contains high value content and leave it at that. Be consistent, and fill your website with valuable information that persuades your readers to take action. You may even need to hire a professional writer to keep up with the web copy on your site. Do what it takes to build credibility. It’s an investment that will pay off.

2. Build Trust

Most people mistakenly put design above content when building a website. However, your web copy has a powerful influence on your audience.

Make sure to add sections where your picture is clearly visible, where your contact information is available, and place plenty of reasonable calls-to-action. You can also add a FAQ section where you respond in your own words to questions and concerns your customers might have.

The goal is to build trust by letting people know you are a real person.

3. Put Your Customers First and Demonstrate Value

Proving you are trustworthy isn’t easy, but if you put your customer’s needs front and center, you have a better chance of succeeding.

Focus on what they want to know when they arrive at your website. Ask yourself what type of web copy you need to touch their hearts. Demonstrate the value you offer through consistency and commitment, and you’ll defeat conversion killers once and for all.

If you’ve scanned through plenty of sites looking for the best Austin writers for your web copy, I understand the struggle. I help small businesses achieve high value content that converts through powerful blog posts, articles, and of course web copy. I’d love to chat with you about how to improve your sales. Contact me here and we can start brainstorming on how to expand your website’s conversions!

The Ultimate Guide to Writing Killer Blog Posts!

Have you ever read a blog post that was almost impossible to get through because it was sooo boring? Did it matter to you that the author was an expert on the topic discussed? Probably not.

Now think back to a blog post that sucked you in from the first sentence. One that you couldn’t wait to follow all the way down the page. What was different about it? Was it the way it made you feel?

The best blog posts tell a story, provide valuable information, and make you want to read them from start to finish. If you’re ready to take you content from less than to killer, then you need this blog post in your life. Let’s get started!

Preparing to Write

  • Find Your Audience

You can’t write anything worth reading unless you are familiar with your audience. Writing a blog post requires you to connect with your audience and understand their needs, desires, and fears. Get inside their head and contemplate what they want to know before you so much as type a word in a word docx.

For example, if you sell golf products, the last thing you want to write about is beauty cosmetics. Refining your audience further, you may want to target men in the age range of 40-60 in your writing.

See the pattern?

The goal is to find your audience, refine them, and then find out what they like. Then and ONLY then can you write for them.

  • Clearly Define Your Topic

What if I started this post out talking about how to create a blog and went off to talk about the new iWatch from Apple? Sure, maybe you’d have been down for that, but that’s not the point. As a writer, I should know the importance of staying on topic, and my writing should reflect that. The same can be said about your blog writing. Get a topic and stick with it. Deviating will confuse readers and reduce any possibility of growing traffic.

  • Suck Them in with a Badass Title

Nothing gets people to click on your blog like a kickass title. When writing your blog title, ask yourself, would this draw me in to start reading? If the answer is, “meh” then you might want to reconsider it. A kickass title should be original, thought provoking, and a tad bit mysterious.

  • Focus on Quality

No matter how amazing the title of your blog is, however, if the content is poorly written, researched and tied together then your efforts were in vain. Quality content is hard to find on the internet, which is why Google puts it on a pedestal. The higher quality you offer, the more traffic you’ll get. That’s a fact.

Remember, your readers are there for information, preferably information they can’t find anywhere else, or at the very least a fresh perspective. Offering quality content in a unique format and from a professional perspective is essential if you want to write a top-notch blog post.

  • Get Busy Reading

Before you put finger to keyboard, do your research. Every good journalist knows you have to do research to write a quality piece. While that might not mean you interview top professionals in the industry, it does mean you have to get busy reading.

Stephen King said it best, “If you want to be a writer, you must do two things above all others: read a lot and write a lot.”

There is no shortcut. Write a lot and read a lot, and you’ll see your readership grow. I guarantee it.


Choose Your Style/Technique

  • Make it Scannable

Readers love white space. They simply don’t have all day to read your clunky paragraphs, and there’s a good chance they will click away if you’re determined to write that way. For better results, space your content out with bullets and plenty of headings.

  • Get to the Point

Posts averaging around 500 words are ideal, longer than that, and they tend to ramble. Use short paragraphs, and state your point clearly in the first paragraph or two.

  • Opt for Lists—If Your Topic Calls for Them

Use lists whenever possible. This doesn’t necessarily mean numbered list, but anything that generates quick and easy facts for readers is ideal. This ties back into my previous point regarding kickass titles. If you can make it a numbered or list style blog, you’ll get serious traffic.

  • Offer A Fresh Take

Let’s face it, there is nothing new on the internet. But that doesn’t mean you can’t offer a fresh perspective. You are a unique person, after all, so surely you have a unique take. Use it to your advantage to make your content standout.

  • Use Images

Consider this fact: articles and blogs with images receive 94% more total views than those without. Use images to help tell your story and breathe life into your ideas by spacing them throughout the content.

Start Writing

  • Pay Attention to Grammar, but Not Too Much

You can’t get anywhere with your blog until you start writing, so don’t hesitate to unravel your ideas on to the white space of a word doc even if your grammar sucks. The English language is complicated, and by and large, your audience won’t notice a slip up or two. Relax and start writing.

  • Be Consistent

Once you start a blog it is critical that you stick with it. Once you build a following you have to keep them happy by churning out more of your stellar content on a consistent basis. In the beginning, posting once a week is sufficient, but as your readership grows they will likely expect new content daily. Keep them satisfied and stick with it. It’s totally worth it!

I truly hope these tips for writing a blog post bring you more traffic and inspire you to put your thoughts onto the page. You never know how thrilling posting content can be until you do it, so get started today!







5 Tips For Better SEO Articles

SEO Tips If you own a small business, you’re likely familiar with the term “SEO” (Search Engine Optimization). Web designers and marketing experts push SEO on their clients like nobody’s business. But what is SEO, and how does it affect your business in the long-term?

In short, SEO is one of the keys to getting noticed on the web. A website without SEO is like Siri. It doesn’t make any sense and doesn’t produce the results you want.

As a writer, SEO is one of my best friends. It enables me to drive traffic to my blog and gives me a reason to keep hammering away on the keyboard. As a copywriter I find that it holds a unique power to captivate the search engines, and if done correctly it can generate sales and even build an audience.

If you are interested in SEO articles or want a better understanding of the structure that defines well-written web content, then check out my 5 tips for better SEO articles down below.

Tip 1. Use the Proper Length—What’s the Right Word Count?

Ah yes, the proverbial “word-count.” Not only does word count matter to people who purchase articles from writers, but it is also crucial in the eyes of search engines. Articles that are too short—did someone order 150 words of subpar content—don’t hold any value to readers and are often shunned by Google. On the other hand, 2,000 word blog posts aren’t going to hold anyone’s attention long enough to be worth the time they took to churn out.

So what’s the happy medium? The answer is: there is no answer. Focus on quality over word count and avoid “fluffed” up articles that don’t say much of anything. I typically recommend anywhere from 300-500 words of high quality content for regular posting and longer articles for niche topics, but in the end word count should be based on the topic and the audience in question.

Tip 2. Choose the Right Keywords

What is SEO content without keywords? Choosing the right keywords is essential if you want to rank for your niche. For example, if you’re selling golf products, you’ll want to base your keywords around the word “golf.” Locally based keywords are also incredibly important as they position your business on the front lines when searched for in Google. So, if your golf business was based in Orlando, Florida you could use the keyword phrase “best golf accessories in Orlando Florida” or “golf store in Orlando” to rank higher when someone searches for those terms.

Check out Google Analytics and their keyword search tool for more information.

Tip 3. Understand Your Audience

As I briefly mentioned earlier, your audience should drive the content of your articles. Putting up content just for the sake of ranking high in Google’s results isn’t going to produce sustainable results. When visitors arrive on your website they are looking for something. Whether it’s an answer to a question or information about a certain topic, it’s your job to provide them with what their looking for. Take a long hard look at the value of your content and align it with what your audience wants before clicking the “submit” button.

Tip 4. Use Headlines & Subheadings

Gone are the days when people read every sentence of an article. Today, readers skim through information to get the answer they want. By using headlines and subheadings (and inserting keywords where possible) you stand a better chance of getting readers to slow down and read your content. This reduces your bounce rate and contributes to better SEO on your site.

Tip 5. Hire a Professional for Professional Results!

A professional writer who is skilled in SEO work can not only craft a well-written piece of content, but will also help you get noticed by Google. They will choose the right keywords and expertly knit them into your article naturally.

If you are looking for an SEO writer then look no further than yours truly. Head over to my “get a quote” page and let’s talk SEO.

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