Words play a fundamental part in the online sales process; whether you like it or not, the words you’ve uploaded to your website or e-store are having an impact on your sales. Yikes! Here’s what to look out for if you’re worried your copy and content is preventing parents from clicking ‘buy now’:
1. You’re not using their language
If you’re not a pro writer and you don’t have a background in marketing, you can be forgiven for writing from the heart with little thought for your reader. ‘Winging it’ is common practice for start-ups and brands that want to keep things cheap. But if you want to boost sales you need to get specific with the words you use. What language do the parents you target speak? Do they like to keep things simple and playful? Or are they looking for knowledge and reassurance that needs a more authoritative tone?
If you’re not positioning your website copy and blog content with their specific needs and desires in mind, and tailoring your language around this, it’s likely you are not resonating with browsers enough for them to want to make a purchase.
2. You’re not attracting them with SEO
Oh SEO… Yuck yuck yuck. I know you don’t like it but unfortunately search engine optimisation is one of the most powerful strategies to get parents to your website and buy! The right SEO means the right sort of traffic, the right sort of traffic means the right sort of customers, the right sort of customers means the right sort of interactions, and the right sort of interactions means… the right sort of profits!
How to improve your SEO? Use relevant keywords and phrases in your web copy and blog content and meta data, and focus on building quality back-links by making your content quality, relevant stuff, that people will want to share.
3. You’re not answering their questions
We all ask questions before we buy. Many of these questions are subconscious. How much does this cost? Is it good value for money? Can it be trusted? Will it last? If our questions aren’t answered through the copy we read, our confidence won’t build enough to feel comfortable making a purchase. You know how it is, as parents, we don’t spend as frivolously as we once did. We still love to spend (especially on the little people we adore) but we do want to know our money is being spent well! Make sure you are using your web copy to answer questions and gain trust.
4. You’re not telling them what to do next
- Click to find out more
- Read now
- Leave a comment
- Follow us on social media
- Buy now
5. You’re not building their trust first
6. You’re not standing out from the crowd
- Getting clear on your messaging
- Developing a style/tone that’s ‘you’
- Using unique product descriptions
- Telling your story
Are you guilty of any of these areas when it comes to your business web copy? Head over to Instagram and let me know which tip was most helpful.