Even if you have the most amazing products and services advertised on your website, people probably won’t buy them without context. How do you establish context? Effective web copy. That’s right, writing plays a huge role in increasing conversions (i.e., actions you want your users to take) on your site. Whether it’s a limited-time offer, a sign-up form, a download, or even a sale, conversions are the most meaningful metric for tracking the successes and failures of your site, and they rely heavily on text.
To boost the effectiveness of your web copy, check out some of these tips:
Write bold, clear CTAs
A call to action is simply a statement that directs the user. “Subscribe”, “See How”, “Get Started”; these are all guiding statements. It’s important to be clear and concise with your CTA. Leave no questions in the user’s mind about what you want him to do with your offer. If he has to pause to figure it out, you’ve already lost him. If you’re not sure which CTA is more effective, run an A/B test. Try one version with certain users, and another with others. See what’s more effective and edit.
A big part of getting users interested in your services is trust. If they don’t feel they can safely check out your website and buy from you, you’ve undercut the entire, long sales process. Websites uses a variety of ways to establish trust. From videos to visuals to the ease with which someone can navigate – all of these things, when done successfully, signal to the user that your site is legit. However, among certain audiences, copy can be the most effective method. Make sure your page copy is written in a voice with what your audience can relate.
Website copy includes all of the obvious things such as page text and blog posts, but another powerful way to incorporate it into your site is through video transcription. By transcribing your visual content into readable text, you not only improve your SEO (the search engines have more content to crawl), but you dramatically empower the user. He now has the option to watch or read your content, depending on preferences.
If you just don’t have the time or resources to transcribe all of your videos, captioning companies like Speechpad offer this service at an affordable rate. It’s a worthwhile investment that’ll build trust among your audience and ultimately drive clicks, downloads, or other desired conversion.
We’ve saved this one for last because it ties together all of the concepts mentioned above. A blog can
Think of it as customer outreach. Writing blog posts allow you to establish yourself as an authority in your industry, or express the voice of the brand. It signals to your customers that you want to engage with them, and gives them a chance to interact with you in comments. If you can write effectively, planting a newsletter subscription form, for example, at the end of the blog post will dramatically improve your conversion rate.
Let’s start with one undeniable truth: your website is doomed without SEO. Sure, you’ve probably heard this before, but have you really done anything about it? The truth is that every site could use a little more search engine love, even if you have been diligent about your strategies. For new tips or to brush up on old ideas you may’ve forgotten, let’s look at some reasons why your website isn’t attracting as much traffic as it should.
These days website design trends tend to favor clean layouts, and for good reason. In addition to aesthetic appeal, simple appearances with an intuitive flow of content helps your UX (user experience). This is critical to keep people clicking on your site, thereby reducing your bounce rate (or the percentage of people who visit your site but leave without clicking on any other pages). Google puts more value on sites with lower bounce rates, so make sure you design your site with the intent of keeping users on board.
Most websites feature video content of some kind. Whether it’s a product description, a customer testimonial, or it’s just content that’s relevant to your audience, video is a great way to drive engagement. However, if you fail to transcribe the video, you’re missing a golden opportunity. Transcribing speech to text provides more content for search engine spiders to crawl. It’s a tried and true tactic, and yet many brands fail to do it.
No title tags
Of all the ways you can optimize your site for better SEO, writing title tags is perhaps the most important. Title tags refer to the title of a document, and are used in search engine results as a preview of a snippet of an article. Search engine spiders are programmed to use the title of a page to determine the theme of the content. If you don’t have a title, or if you provide it incorrectly, you’re losing out on sweet search engine mojo! (To see a title, hover your cursor over any page’s tab). Make sure your titles are between 50-60 characters in length, and if possible, include one of your keywords.
No site map
If you haven’t guessed, search engine spiders like organization. If your website is poorly organized, or if content just doesn’t follow a logical flow, those pesky spiders won’t know what to make of it. To combat this problem, create a site map for your website. Site maps outline the pages and content of the site in a very easy-to-read-and-click way.
No new content
A lack of new content can kill a website. To fight this, many companies create a blog so they can continually update the site with valuable information. This is a great idea as long as you actually follow through with it. Rather than seeing this as a burden, think of it as an opportunity. Providing value to your users will improve UX, and it’ll signal to the search engines that your site is updated and relevant (and don’t forget to optimize that blog content with keywords and internal links!).
Most businesses know that video can be a powerful tool. Whether you’re providing a helpful how-to demonstration for a product or service, or using humor to show the human, playful side of your brand, video can reach customers in a way that text and even images can’t.
However, if you don’t provide subtitles, you defeat the whole purpose of using video.
In some instances, a really funny and clever video doesn’t need help. It’ll catch on and go viral on its own. But this is the exception to the rule. Every other video effort needs a strategy. You always want to provide value to your customers, but you also need to optimize it with subtitles, or it may not rank very well in search engine results.
To put it into context, check out some of the benefits of subtitling your videos.
Longer view times
In an ideal world, users will watch your whole video. However, think about your own viewing habits for a second. How often do you watch a brand’s video from start to finish? Most of us get the gist and move on. So how do you keep people hooked for the duration?
According to research provided by Reel SEO, adding subtitles can increase users’ viewing times by 40%. And in instances where subtitles were used, 80% of users watched the entire thing. Not only can this help you deliver your message in full, it’ll ensure that the viewer sees an end-of-video call to action, if you have one. To guarantee that you get an accurate transcription, make sure that you use a reliable subtitling company.
Search engine fodder
Search engines rank websites for their content. Based on your text, images and videos, they can connect users’ search queries with your online presence. While Google uses video in search results, it can’t rank it based on visual and audio content alone. This is where subtitling comes in.
You need to provide search engines with copy. By transcribing the dialogue and action of the video and printing it within the video or on your website, you can successfully inform the search engine about the content. With a little planning, you can even use keywords to help your site rank better.
Improved user experience
When adding a video to your website – or any content for that matter – you should bare in mind search engine optimization, but you also can’t forget about the user experience. Stuffing your video caption with words and phrases aimed at scoring with search engines may actually backfire (Google will penalize you), and it will certainly turn off users. Captioning should always be used to enhance the user experience. Whether a person is impaired, prefers to read content rather than watch it, or likes to have a textual reference for what they’re viewing, adding a caption can dramatically improve the watch-ability of your video.