In Part One of this special 2-part guide, we outlined 5 of 10 copywriting projects that are vital to your bottom line. Before you read this how-to article, be sure to check out the first installment of copywriting projects to tackle yesterday.
Before we deliver the second half—including must-have information on how to attract and keep web traffic on your home page—we want to share a reminder.
These copywriting tasks help you increase website traffic, engagement levels, and your conversion rate. And yes, this to-do list is time-sensitive. However, we know that not many business owners have oodles of time to become copywriting experts.
So read this very carefully.
Write An Ebook or Some Epic Articles
The word author derives from authority. And you need the “A word” in order to establish yourself as an innovative leader.
No, we’re not suggesting you become an NYT Bestselling Author.
Nor are we claiming you have to write a 10,000-page report.
However, a short eBook or a few extended (also known as "epic") articles will do wonders for your credibility. Share your expertise with the world, and you’ll attract a new gaggle of excited and purchase-ready prospects.
Our advice: make the subject highly specific and actionable. Even if your topic remains relatively simple, the more concrete you can get, the better.
Here are a few title angles you can work off of:
10 Ways to Increase Your Organic Search Results
14 Traffic Engagement Methods that Work 92% of the Time
7 Social Media Posts Guaranteed to Gain a More Loyal Following
11 Must-Have Tools That Are 100% Free
24 Ways to Shorten Your Workload While Still Creating Stellar Results
You can steal any of that. This one’s on us.
Spice up Your Calls to Action (CTA)
How many calls to action exist on your website? If you only have a couple, add some more. Like, yesterday In fact, allow your website traffic to do something on every page.
One more question: what are your calls to action?
If you’re only asking people to sign up for your email list, you’re not offering all the value you possibly can. Instead, create something that delivers immediate results.
Sprinkle calls to action such as the following throughout your website:
Cheat sheets or downloadable action guides.
Free consultations. (Ideally, these are personalized and one-on-one.)
Contact invitations or question-asking forums.
Tools and resources.
Social media connections.
Write Content for A/B Split Testing
Split-testing gives you a deeper look into how website traffic engages with your content. Any number of metrics tools out there will reveal what visitors click, how long they read, and what they skip over.
These tools (Crazy Egg is a good one) show you what you’re doing right and what’s missing the mark. Truth is, you’ll nearly always be surprised at the results. Plus, split-testing results show you how to improve on already successful landing pages, webpages, etc.
It’s actually a very simple to write multiple versions of one piece of content. Here’s how:
Start with a long version. Put in all your case studies, headlines, testimonials, bulleted lists, videos, and images.
Pare that version down into two or three different versions.
Play with different variables. For example: you can focus one on a video and another on storytelling.
After you have 2 or 3 versions that all work toward the same goal, think about testing these elements:
Number of images.
Video effectiveness. (That is, see how many people turn it off.)
Emotional content versus logical content.
Calls to action.
Arrangement of sections.
Go offline with your content
Twitter feeds. Instagram posts. Facebook rants.
This is the digital world we live in. But here’s the thing: the Internet is vast, and it’s easy for businesses to become muffled amid all the noise. Native advertising and targeted social media posts have become the wallpaper of our lives. In other words, we know it’s there, but we don’t pay much attention to it. No matter how well refined the ads are.
Enter offline advertising.
Fliers, junk mail, and billboards. The old school methods still work if for no other reason that these marketing techniques are more visible.
A 2016 CMO report reveals that a whopping majority (98%) of marketers predict that online and offline marketing will coalesce. Source: Gartner
Umm, they’re right.
That’s because offline marketing is much like vinyl: it never went away, but now it will surge even more in the wake of the digital marketing flood. Here are a few ideas:
Use infographics as fliers. Quality marketing is about education, and you can teach valuable info from your prospects’ mailboxes.
Package your products in a way that markets your business.
Offer ticket vouchers for customers who refer their friends and relatives.
Send holiday cards…including Halloween, Valentine’s Day, St. Patrick’s Day, National Women’s Day, etc. In other words, don’t rely on the Holiday season alone.
Re-engineer Your Home Page
Yes, we’ve saved the granddaddy of them all for last.
The bottom line: if your home page sucks, your audience engagement and conversion rate will suck as well.
Get this: you have roughly 2 seconds to grab attention, pique curiosity, and establish an unspoken contract with your website visitor. No pressure.
This is why we think it’s time for you to re-engineer your home page. And honestly, our professional opinion is that this step comes last.
As you work through the other copywriting projects, you will gain a clear sense of what your home page needs.
Here are a few basics:
Define the reason that your prospect has landed on the website.
When visitors land on our website, we tell them straight out: you give us the vision, we’ll give you the plan. You landed on the website—heck, you’re reading this blog—because you have an important vision, and now you’re looking for action.
Shed light on the customer avatar.
What is it that your people need? Whatever it is, write about that on your home page. The more specific you get, the better your results.
It’s primo important to be very clear on the demographic you serve. If you speak to a crowd, you won’t gain much traction. However, if you talk with people on an individual level, then you start a conversation that leads to brand ambassadorship.
Be honest about the struggle and strife.
Don’t sugarcoat the reality of the situation. So much home page content makes a problem fly under the radar, when the goal is to show that you understand.
We’re going to show you a commercial that achieves the honest effect. Be forewarned, this advertisement involves women in water-absorbing undergarments.
The content doesn’t dance around the reality of the situation. Instead, the ad speaks the truth.
Illuminate the immediate action your prospects can take to make their life better.
The beauty of your website is that it can provide your prospects with a way out of a bad decision. As long as you provide the doorway, that is. If you simply inform and agitate without providing a nearly immediate solution, you miss out on a paramount opportunity.
Offer a phone call or a downloadable guide that arrives via email. Don’t let them leave without sampling the transformational benefits you have to offer.
Prove that you can solve their problems.
Tell friggin’ stories already. Use a portion of your home page to let your people know how and why you do what you do. Show that you care. Show your results. You’re not being grandiose. You’re not bragging.
You’re telling the truth, and that’s the main thing your prospects want from you.