The Number 1 Secret to Websites That Convert

copywriter Do you have a website? If so, how is it performing?

I’m not talking about its load time or looks but rather how many of your visitors go on to become customers – i.e. we are talking about its conversion rate.

As a copywriter I frequently come across websites that look pretty, have a lot of content, even rank well and yet the owners are at a loss as to why it doesn’t convert its visitors into sales. Even scarier is when people state:

Client: “My website’s working really well – I get about 500 unique visitors every day”

Copywriter: “Great, so what’s your conversion rate?”

Client: “My what?”

There is a simple way to boost your conversion rate, although this post is entitled the Number 1 secret to websites that convert; it’s not really a secret, it should be common sense.

How to make your website convert

First off I want to look at the behaviour of people searching the internet.

If they are looking for a specific product or service they will enter their search term into Google and then open a new tab for each website that takes their fancy. The idea behind this is that they can compare what each company is offering.  They’ll want to know what’s in it for them if they buy from your company.

Have you guessed the number 1 secret to website that convert yet?

That’s right – you have to identify your unique value proposition. But not only identify it, make sure it is the first thing your potential customer sees.

Your UVP is going to be the main benefit you offer. Something that is going to set you apart from your competitors,

It could be a free bonus item, price reduction, guarantee – something that is of real value to your reader.

That is the secret behind the biggest converting websites.

If you hide your UVP within your text, do you really think the reader is going to take the time to read the entire content of your site to find it?

No, they won’t. The one thing people have very little of these days is time. So make their job easier by announcing your UVP immediately and clearly. And make sure it is on all your pages – after all, there is a chance they’ll land on a page other than your Home Page. A simple banner across the top of all your pages announcing your UVP will do the trick.

Make it big, make it bold, make it seen.

So, now you know what to do if you want to boost your conversion rate. Take a look at your website, identify your UVP and shout about it. Then watch what happens to your conversion rate.

Sally Ormond – freelance copywriter

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#1 Huw Sayer on 08.23.10 at 10:43 am

Think this is very important. When I am searching for a specific product I use Google and tabs exactly as you describe – and I want to see all the relevant information on each of the pages I am tabbing between. That also means prices have to be all-inclusive (with ‘free’ standard delivery – even if I am paying for it in the overall price).

This is particularly important when buying a bulky item. There is no point convincing me I have found a good deal if you are then going to sting me for £25 delivery or add 17.5% VAT when I go to the checkout, I will simply cancel my order!

Remember, many people looking at your website WANT to buy – you just have to make it as simple as possible.

#2 Cindy Jeffers on 07.23.11 at 11:37 pm

I am very pleased with your website on conversion. I know after reading this article I am doing alot wrong and will be changing my website. Thank You so much, this has helped me understand it all.

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