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5 Reasons your online copywriting is not converting

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5 reasons your online copywriting is not converting

5 reasons your online copywriting is not converting

No matter how much traffic your online copywriting generates, unless people do business with you or unless they do what you want them to do, it doesn’t matter much.

Your online copywriting must convert.

Read: 10 copywriting tips to boost your website conversion rate

What is conversion?

In terms of writing content for your website (even your blog) conversion means people doing what you want them to do.

Conversion can be macro and micro.

Macro conversion means more people buying from you and more people using your service.

Micro-conversion can be anything.

You may want your visitors to download your e-book or your white paper.

You may want them to subscribe to your email newsletter.

You may even want to encourage them to come to your website or blog frequently.

You want to engage them.

Your macro conversion is the sum total of your micro-conversions.

The more engagement you have with your visitors, the greater are the chances of them becoming your paying customers and clients.

Here is a comprehensive explanation of the difference between micro-conversions and macro conversion. A long read, it is also good example of a pillar page as well as long form content.

How do you know your online copywriting isn’t converting?

Of course, if you are not generating enough sales it means your online copywriting is not converting.

If you are not getting regular subscribers to your newsletter it means your content is not inspiring people enough.

If people are not downloading your e-book, they don’t find your content or your copy worthy enough.

Somehow, your copywriting isn’t making a mark.

People are not impressed.

They are not finding what they are looking for.

You need to evaluate your writing.

Unless you know why your conversion rate is very low or even non-existent, you cannot make amends.

Listed below are 5 reasons why your online copywriting is not converting.

1. You are focusing more on yourself and less on your customers and clients

When people come to your website, they’re not interested in you just for the heck of it.

They have a problem and they are looking for a solution.

They have a need and they are looking for someone who can fulfill that need.

If you come to my website looking for someone who can improve your SEO with online copywriting, you don’t want to know what a great copywriter I am.

You want to know whether I understand your problem or not and accordingly, I can improve your SEO.

YOUR problem should be my focus, not my skills and abilities.

Of course, you need to know my skills and abilities, but they should be integrated into a you-centric message.

If you focus more on yourself and less on your customers and clients, there is no emotional connection and people leave your website without doing business with you.

2. You don’t have a call-to-action

What do you want people to do when they are on your website?

If you are simply busy generating traffic from search engines and social media websites without making it clear exactly what you can offer, your conversion rate is going to be low.

Your copywriting should make it clear that you are in the business of providing solutions people are looking for.

3. Your online copywriting is not web friendly

People have a certain way of reading text on their mobile phones and even on their PCs and laptops.

I have repeatedly written on my website that people don’t read blogs and websites the way they read traditional magazines and newspapers.

The digital world is full of distractions.

While you are browsing a website or a blog, you are constantly being disturbed by notifications and by the possibilities of easily going to another website or blog.

Since most of the people may be accessing your website or blog on their mobile phone, they may be sitting at a crowded and noisy place.

The point is, online copywriting needs to take into account zillions of distractions.

Write very short sentences.

Be clear about what you are saying.

Cover every important point as quickly as possible so that even if someone leaves your website midway, he or she knows what you are trying to communicate.

Keep your copy easily scannable.

Organize your text under various headings and subheadings and bullet points.

Don’t beat around the bush.

4. You have a misleading headline or web page title

Many people come to your website after coming across your link on Google or one of the social media websites like Facebook, LinkedIn or Twitter.

They will be drawn to your website due to the title or the headline that they read.

Some writers create misleading headlines and titles to draw people to the website or blog thinking that the only purpose of their writing is generating traffic.

Many entrepreneurs mistakenly think that it’s all about getting traffic to the website, whereas it is not.

Yes, you need traffic, but more than traffic, you need people who are actually interested in doing business with you.

When you use misleading headlines and web page titles, people feel cheated and they quickly leave your website.

5. You are not getting rightly targeted traffic

Rightly targeted traffic means getting those people to your website who would like to become your paying customers and clients.

For this, through your online copywriting, you need to target searcher’s intent: why people are looking for that particular piece of information?

In the beginning, when people had just started doing business online, I was providing web design and web programming services.

I mostly focused on creating and publishing HTML and PHP tutorials on my website.

Though I was able to generate lots of traffic, I rarely got clients.

Instead of targeting people who were looking for web designers and web programmers to build their websites, inadvertently I was targeting people who themselves wanted to learn web design and web programming.

Routinely publishing educational content is not bad, but publishing educational content just to attract an audience who is interested in learning but not in doing business, can be counter-productive.

Even for my content writing and online copywriting business I share lots of educational content but now I don’t repeat the same mistake.

Even when I’m sharing my knowledge and experience with my visitors, I never neglect the keywords and search terms that bring me content writing and copywriting clients.

Hence, be careful of your targeting when regularly publishing content on your website or blog.

Remember that it’s very chaotic on the web.

People will come across your information among hundreds of other links.

When they come to your website, they may get confusing or mixed signals.

The job of your online copywriting is to make sure that you articulate the benefit of doing business with you, as clearly as possible.

If you don’t do that, you will have a low conversion rate.

Infographic-Goal-Oriented Content: how to create content for links, engagements and conversions

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Infographic on creating goal oriented content for link building, engagement and conversion

Infographic on creating goal oriented content for link building, engagement and conversion

The adage “content is king” has been around for ages and is still embraced by Internet marketers today – so much so that it has become a marketing tactic of its own.

Nowadays, it is close to impossible to see a brand that does not have a website or a blog as a platform to catch their audience’s attention.

Content marketing is considered an integral part of any digital marketer’s toolkit.

It refers to the practice of distributing meaningful pieces of content among your target audience, so that they become your paying and loyal customers.

Each brand has its own strategy on how it plans to achieve this, from thinking up brilliant topics to creating series of posts that are relevant and helpful to their ideal market.

Of course, this is all the much trickier than it sounds. Blog posts don’t write by themselves, and to be truly effective, you need to consider how your content will benefit your readers:

By identifying your objective, you can optimize what you are writing.

So, instead of just churning out information, you can come up with goal-oriented content. Similarly, you need to make sure you are writing high-quality content that is easy to understand.

Coming up with content that is aligned with your marketing campaigns allows you to maximize its benefits.

In content marketing, you want to produce content for several reasons: building links for higher domain authority, sparking audience engagement, increasing social shares and converting your leads for more sales, just to name a few.

There are different types of content you can publish to achieve these goals, such as infographics, resource articles and blog posts.

In this infographic, we show you the different ways you can maximize your content production process and reach your content marketing targets. You can also check out the original post for more information.

Goal-Oriented Content- How to Create Content for Links, Engagements, or Conversions_rev1-02

Instilling confidence and trust with your copy

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This excellent post at Copyblogger talks about imaginary trolls that stop your customers and clients from doing business with you.

It is a bad, bad world isn’t it? Especially so on the Internet where every unscrupulous element can quickly set up a website and start executing his or her spurious activities to deprive you of your money. The situation is worsened by the fact that the Internet has no geographical boundaries and it is not bound by local jurisdictions. So someone in America can easily cheat someone in India and vice versa.

As rightly mentioned in the Copyblogger link, we are all haunted by our previous experiences whenever we want to buy something or subscribe to something. The imminent fraud is amplified when money is involved; you feel more stupid when you pay for something that you don’t get.

A person trying to sell a product or service on the Internet has to overcome a greater challenge compared to the actual world. On the Internet the only mode of communication is your website. You are not just fighting with mistrust you are also fighting with a zillion distractions. In order to the business on the Internet your website copy has to:

  • Engage the prospect
  • Dispel his or her fears and apprehensions
  • Lead him or her to carry out the transaction

How can you do that?

Have lots of quality content

The first thing that you can do is have lots of quality content on your website. Having lots of quality content on your website means that you are really putting your money and effort where your mouth is. You will put so much effort only if you are serious about your work and feel confident about delivering.

Aside from establishing a sense of confidence high quality content also helps you attract targeted traffic from search engines, blogs and social media websites.

Provide all possible solutions

When a prospect arrives at your website he or she is full of questions not only regarding what he or she wants but also regarding how well you can deliver. You need to answer all the questions your visitor can possibly come up with. Take for instance these questions:

  • Are you for real? Display your contact information prominently. A photograph may also help. A regularly updated blog is quite reassuring and if you are constantly interacting with your visitors, nothing like it. Create a strong social media presence so that your customer or client knows that your reputation is at stake if you don’t perform.
  • Is my money safe? How do I make sure that I will receive the product or the service once I have paid? Properly explain this procedure on your website and also clearly specify what your refund policy is in case something bad happens and the customer is unable to receive the product on the service.
  • Are you easily reachable? Make sure that you are just one call away in case the customer or the client needs to call you.

There might be many more questions; it depends on the kind of product or service you are providing.

Put visitors’ interest first

Okay, this reminds me to change my copy to (I am constantly learning and sometimes I teach myself). Highlight benefits instead of features. Handle the most pertinent question in the very beginning: what is the greatest benefit of your product or service? For instance, if I write your copy how is it going to benefit your business or your presence on the Internet? There are two things I am confident about:

  • Increasing your conversion rate
  • Writing search engine optimized content to increase your search engine rankings

Now, a person shouldn’t be bothered about how well I write and how I can juggle around words and how well-read I am. Can I really solve your problem? If you want to increase your conversion rate can I achieve that for you through my copywriting services? If you want more traffic from search engines can I do that?

Put your visitors’ interest first instead of blowing your own horn and feeling gung ho about what a great offer you have got.

What do your existing customers and clients have to say about you and your business?

For this you need a testimonials page where you publish all the great things your customers and clients have to say about you and your business. In fact your testimonial page is one of the most important aspects of your website.

The basic idea is that your copy should communicate a sense of trustworthiness and accountability.