Here’s a quick test: Go to your homepage and read the first sentence or phrase of your website content.
Does it start with “We”? If so, it’s time to change your website’s perspective.
Still not convinced? OK, go back to the quiz.
Q: Do your eyes glaze over when your blind date drones on about his latest juice cleanse?
Q: Do you think a detailed list of your company’s qualities and features is helpful?
A: NO. Sorry to say, but exhaustive detail isn’t going to cut it with your readers. A prospect will lose interest fast in a self-centered company. Avoid being that bad blind date.
For your website content to connect with your audience, put yourself in their shoes – it’s about them, not you. Here are some tips for writing website content that turns prospects into customers.
Focus website content on their needs
What problems are your customers trying to solve? How does your solution meet their needs? Identify the top two or three things you can do for clients. Is it saving them time through automation software? Or do your construction tools increase productivity? Lead with those in your website’s content.
Bonus tip: Back up your claims with success stories or testimonials from other clients. Hearing a third party sing your praises is much more convincing.
Use active language
Consider this sentence: “Our financial services firm draws on its wealth of experience to create customized plans for our clients.”
It’s all about the company, not about the customers it’s trying to reach.
Now try it this way: “Secure your family’s financial future by partnering with our experienced advisors to create a wealth management plan.”
Clear, personal and empowering.
Bonus tip: Get to the point. Two to three sentences per paragraph are plenty.
Once a prospect has read your persuasive prose, what do you want them to do? Fill out a form? Sign up for your newsletter? Make the path to conversion obvious and compelling by spelling it out.
Bonus tip: If you’re directing prospects to a form, keep it short. According to this LinkedIn answers post, you should choose three to four fields for your forms. Including fewer fields will likely improve conversion rates.