This week, I’m bringing you a blast from the past. I wrote this blog many moons ago, but it’s still highly relevant today.

It’s all about how to get your website converting visitors to buyers. Now, don’t think that by following these tips you’ll get a 100% conversion rate – that simply won’t happen. But, it will give your sales a boost.

Without further ado, here it is.

The number 1 secret to websites that convert

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 itsconversion 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 commonsense.

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 a website that converts 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.

Give your web copy a boost. Call Sally Ormond on +44(0)1449 779605 for a chat about how your web content can be improved.