Your website is your best sales page. It’s what gets people to click to another page, even purchase something directly from your site. People either do one of two things to find what they’re looking for – get referrals or go to Google. If you do not answer their question when they find you through search engines (or social media, advertising, etc.), then they have millions of other results to go to. Our goal is for your prospect to never leave and to take the next step in the customer value journey.
Before we get into 10 ways to improve every web page, I do want to put this little caveat here… If you are just starting your website, the most important thing for you right now is to get the website up and running so it informs your prospective customers. It will not be perfect; if you make it perfect, it’d never get published. Take these tips and know it’s going to be an ever-evolving process of improvement. Get that mud up on the wall.
If you already have a website and want to improve it to result in higher conversions, you’re in the right place.
10 Ways to Improve Every Web Page
As you go through your website, here are 10 ways to improve every web page:
- Make it easy to understand (readability)
- Write clear and captivating headlines
- Have effective call to actions (CTAs)
- Include images and videos
- Make site mobile responsive
- Make it skimmable
- Benefit, Benefits, Benefits
- Center your site on the customer
- Check your readability (passive vs active)
- Use the right keywords
So let’s get into how to put these 10 items into action.
1. Make The Copy Easy to Understand
There’s a reason why our mission is to bring clarity and focus to all business communications. Frequently, writers and companies alike get wrapped up in pretty language that looks and sounds good, but it isn’t always clear and to the point. The copy is full of verbose language that may paint the picture clearer, but the picture was clear without all those words.
The goal here is to make the copy easy to understand in as few words as possible. In other words, get to the point.
Now for those that are raising their hands… What about SEO? They want you to have a certain number of words on each page. You’re exactly right. Include additional sections to the page; however, don’t just add words for the sake of adding words. Each word must have a purpose.
2. Write Clear and Captivating Headlines
In addition to making the copy easy to understand, check to make sure your headlines are both clear and captivating. Some good questions to ask yourself when assessing headlines include:
- Can I identify the problem immediately from the headline?
- Does it make me want to read more about that section?
- Could to be clearer or more captivating?
- Does the headline set expectations of what that section will include?
3. Use Effective Call to Actions
Another thing to look at is if your site has effective call to actions (CTAs). For example, you want people to inquire your services through your contact page – simple right. When your customer gets to that page, it’s a blank canvas. If they are anything like me, they probably don’t even know what to put in the message. Help them out.
Instead of saying “Contact Us” on the button, you can spice it up by providing an action or something unique:
- Send Us Your Availability
- What’s your biggest question about ______?
- Ask Your Big Question
- We’re Waiting
- Invest in Yourself
One of the great things about CTAs is that you can test them over and over and over again. Here a few tips if you want to take a stab at it yourself:
- Convey value
- Keep it short (the description above is where the detail is)
- Command, don’t demand
- Specificity (they want to know exactly what’s going to happen)
Examples of Call to Actions
Here’s an example of how we used the first example on our own site. Speaking of this CTA, I want to connect with you and grab coffee if you’re in Houston or enjoy a cup of coffee virtually. Send us your availability to talk and if you’re in Houston, TX.
Your call to actions need to fit your voice and brand. Dare to be a little adventurous. It does not hurt to be a little different; in fact, a little attention may do you some good. Here are some of my favorite CTAs that I’ve seen recently.
“Pour the Coffee” – love it! It’s completely different from the usual “buy” or “get started”. It’s a command to take action, hinting at scarcity as coffee gets cold, and it’s short.
“Ask Your Question” is a great variation for “submit” or “contact”. In addition, it is paired with their FAQs. Short and to the point. Plus, there’s a promise of value because what comes after a question? An answer.
Can you say benefits? Who doesn’t want to save time and grow? A call to action is a great place to put another benefit, especially if the prior copy is feature focused.
In this call to action, DigitalMarketer gives the problem (“suck at marketing“) then provides the solution (“Become an Insider for FREE”). For someone who sucks at marketing and wants to get better, this is going to be a no-brainer to click and at least learn more.
American Writers and Artists Inc. (AWAI) is obviously great at writing effective call to actions – they invented copywriting. Both call to actions on this one section are different and also generate a little curiosity. My eyes immediately went to the CTAs. “You’ll love this.” Well, what’s “this”? So I went back and read about how the writer’s life just got easier.
Hey! Are you in our Insider’s List? I send a weekly email with our latest blog, copywriting tips, and things happening in the digital space… And it’s completely free to join! Click here to get on the inside.
4. Add Images & Videos
Always tie in images and/or video that connect the copy to a visual aid. Although you can get away with zero images, video, or even color when you have incredible copy, most companies need the visual aids to add to the copy. It can add depth and variety to your website copy.
Don’t be afraid of color, photos of people, or even animation.
5. Mobile Responsive
If you’re reading this on your phone or tablet, then you’re part of the 45% of my traffic that uses mobile devices. Depending on your business, it may be less or more. However, if you assume that 50% of your traffic is mobile, that means your site needs to be mobile responsive. Have you ever navigated a site that wasn’t responsive? It’s a nightmare.
Take a look at the two screenshots below of how different our homepage looks on tablet and phone. While we’ve worked hard to ensure that all pages are mobile responsive, some page builders do not make it obvious or easy to manipulate. Work with your web developer to make sure it looks good on desktop, tablet, and mobile.
6. Is It Skimmable?
Time is the one valuable asset people have that they will never get back. There’s no re-earning time – unless you’re a time traveller. If so, do share! As a result, we’ve become master skimmers.
Read through each page on your website and try to skim it. If you have issues skimming and understanding what’s going on, then it’s most likely not skimmable. Add is headlines, break up long paragraphs into smaller sections, and change up the typography (size, alignment, font, and color). A reader should should be able to get the gist by just reading the headlines.
7. Benefit, Benefits, Benefits
While people do use logic (i.e. features) to back their decision, people want to know how working with your company is going to benefit them. It’s all about benefits, benefits, benefits. Surround the features with benefits or turn them into a mixture of benefits and features.
Take a look at Apple’s learn more page for the new MacBook Pro. You see the features of the storage, core processor size, memory, sound system, etc. You also see “power through intensive workloads” and “dramatic sound and super clean recordings”. If you work in graphics, video, or audio, these are HUGE benefits.
If you’re having problems finding the benefits, we ask the question “so what?”.
For example, take a look at the new iPhone 11 Pro with their triple camera system… So what about that camera system? They could say to a parent or grandparent that they can use the iPhone 11 Pro to capture every family moment just as you saw it and treasure those moments forever. Instant benefit that doesn’t talk about the camera system and it’s emotional.
8. Customer Centricity
Another thing to check on is if your site is customer centered. I once had a conversation with a company that wanted to redo their website to position it for investors to invest. Because their goal was focused on the investment not the customer, they lost sight of this one fact… By changing the copy to be investor centric, they risked losing all their customers.
I might add they were an e-commerce business. Yikes.
If your company’s website is directed to anyone other than your customer, then it’s not a working asset. No customers = no sales = no company.
9. Passivity vs Active Language
This has been a hot topic in the FocusCopy team this week especially. Why? Because people continue to write passively. Remember those boring textbooks in college? Yep. The author almost exclusively wrote in a passive voice because it’s supposed to be informational.
I’d like to argue that anything can be both informational and active. It’s also a lot easier to read. Get me? Read this blog if you want to check more readability tests you can use to measure passive vs active language.
10. Right Keywords
Finally, you need to think about your website’s SEO. As a former SEO specialist, I totally understand the need to have long-tail keywords (i.e. best lawyer for trial in houston tx). BUT when we are talking about your main pages (home, about, services, etc.), you need to select the right keywords that do not sound so stuffy and unnatural.
People can sniff that out so easily now. Remember… People do business with people they like, know and trust. Sound like a human while adhering to SEO guidelines.
Improve Your Website’s Copy With FocusCopy
If you need help improving your website’s copy, we are standing by to convert your prospects into your buyers and to build your company’s brand. The first step… Fill out this form and be sure to send us your availability so we can schedule a call to discuss your specific needs.
Any other suggestions? Comment below.