{"id":82016,"date":"2017-05-26T09:56:08","date_gmt":"2017-05-26T16:56:08","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=82016"},"modified":"2021-05-04T14:18:17","modified_gmt":"2021-05-04T21:18:17","slug":"copy-that-converts","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/copy-that-converts\/","title":{"rendered":"A Simple Guide to Writing Website Copy That Converts"},"content":{"rendered":"\n

Website visitors don\u2019t read anymore. Not deeply.<\/p>\n\n\n\n

They skim.<\/p>\n\n\n\n

They bounce from one pertinent point to another \u2013 ready to bail out completely if the material they\u2019re reading\/skimming doesn\u2019t do something fast<\/em> to keep them on the page.<\/p>\n\n\n\n

At The Good, we\u2019ve found time and again, that our clients’ landing pages, product detail pages, FAQ pages (and every other page on their ecommerce websites) all have way too much text.<\/p>\n\n\n\n

\"copy
Look at Pottery Barn for example. Where do you begin your journey when there is so much information being thrown at you?<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Brands try to jam information in, not wanting to leave anything out. The aim is to convince the prospect to become a customer.<\/p>\n\n\n\n

Right now.<\/p>\n\n\n\n

Then we come alongside and prepare A\/B tests to show the client brand how less copy is often more. We remove the clutter and conversions invariably go up.<\/p>\n\n\n\n

Do you want to know how to do that very same thing for your ecommerce site?<\/p>\n\n\n\n

Our aim here is to show you exactly how to write copy that converts. We\u2019re going to give you a sneak peek at how our copywriters turn mayhem into a buyer\u2019s paradise.<\/p>\n\n\n\n

Writing website copy that converts: Step one<\/h2>\n\n\n\n

Every page on your ecommerce website should have one job and one job only: it should help the reader advance further along the path to purchase.<\/p>\n\n\n\nEvery page on your #ecommerce website should have this one job and one job only. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n

That\u2019s it.<\/p>\n\n\n\n

How will that page perform its job flawlessly?<\/p>\n\n\n\n

That part is up to you.<\/p>\n\n\n\n

You have to figure it out. And that\u2019s the first step towards writing website copy that converts.<\/p>\n\n\n\n

Step one:<\/strong> You must determine exactly what you want a particular page to do, and that job assignment must be something vital to the process of helping visitors find and buy your solution to their problem(s) \u2013 assuming your goods or services are the right solution.<\/p>\n\n\n\n

For example, a product detail page will (ideally) provide the necessary information about a certain product. Its job is to give the prospect enough information to make an informed buying decision.<\/p>\n\n\n\n

The product detail page should not<\/em> try to answer every conceivable question about the product, nor should it talk about or picture products other than the one it\u2019s designed to promote.<\/p>\n\n\n\n

You must be absolutely clear about the one job the page you\u2019re working on will carry out.<\/p>\n\n\n\n