Are these content mistakes chasing your website visitors away?

Your home page is like the front of your house: It can be inviting or deter people from even knocking on the door. Here are some dos and don’ts.

An article at pingdom says there are more than 634 million websites, with 51 million new ones added each year.

How do you make yours stand out from the crowd? There are a number of things to do, and many things you should not do.

Take a look at what you might be doing wrong, and learn what adjustments you can make to increase the sales and conversions on your website:’

1. Your headings don’t contain benefits

Descriptive headings like “Services” and “Accounting Services” are just that—descriptive. That’s a good thing, but it doesn’t capture the interest of visitors to your website.

You can do many things to keep visitors reading down your Web page, and discussing benefits in headings is one of them. So if you run an accounting firm, your heading might say something like “Save 20 Hours and Get a 10 percent Larger Refund with our Accounting Services.”

Now you have your visitor’s attention.

2. Your copy uses “we” instead of “you”

Do you remember meeting someone who talked about himself the whole time? It was difficult just to get a word in to ask a question, right?

You don’t want to be like that person online; that turns people off, too. Instead, keep attention by focusing on the reader and using the word “you” instead of “we.”

You can use “we” occasionally, but “you” should appear the majority of the time to build a connection with your visitors.

3. You attempt to use features to sell

Simply stated, features are facts about your business. Thirty years of experience, a 100,000-square-foot facility, and $10 million in annual revenue are impressive features.

They help you sell—to a degree—but they’re not nearly as effective as consumer benefits. Benefits are what your visitors can expect to receive after using your services.

So, that 100,000-square-foot facility turns into a benefit when you say it has more than enough space to store your customer’s inventory. Thirty years of experience transforms into a benefit when you say, “You can relax and trust our professionals with any problem, because they have more than 30 years of experience handling complex accounting situations.”

Now, you’re selling relaxation, trust, and security—things your visitors want.

4. Your call to action isn’t motivating

“Click here,” is a start, but it doesn’t do enough to entice your visitors to take the next step. An effective call to action is specific, urgent, and actionable, and it promises a benefit.

It works better to say something like, “Click here to get $100 off your next accounting service. This offer ends in 24 hours.” $100 off? Act within 24 hours? That’s something any consumer would love to have, and you’re telling them they’d better act now to get it.

4. You use vague terms like “premiere, leading, dynamic…”

These terms only work if you have some specific, concrete proof that term actually describes your business.

For example, if an industry association has voted you one of the leading companies in your niche, you can say, “Voted the No. 5 Leading Provider of Accounting Services by the American Accounting Association.”

Now that’s legit, and it’s something your visitors can verify.

5. Your copy is too long and dense

Note that this article uses short sentences and concise paragraphs, as well as subheads and bullets. That breaks up the copy, making it easier to read. The bold text on the subheads makes the important points stand out.

Readers who simply want to get the main idea and learn a little about one or two main points can do that. Readers who want to consume the whole article can do that, too.

This applies to every audience—even CEOs and other powerful, intelligent individuals.

They don’t speak some fancy, magical language unknown to the rest of us. They have a limited amount of time and a need to understand things as quickly as possible, just like anyone else.

Now you can make your copy shine.

Instead of sending visitors running for your competitor’s website, you can make it easy for them to stay on yours and become paying customers.

Apply these tips to your website’s copy, and watch your bounce rate plummet and your subscriptions and purchases skyrocket.

A SEO consultant and freelance copywriter in Chicago, Dan Stelter provides weekly SEO and copywriting tips at The Smarter Copywriting & SEO Blog.

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