The design and photos on your website might catch people’s attention, but your messaging is what closes the sale. 

And there are ways you can change just the messaging on your website and see more inquiries and sales rolling through. 

(It’s because great copywriting appeals to both emotion and logic and is designed to encourage quick action.)

Here are six ways you can sell more just by swapping the language you use on your site. 

1. Emphasize the real advantage of your product, beyond just the features. 

Messaging drives sales because it explains to people what they’re getting. 

You can explain this to customers on 2 levels:

• What your product or service does and its tangible features. 

This looks like listing things out like “vacuum cleaner, 5 brush attachments, power motor, 8 hr battery life.” It’s informative, but it doesn’t actually convince anyone of anything.

• How it’s going to change your audience’s experience, outlook, or life

Most business owners just address the first level– the surface. They list out all the deliverables for their service or all the swanky features of their product, without actually considering what their audience really wants: to be seen, to belong, to achieve their goals. 

The second layer is where great messaging is born. When you can speak to the deep desires that your audience has and connect those with your product, you’ll grow your audience at lightning speed. 

This looks like saying “Cleaner carpets in half the time” instead of saying “Our vacuums have powerful motors.”

What’s in it for your customer, really? How will your product or service take away a headache or make an annoying situation a thing of the past? Spell this out for your audience if you want them to view your offer as the solution they need. 

2. Include Action-Oriented Language that encourages your audience to stick around 

Let’s not assume your audience knows how to navigate throughout your site or will click each page in your navigation menu. Mainly because when we assume people know to interact with our creations, we’re wrong.

If you want to increase inquiries, product sales, or both– tell your audience exactly where you want them to click next by using strategic calls to action. 

On each page of your website, include a call to action (or several) that directs your audience to another page or section of your website. This ensures they stick around to view everything your site has to offer– ultimately reducing bounce rates.

This looks like adding buttons, arrows, or clickable text that says things like:

• Think we’re a match made in heaven? Fill out my inquiry form to get the ball rolling →
• Shop the only skincare system you’ll need this summer →
• Explore our 3-part process for the perfect summer facial → 
• Book me as your wedding photographer →

It can be helpful to include both direct and indirect calls to action. A direct call to action asks for the sale. It tells your audience to inquire, add to cart, or book with you. 

An indirect call to action, tells your audience what to do to keep the conversation going. This can be clicking elsewhere on your website to read more about your business before they make a decision or it can look like inviting them to follow you on social media or join your email list so you continue to nurture the relationship. 

3. Reduce the perceived risk of purchasing by adding social proof 

No one wants to risk wasting their money and feeling stupid. That’s why we all pour over the Amazon reviews before we make a purchase, trust our friends for great recommendations, and do hours of unnecessary research on Google to make sure we buy the perrrrrfect air fryer.

We want to make sure we invest in things that are worth it.

Social proof helps remind potential buyers that they aren’t the guinea pigs. There have been happy customers who loved your product or service before them. And you have the proof.

The easiest way to add social proof is to include testimonials on your website. But PLEASE don’t make them three-paragraph long personal sagas. Instead, pull out a powerful sentence or two that demonstrates your expertise and excellence. 

Notice the huge difference between: 

“Batwoman was really helpful from start to finish. I first found her by searching on google. When I hired her, she listened intently as I told her everything I wanted my website to convey and the things that I was worried about. When I received my final website copy, I was absolutely floored. I knew immediately I made the right decision. I’ll be coming back in the future for more website updates and projects.”

And just:

“When I received my final website copy, I was absolutely floored. I knew immediately I made the right decision.”

The latter packs a punch (and you’re sure to read the whole thing!) The former drags on and most people would lose interest after just that first sentence. 

Another way to add social proof is to include case studies. Case studies are a more detailed walkthrough of what you’ve achieved for past clients. They are usually coupled with impressive data to back you up and show your audience how you’ve gotten results for past customers.

4. Directly address your audience’s fears, reservations, and hesitations

Most business owners sit and hope they’re audience doesn’t have any doubts about making a purchase, keeping their fingers crossed that no one will notice any drawbacks. They think if they bring it up, they’re only pointing out their flaws and reducing the chance someone will make a purchase.

This isn’t true.

When you directly address the concerns and questions that are going through your customers mind, you create massive trust. Your audience can see that you understand their struggle and want to address it. 

Cue the brownie points.

For a social media manager, this might look something like:

“You know social media managers can’t guarantee you’ll go viral. And it’s making you wonder if the $3k/month investment is worth it. 

We’re here to wrap our arm around your shoulders and remind you that virality isn’t as profitable as consistently educating your audience. And while we obviously want more eyes on your content, we also know the key to profitability is getting the right eyes to see it.” 

By addressing the hesitation about cost and virality head-on, we create banter with the website visitor and prove to them that we understand exactly what’s on their mind. 

5. Eliminate the word “customer” or “client” and speak directly to your website visitor instead

This is probably the biggest mistake business owners make on their website– they write as if their audience is someone who isn’t present. They say things like “Our customers favorite features are…” or “We serve our clients well by…” 

Instead, imagine that everyone who is reading your website IS in fact a member of your audience– a current or future client. When you use words like “you”and “your”, website visitors will immediately perk up, because it feels like they’re being spoken to directly.

This works wonders.

Go through your website and rewrite any language that makes it sound like you’re talking about some other group that isn’t present. Because the reality is, it’s just you (the speaker) and your website visitor (the audience.) 

Speak directly to them. Talk to them as if you already know they are your target audience.

This looks like eliminating phrasing like, “Our clients love the texture of our moisture-wicking fabric,” which talks about “clients” as if they are some mystical group that isn’t there.

And instead changing it to speak directly to your website visitor: “The moisture-wicking fabric will be your new favorite feeling.” 

This simple language swap will drastically change the amount of time viewers spend on your website.

This is the difference between spoken directly to versus being spoken vaguely at. 

6. Walk website visitors through the exact steps to book or buy from you

Remember, any business who wants to scale, needs to prioritize clarity. If your audience doesn’t understand your offer and how it will help them, they’ll bounce right off your website never to return. 

It’s your job to immediately make it clear, concise, and captivating.

And once you’ve done that, you need to make it clear– as in, clearer than the water in Bermuda, exactly what they need to do to buy from you.

We recommend adding a call to action button at the top right of your website that either links to a shopping cart or a booking page. This ensures clients are constantly being reminded where they need to click to officially buy from you. 

For service providers, include a list of steps that your audience needs to take to book with you. 

Something simple like…

1. Book a totally free consult call– Hop on zoom to make sure we’re the perfect fit
2. Submit your 50% off deposit – Make things * official * by signing your contact and sending me the money, honey.
3. Fill out the questionnaire– Let’s get ready to make some magic. Answer the questionnaire so I can nail this project for you. *

*Of course, these steps can be made even more specific to your business and industry.

And remember, if these steps seem obvious to you, that’s because it’s your business. But to clients, something simple like this alleviates anxiety about the process and clarifies a lot of questions right off the bat. 

Let’s do a quick recap of these six tips so you can easily implement them onto your website. 

Tip 1: Don’t just talk about the surface-level features and benefits. Dig deeper and connect your product or service to an emotional desire. 

Tip 2: Never assume your audience knows where to click or how to navigate through your website. Include clear calls to action that tell them where you want them to go and how they can make a purchase.

Tip 3: Add short, compelling testimonials to reduce the perceived risk of spending money

Tip 4: Address the fears and reservations you know customers have about your product or service head-on

Tip 5: Speak directly to your audience by using words like “you” and “your” and eliminating vague words like “clients” and “customers.”

Tip 6: Tell your audience exactly where they need to click to book or buy from you. A call to action in the top right corner of your website is proven to increase conversions.

If you do these 6 things to your website messaging, it’s nearly guaranteed you’ll see more inquiries, sales, and retention. 

Remember, clarity sells. 

Are you ready to define your brand voice, ace your message, and solidify your place in your industry?

Learn more about website copywriting services here and book your free consultation call to see what this would look like for your business.