Brad Shorr recently wrote a great article on Smashing Magazine’s website discussing five errors in web copywriting which can ruin an otherwise perfectly good website. Unfortunately, too often too much time is focused on the design and functionality of a website, and while those are important factors, having compelling copy that forces an action by the reader is what will help with conversions.
I would highly suggest taking five minutes to read this article and then take a look at your website’s copy, trying to understand how you might be able to improve it to help with conversions, I’ll be doing that for ours.
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I am also a firm believer in crafting a story of the experience of a product or service for an interested party.
I recently consulted with a small business that sold surplus military vehicles to private owners and collectors. The pages for each vehicle were filled with stats and a description of the vehicle, along with a few pictures of the vehicle in a static state. I suggested they add a video of the vehicle driving around from the driver’s perspective. This would create an immersive experience for the potential buyer where they could hear and see how exciting owning and driving the vehicle would be for themselves.