How To Write Website Content That Sells

Website content, or copy, is one of the most important elements of your site. Great copy can make or break a sale, so you have to get it right. (If only it was that simple!) We know writing compelling copy doesn’t come easily to everyone. So for those of you who are stuck on what to write on your website, this one’s for you.

These are the four golden rules of writing website content that sells.
How to write website copy | FUSED

Digestible content is king

The first golden rule to writing website content that sells is to break it down into bite-sized chunks, or digestible content. Digestible content isn’t about what’s on your dinner plate. It’s about how you structure the content on your website to look approachable. In other words, write so your visitors can quickly read, digest what you’re saying, and move on to the next step or topic without feeling overwhelmed by one long block of text. 

We like to do this by grouping similar information into sections with different headings and backgrounds. Try to avoid talking about multiple services or products at once. Think of it as the difference between an entire school paper being written in one long paragraph or broken up by headings, paragraphs, and even pages. When you write for a website, it’s very similar to your papers. The dissection of information into visibly different sections gives the illusion of it being less overwhelming to read, even if it’s the same amount of content.

The less overwhelming your content looks, the more likely your visitors are to read it.


Be concise, not confusing

Have you ever tried to follow one of those disclaimers at the end of a radio or TV commercial for new cars? There’s always a quick-talking man or woman who manages to fit all the finer legal details into the span of a few seconds. Their ability to talk quickly may be impressive but at the end of the commercial, we’re left more overwhelmed by information overload than intrigued.

The same goes for your website.

The second golden rule to writing web content that sells is to be concise, not confusing. The more verbiage you use, the more someone has to dissect your copy to determine if they want to buy.

It’s fluff. It’s word overwhelm. It’s time-consuming. And the bottom line is – it’s work. Internet users do not like to do extra work, and they certainly don’t want to feel overwhelmed during the buying process. Fluffy content has no seat at the Internet sales table.

Remember the first golden rule to divide your content into digestible chunks? Well if you want to make more sales online, write less in those chunks. Be more to the point. Don’t say something in 20 words that you could say in 5.

To show we take our own advice, we’ll just leave it at that.


Your website’s not about you

It may seem strange that the website which represents your business isn’t about you, but hear me out for a minute! Who’s going to be shelling out money to buy the products or services you offer, us (the customer) or you (the website owner)?

We are. And not to be mean but we care more about ourselves than we care about you. So when we browse your site, paint us the picture of what our lives will be like with you in it. If you want to highlight your best features, let your customer testimonial do the talking. 

Don’t worry! You still have your About page and plenty of other chances to show us who you are.


Be irresistible, not in your face

This one’s simple – we hate being sold to. A general rule about people is that we don’t like pushy sales situations. We like to imagine we’re making up our own minds about how to spend our money.

A great example of this in the real world is the car industry. Many of us associate car dealerships with salesmen and women who swoop in the moment we park, ready to sell us on the most expensive car on the lot. Does that always happen? No, but we still imagine it will because we knew someone who experienced that or we saw it in a movie.

Websites are no different.

When you start writing the content for your site, keep in mind that the point is to be irresistible, not in your face. Internet users are a cynical bunch. We expect company websites to try to sell us on their products and services. As soon as we see ego-boosting content, sales content, or popups interrupting our experience – we’re lost. So hit them in a way they don’t expect. Be irresistible. Talk about what they’re going through, make your customers the hero, or hit them with free knowledge bombs that leave them wanting more. (You can use the tips you learned in the previous rule to guide you!)

First impressions matter

Whether you choose to write your own copy or rely on a professional, don’t take your content lightly. Your website is your biggest marketing asset and often the first time someone is introduced to your company. First impressions matter, so make the words you choose to represent your brand leave an impression that sparks a sale. 

4 Easy Tips To Increase Sales From Your Website Homepage

It’s so easy to get caught up in how good your web design looks because how it looks has a big influence on if it will sell well. That’s not the only factor that matters. In fact, there are some key supporting design elements that are just as important to include on your website homepage if you want to increase your chances of selling more.

The best part? Most of these elements are easy to add to your existing homepage. So let’s start from the top.

How to make more sales on a website homepage | FUSED

Keep Your Website Navigation Simple

Have you ever walked into a store to look for one item, only to get bombarded with too many options and unsure which to get? Have you ever walked out without buying anything? I have. Website visitors do the same thing.

Website overwhelm is real – real detrimental to sales, that is. When new people visit your site, they don’t want to search or guess which menu option is the right one. The key is to keep it simple.

Keep your main menu options limited and easily recognizable. Don’t have options like “FUSED’s Culinary Creations Directory” when “Recipes” says it all.

Structure Your Website Homepage Content To Make More Sales

From the moment someone lands on your homepage, you are being judged. That’s right! People decide if you’re worthy of their time and money in the first few seconds after they land on your website (even if it hasn’t fully loaded the content yet).

If you’re going to be judged that quickly, you need to have a strong content-design structure in place to catch the visitor’s attention and pull them in to scroll further down the page or further into your website.

There are many ways people do this, but our favorite is to think like a total stranger. If you landed on your own site for the first time, would the above-the-fold content pull you in? (Above-the-fold is everything you can see on the screen when you first land on a web page.)

If it did, what would be the next thing you want to see or know? Is it something right there or did you have to root around the page or website to find it? Arrange your content from top to bottom in a logical order. You can always test this on willing friends, family members, and clients.

Put Your Contact Information On Your Website (everywhere)

Some things are too good not to repeat, your contact information is one of them. No need to go overboard but having your contact details in multiple areas on your homepage increases your chance of sales on a website or landing page.

According to statistics, once they land on a homepage, 64% of web visitors want to see a company’s contact information. That’s over half the web traffic that wants to be able to contact you! Give the people what they ask for!

We recommend adding a few tasteful different ways to contact you. Get creative with the “how” to get in touch by using methods like your phone number above your menu or even a “Chat Now” floating icon. The easier it is for people to make contact with you, the more they will do it.

Use CTAs Wisely Throughout Your Website

Calls To Action,  or CTAs, are arguably one of the most powerful methods of converting visitors to sales you could have on your website. A CTA is essential for you to directly tell your web visitor what action you want them to take. Seems pretty straightforward, right?

Yes, but like most methods of communication, there’s an art to it.

A great CTA, one with the right placement, personalization, and preface, can increase leads and sales by several hundred percent. (That’s not a typo! Hubspot reported a conversion increase of 121% when they implemented CTAs.)

What makes a great CTA? We’re working on a special project to help you create the perfect CTA to make more sales but we do have one tip we can share that will make a huge impact on your sales today.

That tip? There’s a “know, like, trust” factor that needs to be there before you can start asking for a sale with a CTA. Treat your homepage like an in-person relationship. You wouldn’t walk up to someone on the street and ask them to buy your product before they even knew who you are or what you sell, right? The same goes for your website homepage. We recommend including a CTA that leads to a free product or more information about what you want to sell. From there, you can quickly build the know, like, trust you need to turn a visitor into a repeat customer.

The Shameless FUSED Disclosure

In true FUSED fashion, we can’t end this article without telling you that cold-hard truth. Hundreds of factors can make or break your ability to convert visitors into sales on your homepage. These are just four easy-to-implement tips that are proven to provide results. The list doesn’t stop here, though!

That’s why we’re handing the keyboard over to you. We want to know what tactic you’re using to convert visitors to sales on your homepage.