Creating a website is a ton of work, but going through all that work and then not getting any sales to show for it? That’s crushing.
Unfortunately, fixing your website conversions isn’t a one-size-fits-all solution.
→ Going viral won’t solve your problems.
→ Creating more content doesn’t always get you more sales.
→ Investing in top-dollar design can be an expensive detour on the way to conversions.
A lot of things could be wrong with your site, so you need to focus on the right fixes in order to make more sales.
Fact vs Fiction: If you, at the time this post was written, Google “why isn’t my website converting” the first result says this:
“In order for your site to convert, it has to rank highly in Google search results”
From a copywriter’s perspective, this was disappointing to see.
Conversions and traffic are not the same thing.
And unfortunately, I’ve talked to people who get plenty of traffic, yet their website still isn’t converting.
It really bums me out that this #1 spot on Google is doing them such a disservice, because getting more traffic from Google will not solve your conversion problems.
So, like any nerd, I want to look at this from a psychological angle.
(One of the most fun/weird things I’ve experienced since becoming a copywriter and digital marketer is a deep appreciation for psychology and stats around consumer psych. Like, I now have a favorite Cognitive Bias, isn’t that weird?)
Ok, so if this is you, here are some reasons why your conversion rate is low, regardless of how much traffic you’re getting.
1. You aren’t literally telling people to buy from you
Do you ever wonder why so many websites have buttons like these?
Buy now
Shop collection
Click here
Download now
That’s because this type of high-direction copywriting is shown to help increase engagement and conversions.
You would think that people would assume if they land on your site, you want them to buy from you, but that’s not the case.
If you have one takeaway from this blog post, let it be this: people hate thinking and they hate making decisions.
This is ok. It’s great actually.
This means you can tell people what to do, and they will probably do it. Make it easy for your website visitors by literally telling them what to do.
Of course, this doesn’t mean that they will automatically purchase your high-ticket offer through your first call-to-action, but that doesn’t mean you shouldn’t move them along the customer journey.
Literally ask them to get on your email list, download your freebie, or schedule a discovery call. It’s not a big ask, but you still need to actually ask in order to increase your conversions.
2. You haven’t narrowed down your ideal client
Insert cliché marketing phrase here: if you’re speaking to everybody, you’re speaking to nobody.
It’s overstated, but it’s overstated for a reason.
This is why I’m such a huge fan of brand messaging work, and why I insist on laying this foundation before I write someone’s website copy. We have to know exactly who we’re speaking to, so we can actually speak to them.
It’s the difference between getting a general email blast from someone, and someone taking the time to personally write you an email.
People can tell when something is meant for them. They pay attention when they see their needs in your copy.
3. You talk about yourself too much
It’s your website, shouldn’t you be talking about yourself?
Actually, your soulmate clients don’t really care about you.
They care about the parts of themselves they can see in you.
I know it’s a tough pill to swallow that people are inherently selfish and don’t care about you right away, but this is actually a good thing. This predictable selfishness is how we can use this to your advantage.
Think of it like a first date or meeting a new friend. If you talk about yourself the whole time, they’re not going to want to continue a relationship with you.
But if you find common ground with someone, generously share your knowledge, and enthusiastically fix their problems, they’re going to be a loyal friend or client.
I’m in no way saying you should not talk about yourself. I’m simply saying to do so strategically so you can sell with empathy.
4. Your website has too many distractions
Have you heard of decision fatigue?
It’s when someone is overwhelmed by the constant decisions they have to make, so they end up making poorer, slower decisions. Sometimes they will completely avoid making decisions altogether.
When looking at your site’s homepage, how many options are your readers given?
If you’re trying to divide their attention between a blog, email list, freebie, membership, discovery call, or learning more, then you’re simply adding to the decisions they have to make.
Cut down on distractions by simplifying your site:
- Have 1 main call to action. Add that CTA button to your homepage 4-5 times.
- Cut down your main menu to only your most relevant 3-4 pages.
- Make sure all your copy supports your main CTA.
Also make sure you don’t over-design your website. I’m a fan of cool features, videos, and graphics as much as the next creative, but not to the point where it becomes sensory overload for your visitors.
5. You haven’t built up your know, like, and trust factor
Another marketing cliché, but it’s true! People need to know, like, and trust you before they buy from you.
When your copy only talks about what your business does, it doesn’t ensure people will be on board with hiring you.
Let’s break each of these down a little more:
Know
- Is your website consistent with what your audience already knows about you?
- Keep the same tone and messaging across your platforms, so your website is a continuation of that narrative- not a new one.
Like
- What is the feeling your website is invoking?
- People buy when they feel confident, inspired, excited, and hopeful about a service. Identify how you want people to feel, and make sure your website reflects that.
Trust
- Are you showing the results of your services and your expertise on your website?
- Experts inspire trust. Your website should show that you’re an expert through your copy, not just by listing your credentials, but by demonstrating your skills.
Don’t forget that the know, like, and trust factor on your website needs to pick up where your other marketing left off. As in, if you get your leads from socials, your website needs to build on the know, like, and trust work you’ve done on that platform.
6. You haven’t mapped out your customer journey
This part is crucial! I absolutely insist on doing customer journey mapping with every website copy project I work on.
Understanding your customer journey will inform a lot of your copy and content. When you can nail their internal monologue, your soulmate clients will feel like your offer is made for them.
Here are some questions you should know about your customer before writing your website copy:
- What is the surface problem they’re trying to solve? (They need a new website or they want to make more money, etc.)
- What is the deeper frustration motivating them? (They don’t have time to do it themselves or they know they don’t have the expertise to solve their problem)
- What is the philosophical problem that keeps them up at night? (They really just want to grow a thriving business, support their family, and work fewer hours)
When your copy follows that journey, it makes it easier for them to take the next step and buy from you.
7. You aren’t showing the client transformation
If I had to pick the key word that’s most important for increasing your website conversions, it would be “transformation.”
People might think they want your coaching package, CPA services, or social media management, what they really want is the transformation you’re offering.
Sell the transformation, and your conversions will increase.
You can do this by:
- Strategically using testimonials: Prompt your clients to write testimonials that talk about the transformation your services got them. We want a clear picture of before and after they’ve worked with you.
- Talk about the results often: Don’t simply talk about what you can do, talk about the results you get with what you do, not just on your website, but on all your marketing channels.
- Share your own transformation: Hopefully you practice what you preach, so if you’re able to talk about your own transformation, people will start to see that it’s possible for them too.
Need help increasing your website conversions?
I get it, this is a lot of information. Truthfully, you could be doing only one of these things on your website, and it could seriously mess with your conversion rate.
Getting a fresh set of eyes can be incredibly helpful for increasing your conversions and sales.
As a website copywriter, it’s my job to stand in the shoes of your soulmate clients and tell you what they need in order to feel confident and excited to buy from you.
Here’s how I can help:
- Hire me to write your website copy for you: A custom copy-makeover is ideal for nailing your customer journey and messaging, while capturing your voice through dynamic copy.
- Done-with-you copy audit: This service gets you an hour of my time, call recording, plus an action-forward list of changes you can make to your website and marketing to increase your conversions.
How about more copywriting ideas and marketing tips?
Ok, if you’ve made it all the way down here, chances are you are looking for more ways to spruce up your website and optimize your marketing.
I send out a weekly newsletter talking about websites, copy, and marketing. Get on the list to see what I’m talking about this week.
