Action-Oriented Copywriting

You can increase conversions on a web page by writing copy that is focused on one goal or action.

Before you write, ask yourself "What do I want my visitors to do?" Do you want them to click through to another page on your site, purchase right away, sign-up for something by giving you their contact information--there are many possible actions. Give thought as to what you want them to do the most once they arrive on this page.

Then write your copy with that one goal in mind and include clear verbal steps along the way to help your visitors prepare to take action when the time comes. If you are offering a free sample, sprinkle 'free trial', free sample', etc. throughout the text. Motivate them by telling them why they need it, why it's important to them, - solve their problem! When they are reading you are preparing them to take action and get the 'free whatever' and they are thinking--Where do I get it? What do I do next?

Now tell them how to take action. Buy here, get your 'free whatever' here, give us your name and email and we'll send you.....get the idea? Your copy should guide, nudge, and lead your visitors in the right direction. Then call for action.

Once you give your copy focus, define a goal for the copy, and an action for visitors--you'll have copy and a web page that converts :)