Writing a lot can often make you forget about the ultimate goal of the piece – to sell a product or service. When a client sends you information about their company, product or service, it can be tempting to simply rewrite the article so that it’s fit for the web, without focusing on converting people to actually spend money.

Here are some tips to use your opportunity to convert website users into clients:

Convert website users into clients

  1. Make it personal: People are self-centred. If they landed on your website, it’s because they are looking to satisfy a need or a want (not because they feel like broadening their general knowledge or reading about the company). Try to appeal to the website user’s emotional side by stating how the company, product or service can make them feel better. Instead of listing a string of features or benefits, tell the reader exactly how your product is the solution to their problems.
  2. Use a testimonial: The product or service you are writing about may be great, but the website user doesn’t want to feel like the only person in the world buying it. If you can get hold of a few people who have used the product, ask them for a comment or quote to validate the claims you are making. These testimonials will help reassure your reader that they are making the right decision.
  3. Use a conversational tone: Writing a brochure is different than writing for the internet. If you use a friendly, engaging tone (and avoid unnecessary words), the reader will be able to trust you more easily. Writing as if you are speaking on behalf of a law firm or the company’s CEO can make your content seem like a marketing gimmick, which may not lead to conversions.
  4. Liven it up: Nobody likes reading endless pages of information, so try to liven the content up with a video (maybe a how-to clip on how to use the product), some pictures or a sketch instead of written information (showing how long the product will last in a sketch may have a greater impact than a sentence about the longevity of the product, for example).