converting vistors to buyers

[Dan Furman]

I'm always surprised that the copywriting section here gets so little conversation. It's one of the most important aspect to so many aspects of business success.

This sounds jaded (it isn't, but it sounds like it), but many people do not value copywriting very much. Not in a "I'm willing to pay xxxx for it" sense. I think it's partially because anyone can write on a basic level.

Plus, freelance copywriting is really a new-ish industry (at least to the mainstream). A lot of people don't even realize copywriters like me exist... when I tell people what I do for a living, a lot of them don't understand it, or think I do "computer stuff" because I write "website copy".

My bias is toward design and development which I think very important as well, but I'll put copywriting at the top of the list. Good copy can overcome a lot of other things done poorly. The reverse usually isn't true.

I've always said that bad design, much like bad copy, will drive people away. In fact, poor design will drive someone away faster. So for first impressions, design is more important. And good design will always help good copy. They go hand in hand - to have a successful website, you really can't skimp on either.

But in the end, if I had a page with no design at all - just a white background - given 3,000 words, I'll still sell in respectable numbers. The reverse (design with no words) probably isn't true. That's why copy is more important in terms of straight conversion.

[vangogh]

I agree with everything you said. I think the issue with copywriting is everyone can write. The problem is most people don't write well and even less write well in a way that sells. I've run into similar things with design.

Everyone knows someone who can build a website, but most of those people can't build an effective website. And many people assume they can build the site themselves. They can build it, but usually not in a way that will keep someone on the site or drive sales. Same thing with copywriting. People are looking to save money and since they can type words on a page they assume they can write copy.

[rezzy]

So how can you get a customer to contact you in the face of those problems? Honestly, I have seen copywriters but never knew what it was, or why I would hire someone to do it.

[vangogh]

Your copy helps convince people to contact you. It will let people know the reasons why they should choose you and counter any objections they might have. Take a look at Dan's site and see how he writes. Notice that he pulls you right in. Without even taking time to analyze why his writing works you can tell it's going to. Compare it to your own site and see if you notice the difference. That's not meant as a knock on you, but rather it's a compliment to Dan.

Writing is a specialty just like many other things. When it's done better it's more effective. Someone who writes for a living is going to be better at communicating what you want to say with what your potential clients want to hear.

[Dan Furman]

Your copy helps convince people to contact you. It will let people know the reasons why they should choose you and counter any objections they might have. Take a look at Dan's site and see how he writes. Notice that he pulls you right in. Without even taking time to analyze why his writing works you can tell it's going to. Compare it to your own site and see if you notice the difference. That's not meant as a knock on you, but rather it's a compliment to Dan.

Writing is a specialty just like many other things. When it's done better it's more effective. Someone who writes for a living is going to be better at communicating what you want to say with what your potential clients want to hear.

Thanks for the compliment.

heh - I hate my site right now It worked great in the past (and is still doing ok), but the times, they are a' changin'. I'm right now re-doing my entire "clear-writing" site to make it smaller, tighter, and to carry more of an ROI message. It's also going to be more "I" than "we" (the site is heavily "we" right now, which was fine for awhile, but I'm going back to more "I", as I've reached the point where I think "I" am the key advantage.) Hopefully be done in a week or three.

The "dan furman online" site is actually the better written of the two right now (at least I feel that way)

[cbscreative]

Dan and vangogh, you two have said it so well, there is not much to add. I agree that design is important, but only important to the point that it looks like it was done professionally. It really is the copy that makes the difference after that, and I would dare say the same thing vangogh did, the copy is more important than the design. I'm sure many designers might disagree, but the numbers show that to be correct.

There have been studies done on this which is no surprise because everything is getting studied by someone. It has been shown that well over 75% of the time, web users take note of copy before they even notice graphics. That really shouldn't surprise us either since people use search engines to find information, it is usually information they are looking for.

Dan, I'm sure we both share a similar attitude on the fact that most people don't value copywriting. I actually consider that to be good. If more people valued it, then our job would be tougher. Since we get the clients who do value good copywriting, the rest wonder why they are losing.

On my original point about pre-selling (or any kind of selling), guess what that involves...you got it, it requires good copy.

[vangogh]

Glad to supply the compliments Dan. I've read many pages of your sites and one of your books so I have a lot of sample to draw from.

Think about it. Think of a simple AdWords ad that you're hoping will get a searcher to click and prepped for what's on the other side of that link. It's just a couple lines of copy, but done poorly means you'll either get no traffic or pay for traffic that wasn't interested in what you were selling. Done right your clicks will increase, your cost will go down, and you'll sell more. Copywriting is important to business.

[rezzy]

Is copywriting something designers can learn or is this best allow a pro to work at? Steven can you adequately copy write your pages to get the return you want, or have you hired/considered hiring a person to write them?

[vangogh]

I think it's like most anything. Some people will have a natural talent for copywriting the same as some people have a natural talent for design or accounting. At the same time I think everyone can learn to be a better copywriter or designer or accountant. It really comes down to how much time you're willing to put into learning.

I do my own copywriting. I won't claim to be better than a professional copywriter, but I've done a lot of writing through the years and in general think I write well. I also enjoy learning how to do it better.

[Dan Furman]

I would encourage you to at least try it yourself. Maybe read up on it some (my book about it, linked below, isn't quite out yet. But it will be soon, and there are others, too.)

If you try it and it doesn't work, then look into hiring someone.