Ensure your content meets the needs of your visitors.
Hire a professional copywriter who will interview your customers, test your product, survey your visitors, and talk to your team.
Alternatively, invest time, like 4-5 full days, and funds to learn how to write your own copy by studying books and blogs, taking a course, and learning how to write and edit.
For example, write your email copy before you draft your site’s copy to focus on converting free trial signups to a paid plan.
Interview your current customers to find the biggest benefit they’ve received from your product and focus your copy on these benefits, not on the features.
Back up all quality statements and trust requests with solid proof.
In your qualitative research, ask open-ended questions such as, What was going on in your life that compelled you to come looking for a solution like ours? Also interview your sales and customer service representatives to better understand common issues and questions.
For example, the brand Innocent Drinks uses copy that includes phrases pulled from qualitative research, such as, finest fruit, weird like colorings, and never, ever to sound like a customer, not like a smoothie company.
Remember technical aspects like legibility and readability. For example, dark text on a light background, large font, and short, simple sentences for scannability.
For example, showing that your product is sold at the best price (logic) and that your product evokes nostalgia (emotion).