Websites are an integral part of any business today, helping to drive leads and sales. As websites become more complicated — and expensive — some businesses lose sight of the importance of the text on their website compared to the functionality.

The truth is, just adding the right copy to your website can be a cost-effective way to increase leads or sales. Keep these three tips in mind when it comes to writing for your website:

1. Focus on the home page.
The home page is the page that most visitors come to first. If you rely on new traffic for your leads and sales, make sure your home page clearly defines who you are and what you do. Flashy graphics are nice, but if someone can't understand what your company does by scanning your home page for 20 seconds, they are likely to just go elsewhere.

Phrases like "We provide for all of your copying and printing" or "We help plan corporate meetings" are better than "We help your company be more synergistic and achieve better results." Be clear. Be direct.

Also, make sure that once a visitor knows what your company does, he or she also knows what you want them to do. Make it clear where you want them to click or explore.

2. Information pages should provide useful information.
If you sell a product or service that your prospects usually need to do some research on before they buy (as opposed to an impulse or simple buy), make sure you provide them with the information they need. A simple question-and-answer page, or a page or two explaining how to use your product or service can be invaluable.

Think back to what kinds of questions people ask on a sales call, or over the phone and address them on your website. If people are left with questions, they will tend to not continue rather than call to clarify. Make it easy for them to get what they need. Good information tends to include testimonials, case studies and answers to frequently asked questions.

3. Tell them what to do next.
Oftentimes the copy on Web pages leaves the visitor hanging. A good information page not only answers the visitor's questions, but makes it clear what to do next. Make sure your copy includes a call to action. At the end of a section, you may have a line or two that directs the visitor to take an action. For example, lines like "Click here to request a meeting," or "Click here to find out what others say about our products" are typically good calls to action. Even though you may already have links on the page that say the same thing, integrating the call to action into the copy can increase response rates. Don't be afraid to include multiple calls to action in the same section. Let the visitor decide what level of commitment she wants to make.

A few simple changes to your website copy can dramatically affect the success of your online efforts without costing a bundle.

Want to know more? Email us and we'll send you our white paper, "Ten great ways to increase sales with your website," for free.

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