Every. Word. Matters. (In Fact, Even Three Simple Words Can Increase Sales)
You know a business website’s content can often be the single most important piece of the website equation that either helps or hurts a business when it comes to generating high quality online leads.
(After all, that’s why you’re considering hiring expert web copywriters to improve your website… right?)
But does every word really matter?
Well, I’d be going a bit over the top here if I said EVERY word matters.
For example, if you had an extra “that” in your website that didn’t need to be there, I doubt it’d send potential online leads away from your site in droves.
So while every word may not matter, I won’t hesitate to say that the majority of them absolutely do.
Let’s take a look at a simple, absolutely brilliant example that illustrates how much a single word can have on the number of leads generated by a website.
Single, strategically placed descriptors = sales
Less copy is always better than more copy.
Oh, except when it’s not.
According to a study conducted by Carnegie Mellon University, adding a defining adjective like “big,” “little,” “great” or “tiny” can often mean the difference between making a sale and losing one.
In their study, Carnegie ran a test between two different versions of the same copy:
When describing a DVD free trial shipping charge, their test website told ½ the visitors they’d be charged “A $5 fee”. The other half were told they’d be charged “A Small $5 Fee”.
Not only did “A Small $5 Fee” outperform its competing “A $5 Fee,” wording, it outperformed it by an astounding 20%.
We’re not just talking about fees here…
This descriptor addition technique doesn’t apply to just fees.
You can present your customers with “a big chance to save” instead of “a chance to save.”
You can use this rule for describing products – “a couch” might not seem as appealing as “a modern couch,” for example.
In these instances, guiding your website user (and potential customer) toward thinking in a certain way—the way you want them to think—can be as simple as adding a single word.
Today’s key takeaway
Simple word changes can and do make massive differences in your website copy.
If you attempt to make content changes on your own, remember to always test the changes to see if your best guess about what will work better helps or hinders your site’s success.