Writing product descriptions and service information can be a successful way of getting customers. There are times though when writing just doesn’t work no matter how good it is.
It’s not always about the text itself, rather that it isn’t positioned on your website favorably. The aim of your text should be to gain a call-to-action response. It’s also key that this call-to-action is positioned in a relevant area around the related text, so readers can see it easily, and respond in the appropriate manner.
Sometimes it can be easy to monitor if your text is being read and positioned perfectly, by seeing the response in sales and click-throughs.
However, if it’s still eluding as to why your copy isn’t being successful you can always look into using Heat Maps to screen the pages of your website.
Heatmaps help distinguish popular areas on a particular webpage.
There are a few different types of heatmaps out there, that offer slightly different functions to help position your web content better.
Desktop and Mobile Heatmaps
Are great for seeing where people hover and click. They can be used to also help determine if your call-to-action is on the same page as your reader’s mobile or desktop screen. By using one of these heat maps, you can easily see if you need to move the call-to-action, so it is in the same view as the targeted text. When readers have to keep scrolling or moving a page left or right to find a call for action, there’s a high chance that if it’s not in easy sight after a few seconds that they will give-up.
Some can be used to see where’s popular when a reader is scrolling up and down a site and help you work out what keeps them scrolling to read more.
Others can help tell you the areas where people’s cursor hovers the most and potentially help you see if they find a particular area of interest (this can be text or image).
These maps are pretty self-explanatory, and if I’m honest, many websites already are able to tell you where their popular click-throughs are happening by preinstalled plug-ins.
Heatmaps can also be great in helping to identify where there’s overly distracting content that deters the reader away from the intended call-to-action. If you’re planning on using ads to help market other services or products, a heatmap can give you a clear picture of whether it is positioned correctly.
There are so many heatmaps out there that you can use and search for free, I generally just do a search and find the top one and go from there. As heatmaps are using data to gather and assess information, it’s key to use a service that is GDPR compliant. Thankfully most heatmap services will be adhering to these regulations and clearly state so when using them.
If you own and run your own website, and use WordPress, you can even install a plug-in to save searching for one all the time. As a copywriter, I generally won’t have access to your WordPress dashboard and will an external website when reviewing copy placement.