In years gone by, copy was mainly used for magazine, TV and newspaper adverts. However, in the digital age, copywriters are also tasked with writing web copy to attract customers through other means, such as blog posts, landing pages and social media posts.
Conversion copywriting encompasses various types of content. It's used to connect and convert customers through simple and clear content. Effective copy can boost conversion rates by helping customers find solutions to their pain points, as well as helping build brand image.
Here at Prime Content, we know how to write killer content. There's a major difference between writing content from a business perspective and writing content that actually speaks to the customer and addresses their needs and desires. We know how to attract the reader's attention, keep it and then convert them into fully-fledged customers.
In this article, we'll look at various ways that you can improve your copy and how it can help you convert readers into customers.
Conversion copywriting is a persuasive piece of writing that is designed to convince the reader to take a certain action. In most instances, conversion copy is used by businesses to try and convince a customer to buy a product or service. This is the act of 'converting' a reader to a customer.
Many people think that they should write from the perspective of the business. They think that the aim is to directly sell a product or service to the reader. However, this can often prove ineffective as most readers don't like to be told that they should do something. Instead, the copy should read as a conversation between you and the customer. You need to convey that you understand the customer's problems and desires before presenting them with a solution.
The aim is to become a source that the customer can trust so that they feel like they are making a fully informed decision.
Before you start writing copy, read our nine top copywriting tips that will help you create effective copy that converts:
Understand your audience
The first step in creating effective copy is to understand the pain points of your reader. These are the problems that they regularly encounter and need a solution to. You want to write from the customer's perspective so that they can identify themselves and believe that you understand where they are coming from.
Once you have their attention, you can begin to introduce solutions to their problems. This is when you explain how your products and services can help them. This is the crucial point where your copy can help to turn a reader into a buyer. If you haven't gained their trust or explained how your solutions can help them, the reader will leave your article without having been converted.
Write for one reader
You can't create copy that will resonate or appeal to everyone. Rather than trying to spread yourself too thin, you need to establish who you are actually trying to reach and what they will want to read. Your reader wants to believe that you are writing with them in mind, rather than to hundreds or thousands of other people.
Try to write in the second person (by using 'you'), as the reader will feel like you are talking directly to them. It's a good idea to avoid the first person, as the copy shouldn't be about you. It's about the customer.
It can be helpful to create a customer persona so that you have a solid understanding of their likes and needs. You don't want your writing to sound too vague, so get rid of any phrases that don't specifically speak to your customer persona. This will also help your writing to be more concise and flow better.
Learn your client's voice
If you're writing for your own business, you can create the tone of voice yourself. If you're writing on behalf of a client, however, you need to speak with their voice.
Understanding your client is just as important as understanding your audience. You need to know what they both stand for and how you can use that to your advantage. Writing on behalf of a client means that you need to embody their beliefs and what they stand for. You also need to write in their tone of voice in a way that your reader will respond to.
There's no right or wrong way to write copy: you could use a formal or friendly voice, or a funny or serious voice. The only thing you've got to remember is that the copy must be on brand and worded in a way that fits with the target customer.
Research your topic
It's no use writing anything before you've spent time researching the topic. You need to sound authoritative in your copy, so that the reader trusts you. The only way to sound like an expert, however, is to have researched the audience's pain points and how your product or service can help them solve them. This will help you establish the best angle and how you can get the audience to take action and convert.
During the research stage, you need to find out who the typical customer is and what their needs are. You'll also need to research what benefits your product or service can provide them with and why it's better than the competition. This is a good time to find any relevant statistics that can be used to back up your points. The reader is more likely to trust your writing if you include facts and figures than if you make a vague statement with no evidence.
You should speak with internal teams such as marketing and sales to gather as much information about the target audience and products as possible. It's also a good idea to collect customer reviews so that you can understand the product and services from their perspective.
Have a goal
Effective conversion writing should make readers want to take action. For example, if you're writing a social media post, you want the audience to like, comment and share the post. Alternatively, you may want the reader to sign up for a newsletter, buy a product or use your services. The best way to write with an objective is to work backwards. Think about what action you want the reader to take and how they can be converted to a customer.
Although your copy may present a good description of your products or services, if you don't provide a link to them and prompt your reader to take action, they'll likely leave the page without a second thought. Try to be as clear as possible so that the reader knows what they'll get in return for following your call to action. You should also use action verbs such as 'download' and 'register' so that the reader knows what action you want them to take.
Study the buyer's journey
Your customers have different needs throughout the buyer's journey, and your copy needs to understand and reflect on where they are. The first stage of the buyer's journey is awareness, which is when they know they have a problem and are looking to find a solution. It's your responsibility to grab their attention, empathise with their problem and present a solution to it. The conversion part of this stage could be to send them to another piece of content, such as a video or e-book, that can explain the problem further and present a solution.
The next step of the buyer's journey is the consideration stage. This is the point that they know their options and are comparing the solutions to find the best one for them. You will need to go into further detail about the available solutions to their problem and how certain products and services can help them. The aim at this stage is to write copy that transitions your reader to the decision stage, where they can finally decide on which solution is right for them.
Once you have converted the reader to the decision stage, the buyer is ready to make their final choice. This is when you can showcase your products and services and go into more detail about how they are superior to other solutions on the market.
Most people don't have a big attention span, which means you've got limited time to grab their attention and convert them. Break up your text under relevant headers. This makes it easier for the reader to skim through and pick out the important details. It's also helpful to turn key points into bullet points as this makes your copy look more attractive and easier to read.
You should try to use short sentences and words where possible. Readers are more likely to switch off if you've used too many complicated words or long-winded sentences. Try to simplify your copy so that it clearly conveys your message and helps the reader find a quick solution to their problems.
Create catchy headlines and headers
Headlines and headers are one of the most important features of copywriting, as the first piece of text that readers will see. They need to immediately capture their attention and clearly convey what the copy is about. It's estimated that while eight out of ten people read headline copy, only two out of ten people will read the rest of the copy. Your headers should get straight to the point and have simple, clear wording.
It's also important to separate text with subheadings. They help the reader quickly scan through the text and get an overview of the copy. They can then read the subsections to gain more information if the header resonates with them.
Focus on benefits
Although your products and services may have a whole host of fancy features, they'll mean nothing to your customer unless you can address how they can solve their pain points. Your copy needs to focus on how the products and services will prove beneficial to them.
You need to lead with benefits and then go on to explain how the features of the product and services can solve customer problems.
To write great conversion copy, you need to have a clear goal in mind, understand your audience and fully research the topic area. You should also write as if you are directly speaking to one person so that the reader feels like you understand their pain points. It's also important to establish which stage of the buyer's journey you are writing content for (awareness, consideration and the decision stage).
Make sure that you look at customer reviews and feedback so that you know how to appeal to your audience. You should also speak to your marketing and sales teams so that you can get a better insight from their perspectives.
Trigger words are phrases or words that evoke strong emotions in your customers. These words can inspire a reader to act by sparking feelings such as desire or curiosity. A popular trigger word is 'free', as most people like to gain something without having given something first. 'New' is also a popular trigger word because people like to have the latest products or information.
An effective place to use trigger words is in headlines, as you've only got a few seconds to grab the reader's attention. They are also effective in email subject lines and adverts for the same reason. Emotional trigger words have the power to leave a lasting impression on readers and inspire them to make a purchase, click on a link or share a piece of media.
The best way to attract and convince website visitors is to appear approachable. You need to write with empathy and conviction so that they come to trust you. It's also helpful to use statistics and customer reviews in your landing page copy so that potential customers feel like they aren't just taking your word for it.
Your copy should be entertaining and informative. If you can manage these two things, it will be easier to convince a customer that they need to buy from you. You should make sure that all your content is on brand and uses the same tone of voice so that customers become familiarised with your brand and what you stand for.
It's advisable to avoid jargon as much as possible. You can't assume your readers know the topic well, so try to use basic terminology and fully explain any complex words or concepts.
Customers like to have options, so make sure to list various products or services that they can choose from. This will also help attract customers with different budgets and needs.