Conversion Copywriting 101: Writing Content That Converts

Introduction:

Writing copy that converts (and doesn’t send your readers to snoozeland) is a skill that takes time and practice to acquire. But, with the right tools in your pocket, you can easily create content that captures readers’ attention and drives them to action.

Conversion copywriting is the art of crafting engaging content that connects with your audience and helps them leap buying a product or service. In the age of digital content, conversion copywriters are in demand more than ever, as they spearhead the success of websites, businesses, and blogs alike.

So, how do you ensure your content stands out in a crowded market? Here’s everything you need to know about writing copy that converts.

 

Conversion Copywriting: The Basics

Conversion-oriented copywriting is a form of persuasive writing that subtly convinces readers to take action. Common examples are making a purchase or filling out a form. The key is to understand the needs of your target audience and to craft copy that speaks to them effectively.

To get started, you need to identify who you are writing for: 

• Who is your reader? 

• What kind of language do they like? 

• Do their needs align with the product or service you’re offering?

Tapping into the needs and wants of your reader is the key to success in conversion copywriting. As the copywriter, your goal is to craft clear, concise persuasive content that educates the reader on a brand’s selling proposition, and how the product fulfills their needs and desires.

 

Most conversion-oriented content has a clear call to action that motivates readers to take action. This isn’t necessarily making a purchase but could be something as simple as signing up for an email list or downloading a free eBook. Conversion could mean:

 

• Booking a consultation call

• Scheduling a Zoom meeting

• Downloading a PDF

• Joining a Facebook group

• Clicking a call-to-action button

• Navigating to another website page

• Sharing a post on social media

Conversion copywriting has one key focus – to get the reader to take action and do something right then and there. It drops all the fancy language and flowery prose and gets straight to the point. You need to capture your readers’ attention, establish trust, and offer a solution that engagingly meets their needs.

The best conversion copywriting is concise yet persuasive – it paints a vivid picture of what life with this product could look like while presenting clear instructions on how to get there.

 

Case Studies: Successful Conversion Copywriting:

Let’s look at great conversion copywriting in practice. Shopify, the world-renowned e-commerce platform, uses conversion-oriented copywriting throughout the website to encourage users to sign up for a free trial. Here’s the top of their homepage:

 

Shopify starts with a clear statement that defines its value proposition; it makes commerce better for the reader. The language is plain, simple, and concise, grabbing your attention and raising interest in the product.

 

The sub-copy identifies exactly who the product is for – entrepreneurs, big brands, and everyone in between. By doing this, Shopify has already addressed a common objection many have before purchasing a new product – that this product isn’t for me. This copy encourages the reader to envision themselves as a successful Shopify user, prompting them to take action. 

 

The message is followed with a motivating call-to-action, highlighted by its white button format; ‘Start free trial.’ Shopify knows that readers are more likely to take action if it’s easy and risk-free, which is why the copy emphasizes the “start for free” part of the offer, and adds that users can get their first three months at a heavy discount. 

 

In less than 40 words, Shopify successfully hooks the reader, sells its value proposition, and drives action, without coming across as sales-y. Not bad, hey?

 

Here’s another great example of conversion copy in action, except this time the goal is to navigate to another webpage rather than joining a free trial. This is taken from Semrush’s homepage:

In this example, Semrush expertly intertwines conversion copywriting and graphic design to drive action. Readers are introduced to the face behind the business, which instantly builds trust as it humanizes the company. 

 

The copy is also engaging, using humor ‘Our CEO will eat his hat’ coupled with the value proposition of the product, ‘if you find another tool that lets you do all these things,’ to quickly and easily explain the product’s features and benefits. 

 

By listing some of Semrush’s most popular features and following with a call-to-action for users to discover more, Semrush successfully entices readers to click and learn more about the product. This type of conversion copywriting resonates with users, as it provides a clear explanation of the product without being too lengthy or overly complicated.

 

This example shows when crafting effective conversion copywriting, it’s important to consider every aspect from visuals to language. Use persuasive words such as ‘discover’, ‘power’, and ‘unlock’. And make it easy for consumers to act with simple calls-to-action that don’t require too much effort or thought. 

 

Tips for Crafting Conversion-Driven Content:

So, how do you go about creating engaging, conversion-driven content for your website?

It might take some time for you to be well-versed in conversion copywriting, but here are some tips for getting started:

 

Gather valuable information:

Having in-depth knowledge of your reader and product will help you craft content that resonates, moving them to the “yes” without having to think too much.

 

During this research phase, you’ll want to find out:

• Your marketing persona and target buyer

• Demographics of your buyer (who they are, how old are they, and what they like)

• The needs of your buyer

• Unique selling point of your product

• Benefits of your product

• Why your product is better than the competition

• Past testimonials from loyal customers

• Any performance-related statistics

It’s important to gather this information into a hierarchy of needs so that you can write content that speaks to your reader’s pain points and motivations, making it easier for them to make a purchase decision.

 

Focus on customer goals:

When crafting conversion-driven content, always focus on the end goal of the customer. What do they want to achieve? Keep this in mind when writing your copy and use persuasive-language techniques to drive them to the desired outcome.

 

Make sure your content is focused on what the customer will gain rather than what you want them to do. Showcase the value of your product and let it speak for itself.

 

A great tip for doing this well is to start at the finish. What do you want your customer to do after reading your copy? If it’s subscribing to an email list, for example, you’ll want to create a call-to-action that encourages them to do so. Then, you should follow the logical path backward to create content that leads them up to it.

 

You need to seamlessly weave the benefits of joining your email list and how this list will serve your customer’s goals and needs. This could include exclusive discounts, newsletters with valuable content, events, or other initiatives that your customer would be interested in.

By focusing on the end goal of your buyer and crafting tailored content to meet their needs, you can create persuasive copy that will convert readers into customers and eventually long-term repeat buyers.

 

Think about the buyer’s journey:

Assessing your buyer’s journey is the key to writing conversion copywriting. Your buyers will always have different needs at different times. It doesn’t matter if you’re selling an SEO tool or an eyeshadow palette, all buyers will go through the same process; the buyer’s journey.

 

It typically follows this pattern:

• The journey starts with them becoming aware of a product or service, or their need for it. 

• They’ll then evaluate whether it is a good fit for them. 

• It then ends with them finally deciding if it is the right one to buy.

 

At each stage of the journey, your content needs to be tailored to meet your specific buyer’s needs. This is what helps them to move through the sales funnel.

 

Using an SEO tool as an example, in selling it your content should focus on how it can help businesses rank higher in search engine results. This can be achieved by explaining the features and benefits of using the product in terms that make sense to the reader. As well as demonstrating how it will improve their SEO performance.

 

By knowing your buyer you’ll be able to understand the level of understanding they’ll have of SEO. As some of your buyers potentially won’t know what an SEO tool is or why they need it, you may need content that simply explains these concepts. 

 

By creating conversion copywriting that is tailored for each stage of the buyer’s journey, you are creating a funnel that moves buyers through efficiently – increasing your conversions. 

 

Common Mistakes to Avoid in Conversion Copywriting:

There are some copywriting mistakes we see time and time again when it comes to conversion-oriented copy. Here are the common mistakes to watch out for:

 

Neglecting pain points:

Tapping into pain points and needs is key when wanting readers to take action. If you want to move readers to the “yes,” you’ll need to address exactly how your product serves their needs and solves their problems. Focus on benefits rather than features when writing copy for your product, you’ll find more success.

 

Not using emotional language:

Emotion drives sales. Great conversion-oriented copy uses emotional language like “inspiring,” “remarkable,” and “transformative” to tap into readers’ needs and desires. This will draw them in and make them more likely to convert.

 

Being too sales-y:

Treating readers as dumb can lead to bad conversion copywriting. You need to give readers credit, as they can spot overly promotional language from a mile away. It will always leave a bad taste in their mouth as well as make whatever proposition you propose come off as untrustworthy. Your goal is simple: Make readers feel like they’re getting value out of your product and content. By bombarding them with marketing headlines and sales-y talk you’re making them feel as if they’re not going to achieve that.

 

Forgetting urgency:

This is a common error that is costing you conversions. By creating a sense of urgency you’re adding a time limit for your product’s availability. This increases its perceived value and reduces the amount of time a customer can spend thinking about the purchase – two ways to increase your conversions. Phrases like “limited time” and “now” instill a sense of urgency in your readers, and are perfect at achieving this goal.

Final Thoughts:

Conversion copywriting is a powerful tool in your marketing arsenal. When done correctly, it can lead to increased sales and an overall boost in profits. With these tips in mind, you’ll be well on your way to crafting copy that resonates with readers and inspires them to take action.