Website copy is not just supposed to sound or look pretty— it must also be engaging and compelling enough to convert readers into customers. In fact, according to the HubSpot State of Content Marketing report, at least one in six marketers gauge the success of their content marketing initiatives through conversion metrics like sales. That’s no easy walk in the park.
If you’re not sure how to use copywriting to convert visitors, you’ve come to the right place. We’ve put together handy tips on how to up your conversion copywriting game. These hacks help you leverage your website to effectively convert visitors across your landing pages, blog, product pages, homepage, and beyond.
What’s Conversion Copywriting and Why is it Important?
Conversion copywriting is at the heart of content marketing. It involves crafting persuasive copy with the goal of getting the reader to take the desired action. Using convincing and engaging language, this type of writing helps convert the reader into a sale or customer.
More often than not, the primary aim of conversion copywriting is to nudge readers to purchase your service or products. This type of website copy has a hyper-focused goal, and that’s to convert.
However, as marketers, we leverage conversion copywriting at every turn along the buyer’s journey. We can use conversion copy to build brand awareness, encourage readers to subscribe to email newsletrding to Digital Authority Partners, or inform them of their pain points. It’s a holistic approach that can work wonders for every aspect of your content marketing.
Conversion Copywriting Differs from SEO Copywriting
Although closely related, there’s a subtle difference between search engine optimization (SEO) copywriting and conversion copywriting. The latter is crafted to keep the readers glued to the page once they have found your content. On the other hand, SEO copywriting is intended to get your website on top of Google page one and encompasses many aspects of your website, including website designs, mobile-friendliness, UX, and much more.
Conversion copywriting uses active and highly engaging language to leverage your website (and its features) to effectively convert readers across your pricing page, blog, homepage, landing pages, and more. Great conversion copy can help support other marketing channels like video, email, and social media.
How to Craft Killer Website Copy that Converts
What are the right ways to create the website copy you need? Read on!
Write Your Copy With Confidence
According to Digital Authority Partners, a local seo agency in san diego california, websites (and their content) are responsible for 94% of customers’ first impressions. You’ve got one chance to impress with your web content, so it pays to do it right. If your web copy doesn’t exude confidence, you’ll likely not win the reader’s confidence.
When writing your copy, avoid words that don’t mirror confidence. Typical examples include possibly, maybe, probability, just, think, and need. Instead of beating about the bush, be concise and direct with your messaging, making sure that your point gets across without unnecessary details.
Writing your copy with confidence makes it easy to address your readers directly and nudge them to take action. It helps you filter out content that won’t appeal to your readers, establish your organization as an authority, and generate leads.
Don’t Go Overboard With the Intro
The lead gives you a chance to impress right off the bat. But, as copywriters, we tend to craft lengthy intros packed with stats, metaphors, imagery, and humor in an attempt to impress.
We all want to warm up to the point with an endless over-introduction. Perhaps you wish to sound polite and want to make the reader feel appreciated for their time.
But that’s overkill. Instead, your conversion copy should get down to the brass tacks from the get-go. The last thing you want is to bury the lead with a big chunk of sweet talk. Get to whatever point you want to make and be direct.
Keep the Reader in Mind
Successful conversion copywriting calls for a deep understanding of your target audience, according to Forbes Magazine. Open your writing with a clear value proportion told in a manner that resonates with the reader.
More crucially, perhaps, remember that the reader on the receiving end is a busy, emotional human, just like you. Read out loud what you have written to ensure that what you wish to convey will be understood as you intended.
Eliminate ‘Check Out’ from your Copywriting Vocab
Let’s admit it, we’ve all used the phrase ‘check out’ to alert the reader to something in our copy. It’s easy to use the phrase when you want to encourage users to read an article, purchase a product, or click on a link.
There’s nothing wrong with ‘check out’ but it is so overused that it has become an annoying cliché. Instead, opt for a stronger, more forceful verb to convey your message, especially when it comes to completing your call-to-action (CTA).
For example, consider the difference between the following call-to-action phrases:
- Check out how to improve your copywriting here
- Improve your copywriting here
The second CTA is much more forceful and, thus, more effective.
Use the Royal You/We
We’ll admit: we’re as guilty of this as anyone. If you overuse ‘I’ in your copy, you will paint your brand as selfish and thoughtless. We all want to be part of something, no matter how small or big it is, and your readers are no different. They want to feel included.
So, instead of using ‘I’ too often, consider incorporating the royal ‘our’ and ‘we’ into your writing. These words signify trust and inclusivity, while ‘you’ implies empathy. Consider the difference between “In this article, I’m going to talk about ten ways to improve your lifestyle” versus “In this article, we’ll explore ten ways to improve our lifestyle.”
Use ‘Because’ and ‘Why’
‘Why’ and ‘because’ are two trivial words that can supercharge your conversion copywriting. Why? (See what we did there?).
Using ‘why?’ allows you to add an extra visual impression of the question. It helps capture or re-capture the reader’s attention. After all, the reader expects the “why” to be resolved and explained. In other words, the readers expect to be given the ‘because’ of the ‘why’.
Using ‘because’ not only resolves the question posited by the ‘why,’ but it can also trigger reason, which allows your copy to instill some trust. In turn, trust builds credibility and makes your call-to-actions more compelling.
Moreover, if you want to create a pause in your writing, start some of your sentences with ‘because.’ Whenever possible, you should make a habit of using ‘because’ and ‘why’ to broach open-ended, thought-provoking questions. They also help encourage readers to continue reading to get the answer.
Write your Copy with a Clear Objective in Mind
Your conversion copy in and of itself must excite people enough to take action. That’s the cardinal difference between it and other forms of writing. That’s why you should identify your goal and then work backward from this objective.
It’s high time for you to employ these tips to take your conversion copy to an entirely new and rewarding level. The outcome is superb: more customers, higher sales, better brand awareness, higher revenue, and sky-high conversions. It’s up to you and your copywriting team to brainstorm, plan, and craft the content that will make that happen.