Whether you’re giving a reader a nudge in the right direction, or pushing them towards a big flashing sign saying ‘buy me’, effective conversion copywriting could mean the difference between a click-through and a sharp exit.
So how does it work?
Conversion copywriting explained
A conversion, as defined in our handy A to Z of content marketing analytics, is:
“When a user does what you want them to do, such as sign up to a newsletter, or purchase a product. If a visitor converts, it suggests that your content is successful and engaging.”
Conversion copywriting is the style of writing that pushes the reader towards that conversion, often without them noticing. Don’t worry, it’s not like some kind of complicated Jedi mind trick, it’s relatively simple if you have all the tools.
Why is it important to my business?
The aim for almost any marketer is to produce conversions. Whether it’s ‘click here’, ‘read on’, ‘download report’ or ‘buy now’, you want people to engage with your content.
In a world where customers are bombarded with content every minute of the day, it makes it really difficult to get a step up on other companies. You want your message to catch the eye of as many people as possible – and conversion copywriting can do that for you!
This type of writing attracts attention and persuades readers to continue down the sales funnel, maybe even to the point of purchase.
Where can it go wrong?
Too much of conversion copywriting lingo could leave your reader with a bitter taste in their mouth. They don’t want to read something just dedicated to moving them on to the next stage, it’s got to provide value too.
Conversion copywriting works best if it teams up with the basic tenets of good copywriting:
- Well written
- Targeted, relevant and informative
- Interesting format
- SEO friendly
Mash these all together and you’ll have a killer piece that’s bound to bring in lots of conversions.
Here’s what you do:
1. Start at the end
You need to stay on message throughout your piece, so before you start, think “what am I trying to achieve?”
Establish the end goal of the piece (e.g. download a report) and make sure your piece sticks to it as you write it. If you deviate, delete it and try again.
2. Think about your audience
Who are they? What do they want from your business? Your content needs to remain relevant to them so they are interested enough to continue reading.
Identify any problems that would have brought them to your site, and offer solutions. Maybe the report you’re linking to has a solution, so just give them a snippet of it to pique their interests.
3. Pick the right words
There are certain words and phrases that convert more than others. HubSpot has kindly provided us with a list of effective phrases to scatter throughout your copy. They’ve separated them into five categories, so here are some of our favourites:
- Imply exclusivity – “Exclusive offers”, “Be the first”, “Ask for an invitation”
- Suggest scarcity – “Limited offer”, “Get them while they last”, “Today only”
- Indicate lack of risk – “Guaranteed”, “No obligation, “Secure”
- Power terms – “Save”, “Discover”, “Understand”
- Sharable content – “Tell us”, “Help”, “Check out”
All of these motivate the reader to look further and trust that they’re in good hands. By using these words in your copy, you’ll quickly become a trusted authoritative figure in your industry.
4. Be subtle
Even if selling is your endgame, it pays to be subtle when it comes to conversion copywriting.
You want your reader to feel like they’re taking action because they want to, not because you’re pushing them. Take the softly-softly approach, with a few benefits added in and a human touch to your writing and you’ll be well on your way to successful conversion copywriting.
There you have it – conversion copywriting in a nutshell. Use these top tips to help you and see those conversion rates rise higher and higher as you create more effective and engaging content.