by Lindsay Bonamigo, Senior Digital Marketing Specialist
Your message can determine if people scroll past your content or engage with it.
Conversion copywriting is all about encouraging your readers to take the next step in the buying process. Whether that’s subscribing to an email, filling out a form or completing a purchase, strong copy can transform casual browsers into paying customers.
Unlike general content writing, conversion-focused copy is specifically written to increase sign-ups, leads and sales. So, getting better at conversion copywriting can have a huge impact on your success.
A headline, call-to-action or testimonial placed in the right spot can boost interest, improve your conversion rate and encourage online users to move forward in the buyer’s journey. Strong copy also reduces confusion, answers key questions and connects users to your brand story.
You can’t write effective copy if you don’t know how your target audience thinks and what they want. Conduct thorough research to understand their motivations, pain points and goals. Then, use those insights to craft copy that addresses their questions, needs and desires.
When you know what matters to the people in your audience, you can adjust your tone, language and message to resonate with them. Instead of relying on generic ideas and phrases that any of your competitors could also use, choose words and storytelling techniques that make your copy more personal, relevant and persuasive.
First impressions matter, so use your headlines to make a strong initial impact on your readers. Headlines can often determine whether a user selects your page or post or continues scrolling to find what they need.
Consider these tips for writing effective headlines:Keep them concise and benefit-centric by showing your readers what’s in it for them.
People will often buy your product or service based on how they feel about it. Emotions – such as trust, urgency, fear of missing out and a desire for belonging – can push readers toward action. By weaving emotional triggers into your copy, your message will be memorable, persuasive and more likely to connect with your audience on a deeper level. Instead of just listing features, paint a picture of how your product can eliminate their pain or frustration and improve their lives. Show how what you sell is unique and help readers to visualize the impact of choosing your product or service.
Calls-to-action are the words and phrases that direct readers to move on to the next step once they’re consumed your content. It’s about converting interest to action, so a vague “submit” button won’t cut it.
Keep these best practices in mind when writing CTAs:
Social proof is a concept that suggests consumers seek the insight and opinions of others before making a decision. Adding reviews, testimonials and case studies to your website builds credibility. When your prospects see that others have had positive experiences with your brand, they’re more likely to believe your claims and engage with your content. Using social proof can help you guide readers past doubts and hesitations and onto the next stage of their journey.
Testing different versions of conversion-centric copy allows you to understand what resonates with your audience and what doesn’t. A/B testing headlines, layouts and calls-to-action allows you to see how users interact with the different elements of content. Using that data to refine your copy can lead to stronger results and higher conversion rates.
Conversion copywriting is about more than clever words; it’s about strategy. Learning about your target demo, crafting compelling headlines, appealing to your readers’ emotions and supporting your claims with social proof can compel your audience to take your desired actions.
At TouchStone Digital, we understand the power of words. Our team of writers and content creators can help you craft messaging that resonates, persuades and drives results. Get in touch when you’re ready to turn browsers into buyers.
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