“Copy is a direct conversation with the consumer.” — Shirley Polykoff
A copy is all about writing on a commercial domain. It aims at persuading readers to sign up for a newsletter, schedule a call to action, or download the gated content regarding a product or service. Eventually, copywriting promotes leads and ejects the reader’s interest in your brand thereby cheering them to try their products and purchase them.
Copywriters provide content for ads, websites, marketing e-mails, slogans as well as taglines, brochures, user instructions or guidelines, pamphlets, articles, video scripts, and more. Thus, it exhibits a range of broad-spectrum structure for the clients to communicate with the company promoting the brand.
Copywriters research and write on a variety of topics matching the specifications. They are skilled in identifying the concepts as well as themes of the products on launch. And they also create a fresh look at the content already supporting the product.
What is Conversion Copywriting?
Conversion copywriting channels the focus of writing towards a single goal — conversion to a potential customer. Typically — a copywriting that converts.
Aims at getting the reader to do something then and there or fall into action.
How Can the Conversion Take Place?
It could be one amongst the following:
1. Responding to a call-to-action (CTA) and clicking the CTA button
2. Take up a phone call
3. Filling the online form
4. Add to cart—the desired product or service, or to an online basket
5. Getting a Subscription to a list or newsletter
6. Picking an offer on social media
7. Developing an urge to visit other pages of your website.
Things to Know!
Copywriting vs. Content Writing
Copywriting is content-oriented, but the content is not exactly only copywriting. Content writing is a creative delivery of information ready to be propagated to the public, whereas copywriting focuses on the game of generating sales.
Copywriting is not Writing from your own Perspective—It’s a constructive output of understanding your client, your client’s reaction, emotions, and offerings, the target audience, and the unique needs of the target audience written together.
Conversion Copywriting—Your copy should be simple. Express a single-minded content focusing on educating the readers on the product’s or service’s brand.
Your content should be driving the readers towards the benefits of the product or service of your company, and what it brings to their lives.
Conversion copywriters are skilled at writing an advertisement copy, web copy, email newsletters, sales funnels, and campaigns.
Conversion copywriting differs from other forms of writing as they are so singular. A successful copy of conversion copywriting brings out an immeasurable insight into the sales funnel and esteemed clients.
Conversion copywriters, who are skilled, are highly rated and paid as their successful content creation is the output of complex and time-consuming methodologies. If the copy really works out well, it can influence the return on investment (ROI) of your business.
Conversion Copywriter vs. SEO Content Writer
SEO content is meant to drive traffic. Sales copy is said to drive sales.
Sales copywriters acquire target keywords, phrases, and titles directly from existing customer persona or ideal customer behaviors and build a list of emotional triggers (positive emotions) too.
Conversion copywriting can yield a higher rate of conversion. Similarly, SEO copywriting can attract organic traffic to a larger extent and obtain conversions, but at times, it can’t maintain the consistent level of conversion rates.
Business entrepreneurs and SEO specialists always prefer to get both traffic and conversions hand in hand. Hence, the best-ranking deal is to have both an SEO copy and a sales copy put together.
A skilled copywriter can manage to craft them without overrun.
Copywriting Platforms – Google Ads, Social Media Ads (Facebook/Instagram Ads) and Posts, Sales Pages, Print Ads, Landing Pages, Product pages, Billboard Ads, etc.
Hiring a conversion copywriter
The main purpose to hire a conversion copywriter is to convert traffic into leads /sales. Definitely, this may be organic traffic.
To address and convert a particular type of traffic, the conversion copywriter needs to epitomize an exact type of copy. For instance, a Facebook ad copywriter may not be perfectly skilled in writing Google ad copy or vice versa.
Finding the best conversion copywriter matching the business category is a challenge. In some instances, some projects can be so unique that it can be so difficult to find a suitable copywriter that matches a brand.
In that case, a general copywriter, an experienced persona in a specific field will be preferred.
Stages of conversion copywriting
1. Research, Analyze, and Plan
2. Actual writing stage (also involves formatting)
3. Testing the writing
The process involved in each stage varies for each copy project.
1. Research, Analyze, and Plan
The copywriters analyze
CRO and split-testing (A/B testing) data
Product or any Service Demos
Take a Glimpse:
Actual Writing Stage (also involves formatting)
Groundwork is done to produce high-quality and much-targeted content (in the form of a guide) and this can be followed in future projects too.
The guide involves a wireframe; Wireframing selective features will clearly educate and convey your clients how they will operate and for what purpose they will serve. The layout designer and writer will be working together to wireframe the guide. Also involves substantial editing and proofreading.
Finally, variants of these guides are prepared.
Testing the writing
The variants of guides are then tested to measure their performance metrics. The preferred copy that is expected to resonate with the specific customer persona is then brought into action to make a considerable impact on the conversion rates.
Varied type of copy projects that conversion copywriters work out:
-Catchy Business or Brand names
-Facebook Lead ads (Marketing on Facebook)
-Instagram Lead ads – Stories and Posts
-Social media posts
-Video scripts writing
-Email campaigns that convert
-Print marketing materials (Brochures, stickers, banners, postcards, etc.)
-Product descriptions that convert
-Website copywriting (brand messages)
Conversion Rate Optimization (CRO)
CRO is the process of optimizing your ads, landing pages, and all website content and design to bring a hike in the conversion rate. It aims to convert the highest possible percentage of visitors to your site to convert and fall in action.
Tips for Conversion Copywriters as a Beginner
Create a Conversational Content: Choose a natural tone of writing, too much of a formal tone may fail to promote your brand, and that’s one of the common copywriting mistakes. The motto of your writing is to influence your target audience in such a way to connect emotionally with your words and take the desired action.
Let us look, how it works…
“Studies show many people spend too much time on the social media.”
Formal Tone; Tone seems to be polite, but impersonal.
“Do you spend too much time on social media as many people do?”
Conversational Tone or Informal tone; sounds more personal.
How to improve your tone and create an impact on the readers?
Well! Give up the usual jargon and traditional sort of grammar rules. Think like the audience and speak in their language, you will be heard and a finite action will be assured.
• Blueprint to Turn Features to Benefits
A frequent-to-happen mistake by the newbie copywriters seems to be focusing on the features than the benefits. Say, if your customers can’t immediately tell what he or she will get out of the product of yours, then chances are they’ll move on. When you focus on the benefits, you can expect a soon-to-be customer turning up as a potential customer—a quick conversion; a quick win, Isn’t it?
Feature refers to Logical Aspect
Benefit refers to Emotional Aspect
|Product/ Service||Feature||Benefit||Sales driven message|
|Copywriting||Search engine optimized (SEO) content.||Website content -Considered by the search engines.||Recognized by your customers and avoid expensive advertising fees; with SEO content that scores the top rankings.|
|Yogurt||High-protein Greek Yogurt.||A muscle-building protein and bone-strengthening calcium.||Enjoy your delicious superfood! Yogurt that keeps you LIVE throughout the day.|
Your copy can pay off in a huge way, when it identifies, solves the pain point, longevity, or triggers the reader’s emotion.
• Narrate Stories Instantly
1. Write in the active voice — for a catchy reach!
Using active voice expresses clarity among readers, and keeps the sentences from becoming too wordy.
This is appreciated as well in writing from emails to copy to articles and novels. A copy in the active voice reaches better than a copy in the passive voice.
Find the difference in the below case:
“Eight new techniques were innovated.” vs. “We innovated 8 new techniques.”
2. Grab every chance to tell a story and make it simple and straight.
Avoid deviations from your goal as every copy aims at conversion.
• Run a Competitor Research and Analysis
– Do immense competitor research when writing a new blog post or a new copy for a web page and chase your keyword you plan to write on.
– The output of this research is your target keyword. Google it!
– Take a glimpse of the articles, posts, or pages of the websites that rank that right keyword.
– They in turn direct you on what readers feel worthy, and Google’s perspective on the top resource for that keyword.
– For example, if your post is regarding “Copywriting pro Tips”; on hitting this topic in Google, you’ll obtain quality ratings or top results based on:
-Purpose of the page –Types of Tips
-Content quality and word count
-Useful infographics and examples
-Info about the website and content creator as well as their reputation
-User-interaction with your page — time on page, bounce rates, etc.
-Expertise, authority, and trustworthiness (E-A-T)
Write as Short Paragraphs
The presentation of text as short paragraphs gives eye relief and is quite appealing for the readers. Copy with a block of paragraphs affects the readability, thereby chase away the reader’s interest.
Word Count is playing a key role in rankings and conversions. Short articles gain more popularity as digital readers like to have a shortlist of a copy. A similar trend is seen for the number of followers, authority, keyword optimization, etc.
Complex terms usage can be avoided. Make your language simple. Avoid too much use of jargon. Make sure to draw huge traffic with simple and easy explanations. A common outsider should feel free to grasp your content.
Read aloud your copy that should be like conversing with your peers. In case, you stuck up, do change it. Read aloud to others and get their feedback regarding their understanding, make changes accordingly.
Clarity, Logical layout, and relevance play a major role in conversions. Your copy should have a clear intro text, body with logical head levels (using subheads) well-placed, and a conclusion to share your context and wisdom. Provide evidence for your copy based on statistics, References, expert opinions, etc.
WIIFM — “What’s In It For Me?” concept and take away on reading your copy should be clearly defined.
Optimizing your copy — A good readability
Assurance of good readability is accomplished by indulging layout properties like:
• Logical order of Level heads — HI, H2, H3, and so on
• Bulleted Lists and Numbered Lists
• High-res images with relevant captions and source lines.
• YouTube videos embedded at proper citations
• Illustrations, charts, infographics properly placed
• CTA buttons like Sign up Now, Shop Now, Learn More, Book Now, etc. – well-designed
How to write Page Titles and Meta Descriptions?
• Your content can score well with a unique title and unique description.
• Length of Titles should be longer than 30 and shorter than 60 characters.
Recommendations: Titles need to be shortened and informative. Do not choose a long or lengthy title; otherwise, Google may exhibit only a part of your title or title followed by ellipses (…).
- Don’t forget to include your target keywords, Unique Selling Points (USP), and powerful psychological trigger words and phrases.
• Use logical words in your titles that explain your content.
• Craft your title with the target keywords mostly at the beginning, so that users can reach you soon. A middle position can also be preferred. But avoid placing at the end of the title.
• The more unique and specific your page title is, the more the number of clicks and higher the chances of traffic towards your title.
• If the uniqueness is not seen, Google may use its own page title instead, and that lessens the click-through rate (CTR).
Best Examples of Rocking Titles
Bill the Dog Walker — Premier Dog Walking Service
Maternity Clothes, Maternity Wear & More | Motherhood Maternity
Enhance your vision
Save Money. Live Better.
• Meta descriptions are short descriptions or introductions that summarize your content on the page link.
• Meta descriptions are generated after a Headline.
• Need to have the target keyword (a long tail Keyword).
• Acts as a snippet that decides the click by the user for your copy.
• They are actually like a blurb at the book back.
• Length of SEO Meta description — 150-160 characters.
• Supports your brand content, maintains your brand tone, and aligns with social media, ads, and print media.
• Do research on the Top post of your keyword that hints you on the content to be addressed in the title and Meta description.
• Bring out the best-ranking titles like “25 Top Copywriting Tips for Beginners.”
• 3 key elements of SEO Meta description include — Problem, solution, outcome
o Problem: Your customer’s pain point should be addressed. Include emotional triggers.
o Solution: Craft a valuable timely solution. Include target keywords here.
o Outcome: Ensure the takeaways with possible emotional triggers like “How do you feel?” and “why?”
The above key elements bring out the spirit of conversion of your page visitors to potential customers.
Best examples of Ranking Meta descriptions:
Prove Your Value
Providing proof and credibility of your company gives confidence and support to the client’s decision, thereby converting them into potential customers—a smooth landing is ensured!
A copy with the right justification proves the company’s value and gains customer’s confidence in their decision and creates a pattern of successful upcoming sales conversion.
Your compelling copy brings your company’s aspiration and the tone used to achieve the sales target and reveals how your copy is different from others. No scope of questions should be left behind on reading your copy.
Demonstrating your company’s value will drive your customers to know why they should respond to your Call to Action (CTA) and how your copy displays the offer that stands better comparatively.
Become a Skilled Subject Matter Expert
Make efforts to focus on one stream such as healthcare, technology, retail, or finance, etc. This will make you a subject matter expert and you will be the most needed one by your potential customer.
Keep on writing — Never Hold!
Keep on writing if your client creates a break between your projects. Meanwhile, you can engage in writing on Medium, answering questions on Quora, Linked-in articles, EzineArticles, Scoop.It, Issuu, Yudo, Article Alley, PUB HTML5, and many other fantastic platforms are available for you to put into work. And also, you can take a glance at the articles of the other conversion copywriters and gain knowledge.
Undergo the process of editing
A simple language can get absorbed easily. Hence, proper grammar, spelling, and capitalization should be ensured to gain the reader’s attention. Always make a practice to read your content to check the flow, eliminate the text that deviates from the main concepts, an ambiguous text, wrong spellings and punctuations, usage of quotes, the structure of citations, and references.
Use Grammarly plug-ins for advanced grammar checks and edits.
Avoid duplicate content using the Plagiarism tool. Duplicate content will never bring out traffic.
Proofread your final copy after editing with your original content to make sure you don’t still retain any grammar, and spelling mistakes or any layout errors. You can also hire a professional proofreader or a professional editor who can do a quick check and edit for you.
Consistency in Copies
Making an impression on the readers with creating the best copies consistently will improve your copy’s ranking and traffic flow. It will also make you self-promoted.
The personification of your Brand
Customers of the modern era are more sensitive to the advertisement of brands. As a skilled copywriter, you need to personify your brand and write the copy in their voice. A brand talking to your customers directly, make the readers feel the impact and drive them to convert. Choose a classy brand voice and tone and maintain consistency in all your copies.
The Content of your website needs to be optimized to evolve mass conversion.
You need to be right-brained to secrete more creativity and travel extra miles to convert traffic to customers.
To entice readers to buy,
• Research on your audience.
• Think and feel their pains, gains, anticipation, and colorful dreams.
• Workout with layout, template designers concurrently to shine out your copy.
• Testing rigorously.
• Repeat and expect with confidence to aim at a successful conversion.