Conversion copywriting is a vital yet often misunderstood skill in the world of digital marketing. In this comprehensive guide, we’ll demystify what conversion copywriting is, why it’s valuable, and most importantly, how to create compelling, ethical copies that drive conversions across channels.
Whether you‘re a marketing manager looking to level-up your team‘s abilities or an individual contributor hoping to master this high-impact expertise, read on to unlock the secrets of writing to persuade and convert.
What is Conversion Copywriting?
Conversion copywriting uses the written word to guide readers toward a clearly defined action or "conversion". This could be signing up for a newsletter, scheduling a sales call, downloading an ebook, or any call-to-action that brings visitors closer to becoming customers.
Unlike general copywriting which informs or entertains, every element of conversion copy has a strategic purpose – headlines hook attention, body copy educates and aligns value, visuals demonstrate relevance, and calls-to-action (CTAs) provide clear direction.
The goal is crafting copy optimized not just for clicks or shares, but for driving conversions tied to business objectives.
This requires understanding both audience motivations as well as the technical details of structuring compelling online copy from start to finish. When executed correctly, the results can be transformative for company growth and ROI.
How Does Conversion Copywriting Differ From Other Types?
Conversion copies live primarily in the digital realm, given they aim to direct website visitors and ad viewers toward online actions. Offline copywriting disciplines like direct mail and print advertising have conversion-focused counterparts as well.
Here’s how conversion copy contrasts from other common formats:
Sales Copywriting – Focused explicitly on selling products or services; conversion copy has a broader application driving multiple types of desired actions beyond purchases.
SEO Copywriting – Optimizes content for search engines via keywords and related tactics; conversion copy prioritizes visitor motivation first, SEO second.
Email Copywriting – Used in email newsletters, campaigns and one-to-one outreach; these can include conversion elements but also other types of informational or promotional content depending on context.
The key distinction comes back to having a singular, measurable goal tied directly to business objectives rather than general engagement or clicks.
Benefits of Focusing on Conversion Copywriting
Investing in optimizing conversion copy might seem like an unnecessary excess for companies struggling to produce content at all. But given its laser focus on ROI, it should be regarded as a critical driver of growth.
The Potential Impact Includes:
- Increased percentage of website visitors converting to customers
- Higher efficiency of digital ad spending and paid traffic
- More qualified leads from gated offer downloads, email subscriptions, etc.
- Greater ability to calculate and forecast revenue tied to copy performance
For firms relying heavily on self-serve sales funnels, copy is often the catalyst prompting movement through each stage. And even for companies with involved consultative sales processes, persuasively communicating value upfront is key to qualifying inbound leads.
Essentially, when you take an organization struggling with subpar conversions and transform their on-site messaging and funnels, it elevates performance across departments. The benefits cascade throughout the customer journey, making every marketing dollar and sales hour more productive.
How to Create High Converting Copy: An 8 Step Process
Now that we’ve covered the “what” and “why”, let’s explore the nitty gritty of “how” to produce conversion-focused copy.
The overarching goal: crafting compelling copy personalized to your audience that educates, aligns value, establishes credibility and logically prompts the desired action.
While that’s easy to articulate as a principle, nailing the execution requires an optimized process. Here are the key steps:
Step 1: Understand Your Audience
Know your visitor. This underpins the entire copywriting process. Begin by analyzing demographics, psychographics, behaviors, motivations and any other available data points.
Create one or more fictional persona profiles to humanize this information and have an ideal reader in mind. Capture both functional and emotional dimensions – what problems do they face? How could your company improve their life? What messaging tones and formats resonate?
Your copy should speak directly to these potential customers – even if your actual readership spans diverse groups. Core messaging can be adapted with personalized elements later.
Step 2: Define Conversions & Goals
Now that you have an audience locked in, dig into business objectives.
- What on-site actions and conversions need boosting, via copy or otherwise?
- How will this impact revenue, customer retention or other KPIs?
- What customer journeys precede the conversion event? Does copy have influence there as well?
Get ultra specific. Every page and CTA should link back to concrete goals, steered by high-level business objectives. This grounds your direction and metrics for optimization later.
Step 3: Analyze Existing Copy Performance
Review existing copy elements on target pages – this guides where to refine versus overhaul. Gather any insights available, including:
- Page analytics – bounce rates, time on site, scroll depth
- Readability metrics – Flesch Kincaid, passive voice percentages
- Click tracking on CTAs
- User session recordings, heatmaps
- Form drop-off rates
- Past A/B testing data
Identify pages with both high traffic and underperformance – optimization opportunities abound. Also examine whether layout issues impact copy engagement or if it purely content gaps.
Step 4: Map the Persuasive Storyline
With audience knowledge, goals and copy diagnostics in hand – plot out your persuasive narrative start to finish.
This high-level outline coats the “what’s in it for me?” rationale in your reader’s voice. Walk through their problem to solution journey – how your offerings uniquely help while addressing concerns.
Figure out what combination of logic, emotion and credibility building makes sense for both product and person.
Doing this storyboarding separately forces you to nail the value alignment message before word-smithing – a game changer for clarity.
Step 5: Draft Compelling Headlines
Kick off writing by capturing readers’ attention with irresistible headlines.
Aim for clarity on what the copy or piece offers, amplified with intrigue, specificity, immediacy or social proof per the context.
Bust through assumptions that headlines are just about clever wordplay and shocking claims. Savvy readers tune out hyperbolic hype – instead, makes promises you can keep.
Write multiple options then say them aloud or get a second opinion, checking if they instantly register the benefiting offering plus enthusiasm to read more.
Step 6: Craft Convincing Body Copy
With a solid headline hook secured, develop the body copy conveying what you offer and why it matters.
Cover critical context first in the opening paragraph or section – what product/service is being discussed? Then elaborate the customer struggle or need being addressed.
Share just enough to help readers self-identify whether your solution fits their situation without getting overly general. Find the line between too vague and overly specific stats or step-by-steps to avoid losing readers.
Next, transition to concise yet compelling arguments on how you uniquely solve these problems in ways competitors cannot. Include proof sources, testimonials and service scope details that establish expertise viewers can rely on.
Finally, incorporate some ethical psychological influence frameworks as applicable. For example, the consistency principle and social proof to nudge credibility and overcome rational doubts. Just avoid overly manipulative tactics – transparency builds long term trust.
Step 7: Insert Supporting Visuals and Media
Now switch modes to the visual – flesh out copy with images, charts or multimedia elements matching the angle pursued in the text.
Photography often helps connect with readers emotionally while conceptual diagrams can simplify complex processes.
Think about visual metaphors that summarize key differentiators as well. For example, a phone provider might show customers “cutting the cord” that looks like a cell phone plan contract.
Charts work well illustrating metrics like cost savings or time investments required. Videos and GIFs can also boost engagement depending on your audience – especially helpful for demos.
Whatever you include, ensure it works cohesively with written arguments presented. Don’t derail momentum adding superfluous graphics purely for visual contrast.
Step 8: Add Clever Yet Clear Calls to Action
The final step is incorporating a strong call to action (CTA) prompt directing visitors to your intended conversion activity.
Keep copy and verbs specific to the ask. For example, use “Start My Free Trial” vs. something generic like “Submit”. Make it obvious what action they are taking.
Articulate the value propositions in the button text itself additionally, like “See Personalized Quotes”. If helpful, include exclusionary or scarcity language that accurately reflects true special access granted by acting now.
To reinforce CTA visibility, use contrasting colors, larger fonts or text formatting and strategic placement in the visual hierarchy.
Advanced Conversion Copywriting Techniques
Once you have the core process down, a few intricacies take otherwise decent copy to the next level.
Writing Different Stages of the Funnel
Prospects at different stages have distinct needs addressed by copy – Blank slates demand education while loyal fans want insider status reinforcement.
Top Funnel Visitors
Focus on their reality – the problems plaguing them now seeking relief. Share case studies and proof sources establishing you understand their world and havesolved similar issues before.
Mid-funnel Visitors
Position your offering as the ideal fit compared to alternatives, highlighting unique strengths. Feature explanators and social proof often resonate here.
Lower Funnel Visitors
Emphasize instant access and exclusive savings for those ready to buy. Scarcity and consistency nudges help prompt final commitment.
Personalization
One message can’t possibly persuade every visitor equally well – customize copy to resonate stronger with each group.
Welcome new visitors by name and serve testimonials from their industry. Show mid-funnel browsers pricing suited for their company size.
Prominently display exclusive savings for key customer segments otherwise overlooked.
Ethical Persuasion Tactics
Humans don’t always make decisions 100% rationally. Certain psychologicalshortcuts unconsciously shape behaviors in sometimes manipulative ways.
Savvy copywriters borrow ethical influence frameworks sparingly, like Cialdini’s classic:
- Reciprocity – free gift incentives
- Consistency: mini-commitments before big asks
- Social Proof: showcasing others’ usage and results
- Authority: showcasing credentials and pedigree
- Scarcity: limited access prompts action
The key is using these appropriately without deceiving readers for short term gain at the cost of long term trust. Transparency and consent remain paramount.
Test and iterate continuously – learn about your changing audience through regular trial and error. Bad guesses get less damaging and improvement compounding speeds up over time.
Monitor both hard conversion metrics and softer engagement indicators. Surveys and user tests eventually beat purely quantitative data for customer insight richness and future success indicator sensitivity.
A true understanding of your audience can’t happen overnight. But with the right process facilitates and best practices in place, copy can start converting better immediately.
Common Conversion Copywriting Mistakes
On the flip side, what practices should budding copywriters absolutely avoid that risk tanking engagement or conversions?
Forcing Sales Jargon
Resist overusing industry lingo or branded trademarks without explaining their meaning and relevance. Jargon shouldn’t get in the way of connections.
Relying On False Claims
Avoid exaggerated promises without accountable evidence. Readers quickly notice inconsistencies and lose trust.
One-Size Fits All Messaging
Don’t take a generic copy fragment and blast to every visitor group ignoring their differences. Lack of personalization disengages.
Overcomplicating Complexity
Don’t focus copy on company processes irrelevant to customers. Keep it oriented around their reality and desired outcomes.
Walls of Text
Big blocks of dense paragraphs are tune-out and bounce triggers. Break up copy with headers, visuals and negative space between concepts.
Forgetting The “What’s In It For Me”
Lead with customer struggles first before even mentioning products. Their reality and goals should steer messaging, not the other way around.
With the fundamentals now demystified, let’s shift gears to real-life examples dissecting components powering top conversion copy across contexts and mediums.
Conversion Copywriting Examples & Teardowns
Living examples connect these concepts together better than any principles overview alone. The following samples showcase stellar instances across 3 frequently used contexts:
SaaS Products
This example promotes a time tracking and productivity analytics tool for employers monitoring distributed teams.
What Works Well
- Benefit focused headline
- Emotional opening hook – manager frustration
- Easy to scan bullet point gains
- Direct ROI proof point – “43% more productive”
- Matching visual reinforces monitoring benefit
This copy works given the problem focus feels authentic and relates benefits back to financial return for the buyer persona – managers at mid-large sized companies.
The length hits a sweet spot being thorough enough to inform without losing focus. Images assist value communication visually.
Lead Generation Content Offer
This sidebar CTA drives conversions from a blog post for a hiring platform specializing in the dental healthcare field.
Standout Elements
- Intriguing emotional hook – “costing you patients”
- Specificity showing advanced awareness of industry nuances
- Contrast positioned as a ‘guide’ not sales collateral
- Scarcity of a limited time, apply now
- Direct value of credits incentivizing action
This works incredibly effectively given precise resonance with the health hiring niche. It takes an education-first approach still aligning offer value quickly for readers primed to apply value from related post content.
Facebook Ad
This Facebook ad promotes a hotel booking app, capturing attention then communicating convenience and mobile ease of use benefits.
Reasons For Strengths
- Intriguing visual illustrating convenience benefit
- Positive problem identification – hassle of booking travel
- Highlight unique mobile app benefit
- Clear caption CTA driving click
Despite limited text, it tells a compact yet compelling story tailored to social media’s scanning behaviors. Images pull interest while copy aims to align and direct further engagement.
Learning Resources for Leveling Up
Hopefully these copywriting before and afters showcase what separates good conversion copy from the near-great in action.
Now what about taking your skills up another notch or two? Here are helpful learning resources for continuing master the art and science of persuasive copy.
Copywriting Conference Events
Industry events like INBOUND and Rainfest workshop effective copy techniques from media giants and growth experts from top companies.
Copywriting Courses and Certifications
Higher education programs like Syracuse University’s Communications department also cover modern copywriting. Certain associations like American Writers and Artists Inc. offer copywriting certifications as well upon completing curriculum requirements.
Copywriting Blogs and Podcasts
Sites like Copyblogger, Content Marketing Institute and podcasts like The Copywriter Clubdish industry insider tips for writing and strategic frameworks.
Conversion Focused Books
Thought leaders like Ramit Sethi and Joanna Wiebe publish game changing copywriting books tackling psychological influence and craft for modern digital funnels.
Copywriting Communities
Active forums like /r/copywriting on Reddit, Facebook Groups and LinkedIn networks swap ideas and examples between industry professionals and aspiring wordsmiths.
Conversions can’t happen without compelling copy. Yet even adequately written messaging leaves money on the table lacking the nuances that persuade and inspire.
Now you’re equipped to not just improve any copy but specially craft words optimized to convert.
So where will you apply these tools first? Consider running optimized copywriting workshops helping upskill your team. Or perhaps identifying high traffic but underperforming website pages now ripe for refreshes driving more leads.
Finally, if undertaking copy overhauls across the board feels daunting, consider enlisting specialized conversion copywriting help. Experienced freelancers and conversion focused agencies exist to inject proven processes producing results.
Now that you know better, you can do better. Here’s to higher conversions and the customer growth that follows!
