What is Conversion Copywriting?

Landing pages, SEO optimization, social media management, pay-per-click ads, email marketing; there are tons of new ways and potentially profitable methods to grow your brand. All thanks to technology, promoting your brand to a wide market of different audiences became more convenient than ever.

But, in between the different marketing strategies and the overcrowded market where everyone could create content for their brands, what could possibly make you stand out from the rest?

Actually, there is one element that creates a huge impact on brand marketing: great copywriting.

Copywriting gives you the ability to communicate with your customers, and doing that effectively is essential.

However, that is not as easy as it sounds. Aside from being able to convey your message effectively, marketers should also focus on conversions and adapt the method known as conversion copywriting.

The Connection Between Copywriting and Marketing

First of all, we have to define what copywriting is.

Copywriting is the art of selling people an idea, brand or ideology. In terms of brand marketing, these are usually the landing pages, banner ads, direct email campaigns, etc. that you see from different brands.

Copywriting uses words to sell or market your brand. And believe me, using the right words can make a huge difference.

What is Conversion Copywriting?

Now, you may or may not be familiar with the term ‘conversion copywriting’. What the heck is it?

Conversion copywriting is writing meant to create conversions – converting your visitors into leads or sales.

The goal of conversion copywriting is to craft content that would attract more customers to take action. This could be persuading a visitor to buy your product, click on a button, sign up for a newsletter, or whatever other action you're hoping for from them.

Put simply, conversion copywriting drives your visitors or customers to take action.

How does conversion copywriting differ from regular copywriting?

You may be thinking – both regular copywriting and conversion copywriting aim to promote and sell a brand. How do they differ exactly?

Unlike regular copywriting, conversion copywriting has a much more narrow focus. It targets a singular goal, and that is to evoke action.

Let’s take this landing page from Moz as an example:

Landing pages serve as a gateway that send people deeper into your site. The sample above provides a concise and purposeful message. It also came with a call to action which motivates people to convert.

Conversion copywriting is not a walk in the park. It needs to be fiercely persuasive, and the content you put in should make people want to click that button. Creating good copy that converts greatly depends on the process and the presentation.

To help you create that copy, here are a few tips you could follow to get the best out of your copywriting content.

1. Sell a solution, not a feature.

Features are great; they highlight the strengths of your brand. However, keep in mind that potential buyers aren't shopping for a vaccuum – they're looking for a clean house. What you should do is to sell a solution – the clean house. 

Each customer is facing a problem and when you address that, the more they know that you understand what they are looking for. When you address a customer's true problem, the next step is to offer the solution.

That’s where your product comes in. When you market your product as a solution to a problem, more people will start to consider you as an answer to what they need, thus, more opportunities for you to sell or make a lead.

2. Create a cool call-to-action

Call-to-action phrases aren’t just a bunch of words placed on a button. They need to make a statement as well. Remember, these are the words that you’ll put on that final button which your audience will click on. You have to make it stand out.

It’s true most websites already highlight this by putting up bold letters flashy colors for people to see. But writing something that is different from the rest might actually make your audience click on it.

Instead of putting the typical “Add to Cart” or “Buy Now” why not try putting “I Want One” or “I Need This” to spice up things a little bit? Just remember, stay in context.

3. Use customer testimonials

Providing real social proof is another way of convincing a prospect to become a paying customer. It’s another way to let your customers know that someone has tried your product and benefitted from it! Presenting customer testimonials to other customers is a good persuasion technique that can result in high conversions, especially if they are honest, authentic, and positive.

Remember, quote exactly what your customer said; never summarize it and make it look simpler. That takes away the authenticity and will make it look made up and untrue.

Take time to get feedback from your customers, pick out the best one, and feature it somewhere in your copywriting. 

4. Do A/B testing

It’s rare to hit the spot on the first take. You may also have too many ideas in your head that won’t fit in a single page. This is where split testing comes in. Make two different pages and try them both out and see which one works best by using free tools like Google Optimize or Optimizely to measure the impact these tests have on your conversions.

5. Create and convert!

Crafting the best conversion-oriented copy requires hard work and plenty of ongoing iteration. Endless edits, testing, research... you need to get through all of these to make that single-page copy work for you.

But putting in all that effort will definitely be worth it. Once you nail that copy, you’ll have that invisible salesperson that will continuously pull conversions in like never before.


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