Conversion Copywriting Explained From a Professional Outlook

Conversion copywriting takes an interesting place among the different copies a marketing executive needs to generate every day.

Unlike sales copy, it can be pitched to the audience during any stage of their journey as a buyer. As a conversion copywriter, you need to invest your efforts to persuade the audience to perform the next course of steps you want them to take. 

Let’s move to the main discussion about conversion copywriting and how you can master the skill to benefit your organization.

What Is Conversion Copywriting?

Conversion copywriting is a persuasive style that influences the audience to take a specific action. It usually has a single goal: to convert the reader and compel them to do something immediately using engaging and persuasive language.

While sales copywriting aims at making a sale, conversion copywriting does not directly involve selling a product or service. Conversion copywriting makes people do any of the following tasks:

• Clicking a CTA button
• Making a phone call
• Subscribing to a newsletter
• Sharing some posts or offers on social media
• Filling out an online form
• Taking part in a survey
• Visiting a particular webpage

Conversion copywriting can be utilized at any stage of the buyer’s journey to leverage their pain points and make them perform actions suitable for their situation.

Also read: Best Copywriting Learning Resources and Tutorials

Benefits of Conversion Copywriting

• The crafted copies prompt increased actions from the users, driving higher conversion.
• The persuasive language used in it keeps the readers engaged and interested.
• It can ensure maximized ROI for marketing for the company.
• Personalized copies help you address diverse sections of the audience.
• Strategically written conversion copies increase visibility and ranking on search engines.
• It guides the users through the conversion process by offering an optimized experience.
• Conversion copies use social proof to establish the trust and credibility of the organization.
• It sends a clear message that enables visitors to understand the value proposition.

Next, explore the step-by-step guide to writing a conversion copy.

Step-by-Step Guide to Write a Conversion Copy

If you want to write a killer conversion copy for your audience, these are the basic steps to follow:

#1. Research

The first step to conversion copywriting is making discovery through research so that you can find the necessary data for copywriting. You can audit company and competitors’ materials like official websites, product pages, brochures, etc. 

Also, you can analyze customer surveys, polls, click tracking data, and heat mapping to learn more. With the data, you should be able to find the right messages for your prospects.

#2. Writing and Editing

Now comes the time when you need to actually write the conversion copy using the data collected from your research stage. When you have the message in hand that you want to give to your readers, all you have to do is create a copy focusing on it. 

The writing stage should include identifying CTA, hook, framework, etc. When writing is done, you also need to edit it for refinement. Check for any type or mistakes and confirm if it has been written according to the brief.

#3. Testing

At the final stage of writing conversion copy, you need to validate it and make necessary experiments for improvement. The reason is no one can say that their copy will have a 100% success rate unless it is validated and proven. 

You can send preview emails to others and see how they respond. The results will tell you how to revise your copy. Also, performing A/B testing is another way to optimize your conversion copy further. 

Best Tips to Write Conversion Copies

#1. Research the Market and Audience

The first and foremost thing to do for conversion copywriting is to do your research properly. At this stage, you need to find out the pain points of your audience and how your product or service can resolve these. 

For this, you need to uncover information such as audience persona, their requirements, your product USP, and how you are better than your competitors.

Apart from internal and customer research, you also need to perform some independent research. With all the data in your hand, you will have a complete idea about how to approach the audience for your target audience.

#2. Follow the Buyer’s Journey

Since your target conversion will depend on the needs of your customer, it is important to know the position of your audience in the buyer’s journey. Usually, users belong to any of the three following stages:

Awareness

This is the phase where someone is looking for a solution to the problem they have at hand. However, they may not know how to clearly explain their problem. 

Consideration

At this stage, the audience knows how to resolve their problem and considers multiple viable solutions. Primarily, they consider and compare the available options.

Decision

This is when the prospect makes their final choice about the solution they will opt for. They are usually ready to purchase and just a step away from making the decision.

No matter at which stage your prospects are, you need to work on your copy to influence them to take the action useful for them. 

#3. Use CTA Effectively

As it directs your audience to the next action, the call to action is the most crucial part of your copy. Before putting it in the copy, you need to ask yourself what you want your audience to do that will benefit both parties. Thus, you can explain to your prospects what you want them to do. 

To create an effective call-to-action, keep it short and include emotive verbs. Also, make sure to make them bold and catchy while placing them in the key positions of the copy. 

#4. Share the Copy on Social Channels

Another crucial point you must consider while writing conversion copies is encouraging your colleagues to share your message on social media. This is a great way to find out if the audience, in general, likes your copy. You can consider it as a drive to gain feedback on your copywriting skills.

Sharing the copy on social platforms could also help your company gain some unexpected leads or conversions, which is a plus point of this action.

#5. Use Stronger Action Verbs

Many copywriters include easy and commonly used verbs like “check out” when they want the readers to visit a link or webpage. However, if you want them to complete your CTA or communicate your message clearly, you must use strong action verbs.

For instance, instead of a sentence like “Check out the best ways to grow good habits,” you can write “Improve your lifestyle through good habits”. The second sentence uses a strong verb that directly appeals to the readers. 

#6. Get Personal Using “You”

The best way to persuade someone to do something is to get close and personal with them. And nothing beats the use of “You” in a copy to make the audience feel personal. When you use this pronoun in your conversion copy, the readers will know that you are directly addressing them. As they feel the direct conversation, they will take your message more seriously.

Conversion Copy Examples

eCom Product Descriptions

If you think the product description is not a conversion copy, the above eCommerce product description will make you think again.

Having someone on this page means they are ready to make a purchase. By effectively highlighting the product features, the copy appeals to the visitors.

Moreover, its catchy and green CTA button and image zoom-in feature make it the perfect conversion copy.

Blog Post for Sign-Ups or Subscriptions

In this copy, you will notice that the conversion copywriter tries to persuade users to subscribe to a newsletter.

It also includes the features of the newsletter and politely asks the audience to fill up the sign-up form to confirm the subscription.

Online Advertisements

A compelling conversion copywriting for PPC ads on Facebook, YouTube, etc., should persuade the audience to click on it and read or act further down the conversion funnel.

This Facebook ad by WordPress does exactly the above. The ad content clearly touches on the pain points of users who are affected by Google shutting down its domain business. It also clearly highlights the value proposition for Google Domains users to switch to WordPress.

Conversion Writing Mistakes to Avoid

#1. Writing for the Wrong Audience

The success of your conversion copies depends a lot on your audience. For this reason, you need to ensure you are not targeting the wrong audience. Never jump into writing a conversion copy for any group of users without doing proper research. Also, make sure you know who you are writing to and know a lot about the audience group. 

#2. Starting With Irrelevant Questions

Another big mistake many conversation copywriters make is asking the wrong question to the audience. While it is tempting to flaunt your copywriting capabilities to prospects, writing the wrong message well will not get your business any benefits. So, instead of how to write the copy, you should focus on what the audience wants to hear from you for instant conversion.

#3. Listing Too Many Benefits About the Product or Service

As a copywriter, your aim should be to keep the punch till the end of the message. Including too many benefits of your product in a conversion copy can make it boring, and the reader might not even read to the end. Also, there is a high chance that it will sound like every other product in the market. Avoid this by focusing on only one benefit in your copy.

#4. Not Getting Feedback From Your Team

Are you one of those people who write without caring about how the audience might feel about the copy? In that case, you are doing it all wrong. Just like you perform A/B testing for your marketing email, your conversion copies should also go through something similar. And nothing could be better than getting the opinion of your team on your copies.

#5. Behaving Like a Sales Agent

If you think and behave like a sales agent while writing a conversion copy, you are killing it. You need to understand the difference between a sales copy and a conversion copy, which means you need to be persuasive but never too pushy or manipulative. Your copy should make the readers feel safe and warm to convince them to take action.

Conversion Copywriting Resources

As you can see, conversion copywriting is an art that you have to master if you want your business to thrive. Here are some useful resources that will help you learn conversion copywriting for any industry.

#1. Copywriting Mastery | Udemy

This course on copywriting mastery teaches you copywriting from scratch, including methods to write compelling content. Besides copywriting, it takes you through human persuasion and conversion. Whether you are a marketer or entrepreneur, you can take this course to learn the use of persuasive language, emotional appeal, and understanding of the target audience.

#2. The Complete Copywriting Course | Udemy

After enrolling in this complete copywriting course, you will learn to create effective sales copies to help your career and business growth. Moreover, you will get access to timeless copywriting formulas and some useful free tools and templates. It also teaches sales psychology for a profitable business.

#3. Copywriting for Conversions | Alison

This free online course from Alison teaches you to create conversion copies for websites, blogs, or social media to drive sales and leads. It also teaches you to write highly persuasive content that instantly captures your attention and lets you achieve the desired results.

#4. The Art & Science of the Persuasive Word | Amazon

This Amazon book deals with writing copies to help companies convert their users. It teaches the readers how to write high-quality conversion copies.

Preview	Product	Rating	Price
	The Art & Science of the Persuasive Word: Marketing Secrets For High-Conversion Copywriting	No ratings yet	$21.86	Buy on Amazon

You will also learn to focus on various aspects of copywriting used worldwide and the secrets of copywriting used by businesses for marketing. 

Final Words

As you can see from the above discussion, it is not easy to craft a compelling conversion copy. You need to keep several factors in mind while creating a compelling and persuasive copy. 

However, you can follow the step-by-step guide and tips mentioned in this guide and ace the conversion copywriting for your marketing campaigns.

Next, check out SEO copywriting for creating content that Google loves.