Imagine you’re shopping online. You come across two product descriptions: one that barely gives details and another that makes you feel the product is just what you need.
Which would you buy? Chances are, the second one!
This is the magic of copy that converts.
Whether you’re writing for a product, service, or even a personal brand, having copy that speaks directly to the reader’s needs can make or break your success.
But how do you write copy that actually converts?
This step-by-step approach will guide you through the process.
But Why Does Copy Matter?
Good copy doesn’t just describe a product or service; it convinces, persuades, and motivates the reader to take action. In fact, according to WordStream, well-written copy can improve your conversion rate by as much as 113%.
Step 1: Know Your Audience
You can’t write effective copy unless you understand who you’re writing for. Your audience determines your tone, language, and even the benefits you’ll highlight.
- Demographics: Age, gender, location, and income.
- Psychographics: What are their interests? What problems are they trying to solve?
- Pain Points: Identify the challenges they face and how your product or service can help.
For example, if you’re selling skincare products, a younger audience might be more interested in acne solutions, while an older demographic may be looking for anti-aging creams.
Create audience personas. This will make it easier to tailor your copy to their specific needs. Use words like “you” and “your” to make the copy feel more personal.
Studies show that using these pronouns increases engagement and makes the reader feel like you’re speaking directly to them.
Step 2: Write a Compelling Headline
Your headline is the first thing people see, and if it doesn’t grab their attention, they won’t bother reading the rest.
Research from Copyblogger reveals that 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest of your copy.
So, what makes a great headline?
- Clarity: Be clear about what the reader will get.
- Curiosity: Give them a reason to click.
- Relevance: Make sure it aligns with their interests or needs.
Example:
Instead of: “Best Skincare Cream”
Try: “Erase Wrinkles in Just 7 Days with Our Miracle Cream”
Use numbers in your headlines, like “5 Ways to Improve Your Skin Today.” Studies show that numbered lists improve click-through rates by 36%.
Step 3: Lead with Benefits, Not Features
A common mistake is focusing too much on features rather than benefits. Features describe what your product or service does, while benefits show how it solves a problem.
For example, let’s say you’re selling a fitness tracker:
- Feature: Tracks heart rate.
- Benefit: Helps you improve heart health by keeping you within your optimal heart rate zone.
Remember, customers aren’t just buying a product — they’re buying a solution to their problem.
Use phrases like “imagine this” or “picture yourself.” This helps the reader visualize how the product will improve their life, increasing the likelihood of conversion.
Step 4: Write Persuasive, Easy-to-Read Copy
Your copy should be as clear as possible, especially if you want to hold a reader’s attention. A study by the Nielsen Norman Group shows that users only read about 20% of the text on a web page.
To improve readability:
- Use short sentences and paragraphs.
- Bullet points or numbered lists for easy scanning.
- Avoid jargon unless you’re writing for a niche audience that understands it.
- Use action words like “get,” “achieve,” “discover,” and “unlock.”
Example:
Instead of saying, “Our product is designed for efficiency,”
Try: “Get results faster with our efficient, easy-to-use product.”
Step 5: Use Social Proof
People trust what others are saying more than what you say about yourself. Social proof, like customer testimonials, case studies, or even user-generated content, can significantly boost your credibility.
According to BrightLocal, 88% of consumers trust online reviews as much as personal recommendations. Include reviews, ratings, or case studies to show that real people are benefiting from your product or service.
Use testimonials that address common objections.
For example, if people worry about the price, include a testimonial where someone says, “It was worth every penny!”
Step 6: Create a Strong Call-to-Action (CTA)
Your CTA is what turns a reader into a customer. It needs to be clear, action-oriented, and persuasive. A weak CTA will leave your readers without any direction.
- Weak CTA: “Learn more”
- Strong CTA: “Get your free trial today and start seeing results!”
Use urgency in your CTAs. For example, phrases like “limited-time offer” or “act now” can encourage immediate action.
A sense of scarcity or urgency can increase conversions by as much as 332%, according to a study by MarketingExperiments.
Step 7: Test, Measure, and Optimize
The best copywriters always test and optimize their copy. You can use A/B testing to compare different headlines, CTAs, or even the body copy.
Keep track of key metrics like:
- Click-through rates (CTR)
- Conversion rates
- Bounce rates
These metrics will tell you what’s working and what’s not. According to a HubSpot study, businesses that test their copy regularly see an average increase in conversions of 30%.
Start with small tests, like changing a headline or CTA, and gradually work your way up to bigger changes. This way, you’ll always be improving your copy based on real data.
Writing copy that converts doesn’t have to be difficult.
Remember, every piece of copy you write is an opportunity to turn a potential customer into a loyal one.
Copywriting is both an art and a science.
While this guide gives you the structure and techniques you need to get started, practice will improve your skills.