One of the most important aspects of online marketing is copywriting.
Copywriting is the art of persuasion, and its purpose is to get people to take the desired action, such as making a purchase, signing up for a newsletter, or downloading an ebook.
A conversion is when someone takes the desired action, and the conversion rate is the percentage of people who take the desired action out of the total number of people who see your offer.
For example, if you have a landing page that gets 1000 visitors per month and has a conversion rate of 2%, that means 20 people out of 1000 convert.
Many factors go into determining what your conversion rate will be, but one thing is for sure: copywriting plays a significant role. In this blog post, we’ll share some copywriting tips that will help you improve your conversion rates.
But first, let’s cover the basics…
What is Copywriting?
Copywriting is the art of persuasion, and its purpose is to get people to take a desired action. A lot goes into crafting compelling copy that drives a reader to take the desired action, including understanding your audience, knowing what motivates them, and being able to articulate your offer clearly and concisely.
You only have a few seconds to make an excellent first impression and convince someone to stay on your website or landing page, so it’s essential to make sure your copy is well-written and persuasive.
Content Hype assists our clients with expert copywriting services that help them shift the needle on conversions with clear, concise and compelling copy that creates a sense of urgency around an offer and has customers saying, “shut up and take my money”.
If you’re still keen to try and improve the effectiveness of your website copywriting by yourself, here are some tips to help you write better copy that converts:
Understand Your Audience
The first step in writing effective copy is understanding your audience. What are their pain points? What solutions are they looking for? When you know what your audience wants, you can craft copy that speaks to their needs and concerns.
One of the most important things to remember when writing website copy is that you need to understand your audience in order to address their needs. If you don’t know what your audience wants, you won’t be able to write copy that resonates with them and persuades them to take the desired action.
Your audience is not one homogeneous group, so you need to tailor your copy accordingly. Use different language and tone for different demographics, and make sure you’re addressing the concerns and needs of your target market.
When you understand your audience, you can focus on what matters to them and create an offer they can’t refuse.
To best understand your audience, it’s helpful to create what are commonly referred to as “avatars”.
An avatar is a fictional character that represents your ideal customer. When you create an avatar, you give them a name, age, gender, occupation, location, interests, and pain points. This helps you to humanize your audience and understand them on a more personal level.
To form an avatar that represents your ideal client, ask yourself:
- How old are they?
- Are they a certain gender?
- How much do they earn?
- What do they do for work?
- What problem are they trying to solve that requires your product/service? AND/OR What advantages can they gain by using your product/service?
- What is the consequence if they DON’T use your product/service?
- What is the benefit if they DO use your product/service?
- Why are these consequences/benefits important to them?
Once you’ve created your avatars, you’ll have a much better understanding of who you’re writing for and what kinds of copy will resonate with them.
The key is to hone in on the hopes and dreams or their fears. These are what will prompt the emotive responses that will drive them towards a conversion.
Use Power Words
Power words are words that evoke emotion and compel people to take action. Some examples of power words include “free,” “immediate,” “guaranteed,” and “discover.” Use power words throughout your copy to add impact and persuade people to convert.
Make sure you use persuasive language that speaks to your audience’s needs and concerns. Power words are one way to do this, but you should avoid using industry jargon or overly technical language. Write in a clear, concise, and easy-to-understand manner.
Your goal is to connect with your audience on an emotional level and persuade them to take the desired action.
Tell a Story
One of the best ways to connect with your audience and persuade them to convert is to tell a story. Stories are relatable, emotional, and persuasive. When you craft a story around your offer, you can make it more compelling and increase the chances that people will take the desired action.
Your story doesn’t have to be long or complicated. It can be as simple as sharing how your product or service has helped someone in the past, or explaining the problem that your offer solves.
The important thing is that your story is relatable and speaks to the needs of your audience. When you can connect with your audience on an emotional level, you’re more likely to persuade them to convert.
Make an Irresistible Offer
The final step in improving website conversion rates with copywriting is to make an irresistible offer. Your offer needs to be compelling and address the needs of your audience. It should be something that they can’t refuse, and it should be clear what they need to do to take advantage of it.
Your offer could be a discount, a free trial, or a complimentary consultation. Whatever it is, make sure it’s something that will persuade your audience to take the desired action.
Copywriting is a powerful tool that can help you improve website conversion rates. By understanding your audience, using power words, telling a story, and making an irresistible offer, you can persuade more people to take the desired action.
If you’re not sure where to start, or if you need help crafting copy that converts, contact Content Hype today.
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