Many digital marketers focus on technical SEO and hire writers to create content specifically for search engine algorithms.
What they don’t appreciate is that search engines rank content based on the experience it provides users.
So, instead of writing content for machines, we need to start creating content with users in mind. That is what conversion copywriting is all about.
Search engines like Google use two different approaches when separating valuable, high-quality content from useless low-quality content.
- EAT (Expertise, Authority, and Trustworthiness)
High-quality content should have all three qualities irrespective of which industry or topic it belongs to.
- YMYL (Your Money or Your Life)
Content that can directly or indirectly impact a reader’s happiness, health, finances, and wellbeing come under YMYL.
Image Source: Moz
This approach by Google highlights the weight it gives to the relevance and user experience of your content when ranking web pages.
How can you make your content more user-centric? How can you write copy that not only hooks the reader but also converts them into paying customers?
If you are looking for answers to these questions, you are in the right place.
In this article, you’ll learn seven powerful conversion copywriting tips that can turn your content into a sales generating machine.
The Ultimate Guide to Conversion Optimisation for Small Business
1. Consider the awareness level of your audience
Every website visitor has a different level of awareness. To write perfect copy, it is important that you understand the awareness level of your target audience.
There are five levels of consumer awareness:
- Unaware: The consumer is unaware of the problem.
- Problem aware: Consumers know the problem but not the solution.
- Solution aware: Consumers know about the problem and solution, but they do not know if you can deliver that solution.
- Product aware: The consumer knows about your solution but is not sure whether they should go with it or not.
- Most aware: The consumer knows your solution and is waiting for the right price to purchase it.
The key to success when writing copy is to map your content type to the reader awareness level.
Image Source: Funding Track
2. Spend time on the introduction
The human attention span is at an all-time low and people are exposed to more ads and information than ever before. That is why it is important for copywriters to include a hook in the introduction to grab their target audience’s attention immediately. Here is how you can do it.
- Make your opening sentence captivating and evoke curiosity which forces readers to explore more and read the rest of the content.
- Edit and get rid of extra words. Make your sentences direct and concise.
- Highlight the purpose and value proposition straight off the bat so that readers know exactly what to expect from your content.
3. Make your content skimmable
No one likes to read large blocks of text. In fact, most readers will only skim through your content to see if it has something of interest while only a small percentage of readers will read your content from start to finish. Break down your content into smaller chunks that can easily be digested by your readers.
You can use headings, subheadings, bullets, and numbered lists for this purpose. This will make it easier for your readers to skim and read your content and give their eyes a much-needed break. The easier you make your content to read, the more readers will read it and stay longer on your page.
4. Headlines make all the difference
According to statistics, 80% of readers will read your headline and only 20% will read the rest of your copy. That is not all, your website traffic can vary by as much as 500% depending on the headline. That is how powerful a headline can be. It can make or break your copy.
Make a promise in your headline and try to fulfill that promise with your content. Avoid using clickbait to get more clicks.
5. Craft persuasive copy
You want your readers to act after reading your copy. You don’t want them to hit the back button and abandon your page. For that, you have to write copy as if you are standing next to them and guiding them through a journey. You must tell them what to do and how to do it.
Use action verbs to give direct commands. Write in the second person and always use active voice instead of passive voice. Once the reader knows what to do after reading your copy and how to do it, they are more likely to take the action you want them to take.
6. Use powerful verbs and adjectives
Dig deeper into your vocabulary store and come up with powerful verbs and adjectives to use in your copy. Using strong verbs and adjectives make your writing pop.
Make your copy as specific as possible and avoid using vague words that don’t convey the message well. Instead of using the word “very” with an adjective, you can replace it with a stronger word that describes the state in an effective way. For instance, you could write beautiful, gorgeous, or attractive instead of very pretty.
7. Don’t forget the call-to-action
Last but certainly not least is the call-to-action. Telling readers what to do and how to do it is good but adding an irresistible call-to-action to your copy is even better. Apart from providing direction to readers, a call-to-action can motivate, inspire, and encourage readers to take action.
Image Source: WordStream
Here are some tips to create a perfect call-to-action:
- Don’t beat around the bush
- Include action verbs
- Use a conversational tone
- Make it easily visible
Which copywriting tips do you use to boost conversions? Let us know in the comments section below.
Guest author: Irfan Ak is a digital marketing strategist, growth hacker, digital transformation expert at Branex.ca & a guest blogger on various websites. He has worked with various other brands and created value for them. Connect with him on Twitter.