How to write copy that converts readers into buyers
From Guest Blogger Tabby | To create conversion-focused copy, you need to have an in-depth knowledge and understanding of your audience. Copy that converts tells consumers what they want to hear, discusses their problems and does it in a way that feels genuine and relatable.
Having a website full of great copy is one thing, but having copy which actually turns browsers into buyers is another.
Success depends on research
The only way to understand what your customers want and need is to do your research before you start writing. The more data you have on your target audience, the better. Audience research helps to make sure your customers relate to your copy. Find out what their likes, dislikes and challenges are, as well as where they spend their time online and what interest categories they fit into.
The better your research, the fewer assumptions you'll need to make. The so-called ‘digital landscape' changes at a rapid pace, so keep up with your audience by finding out everything you can about what makes them tick.
Thanks to the immediacy and easy availability of online information, people's attention spans are getting shorter and shorter. 80% of people will read your headline, but only 20% will read further.
One Microsoft study showed that the average attention span is around eight seconds – so get the important stuff out in your heading and opening paragraph.
Your most newsworthy information should come first, followed by any important details and, lastly, additional background information. Avoid vagueness wherever you can. If you've got figures and percentages to back up what you're writing about, use them! You're more likely to peak people's interest with detail.
Tap into emotions
Power words: just saying it sounds good. Power words are used in all kinds of applications to create more compelling copy, by evoking emotions in the people that read them. Words like ‘breathtaking' and ‘spectacular', ‘guaranteed' and ‘awe-inspiring' capture people's attention because they make them feel as they read. If your copy can make people feel excited, intrigued, inspired, it's going to stand a better chance of converting than copy that simply states the facts.
Your copy needs to promise consumers that you can solve their problems by giving them something they want and need. Use emotive language to tap into their everyday concerns, and sell your solution.
Testimonials, reviews, warranties, money-back guarantees – there are all manner of ways to build trust. Show off your success stories, brag about your awards, use whatever you've got that shows people you're a brand they can put their faith in.
Even adding social proof to your copy can help increase conversions. Unbounce once ran a study which found that adding the detail ‘4,500 current subscribers' to a landing page increased email sign ups by 20% (https://unbounce.com/landing-page-copywriting/8-simple-landing-page-copywriting-tips/). It's things as simple as this that can encourage other users to put their trust in your brand.
Always consider any additional objections a reader might have. You've made your points, you've listed great features, now think about the doubts they may still have in their mind and overcome them with trust signals.
Always get a second opinion
You think you've come up with a catchy headline, but other people might disagree. No matter how great you think your copy is, get input from your clients about what headline they would have chosen, what details they would have focused on, and how they think you could make your content snappier.
It may well be that the points you think are the most interesting are points that others think could have been made further into the page. Consider your audience's needs and interests together, and be sure the title and focus you've chosen is the one that will be most likely to grab attention.
Time is of the essence
In a world where you can get your online orders delivered same-day and create a blog in minutes, people don't like to wait around. Don't tell them what they'll have achieved by using your services in a month or a year – tell them about the here and now.
Even if your service – say writing and selling books – is something that happens over a period of time, emphasize getting started now, open an account today, get a quote instantly. Sell yourself as the impatient consumer's hero.
Key points to remember:
• The first job of any piece of copy is to grab attention.
• Once you've got it, show readers that you can give them what they want and need.
• Make use of emotive language and trust signals.
• Have you overcome any objections a reader might have?
• Never skip getting a second opinion.
About the Author
Tabby is a writer and editor at WooContent, an international copywriting agency. She specializes in writing for the ecommerce, lifestyle and travel sectors.