Conversion copywriting: 10 tips to write texts that convert

Copywriting might look easy at first glance, but there’s a lot more to it than just stringing words together. It’s about knowing your audience inside out, choosing the right platform, and having a clear goal in mind. You can’t just write something and call it a day. Where you place your content and what you want to achieve with it play huge roles in how effective your message will be.

Here’s something interesting: landing pages with less than 100 words have been shown to convert 50% better than those with 500 words. Little tweaks like this pop up in conversion copywriting all the time, showing how small changes can make a big difference. It’s the gap between words that just sit there and words that actually get people to take action.

In this article, we’ll tackle questions like:

• What is conversion copywriting, and how is it different from regular copywriting?
• What are some conversion copywriting best practices you should know?
• How can you use conversion copywriting in eCommerce to boost sales?
• What are the top tips for effective copywriting for conversion?

We’ll share insights and tips to help you sharpen your writing and hit those business goals you’re aiming for. Ready to get started? Let’s dive in!

What is conversion copywriting?

Conversion copywriting is a specialized form of writing designed to persuade your audience to take a specific action. Unlike regular copywriting, which might focus more on informing or entertaining, conversion copywriting is all about driving results—whether that’s making a purchase, signing up for a newsletter, or clicking through to another page. The key to this type of copy is understanding your audience’s motivations and crafting your message to align with their needs and desires.

For example, in conversion copywriting for eCommerce, the goal is often to turn casual browsers into paying customers. This might involve using persuasive language, highlighting benefits over features, and creating a sense of urgency. Another common application is in B2B conversion copywriting, where the focus could be on convincing decision-makers to choose your service over a competitor’s. In both cases, the copy isn’t just about what you’re saying—it’s about how you’re saying it, with the goal of maximizing your conversion rate.

Difference between SEO copywriting and conversion copywriting

When you’re writing for the web, it’s important to know the difference between SEO copywriting and conversion copywriting. They might seem similar at first, but they serve different purposes. SEO copywriting is all about getting your content noticed by search engines so more people can find it. But once those visitors are on your site, conversion copywriting steps in to turn them into customers or leads. The key is knowing how and when to use each style to get the best results.

Here’s how they differ:

1. Focus on Keywords vs. Audience Motivation:
• SEO copywriting emphasizes the use of relevant keywords to help your content rank well on search engines.
• Conversion copywriting zeroes in on what motivates your audience, crafting messages that drive them to take action.
2. Traffic vs. Conversions:
• SEO copywriting is designed to attract more visitors to your site by optimizing content for search engines.
• Conversion copywriting is all about turning those visitors into paying customers or engaged leads.
3. Content Length:
• SEO copywriting often involves longer articles that cover a topic in depth and include multiple keywords.
• Conversion copywriting typically favors shorter, punchier content that gets straight to the point and encourages action.
4. Technical vs. Emotional Appeal:
• SEO copywriting tends to focus on technical aspects like keyword placement and density.
• Conversion copywriting uses emotional appeal and persuasive language to connect with readers and encourage them to take the next step.

Knowing these differences will help you create content that not only attracts visitors but also converts them into loyal customers.

Step-by-step guidance to conversion copywriting

When businesses adopt the conversion copywriting tips we’re about to share, they can expect more than just a slight boost in ROI and engagement. These strategies are designed to directly impact your bottom line by turning casual visitors into loyal customers. Whether you’re focusing on conversion copywriting in eCommerce or trying to improve your B2B conversion rates, these tips will help you craft messages that resonate with your audience and encourage them to take action. By implementing these conversion copywriting best practices, you’ll not only see an increase in conversions but also build stronger connections with your customers, making your marketing efforts more effective and efficient.

Know your audience inside out

One of the most important conversion copywriting tips is to truly understand who you’re writing for. Before you even start crafting your message, take time to research your audience’s needs, pain points, and motivations. When you know what makes your audience tick, you can create your copy to speak directly to them, making it far more likely that they’ll take the action you want. This approach is key whether you’re working on conversion copywriting in eCommerce or targeting a specific B2B market.

Focus on benefits, not features

Another essential practice in conversion copywriting is to emphasize the benefits of your product or service, rather than just listing features. Your audience wants to know what’s in it for them—how your offering will solve their problems or improve their lives. By focusing on benefits, you make your message more relatable and persuasive. This tactic is often highlighted by conversion copywriting experts as one of the most effective ways to increase engagement and sales.

Use clear and compelling Calls to Action

No matter how well-written your copy is, it won’t convert if you don’t tell your audience what to do next. That’s why a clear and compelling call to action is a must in any conversion copywriting strategy. Your CTA should be straightforward, easy to follow, and create a sense of urgency. Whether you’re guiding them to “Buy Now,” “Sign Up Today,” or “Get Started,” a strong CTA is a must for moving prospects through your sales funnel and achieving the conversions you’re aiming for.

Keep it simple and direct

One of the core conversion copywriting best practices is to keep your language simple and direct. Your audience doesn’t want to wade through jargon or complex sentences—they want clear, concise information that tells them exactly what they need to know. By stripping away unnecessary words and getting straight to the point, you make it easier for your readers to understand your message and take action. This is especially important in copywriting for conversion, where every word counts.

Leverage social proof

Incorporating social proof into your conversion copywriting can significantly boost your credibility and persuade hesitant buyers. Testimonials, reviews, and success stories provide evidence that others have benefited from your product or service. It just makes easier for potential customers to trust you. When done right, social proof can be a powerful motivator that nudges your audience towards making a purchase or signing up for your service.

Test and optimize continuously

Remember never to settle for your first draft. Testing and optimizing your copy is key to finding out what really resonates with your audience. This could mean A/B testing different headlines, CTAs, or even entire landing pages. By regularly analyzing and tweaking your copy, you can achieve better results over time, ensuring that your conversion rate optimisation copywriting efforts are always improving and staying relevant.

Craft headlines that grab attention

Your headline is the first thing your audience will see, so it needs to be compelling enough to make them want to read more. In conversion copywriting, a well-crafted headline can make all the difference in whether a visitor continues to engage with your content or moves on to something else. Focus on creating headlines that are clear, benefit-driven, and spark curiosity. Remember, the goal is to capture attention quickly and draw your audience into the rest of your message.

Use storytelling techniques to connect with your audience

Storytelling is a powerful tool in conversion copywriting because it helps create an emotional connection with your audience. By sharing a relatable story, you can illustrate how your product or service can solve a problem or improve your customer’s life. Whether you’re providing examples or sharing a case study, storytelling can make your copy more engaging and persuasive. It’s a technique that can be especially effective in conversion copywriting for eCommerce, where building trust is key.

Make your copy skimmable

Most people don’t have the time to read every word on a page. That’s why making your copy skimmable is a huge part of conversion copywriting best practices. Use bullet points, subheadings, and short paragraphs to break up your text and highlight the key points. This way, even if someone is just scanning your content, they’ll still pick up on the most important information, which can help drive conversions.

Address Objections Before They Arise

One effective way to boost your copywriting conversion rates is to anticipate and address any objections your audience might have. By tackling potential concerns head-on, you can build trust and reassure your readers that your product or service is the right choice for them. Whether it’s about price, effectiveness, or ease of use, answering these questions in your copy can remove barriers to conversion. This technique is widely recommended by conversion copywriting experts as a way to smooth the path to purchase and increase customer confidence in their decision.

Conversion copywriting examples

Example 1: eCommerce Product Page

Imagine you’re browsing an online store for noise-canceling headphones. You land on a product page with the headline: “Block Out the World and Focus on What Matters.” Right away, this headline grabs your attention because it speaks directly to the benefit of the product. The page then highlights key benefits in bullet points, like “Crystal-clear sound quality,” “Long-lasting comfort for all-day wear,” and “Seamless Bluetooth connectivity.” Finally, the page features a testimonial: “These headphones have transformed my work-from-home experience—no more distractions!” The call to action is simple and direct: “Buy Now and Enjoy Free Shipping.”

Tips Used:

• Craft headlines that grab attention. The headline immediately communicates the main benefit of the product.
• Focus on benefits, not features. The copy emphasizes what the user will gain, rather than just listing features.
• Leverage social proof. The testimonial adds credibility and reassures potential buyers.

Example 2: B2B Service Landing Page

A B2B company offering cloud storage solutions uses the following approach on their landing page. The headline reads: “Secure, Scalable, and Simple: Your Data, Our Priority.” The copy then addresses common concerns with statements like, “Worried about data breaches? Our industry-leading encryption keeps your information safe,” and “Need more space as your business grows? Our flexible plans scale with you.” The page includes a case study that tells the story of a similar company that successfully migrated to their service, highlighting how they reduced costs by 30%. The CTA is bold and straightforward: “Get a Free Consultation Today.”

Tips Used:

• Address objections before they arise. The copy tackles potential customer concerns about security and scalability.
• Use storytelling to connect with your audience. The case study provides a relatable story that showcases the benefits.
• Make your copy skimmable. Bullet points and clear subheadings make the content easy to digest.

These examples show how combining the right strategies can create copy that not only engages but also converts. By applying these conversion copywriting tips, you can craft messages that drive real results for your business.

Call IM4U for сonversion copywriting

If you’re ready to elevate your marketing with stellar conversion copywriting, IM4U is here to help. Our team of conversion copywriting experts knows exactly how to craft messages that not only capture attention but also drive results. Whether you’re looking to boost sales, increase leads, or improve your conversion rate optimisation copywriting, we’ve got the experience and strategies to make it happen. Don’t leave your success to chance—reach out to IM4U today and let’s start creating content that converts.