Copywriting is understanding how to sell to your readers with action and emotion. Although you may be the best writer in the world, the writing may or may not drive site traffic, and make them into conversions.
Conversions are what transform leads into sales. Regardless of what you’re selling, your copy should help you sell it; however, that all depends on your content marketing strategy. Simply improving and testing that copy can help boost conversion rates. Therefore, having a great copy is essential to your business.
Here are six ways to boost your copywriting skills and increase conversions.
1. Make Headline Clear And Engaging
“Most people tend to look at the headline before deciding to read on or not,” says Stacey Fraizer, a business writer at Last minute writing and Writinity. “Your first job, as a copywriter, is to make that initial greeting to your readers. Since the average attention span is around eight seconds, you have to make that headline count. Having a clear and engaging headline is the draw that brings people in, and convinces them to read on.”
2. Write For The Reader
As you write your copy, consider this question: “Would I click on this?”
In other words, step into the readers’ shoes, and figure out what they want and what they don’t want. This minor role-play is effective, since it helps you avoid writing the wrong things in your copy, and keep readers’ attention. When you do that, you’ll increase your chances of turning leads into conversions.
3. Do Your Research
Content without accuracy gets you nowhere on the web today. Your readers count on you to give you accurate information and be authentic throughout your writing. So, when you’re researching, you need trustworthy sources, not Wikipedia. Many professional copywriters will tell you that they would spend much of their day looking stuff up online before they even start writing.
4. Be Genuine
As you do your research, remember that authenticity is everything in a copy.
When you’re looking for something to buy, you want to be able to trust what you’re buying. This is especially true for a new business or startup – people want to trust that new business or startup, or else they won’t be comfortable throwing money away on a new product or service.
You need to create content that does more than just persuade your customers that your product or service is worth checking out or buying. When you look at other brands (especially some of your competitors), they’ll most likely have their own strategies on how to talk to the people, such as sounding sophisticated, formal, or distributing more than enough information to their audience.
Though, it’s not enough to just copy other companies’ strategies. Rather, the key here is to be authentic – communicate with your own voice. If you’re not sure how your voice should be, try out different tones and formats, and see which ones have the best effect on people – try it on your marketing team, and see what they think.
5. Tell Stories
“Stories are a powerful copywriting tool, because that’s what makes it fascinating and memorable,” says Keira Barlow, a marketing blogger at Draft beyond and Research papers UK. “Stories are what draw people in; they make them curious to know what your product is about, and why they should care about it.”
As you tell your story, consider the following questions:
- How can you turn your product into a story?
- Can you explain where the idea for your product came from?
- What were the challenges that you had to overcome when developing the product?
- What were your testing procedures like?
6. Have A Call To Action
A good call to action should say and do the following:
- Be specific
- Stand out among anything else, AND
- Respect the possibility that a person isn’t ready to buy yet
A call to action can be a rhetorical question or problem, or simply asking the community for ideas about a certain topic. No matter which route you take, you’ll need to explain how readers will benefit from your product or service.
It’s understandable that crafting the ideal copy is hard work. That’s why you’ll hear how professional copywriters are constantly busy scouring the Internet, doing research for their businesses. However, by following these simple steps, and testing your results and adapting over time, you’ll start seeing your conversion rates soar.
Victoria Munson is a business reporter at Assignment help Glasgow and Gumessays.com. She reports on the latest events and trends in digital marketing and technology; and she analyzes and interprets news stories for all audiences in many different languages.