Conversion copywriting is a type of persuasive writing that promotes goods or services. Conversion copywriting focuses on getting you to make a purchase or take final action. It combines data and study to develop a convincing case for the product or service. A bold statement does not necessarily demonstrate anything.
Conversion copywriting is not about claiming to be the “best” or “#1 service.” A good example of what it’s not is a quote that claims to be the “best” or “#1 service.” Because anyone can declare it, broad claims are unbelievable.
What would my experience as a digital marketer be if I truly was the finest? I’d probably: Have a very successful blog with hundreds of thousands of visitors each day. Making a convincing case is the distinction between ordinary copy and conversion copy. Credibility is the basis of a compelling argument. Credibility is made up of three components: social proof, authority, and specificity.
What is Social Proof and how does it work?
Social proof is when everyone else jumps off a bridge. It’s the row of logos under the text “Our Customers Love Us” on every application website. Social proof says, “We’re excellent, so you should believe us.” Customer testimonials and case studies are prominent on your website.
Social proof is crucial to conversion copywriting because it provides external confirmation that you are as good as you claim to be. Look, every business claims to be excellent in what they do. Which company wouldn’t? External sources provide social proof that validates the statement. It also aids in stating what you can’t do.
Authority with Credibility
Which source are you more inclined to trust: an expert or a random internet person? Experts are authoritative sources on a given topic since they have committed time and effort and have the credentials to prove it. Experts have years of expertise behind them. They’ve appeared on TV, written books, and published papers in academic journals.
Conversion copywriting motivates people to take action and make a decision. It combines the voice, tone, and finding a unique value proposition with conversion (motivating) and process (research component), and presentation (what you’re saying and how you’re saying it).
Depending on the scenario, the phrase “conversion copywriting” might have various meanings. For example, conversion copywriters write advertisements, web content, email newsletter campaigns, and even sales funnels.
Business owners who use conversion copywriting obtain important knowledge about their sales funnels and customer personas. Conversion copywriters are highly sought after since the process of doing it well is both complex and time-consuming. This can have a significant impact on a company’s return on investment (ROI) if done correctly (i.e., including the relevant keyword).
What is the difference between a conversion copywriter and an SEO content writer?
The next distinction between SEO and sales copy, as established by professional sales copywriter Tori Reid, is that: “SEO content attracts visitors in a nutshell. Google’s keywords are based on viewership information. Alternatively, it may be stated that ‘who clicked to view or read articles that included this keyword.’ Keywords can be obtained by sales copywriters
Yes, SEO text may convert (i.e., result in sales or opt-ins). Nonetheless, compared to conversion copywriting, it isn’t nearly as consistent, and there’s a reason for that. SEO content is intended to attract people. The sales copy is designed to persuade buyers to make a purchase. As a consequence, no company should hire.
Both skill sets are possible for many writers, yet the writer must make sure they don’t overlap. It’s important to remember that conversion does not always imply a transaction. The copywriter’s goal in attempting to influence the reader to convert is to create simple, clear, and compelling content that explains a product’s, service’s, or brand’s concept and then demonstrates the benefits it delivers.
What about Moz
Take a look at Moz’s homepage to see what we’re talking about: Moz begins with a clear statement that not only expresses what the user is supposed to do next but also states their value proposition. “We promise to be a smarter way to perform SEO’ than your competitors,” they say.
The sub-copy goes into further detail regarding the benefits your firm will receive as a result of its service. For example, they offer “software to improve traffic, ranks, and visibility” on search engine results pages. Following a bright color that doesn’t clash with the conversion-oriented design, there is an attention-grabbing call to action.
A closing message informs people that they may get a free walkthrough with an SEO expert. This is a nice bonus for those who are thinking about beginning a free trial since it provides one last push before deciding to do so.
Overall, this conversion copy promises enhanced SEO and a list of the product’s advantages, as well as an appealing call to action and a tempting bonus. Not bad for 35 words, right?
It’s also worth noting that they don’t talk about their years of expertise, how they’re “smarter,” or what they do. Because this portion of the site is all about converting visitors, not informing them. As this example demonstrates, conversion copywriting differs from other forms in that it is extremely focused. It’s not attempting to amuse or be clever like print ads, social media posts, or blog entries might. It’s there to describe a brand’s products and how they may help consumers. But most importantly, it aims to encourage readers to take a
The Best Way to Get Started with Conversion Copywriting
So, how can you create effective, high-quality conversion-focused copywriting? While there are many ways to write conversion-focused copy and some trial is required, there are a few things that every conversion copywriter must accomplish if they want their online text to persuade others to take action.
Conduct deep research
Before you write, like with any other form of writing, you must conduct research. In fact, the bulk of a conversion copywriter’s work should be spent researching. The copywriter must understand the audience’s pain points, how the product, service, or brand solves those problems, and what will most likely persuade them to take action.
During this discovery phase, you’ll want to uncover:
- Your product’s characteristics
- Your product’s USP is what sets your company apart from the competition.
- Who is the typical customer (the marketing persona)?
- What services, features, or advantages does your product provide?
- What distinguishes it from the competition?
- Customers have had a lot of nice things to say about it.
Gather data from internal teams
During this stage, you’ll speak with or acquire data from various internal teams (such as engineering, sales, and marketing) and potential, existing, and former customers. Before you begin writing content, you’ll need to do some independent industry and/or competitor research.
You can learn a lot from all this data, including what the customer wants, how the product may satisfy those demands, and in which order the messaging must appear to offer the greatest conversion chances. You may also utilize client testimonies, product reviews, and supporting statistics to back up how excellent your offering is.
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