What is Conversion Copywriting? (and why you Need a Copywriter to Write Copy that Converts?)

What is Conversion Copywriting?

Convert is a weird word. (Cults? Going from PC to MAC?!)

‘Convert’ means to persuade someone to make a decision. And conversion copywriting is all about convincing readers to take action- and make a choice to invest in you, your product or your service.

In a world where we purchase pretty much everything we need online, we’re constantly bombarded by marketing messages. The internet is a multi-sensory, fast-faced vortex where everyone and their dog scream, ‘Buy mine! It’s the best!’

Conversion copywriting is the skill of conveying the right message to your target audience and convincing them to MOVE. It’s about writing persuasively and sharing information so that your readers take action and choose you over your competitors online.

What’s the Difference Between Conversion Copywriting and other Copywriting?

Conversion Copywriting is unique to other types of copywriting. It combines customer buyer psychology, data, and persuasive writing skills. It’s a powerful form of sales copy- with one function – to convert visitors to your website into buyers. 

SEO content writing, on the other hand, is about driving traffic to your website via search engines like Google, so when your ideal client types in what they’re looking for into Google, your website shows up (without having to pay for ads).

Important note: SEO content writing is also about way more than just Google. It’s about creating content that your ideal client truly needs, and that is really going to help them. Quality writing based on user-intent is the foundation of SEO writing.

We need both SEO copywriting and conversion copywriting to make sales. SEO copywriting brings traffic to your website, while conversion copywriting on your landing page or home page hooks your readers and takes them on a journey where they feel understood and want to take action. 

Make a Copywriting 101 plan.

Your first step should be to decide on one clear goal you want to achieve. 

Of course, you want the piece of copy you’ve written to convert but think about the price of your offer and how much you need to sell to make your desired profit. Your call to action (CTA) will come at the end of your copy, and you want to take your readers on a journey as they read.

Research Your Target Audience to the Bone

My first-ever copywriting mentor drilled into me: write to everyone, and you write to no one.’

Always write to a specific customer avatar, so you gotta get into your ideal customer’s head and know exactly who you’re selling to. Get specific- here are some questions to get your customer research started:

• What do they do?

• How old are they?

• Where do they live?

• What keeps them awake at night?

• What do they desperately desire?

• What do they do for fun?

You can also interview your ideal clients- even a poll on your Instagram stories that people can fill in can give you real-life feedback on your ideal client’s pain points and needs. 

The Conversion Copywriting Process

Speak to Their Problem in Your Copywriting 

If your dream client is about to click the ‘buy’ button and enter their payment details, it means your body copy has spoken directly to their pain points. Good job!

They felt seen, understood, and cared for. They’ve read your copy, thinking, ‘Oh my gosh, this is me! I’m not alone!’ Thank God this sis can help me finally achieve (insert-desire-here).’

Your copy focused on the solution you can provide. (This part isn’t rocket science; explain precisely how your product or service solves their pain point.)

Explain the Benefits

If you want to write words that sell, hone in on the benefits of your offer- like how it will change their lives and what results your client can expect.

Create a sense of hope for them and paint a picture of their new reality when they use your service or product.

Point out what’s different about working with you. What sets you apart from all the others in your niche? When you communicate how beautifully unique you are, you persuade people to buy your offer precisely BECAUSE it’s yours. YOU are the USP!

Address Their Fears About Buying

It’s normal for consumers to experience hesitation or anxiety when they are about to spend their hard-earned cash. Think about the last time you made a significant purchase- even if you’re sure you want the goods, you want reassurance that you’ll get your money’s worth.

High-converting copy doesn’t shy away from addressing objections- it tackles them confidently and head-on and squashes them with writing that relieves any worries:

‘I’ve bought courses like this before and didn’t finish them.’ – Tell them what you offer to help them complete the course.

‘It’s a lot of money, how do I know it’s going to be worth it?’ – Tell them exactly how they will make their ROI.

‘I’ve tried everything before, it never works for me.’ – Tell them what’s different about your offer and what they need to do to get the results they want.

Make your readers feel safe, secure, and excited to invest in you by supporting them well through their fears and objects on the buyer’s journey with your copy.

How I Write Copy that Converts

I Grab Their Attention with a Hook

Your hook has a direct effect on your conversion rate. 

Great hook- your read stays to read to see what else ya got.

Weak hook, and you lost them at the first sentence and they be bouncin’. 

As a marketer, I craft compelling hooks that instantly capture your audience’s attention. Hooks are data-driven, too, because, just like little fishies love that bait, you need to know exactly who your reader is and what they give a damn about in order to capture them

With a detailed picture of your dream client avatar and their desires in mind, I write hooks that your audience will immediately care about. Some ways I do this include:

• Tapping into their emotions about a subject they are passionate about

• Asking a direct question they relate to. 

• Tell them a story they can’t resist

I Make you Stand Head-and-Shoulders Above the rest

I do this by writing words that powerfully convey what makes you freakin’ fantanbulous! I champion your unique gift and talents and make your personality shine through your copy.

I touch on the parts of your life story that impact your business, but I position your story to help your readers see themselves in it, too- and this makes them connect with you.

I tell your audience what makes you a one-of-a-kind special human, and write high-converting copy that shows what makes your offer unique and different from all the others online.

I Appeal to the Emotions of your Target Audience

We’re all human. The one thing that connects us is our human emotions and feelings. When I write copy to tap into your reader’s feelings, they MOVE.

Whether I’m telling heartwarming stories, sharing nostalgic memories, or recounting a funny incident, when I appeal to your reader’s emotions through my copywriting, it makes you memorable- and it makes your readers warm to you.

In an online vortex full of advertising, appealing to emotions will help you stand out as the unique brand you are.

People don’t want to buy from bland companies, they want to connect and buy from humans with a heart! Emotional marketing can also make clients loyal to your brand too. 

I Write in YOUR Tone-of-Voice (yep I’m a great copy-cat!)

You better believe I can write words that ooze your vibes!

I creep all your content, social media, and podcasts so I know what you sound like, and then when I tap those keys, out comes your tone-of-voice (TOV).

The longer we work together, the better this becomes- and I also build a TOV document for you over time – complete with all the cute things you like to say that makes you YOU! 

I Write Conversationally 

Conversational copywriting for the win! The best copy that wins over hearts (and wallets!) is copy that sounds like you’re sitting across the table with your dream client chatting over cups of matcha.

When I write your conversion copy in a conversational tone, it instantly makes your prospect’s guard go down. Your audience feels a connection and wants to relate to you- thats when they start hitting your DMs or booking that retreat/masterclass/call with you cos they can’t WAIT to meet you face-to-face.

I Write Effective CTAs (Calls to Action).

I write clear, simple calls to action (CTAs).

Giving direct instruction at the end of your copy body is the best way to guide prospects to action and book the call/buy the course/sign up for your emails.

I also make it very easy for your audience to take the required action by hyperlinking sentences or buttons with the CTA copy so your audience can be ‘in’ in just one click. (We don’t want them scrambling to find how to buy).

The primary CTA should be the last thing they read, but on sales pages, I may sprinkle several CTA buttons throughout the copy so warm leads can jump straight into your offer.

I go Beyond Relatability- I show them whats Available to Them Even When Life isn’t Perfect.

I don’t just write copy your ideal client can relate to. I write copy so that they can see exactly how their lives will change when they work with you in context.

Let me explain.

Instead of talking about desires in a general way (more clients, more sales, more money, better health, etc), I paint a picture with words of what THEIR exact new reality would look like – as a human who is still figuring things out (like all of us!).

I move beyond the ideal and speak to your clients’ desires RIGHT WHERE THEY ARE AT, so their new reality feels reachable and attainable.

I position copy to show them that they CAN have what they want NOW, just as they are, imperfectly wonderful and without all their ducks in a row.

I show them that what they desire is within reach for THEM, so they trust you and themselves and buy.

Beautiful Website Design and Photos Alone Don’t Lead to Conversions

Pause flinging all your cash at design and sexy photoshoots for five minutes and consider that the copy that I write is exactly the missing piece to your marketing.

Hiring me to write your copy will give you back your time and increase your revenue: (cos remember, time is money!)  

I write words that convert browsers into buyers. My formula is:

Compelling words + making your reader the hero of their own story = persuasion. 

I cut through the noise online and invite your audience to make the best decision for them- you! 

Hire me as Your Conversion Copywriter if…

• You’re ready to trust that you don’t have to write every word yourself for your content to drip with your fabulous energy (and hey, nor do you have the time to write it all! ).
  
• You want an About Page written in your exact voice, but that invites your readers into your story and into your business with ease.

• You’re ready to have your hands free to continue honing your craft, changing more lives, and expanding your empire!

• You want to show up in your subscribers inbox regularly with powerful newsletters, become THE voice of authority for your tribe,

I write words that connect with your dream humans, and the impact of these words stacks up over time, building deep trust. Email after email, post after post, you become a brand your community will stick with for life.

Ready to add a copywriter to your team? Send me a message here.