Don’t have time to stick around and read the entire blog? That’s okay! Here are the key copywriting tips to boost your brand’s conversion rate:
- Clearly Determine Your Audience.
- Be Conversational. Use Words Like “You” and “Your”.
- Be Simple and Concise.
- Write with SEO In Mind.
- Leverage Social Influence.
- Emphasise Action.
Whether your business is creating its website, writing a blog, or posting an ad, the goal is to draw in customers and drive sales. With that goal in mind, it’s important to use copy that will reel users in.
What is copy?
Copy is the text on your landing page, the content of your promotional emails, and the words on your advertisements. It’s everywhere. The following are 6 tips for making your copy more effective in boosting your brand’s conversions.
1. Determine Your Audience.
The top tip for copywriting is to know who will be reading your copy. Without a reader in mind, how will you know what tone of voice and word choice to use? A good way to determine your audience is through the use of personas.
When creating a persona, you should consider factors like online habits, age, gender, location, etc. Determining these factors will give you insights into your average customer’s challenges, needs, wants and pain-points.
For example, one of our clients, Grain & Groove, sells tiles and timber floors. When creating customer personas for them, we wouldn’t think of Daniel, a 16-year-old secondary school student who lives at home with his parents. We would, however, consider Ellen, Daniel’s mother who is middle-aged, is interested in interior design and home improvements, and has the disposable income to spend on things like a new floor for her house. Once you determine who you’re targeting, you’ll be able to better understand their needs, how they communicate, etc.
2. Be Conversational – Use Words Like “You” & “Your”.
A common misconception is that our readers use language that’s more advanced than our own. The truth is, many readers prefer to be spoken to like a familiar person or a friend. It makes the communication more relatable and personable. It gives the reader a glimpse of your brand’s personality, which helps them feel more connected. Incorporating a second-person point of view puts the emphasis on the reader and their needs.
3. Be Simple & Concise.
This one is similar to the previous tip of being conversational. Readers want to be spoken to like a friend. If you talk to them like you’re a professor and they’re your student, they’ll probably get bored and click off of your page. After all, most web users read 20% of a page’s content and that number tends to vary inversely with the amount of content on a web page. In other words: The more you write, the less people read. Therefore, you should communicate your point clearly by using straightforward language and avoiding the overuse of buzzwords.
4. Write With SEO In Mind.
In today’s technologically-advanced world, you can’t just stuff in as many keywords as possible in order to rank at the top of the page. Instead, you need to naturally integrate keywords into your content. It’s also important to link internally to other relevant pages on your website. This makes it easier for users to explore your site further, and therefore, increase time spent on it.
More SEO tips can be found in one of our other blogs which you can read here.
5. Leverage Social Influence.
Of course brands are only going to talk about themselves positively. So why would a customer make a purchase decision based solely on the brand’s word?
Consumers want to get recommendations from unbiased parties. Even if it’s just a stranger on the internet, we tend to trust that more than a traditional advertisement. In fact, 94% of online shoppers report avoiding a business if they’ve read a negative review about it online.
For this reason, you should add customer reviews to your landing page, create a dedicated testimonials page, or even include an occasional bad or mediocre review. Yes, you read that right – some negativity boosts your credibility. According to Reevoo, 30% of customers question the authenticity of customer responses when the only reviews they see are good. Meanwhile, 68% of readers trust reviews more when there are both good and bad scores.
6. Emphasise Action.
The most obvious copywriting tip to boost conversion is to emphasise action. After all, conversion is action. If you want more people to buy, subscribe, or contact you for more information, don’t wait until the call to action to bring it up. Use action verbs and phrases throughout your copy. Instead of generic phrases like “Click here” or “Learn more,” use terms like “Discover” and “Join,” like our client Feel Good Bicycles does on their website.
Additionally, evoking a sense of urgency and scarcity can drive action from consumers who don’t want to miss out. Phrases like “Only X left!” or “Free Shipping Today Only!” discourages the reader from thinking they can just “come back later.” They feel driven to act now when resources are limited.
Whether you’re making an ad, writing a blog, or updating your company’s website, the goal is to be at the top of the Google search. To do this, it’s important to have strong copywriting. Effective copywriting can increase your website’s traffic and ultimately boost conversions.
Do you want to see an increase in website traffic and sales? Try implementing a few of these tips- but don’t try them all at once. Introduce a couple at a time so you can see what works best for you!
Have questions about copywriting or want to talk to us about how Escalate could potentially help your brand? Get in touch with us today!