3 Conversion-Ready Copy Tips
Conversion-ready copy is the bait that turns a prospect into a customer. When your audience clicks off your site, it may not be your service or product they’re rejecting, but rather your copy.
The phrase “won’t sell itself” is an apt one in the realm of digital marketing, because unless you are Apple or Louis Vuitton, your service or product won’t sell itself—that’s what your copy is for.
It’s important to remember that the attention span of the average visitor is short. You have seconds to grab his or her attention. If your web copy is outdated, verbose, or otherwise irrelevant to the desires of your audience, then visitors will hit the back button without even seeing what you have to offer.
Ineffective copy may be to blame for lost conversions—not your service or product. To get your copy ready, you should ensure that it demonstrates empathy, relevance, and conciseness.
Here are 3 tips for identifying conversion-ready copy:
#1 Creating copy that hits emotional cues, that nurtures, and that is relevant is the first step in improving conversion rates.
Touch on the needs of your prospects, their fears, desires, and anything else you think will have an emotional impact. Use your copy to tell a story that is personalized to their specific needs. Here’s an example:
With this state-of-the-art kitchen knife, professional chefs, stay-at-home parents, and amateurs can enjoy the same sharp, precise cut—and results.
The above example identifies the target audience and encourages a broader range of users to utilize the product because, regardless of who uses it, they’ll achieve the same results.
#2 Relevancy plays a big role in higher conversion rates. Engaging prospects through effective web copy demonstrates how your service or product benefits their lives.
It’s not enough to list all the feature benefits of a product—you have to relay how and why those benefits should matter to prospects. Will it make their busy days easier? Will it save them time? Will it turn something difficult into something that’s easy to manage?
To be relevant, you need to understand your audience. Here’s an example:
If you’re usually the one serving up meals, this knife offers a protective side guard to protect you from accidents and a durable blade that will last for years to come.
With this example, the prospect understands whom this knife is for—and, the copy demonstrates further relevance by saying how it will improve a prospect’s life: by reducing risk of injury or dulling over time and necessitating a replacement.
#3 Web copy that is too long or too busy conveys a scattered marketing message and contributes to low conversion rates.
Addressing the conciseness of your copy and the explicitness of your message is crucial in creating copy that converts, and ultimately, sells.
Simple copy converts better. If prospects can’t find your message, they won’t be able to relate to or understand how your service or product will benefit them. Here’s an example:
Created to meet the needs of cooking enthusiasts, professional and amateur alike, this knife slices, dices, and cuts a wide variety of food—without dulling or leaving you open to accidental injury.
The above conveys a simple message: A knife, designed for all-purpose kitchen use, offers a long-lasting, accident-resistant tool to make your job easier.
The best way to know if your copy is costing you conversions—rather than the product or service itself—is to test it. There are numerous tools available to help you track conversions.
We recommend heatmaps or click-tracking. These online tests provide visual representations of where—and how—your visitors browse your website.
We’ve also compiled a helpful 25-tips guide on how to improve conversion rates . With plenty of ways to enhance and test your copy, there’s no reason why you should let bad marketing copy spoil things.