Copywriting Techniques that Maximize Conversion Rates


Published: October 26, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
Copywriting Techniques that Maximize Conversion Rates

Content marketing has one goal: converting visitors into leads and leads into buyers. Whenever there is a measurable goal to achieve, the path to success isn’t always easy, but it can be made clearer by monitoring the results of your efforts, making small changes, and seeing how effective those changes were. Of course, it can help to start on the right foot, so here are some creative copywriting techniques that will help you get better results from your marketing efforts.

How Better Copy Can Produce Better Results

Improving conversion rates starts by enhancing your copywriting techniques, and there’s plenty of data to back up that statement. Here are a few statistics that we think every marketer needs to know:

  • 60% of consumers will avoid doing business with a company that makes obvious spelling and grammar mistakes. (RealBusiness)
  • 80% of people will read the headline; only 20% will read the copy. Plus, readers are likely to skim for what they are interested in and only read about 20% of the copy on the page. (CopyBlogger & Nielsen)
  • Companies that post fresh blog content at least 15 times per month enjoy 5 times more traffic than companies that do not. (HubSpot)
  • 88% of successful content marketers frequently prioritize their audience’s needs over their sales message when creating content. (Content Marketing Institute)

The takeaway here is that every inch of your copy is equally important as you can’t be sure who will be interested in which sections, and that it’s critical to avoid mistakes in your writing. While not every organization will have the budget or time for 15 blogs a month, more is better provided you’re always focusing on your audience.

Targeting Your Audience with Your Copywriting

Customer-centric copy will be more effective than copy that focuses too much on sales, but you can only create this kind of copy with a well-defined target audience. This is critical to your conversion copywriting because different industries and their audiences have different needs and react emotionally to different words and ideas.

For example, data scientists at Unbounce analyzed nearly 65,000 landing pages and the 74 million people who visited them to understand which emotions resonated best by industry. They discovered that trust is a major motivator in the travel industry; words associated with disgust will tank efforts in business consulting. Fear-mongering is almost universally ineffective, and joy is useful in education, but can be a turnoff for home improvement.

Copywriting Techniques That Convey Quality

How to Convey Quality in Copywriting

There are plenty of marketing experts who say they have the formula for creating excellent copy every time. The truth is that dozens of “secrets” might work, depending on your audience and what type of copy you are creating (i.e., email, social media post, blog, etc.). Still, only a few tried-and-true copywriting techniques will generally apply across the board.

Focus on Benefits. When you lead with the benefits, you immediately answer the question in most people’s minds when approaching content (“Why should I keep reading this?”). It’s also helpful to start on a positive note that speaks to the problems of your readers.

Tell a Story. Some copywriters take this literally and weave narratives into everything they create. Others look at this in a more figurative sense and instead work to ensure their copy has a clear beginning, middle, and end while also making emotional connections with readers’ everyday lives.

Be Relatable. Conveying quality in your copy means something different to every reader. There’s a careful balance that must be maintained between being professional and sounding educated and speaking over your readers’ heads. There’s also the flip side: maintaining a conversational tone without appearing to “dumb down” your language.

How Much Marketing Copy is Too Much?

There are two schools of thought on this topic. Some will say that people’s attention spans are short, and less is more. Others will say that long copy gets better SEO results from search engines like Google. We think the answer is somewhere in between. Consider that people will skim pages no matter how interested they are, and longer copy will allow you to address more points, answer more questions, and remove more objections. People can skim and scroll past sections that are not interesting to them, and if the copy is engaging and well-written, even the skimmers are more likely to stick around and keep reading.

The best rule of thumb is to write as much as you need to make your point, but not a word more. Keep it concise—don’t add a bunch of fluff to artificially increase the length—but make sure not to clip important information from your content in an effort to be brief. The exception, of course, is channels with limited space, such as social media updates with character or word count limits, and email readers who tend to have a universal preference for shorter copy.

It’s also a good idea to use graphics, photos, and videos to make very long or complicated topics easier to understand without writing a novel and to summarize your longest pages for those who do not prefer long reading sessions. And, as always, be sure to test with your audience. You may be surprised to find out that yours has a strong preference for very short pages or that they genuinely enjoy immersing themselves in your prose.

SEO Copywriting Services

The Call to Action

If SEO copywriting has the goal of converting readers, you must inspire them to do something other than read your words and enjoy your graphics. The call to action (CTA) is the prompt your readers are waiting for, and the words you choose can have a major impact on your conversion rates.

There are plenty of copywriting techniques to perfect your CTAs, including using action words such as go, get, start, and adding urgency with words like now, soon, and today. It’s also helpful to make it clear that taking an action such as trying a demo or signing up for a newsletter isn’t going to cost any money or create an obligation for the reader.

However, the most important technique will be trial and error to discover what works specifically for your audience. Try one, measure, make a small change, and measure again. Repeat until you find the sweet spot. It might sound like a lot of work for such a little bit of text, but keep in mind that 90 percent of the people who read your headlines will also read your CTA copy. That’s a lot more people than those who read the whole page and puts the CTA alongside the headline in terms of importance.

Time to Get Results

If you’re ready to reap the benefits of expert copywriting, but you’re not sure how to put it to work for you, we’ve got you covered! Our SEO copywriting services are proven to get results, whether you need help with blogs, emails, website content, brochures, and more.

Categories: Content Marketing
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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