CONVERSION
COPYWRITING
Learn more about Conversion Copywriting and how it can help your business.
What is Conversion Copywriting?
Conversion Copywriting is writing that’s focused on getting a user to take a specific action, whether that’s signing up, entering her email, or paying you money.
How is Conversion Copywriting different from other types of copywriting?
Conversion Copywriting is different from other forms of copywriting in that it blends the art of writing with the science of psychology, data, customer research, and proven persuasion techniques to produce words that sell.
Conversion Copywriting is not just writing; it encompasses everything from customer research and strategy to wireframing and analysis. This strategic, data-driven approach allows you to take a website, landing page, or email from a “piece of content” into a business tool that’s designed to make you money.
Strategic
Effective copy starts with a clearly defined goal, one specific offer, and a clear understanding of who you’re trying to reach.
Driven by data and research
Understanding how your audience thinks, behaves, and communicates is what makes the difference between mediocre copy and copy that puts money in your pocket.
Focused on results
By blending data and research with conversion best practices and proven persuasion techniques, you go from “words on a page” to “wow, we should have done this years ago.”
How Conversion Copywriting works
Unlike other forms of copywriting, Conversion Copywriting requires a great deal of upfront research and strategy, which results in copy that’s not just engaging, but so persuasive, your target audience can’t help but take action.
Step 1: Research
Before any copy is written, the Conversion Copywriter will typically interview you and your customers, run user tests, conduct a heatmap analysis, a competitive analysis, or anything else that’s required to understand your business, customers and competition.
Step 2: Wireframe
When all of the research is complete, the Conversion Copywriter will take all of the various data points and come up with a wireframe for your landing page or website, which typically includes the navigation, content hierarchy, content layout, and more.
Step 3: Write
When the wireframes are complete, the Conversion Copywriter will fill in each page using a combination of “voice of customer” data (collected during customer interviews), conversion best practices, persuasion techniques, and of course, a dash of creativity, to make the words come together in the most effective way possible.
Step 4: Analyze
Once the project is complete, the Conversion Copywriter will frequently check in on performance to make sure the pages are performing as intended, reviewing metrics such as traffic, conversion rate, bounce, and more.