The power of the written word is evident in the most successful digital marketing strategies. Sure, visuals are vital to capture the attention of your target audience, but it’s the copy that converts! Copywriting involves anything you write for your website, blog, marketing emails, or other consumer touchpoints. Having copy that’s not only engaging but clear and concise is crucial.
The goal with any copy in the digital marketing landscape is to convert. A conversion happens when a potential customer takes a desired action, such as clicking on a link to join your email list or making a purchase on your website—if they did, the user that read your copy has converted (a conversion copywriting strategy could have been instrumental!).
What is conversion copywriting? Conversion copywriting aims to drive those specific user actions you want your target audience to take. Let’s dive deeper into copywriting for conversions and why you need to utilize it on your website!
Defining Conversion Copywriting
What is conversion copywriting, and why does it matter? (We’re so glad you asked — conversion copywriting is one of our superpowers!) There’s a significant difference between general copywriting and copywriting for conversions. General copywriting aims to inform, educate, or entertain, whereas conversion copywriting is focused primarily on persuading users to take a certain action.
Ideally, your digital marketing strategy should have a mix of both. Incorporating conversion copywriting into your website can improve your website conversion rate and boost your overall website conversions. Your site visitors that follow your calls-to-action will progress through your website conversion funnel.
Understanding the Website Conversion Funnel
When crafting effective conversion copy, it’s important to consider the aspects of the website conversion funnel. This funnel outlines the sales process website visitors go through to become customers or clients. Each stage requires different copywriting approaches.
The website conversion funnel is made up of the following stages:
- Awareness: Visiting your website
- Interest: Browsing through product or service pages
- Desire: Adding a product to the cart or clicking to book a service
- Action: Making that purchase or taking another desired action
For the awareness stage, you’re writing copy such as social media posts, email newsletters, or meta descriptions in search engine results to get leads to visit your website. In the interest stage, you want to turn leads into fans of your brand, so having engaging product descriptions and service pages is key! For desire, ensure your website copy makes your calls-to-action apparent and easy to follow through the final action stage.
Key Techniques in Copywriting for Conversions
Guiding your website visitors through the website conversion funnel starts with having a solid foundation of copywriting for conversions. You want to make your copy as engaging and convincing as possible while not being too salesy or pushy. Understanding the buyer’s journey through the website conversion funnel will help guide the strategy for copywriting for conversions.
Start with these techniques for conversion copywriting success:
- Craft compelling calls-to-action
- Address pain points and offer solutions
- Use social proof and testimonials
- Implement urgency and scarcity tactics
To understand your target audience and write targeted copy, think about what their problem areas might be and how your product or service will provide the solution.
Measuring the Impact: Website Conversion Metrics and Audits
Now that you know what is conversion copywriting, understanding how to gauge its effectiveness becomes paramount. So, how do you gauge the effectiveness of conversion copywriting? You track website conversion metrics!
These metrics are crucial in pinpointing specific actions your website visitors are taking. They provide valuable data to understand what’s working and what isn’t so you can adjust your copywriting for conversions accordingly.
Some common website conversion metrics include:
- Click-through rates
- Conversion rates
- Traffic sources
- Number of visits or sessions
- Bounce rate
- Average time on page
- Top pages
- Page views
If you’re unsure how to improve your site metrics, a website conversion audit can help. These audits provide a comprehensive review of your website’s conversion elements. The process involves ensuring the copy aligns with your website conversion funnel and looking at those website conversion metrics. An audit will be able to identify areas of improvement and optimize your website conversions (aka facilitate more sales!).
Boost Website Conversions with Copywriters that Convert
What is conversion copywriting? It’s a fundamental component to your website’s success in converting leads! Conversion copywriting plays a pivotal role in driving desired user actions on your website.
Copywriting for conversions communicates to your website visitors WHY they should buy your product or service and HOW to buy it. That’s where you can harness the power of words to guide your leads along the website conversion funnel!
Always keep track of your website conversion metrics to continuously monitor and optimize conversion copy for the best results. This way, you’ll know what parts of your website inspire the most leads to make that final purchase or take the specified action. The best part about conversion copywriting is that you can always go back and edit your copy to improve it as you learn more about your target audience’s.
Are you ready to boost your website conversions? Our team at The Written World is here to save the day and supercharge your website with conversion copywriting!
Our first mission is to conduct a thorough website conversion audit. Then, we’ll craft copy that sparks your website visitors to take action. This is where you’ll start to see real results through your website conversion metrics.
Learn more about our website copywriting services, and we’ll level up your website one word at a time!