There are many factors to increasing conversion. Changing the colour of button? Well, maybe. For ecommerce websites, when does the free delivery kick in? Yes that helps BUT the key to unlocking conversion revolves around copy (and formatting/inclusions for the landing page.
In this Post
- Copy Writing for Conversion Checklist
- The Medicine Diary
The following is a simple primer, or checklist to help you establish a foundation for when you write for website conversion.
Keep at the back of your mind these two elements:
- Don’t make them think
- Answer the question: ‘What’s in it for me?’
Copy Writing for Conversion Checklist
1. Write up the quality of the product.
Present the work that went into designing the product.
Show the work that goes into making a product.
2. Read the Copy Out Loud.
Does it sound like a conversation with a friend?
3. Tell a story.
Create a word picture to get an emotional response eg ‘On a beautiful late spring afternoon.
4. Aim for an average sentence of around 16 words.
5. Vary between long and short sentences to give your writing rhythm.
6. Ensure every word and sentence means something to your prospect or customer.
7. Use positive inspiring language
eg what the customer ‘can’ achieve and ‘will’ be able to do (‘What’s in it for them).
8. Use power words:
“revealed”, “proven”, “scientific”, “breakthrough”.
9. Does your language match your customers language
Read what they read. Copy word-for-word the very best convincing copy you can find. Someone once said to me “O’, that’s reverse engineering!”
You can read and try to recreate the emotion of a piece BUT you won’t understand how the writer spends words until you absorb them through copying.
10. Have you told a story?
Proper stories (unless you go experimental or wish to break a pattern) usually have three acts. Act 1 ‘The Set Up’ Act 2 ‘The complication’ Act 3 ‘The Resolution’
11. Use facts or personal history to build rapport and empathy to show the customer that you share with them.
12. Ask a customer a simple question early on that they’ll say ‘yes’ to. This precondition will make them more likely to accept your offer.
The above are just a starting point.
I spend the majority of my spare time (which is useful for this line of work) writing creative stuff… comedy for a podcast.
I kept (less now) a Medicine Diary. Every time I wrote I would write down what worked, what wasn’t as good as it could be etc. after EVERY writing session. I learned a great deal, quickly as I was creating a self-coaching manual.
If you fancy a chat about writing, drop me a line.
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
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