Use these tips to help you punch up your copy wherever you want a site visitor to take action.
First a definition: Conversion copywriting is designed to entice a user to take action on your website. Brand copywriting is something different — that’s your story, your unique voice, your personality, your tone. These tips are designed to help you encourage action with your writing!
1. Use your customers’ own words
The goal of conversion copywriting is to “join the conversation in your customer’s mind.” What better way to express the value your customers get when they work with you than to use their own language? You know these words will speak to your target customer because they were written by your actual target customer.
You probably have a treasure trove of words and turns of phrases from:
- Testimonials you’ve collected
- Customer feedback surveys you’ve conducted
- In-person interviews you’ve done
- Past email exchanges you’ve had
- Reviews that have been submitted about your company
- Social media interactions you’ve had
Become a collector of customer words. Take notice, pay attention, and steal the phrases that express the heart and soul of their experience, then, every chance you get, use them in your headlines and sales copy.
Pay attention to frustrations, questions, and pain points expressed by your customers and use those too by demonstrating how you’ll help overcome them:
“I’m so overwhelmed with all there is to learn about ___________(problem)” becomes…
“When you’re overwhelmed with all there is to learn about___________(problem), I help you by___________(your solution).”
2. Make sure your copy passes the “so what?” test
When you’re editing your copy, put yourself in the position of your customer and ask yourself, “So what?”
“I love designing websites, it’s my passion!” So what?
If it doesn’t pass the test — if it’s not relevant or useful to them, get rid of it or re-work it so they can see themselves in your message. Your copy is most effective when it’s written with your customer in mind… what’s in it for them? How does it relate to or benefit them?
3. Prove it
When you make claims about the benefits and value you offer, imagine your customer reading and asking you: “prove it!”
They’re skeptical, and have doubts swirling around in their minds, unsure if they should really trust you. So whenever you make a claim, provide proof. Here are some ways:
- Social proof — past customers verifying that your claims are legit
- Actual results you can demonstrate with data— 5 star ratings, % of customers retained, # of customers who have already signed up, results expressed as numbers and percentages
- Logos of high profile companies you’ve worked with
- Testimonials that specifically back up your claim
- Credentials, certifications, awards, memberships
Placement is powerful: when proof is in close proximity to the claim, you’ll be joining the conversation in the customer’s mind in a natural way: “They claim to solve my problem, that’s a little hard to believe… oh wait, here’s proof!”
Say you’re talking about your experience and education, place relevant logos for your certifications right next to it. Make a claim that you get real results for your clients? Right next to that, back it up with a testimonial that speaks to the results they got, or show actual results expressed as data.
4. Replace “I” with “You”
In conversion copywriting, it’s just not about you. People don’t care about you (at least not yet). They care about themselves, how you’re going to help them solve a problem. Wherever you have copy that starts with:
“I _____” “We _____” “Our ______” “[Company Name] _____”
… it means you’re probably going to rattle on about your story in a way that isn’t all that interesting to the reader. “So what? What’s in it for me?”
This is a super hack whenever you catch yourself writing self-centered copy: Just replace the “I____” statements with “You_____” statements.
“I offer tech training.”
Becomes: “You’re tired of tech questions slowing you down, so my trainings are designed to get you answers quickly…”
Now the customer can see themselves in the message and they’re more likely to keep reading.
5. Throw “submit” right in the garbage
When it’s time to act, will they click or will they go? This little piece of microcopy — the language you use on your “submit” button — makes a difference.
Rather than labeling it based on the function it performs, think about the value the user will get. What is the benefit of the action? What can they expect on the other side of the click?
Try answering this question for the customer: “I want to ______”
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I hope these tips helped! Have fun copy hacking. 🙂