Conversion copywriting helps you create websites and emails that convert at every stage of your customer lifecycle.
Why spend time and money making websites, emails, and landing pages if people skim ‘em and leave ‘em? Conversion copywriting is an essential piece of the puzzle if you want your copy to return leads and sales.
What is conversion copywriting?
Conversion copywriting is writing to achieve a specific goal that can be measured. This could be to sell more products from your website/sales page or get more trial users to sign up for your tech product, etc. “But isn’t that what all copywriters do?”, not exactly.
Storytime
Let me explain the difference between the Average Copywriter and a Conversion Copywriter with a riveting tale of two copywriters – featuring “Average Copy Alex” and “Conversion Copy Casey”...
One morning at a trendy co-working space in the city, two thirty-something copywriters were hired to write copy for two business consultants. Both were looking to launch websites to sell 1-2-1 consultancy services, eBooks, and training retreats.
They had no time to scale as most of their selling was done face-to-face. Both consultants were exhausted: they needed their websites to sell their products and services for them so they can get their schedules back on track…
“Average Copy Alex”
Alex entered the project after the graphic designer and web developer finished their parts. All he did was write some copy on the website once it was ready to go live.
Alex asked the client a few questions and then started writing. His contribution to the project only took a day or two.
Alex is a great writer but his copy was based on assumptions. He has no process to guide his copywriting and he did minimal research – if any.
Alex wrote copy in the little space that the graphic designer had left him. He wanted more space to write copy but oh well. Too late.
The website went live! But the client wasn’t happy because he has a great-looking website but it’s not generating many leads or sales at all.
The client thinks it must be that nobody cares about his products and services. When really, the problem is his website wasn’t optimised for conversions. He hired a talented team but the approach was flawed.
Alex was upset, confused and a little embarrassed as he learned that despite a good amount of website traffic – nobody was buying anything.
Alex walked home as he listened to that Radiohead song. You know, that song – that really sad one? Alex and the client never spoke again.
A few months later, Alex’s client meets Casey at a networking event and learns what he does for a living.
“Dammit!”, said the client.
“I needed a conversion copywriter!
“Conversion Copy Casey”
Casey was involved in the project from the start as he took charge of the market research to guide his copywriting.
The graphic designer and web developer will enter the project later.
Casey had a process in place that involved several market research techniques. Writing copy was just one part of his contribution.
Casey is a great writer but his copy is backed by market research, with conversion copywriting principles directing his decisions.
Casey wrote copy in wireframes that he designed and then handed them to the graphic designer.
Why? Because the copy’s structure is fundamental to success. Casey knows copy is what persuades people, so it can’t afford to be an afterthought.
The client was delighted: the website went live, it looked fantastic, and it generated leads and sales.
Why did it work? Because Casey knew about the client’s audience and applied conversion copy and optimisation principles. The website is easy to use and its visitors felt understood.
And, the designers and website developers came in after the copywriter, not before.
Casey was thrilled to learn that the website was a hit! He listened to 80’s power ballads as he strutted home.
Casey is booked in to speak to the client next month to see how the site is performing. The results are good, but they could soon be even better.
The client and Casey become good friends. They “like” each other’s LinkedIn posts for many years to come.
Confession time: I made up this story in about 30 seconds. But I believe it explains why businesses that want to grow online should hire a conversion copywriter.
The All Out Copy conversion copywriting process
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1. Market research
Every project is different. We will assess your goals and select which research methods will help us get the clarity we need to write copy that connects with your audience. This could be customer interviews, surveys, or review mining – just to name a few.
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2. Design wireframes
A wireframe is a basic mockup of what your website/sales page will look like (no colours or images, etc.). This ensures the copy hierarchy is correct, it flows, and it has the room needed to achieve the goals we’re working towards – get more demo signups, more conversions on a landing page, etc.
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3. Write the copy
I will write your copy based on everything I’ve learned about your customers, the market, and your brand. I’ll walk you through the copy once it’s ready and there’s a process for revisions should you want to make any changes.
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4. Analyze results
Analysation tools (like Google Analytics) will show us how customers are interacting with the copy. I will check in with you again to see how it’s performing and what we could change to make any additional improvements.
“There are loads of copywriters out there, but Will is the man when it comes to boosting your conversion rates! He’s a fantastic communicator and listener, as he gets to know your product inside to deliver amazingly well researched and written copy that really drive conversions and sales! I like to include Will into all of my online marketing and content plans.”
Marcus Scott
Founder, CTRLS
“Will is a true gem of a conversion copywriter. In this highly competitive niche, Will stands out for his simple and professional approach for creating unique copy that fits the brief every time. I always look for people who are 100% committed to their work, and you can tell that Will loves his job and is fully invested in each project. I’ve already recommended him to several colleagues and clients.”
Claire Gosteli
Owner, clairedelacruz.com
“We’ve called on Will a few times to help us create copy to drive conversions and he has delivered the goods every time. He’s focused in his approach and always creates well structured, well-researched copy that makes a strong impact.”
Simon Batchelor
Digital Director, Pallant Digital
