Tag Archives: online copywriting

These Copywriting Tips Can Drastically Improve Your Conversion Rate

copywriting-tips-to-improve-your-conversion-rate

Being a writer before being a content writer, my every piece of writing has an ample sprinkling of copywriting. Wondering what’s the difference between content writing and copywriting? Read: Difference between copywriting and content writing.

Now that I’m writing this, it comes to my mind that for a very long time, in fact, since years, I have not shared any tips on copywriting. There was a time when copywriting used to be one of my main services and I even used to rank quite well for “freelance copywriter”. Then I got distracted and my focus shifted to other activities.

In the coming days I will be refocusing on copywriting, especially sharing my insights and tips to help you improve your conversion rate.

Copywriting, as you will be able to read in the above-linked blog post, has more to do with selling. Through copywriting you are constantly trying to convince your visitors to do business with you.

With content writing you inform and engage, but it’s with copywriting that you eventually turn casual visitors into paying customers and clients.

Here is a good example of copywriting explained by Brian Clark of Copyblogger Media: The Greatest Sales Letter of All Time.

The above-mentioned sales letter was written for The Wall Street Journal and it has generated an estimated revenue of $2 billion for the publication. This timeless template is repeatedly used by advertising agencies to create a contrast between people who do and people who don’t.

Why knowing some copywriting tips is important for improving your website conversion rate

As I have explained multiple times on my website and blog, you need to convince your customers and clients. They are not just going to do business with you simply because you have a website and you have your products and services listed.

Copywriting convinces them. In fact, although, content writing improves your conversion rate in the long run, it’s copywriting that tips the balance in your favour and improves your conversion rate in the short-term, in a sense of immediacy.

Although all my clients hire me as a content writer (it’s because I promote myself as a content writer), aside from giving them great content, they also want my content to convince their customers and clients.

Intentionally or unintentionally, they overlook the fact that basically they are asking for copywriting (so, I should be charging more). Anyway, that’s another issue.

Are there well-defined copywriting tips that definitely improve your conversion rate?

No, there are not. Tips and rules are never written in stone, especially where human psychology is involved. The same applies to copywriting tips. Your conversion rate may improve by applying some totally unorthodox copywriting tactics that no one has ever come across.

Tips and tools give you a template. They are often a list of dos and don’ts that you can keep in front of yourself so that you don’t miss the important stuff and you don’t include the needless stuff. Even small things can totally screw up your copywriting and send people away from your website. It’s always better to know what works and what doesn’t and what has worked wonders in previous campaigns.

The biggest challenge you face when creating copy is keeping people on your website and getting their attention for as long as possible.

In his recent detailed blog post on copywriting (his which blog post isn’t detailed?), Neil Patel presents and explains 6 copywriting tips that can help you improve your conversion rate drastically.

A video accompanies the blog post. In the video Neil touches upon various aspects of copywriting that hook people to your website and encourages them to do business with you.

Although more than turning your visitors into customers he talks about keeping them on your website for as long as possible, in the long run it is more or less the same thing. The longer people stay on your website, the greater are the chances that they will buy from you.

I’m presenting below the gist of his copywriting tips that will not only make people stay longer on your website but may also help you improve your conversion rate. These tips and rules are not written in stone and they may vary from business to business, most of the advice is quite fundamental and you can easily use it on your website.

Answer all possible questions through your copywriting

Why won’t people buy from you? Either they don’t want to buy right now or they’re not convinced that they should buy from you.

If they don’t want to buy right now, maybe it’s not the right time for them or they are not aware enough about your offer and what difference it can make to their lives.

For people who are not yet ready to buy from you or are not aware enough to buy right now, your content writing can keep them informed and educate them. For that, encourage them to subscribe to your updates so that you can keep in touch.

Copywriting is for those who want to buy, who know that there is a need, who also know what a difference this particular product or service can make, but they are undecided about buying from you.

It’s the job of your copywriting to answer all their questions, the “why’s” that stop them from buying from you.

need-high-conversion-sales-copy-for-your-business

Give them something to compare, something to contrast

Refer to the above The Wall Street Journal sales letter example. It compares two individuals: it presents a contrast between someone who reads WSJ and someone who doesn’t. In the letter, you can make out who benefits and who doesn’t, by a single decision.

In your sales copy you can also create a contrast: what happens if the visitor doesn’t buy from you and what happens if he or she does.

The standard formula works always… a person is facing a problem and you are offering an irresistible solution.

Back your solution with facts. Don’t just make wild claims. Give some proofs. Use some hard numbers.

Neil refers to the “4 Ps” of copywriting:

Problem, Promise, Proof, Proposal.

Make your copywriting compelling by the power of words

Being a writer, I know the power of words. Words can trigger revolutions. Words can change destinies.

There is a reason why some seasoned copywriters charge thousands of dollars for a single copy.

The message is very important, but how you deliver the message is important too.

Neil in his post cites a Winston Churchill speech but since I’m not a big Churchill fan, I will cite my own example, from my homepage. I’m citing it because recently a client copy/pasted this portion that sold my content writing services to him:

As an experienced freelance content writer who has been providing content writing services for many years, I know that content writing is not about selling your product or service.

It’s about selling the overwhelming benefits.

It’s about catering to the deepest desires of your customers and clients.

It’s about establishing trust and credibility.

It’s about using words that change the way people value you.

And selling? Well, it’s a natural by-product of effective copywriting.

Again, words can be really powerful. Even the words that you constantly send to the universe can have an impact on your life. You should always be careful of what words you say about yourself and about others.

Don’t follow a copywriting template when it comes to the length of your web page

Length isn’t important, the message is.

Have you seen some landing pages that just go on and on without saying anything important? This is a sure shot way of sending people away.

If you have something, say it. If you don’t have something, say that too. Don’t waste people’s time.

If you have lots of interesting information to share with your readers, they will definitely go on reading. But if you are just beating around the bush simply to make your copy long, you will just have a long copy and nothing else.

The most important part of your copywriting is messaging. What you want to say.

Need more words to convince people because you have plenty of compelling examples? Go on writing.

If you feel that you have said enough and nothing more should be said, then stop.

There is no set formula for the length of your copy. It depends on your message. It depends on your style. It also depends on the level of convincing your prospective customers and clients require.

For a further analysis of how strategic copywriting can drastically improve your conversion rate, you can go and read Neil’s post (linked above); he has also given many examples.

Looking for more copywriting tips that can help you improve your conversion rate? There is a bar below. Submit your email ID to keep in touch because I will be posting highly useful information on copywriting, content writing and content marketing in the coming days.

What do you understand by copywriting?

There are many writers who cannot/do not draw a distinction between copywriting and content writing. Originally the word “copywriting” comes from advertising whereas, content writing, as far as I know, is a more recent terminology mostly used for creating online content. Although I might be wrong because even for newspapers, magazines and even course books, what you do is write content. Anyway, about copywriting.

Copywriting is basically content written to promote a product, a service or an idea. Copywriting can be done for a website, for a radio advertisement, for a print publication advertisement and for television. In copywriting you have to come up with highly engaging, entertaining and contextual content whose primary purpose is to increase sales or promote an idea. Writing blogs and information articles cannot be called copywriting, but it surely is content writing. Even on your website whatever content you publish that prompts your visitors to do business with you is copywriting, including your sales copy.

The thought came to my mind that although I’m writing content for various business websites, I never draw a distinction between a home page, the primary pages and information pages, although I charge more for the homepage and the primary pages (product descriptions, services, profile, about us etc.). A big reason perhaps is that the client is not bothered about what I call it. He or she simply wants text that helps him or her sell more. But if the client really wants to appreciate the criticality of the content he or she is publishing on his or her website, then he or she must understand the fundamental difference between content writing and copywriting.

Copywriting is about selling

As I mentioned above, the primary purpose of copywriting is to sell/promote a product, a service or an idea. It can exist in the form of a story that eventually leads its audience to the final goal – purchase of a product or a service or an endorsement of an idea. If you simply produce text then it is called sales copy and when you write it for audiovisual advertisements you call it a script. Since copywriting helps businesses sell, some copywriters can ask exorbitant amounts of money for coming up with even a couple of paragraphs. Copywriting does the job of educating the audience and selling the idea at the same time, although selling the idea is of utmost importance.

Content writing is about informing

From the perspective of websites, content writing paves way for a more effective copywriting, or vice versa. You first inform your audience with content writing, and then you sell your product or service with effective and compelling copywriting.

So which is important, copywriting or content writing?

Going by the amount of money charged by copywriters, I would say copywriting is much more important compared to content writing, but this doesn’t mitigate the role of content writing. If your audience is not informed it is all the more difficult for your copywriting to work.

Am I a copywriter or a content writer?

I can wear both the hats, I mean that’s why I’ve been writing sales copies and I always write the homepage when I take on a content writing assignment. On the homepage the primary purpose of your content is to engage the visitors, inform them as concisely as possible, and get them hooked to your website. The text must be informative as well as entertaining. It must be created keeping in mind the core audience (techy, geeky, spendthrift, miserly, etc.). It must be able to convince. I manage to achieve that.

Increase your influence with your content

Especially on the Internet people need to trust you, respect your opinion or your judgment before they show some eagerness to do business with you. This is primarily because they might be sitting halfway across the globe with no idea whether you are real or phony. They cannot even look at your face or the place you do business from.

In order to become familiar to them you need to do something that draws them to you on a regular basis and the best way of doing that is publishing authoritative or interesting content. Two things need to happen here:

  • Your content needs to be regular
  • Your content has to be of great quality — it must deliver some value

So that people trust you and become familiar with your presence, your thoughts and opinions you need them to come to your website or your blog repeatedly. Now, they are not going to visit your blog or website just because you want them to. You have to give them a reason. You need to constantly publish content that delivers value. You need to provide what they are looking for. You have to figure out what your target audience wants and then publish content accordingly.

This is where content strategy plays an important role. It helps you identify your target audience and then formulate and publish content accordingly.

How does this help you increase your influence?

By regularly publishing content on the related topic you become an authority figure. Without charging you are providing content that is valuable. You are solving people’s problems without charging them. It doesn’t mean you are targeting freeloaders it’s just that in order to build an audience you need to create a presence and nobody is going to pay you for creating a presence for yourself. You need to do this on your own without expecting people to pay you. You can also take such an example from television broadcasting. Have you observed how a new TV channel does not show advertisements? It’s not that they are following a no-advertisements policy. In order to get advertisements first they have to build an audience and they can only build an audience if they broadcast quality programs over a long period of time.

When you publish content on a specific topic for a long duration you develop a consistent audience. They visit your website or blog regularly, they bookmark it, they subscribe to your RSS feeds and e-mail updates and they eagerly click on the links belonging to you whenever they come across them on social media and networking websites. When this begins to happen you have increased your influence. Once you have increased your influence people are ready to do business with you.

Does your content tell a story?

We all love stories don’t we? They excite us, engage us, attract us, fascinate us, antagonize us and motivate us. Whenever there is a story we have readers and listeners. Why do stories captivate as so much?

We can relate to them. They strum the chords of our emotions, attitudes, sense of wisdom and life experiences. We share the emotions present in the story one way or the other. That is why we all have our own indigenous folk tales, anecdotes and historical stories; they bind us together.

Stories can exist in any form. They don’t always need to adhere to a particular form of narration. Even a journalistic account of some event unfolding can be a very engaging and enlightening story. This is precisely why free press is curbed by authoritarian and repressive regimes — effective storytelling can move people into doing things they otherwise would never do.

The same concept can be applied to content writing and copywriting. Whenever you are writing you are trying to move people, you are trying to make them do something. Create a story around the product or service you are offering or describing so that people can empathize with you and really absorb its importance.

When you tell a story instead of a monosyllabic harangue about how great your offer is you get your readers’ undivided attention because whenever we are reading a story we always want to know what happens next. Remember the last time you read a page turner? How eagerly you wanted to know what lay ahead.

Of course not all of us are storytellers but describing a product or service in an interesting manner can be easily achieved by creative content writers and copywriters. Your story needn’t always have esoteric characters; you just need to have a theme and you can center your writing around that theme.

When I’m looking for a solution, frankly, consciously, I am not interested in reading a story. I want to know how this particular product or service can solve my problem that I am facing in my business or in my personal life. A story can definitely help me visualize. It gives me a three-dimensional picture of exactly how your offer can make my life easier — it has a live example I can relate to.

Another great benefit of creating a story is that it has a beginning and then an end. The beginning can be the initiation and the end can be a business transaction that takes place between your visitor and your organization. By storytelling you can change the event of buying a product or service into an experience. It is difficult to remember events and it is difficult to forget experiences.

Are you setting goals for your content marketing campaigns?

Without goals we have no direction and this can be applied to content marketing too. When you set up goals — whether big or small — you have a direction and when you have a direction you know exactly what you have to do and what you should avoid doing.

How does setting goals make your content marketing more effective? Let us suppose in the next four months you want to increase your search engine traffic and you don’t just want any traffic you want traffic that converts, that generates business, revenue for you. Once you have decided that, you figure out what sort of traffic from search engines would have a better conversion rate? Obviously the sort of traffic that is looking for what you have to offer. So write down somewhere what exactly you offer.

In my case I offer online copywriting and content writing services. Very good! Incidentally there are thousands of online copywriters and content writers on the Internet and there might be 10-20 content writers and online copywriters whose links appear before my link on the search engine result pages for appropriate keywords and search terms. In such a case scenario I can do three things (through by content publishing efforts)

  1. Beat my competitors in the search optimization game and make my rankings better than theirs
  2. Target those keywords that are less competitive but that can get me a fair amount of business
  3. Generate content that significantly improves my conversion rate

The first option is obviously good but it may take a very long time and I don’t want to spend lots of money. The second option on the other hand is quite achievable. It won’t take much time and it will give me enough breathing space: I can get business and along with that I can also keep improving my website content for more competitive keywords and search terms.

Having a good conversion rate would also be very important for me because as much traffic as I get I would like to generate enough business from it. Since right now I won’t be able to attract thousands of visitors everyday to my website I would prefer that my content has a higher conversion rate. For me this would be my goal and I would generate all my content keeping this fact in my mind.

You may have another goal. Your goal may be getting lots of exposure on social media and networking websites and you may generate content accordingly. For this you will need to know what sort of content creates buzz and goes viral on social media and networking circles. This way you have a direction.

Simply dumping content on your website or blog doesn’t help you much. You must set clearly-defined goals for your content marketing strategy.