Conversion Copywriting: Four Basic Principles - Maku Seun

Conversion Copywriting: Four Basic Principles

Conversion Copywriting: Four Basic Principles

You’re about to discover what conversion copywriting is and the four best techniques to make your copy more compelling.

Converting website visitors needs more than a well-designed landing page or a well-placed popup.

For your calls to action to be truly effective, they must persuade.


Conversion copywriting.

Sure, writing compelling copy is difficult. With the right principles in place, you can eliminate the guessing and begin developing those elusive campaigns that display your value and have people rushing to take action.

So, in this article, we’ll talk about conversion copywriting. We go over the four key principles you should be aware of.

What is conversion copywriting?

Conversion copywriting is a type of persuasive writing that tries to persuade a reader to take a specific action, typically the purchase of a product or service. This type of copy focuses on writing for a single goal: to convert, which means to get the reader to do something right now.

Conversion does not always mean buying. It can mean many things, including:

  • Clicking a call-to-action button.
  • Calling a number
  • Completing an online form
  • Adding a product to an online shopping cart
  • Joining a mailing list 
  • Sharing something on social media
  • Visiting another page on your website

The copywriter’s purpose in trying to persuade the reader to convert is to write in a straightforward, clear, and convincing manner that educates the reader on a product’s, service’s, or brand’s proposition and then, most crucially, describes the benefits it provides.

Best conversion copywriting principles

Now that you have a better idea of conversion copywriting, it’s time to learn about the elements that go into generating compelling copy.

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Conversion copywriting is a science. Conversion copywriting, like other scientific endeavors, flourishes when proven formulas are used.

If you’ve been scratching your head and wondering why your copy isn’t converting, here are some conversion copywriting principles you should keep in mind:

1. Write with the end goal in mind

Most copies fail to convert due to a lack of focus.

That’s a huge issue, especially in conversion copywriting, when the entire purpose is to narrow in on a single subject.

To increase conversion rates, minimize any distractions that may divert your attention from your primary goal.

So, always begin with the final goal in mind. Before you type a single word, think about the following:

  • What do I hope this copy will accomplish?
  • What is the action I want the reader to take?

Is it to subscribe to your newsletter? To book a demo? Whatever it is, the point should be obvious.

2. Know your customer persona

If you write for everyone, you won’t convert anyone.

  • Who is your ideal client?
  • What are their goals and pain points?
  • What are they concerned about?

Answering questions like these clarify who you’re trying to reach, making your text more engaging and specific. It’s a good idea to start by generating documented customer personas for this.

Consider the important facts, such as demographic and background information:

  • Age
  • Gender
  • Location
  • Occupation 
  • Interests or hobbies

Get this data from any available source, whether it’s a full-fledged persona document or responses from recent surveys and search term analytics.

3. Speak directly to your customer’s pain points

You must speak directly to the goals and pain points of your customer.

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These pain points will serve as the foundation for your USP: what you’re delivering and why it matters to your reader.

Recognizing pain points can be as simple as saying, “You’re aware of this problem, so here’s a solution.” This depends on your reader’s level of awareness.

Sometimes, though, the reader is completely oblivious of a problem or goal. In this instance, you should revisit your demographics to clearly explain the value proposition for your service.

People will buy from you when they feel understood, not when they understand you. So, use the knowledge you’ve gathered about your target audience to make them feel heard.

4. Create some FOMO

FOMO means “Fear of Missing Out.”

FOMO marketing can be effective in terms of conversions. So it’s a technique to think about adding to your copywriting.

Essentially, you create a “fear of missing out” by implying that what you’re giving may not be available for long.

There are two major ways to do this:

  1. Urgency: Setting a time limit or deadline for an offer. (For example, “Offer expires in ten minutes and 24 seconds”).
  2. Scarcity: A limited quantity of pieces or offers are available. (For example, “just six remaining in stock”).

The issue, though, is that it is credible. Overused or implausible FOMO methods can turn off customers, so use them sincerely.