Conversion Copywriting Tips that Grew Revenue: Successful businesses know that effective copywriting can be the difference between a casual browser and a paying customer. Whether it’s a website, a landing page, or even just an email, the words you use have the power to influence people’s decisions. However, with so many different platforms and formats to choose from, it can be difficult to know where to start.
Here are a few general tips that will help you create conversion-friendly copy:
1. Keep it short and sweet: People have short attention spans, so make sure your copy is concise and to the point.
2. Use persuasive language: Use words that illicit an emotional response, such as “free” or “limited time only.”
3. Appeal to logic: Use data and statistics to back up your claims and show your readers why your product or service is the best option.
4. Create a sense of urgency: Use phrases like “act now” or “while supplies last” to encourage people to take immediate action.
By following these tips, you can create copy that is more likely to convert casual browsers into paying customers.
What’s conversion copywriting?
Conversion copywriting, in simple terms, is copy that aims to convert readers into buyers.
Conversion copywriting is written in persuasive and engaging language to encourage readers to take specific actions.
Conversion copywriting’s goal is usually to get readers to buy a product or service. Conversion copy can be used at any stage of the buyer’s journey. For example, it might be used to inform buyers about their problems, encourage them sign up for future offers or newsletters, or just increase brand awareness.
Conversion copywriting falls under the umbrella of website optimization (CRO). This is where you leverage your website to convert users across your homepage and blog pages, pricing pages, and other pages.
There is a big difference between SEO copywriting and conversion copywriting. Chernis says, “As founder of a startup, I’m in business of turning customers to evangelists — since evangelists work free.” SEO will not get me there. SEO relies on you, the search engine user to take the action. Conversion copywriting allows me to drive the conversation and take full control of where it goes.
Although SEO and conversion copywriting may be interchangeable, the most important distinction is what goal you will have in mind when writing the content. SEO copy is copy that is written with the intention of appearing on the first page of Google. Conversion copy is, however, written with the intention of keeping your readers on-page after they have found your content.
Chernis’s LinkedIn post is an example:
This piece encourages viewers to sign up for Lately’s live video Office Hours by using engaging, active language. Although the content may not pass the ‘SEO-optimized” test, it does not need to. Social media is all about being unique and creative.
Let’s next look at some of Chernis’ favorite copywriting tips. Then, we’ll show you some examples of conversion copywriting to inspire you.
Conversion Copywriting Tips Tips According to Lately’s CEO
1. Write like a boss.
Chernis taught me the first and most important rule: Write with confidence.
She advises writers to steer clear of words such as need, think, possibly, may, and probably. Be direct in your writing and avoid unnecessary details.
You’ll see that the influencers and brands we highlighted are able to write with confidence in the examples below. Uber is an example of this — Uber’s website states that you can “get in the driver’s chair and get paid.” It doesn say, “Consider getting in the driver’s chair, and you might get paid.” It is direct, clear, and certain.
Confidence is the key to making your readers feel empowered and able to communicate directly with them.
2. Eliminate the word ‘check out’.
I will admit it: I am as guilty as anyone.
Although it can be easy to say “Check out” when you want readers to click on a to read a post or blog post, Chernis recommends using stronger action verbs to communicate the value that someone will receive by completing your CTA.
Consider, for example, the difference in the CTA How to Optimize Your Landing Pages Here” and How to Optimize Your Landing Pages Here”. The second is stronger and more likely to be effective.
3. Do not bury the leade.
It can be tempting for writers to write long, rambling introductions that are full of imagery, metaphors, and humor. It’s better to get straight to the point conversion writers.
Chernis said to me that there’s something about the ‘warming up until the point’ syndrome we all experience, an incessant over-introducing. While some of this may be out of politeness it can also be a sign that you are not being direct enough to get to the point.
4. Instead of using positive calls-to-action, use negative ones.
Chernis states, “The bad child in all of us responds this tactic.”
You might consider how to leverage negative calls to action instead of positive ones. For instance, rather that writing “Remember to Follow These Rules”, you could try ” Do not forget To Follow These Rules.”
B2C brands especially benefit from negative calls-to-action. I am an avid online shopper and I can attest to the fact that Don’t Miss out on 10%’ or ‘Don’t forget about purchasing’ are often enough to encourage me to buy.
5. Use ‘why’ and “because”
Use ‘why’ and “because” whenever possible to pose interesting, thought-provoking, and open-ended questions to encourage your viewers and to continue reading for the answer.
Chernis explains this in her HubSpot copywriting course:
- The reader expects that ‘Why’ will be solved.
- “Because” resolves the “why” and triggers reason. This is a key cue to trust that can be used to create compelling CTAs.
- The pause at the beginning of the sentence is created by the use of “Because”
- ‘Why?’ Get the bonus visual of a questionmark.
Take the title of this HubSpot blog post, “Why your brand requires a strong visual identity” — for some, this question alone will suffice to make them click.
6. Use the royal you/you
Chernis explained to me that using the word ‘I’ in too many instances can indicate selfishness within a brand. Conversely, using ‘we” and ‘ours’ can signify selfishness in a brand. Using ‘you’ or ‘ours’, however, implies trust and inclusion.
Look at the differences between “In my post, I will demonstrate five examples copywriting” and “In my post, Let’s examine five examples copywriting” or “In our post, We’ll examine five examples copywriting.”
You can feel the difference.
7. Listen to what you write.
Reading out loud can often be a great way to spot awkward or complicated writing. You can make your content sound natural and authentic by reading it out loud.
Chernis also encourages writers to use synonyms to find different ways of saying the same thing. Chernis says, “How do you communicate the same thing in different ways and make it stand out from the crowd?” As conversation copywriters, we all fall behind. Find a better way. Open the thesaurus. Don’t pick any word, it must be the correct word.
8. Use your eyes to write.
Consider how your writing will look on the page when writing for conversion. Your content should be easy to read for prospects and visitors.
Make your content as easy to digest as possible by using spacing, numbers and exclamation points.
9. Do unto other people.
Chernis says, “Having compassion” is the key. Remember that the person at the other end of the line is likely to be a stressed, busy human like . You must take the time to make sure that your message is understood.
One effective way to ensure your writing conveys empathy is to read aloud. You can also try to imagine yourself as the reader and ask yourself, “Would you click that link?” “Would this be helpful?” “Would this content be useful to me?”
Your readers will not be passionate about your passion if you aren’t.
10. Use a clear goal when writing.
Conversion copywriting differs from other writing types in one way: You want people take action because of your writing.
Chernis encourages writers, to first identify the action they want readers to take and then to work backwards.
Chernis explains that social media has only two goals: reach (share) and conversion (click). Chernis says that to get people to share your content you need to appeal to their ego.
She says, “Reshares all about ego, the person sharing that content — make those people smart and interesting and they’ll share it; that’s why will write ‘Be kind to others’ and everyone copies it… you want people to see that you are cool to them.”
Chernis also told me that clicking is the second action and works best with tactical content and How-Tos.
11. You can market dog-food yourself.
Chernis also believes that successful conversion copywriting involves encouraging employees to share your message via social media.
She said, “First and foremost all my employees are social beasts. This is a must. Because we are stronger together, we also broadcast all Lately brand content to their individual social channels. There is even a Slack channel called “sharingiscaring”. Every time someone promotes us on social media, the is posted in that channel. My entire team is expected boost it with likes and comments. These links might be shared with investors or other Slack groups. I depend on the assistance of others.”
Chernis says, “If employees aren’t following and sharing the message of your brand, then you have bigger problems.” Your biggest supporters should be them.
Lately, Achieved 240% Monthly Recurring Income Increase From Copywriting Alone
Chernis was very curious about her copywriting tips. Is conversion copywriting really that important for a company’s bottom line?
It turns out it does. Conversion copywriting alone was responsible for a 2450% increase in monthly revenue and a 98% conversion rate.
Chernis said that she only does one guest post or public speaking every day. After she is done, she asks for the file. Laterly uses artificial intelligence to transcribe the text and extract the best ones that will receive the most re-shares and likes.
Chernis states, “We don’t do any paid ads or cold calls. We repurpose every bit of content until it is perfect. AI has been able to identify which parts will receive the most shares, likes, and comments. It knows what our target audience wants to read, hear, and watch. Then, those people are deemed ‘warm leads’, which we either qualify for or deny. By the time they get into a demo, our 98% sales conversion rate is achieved because those leads have been hot.
She said that you could do something similar without AI. It would take more time and you would have to figure out which parts to highlight.
Persistency and repetition of the brand message are key.
Next, let’s dive into some conversion copywriting examples.
Conversion Copywriting Examples
Direct, and to the point.
Spotify doesn’t hide the fact that they offer 3 months of Premium at no cost. It is clear what you need to do (sign up) and what you will get in return (3-months of Premium). The reader is the focus. This is a powerful, actionable example of strong copywriting.
2. Black Girl Sunscreen
This caption is personal, entertaining, and fun from start to finish. The caption is concise but uses playful phrases such as “no mess, no stress” and “no mess, no stress”. It connects with Instagram followers by using the phrase “no mess, not stress”
This is a great example of “writing with your eyes”! It is easy to read, with bullet points using sun emojis and an arrow drawing attention to the “Available Now” CTA.
3. Ann Handley
Master-marketer/writer Ann Handley is no stranger to strong conversion copywriting. Her newsletter subscription page, for example, is clear and informative. It explains exactly what you will get and offers an empathic “Unsubscribe whenever” option. This shows that Handley cares about the concerns of her subscribers.
This is my favorite Uber conversion path: “Get in the driver’s seat and get paid.” It doesn’t waste any time on the most important benefit: financial gains from signing up to Uber driver.
Uber is intelligent enough to understand why most people visit their website – to find Uber Eats, become a driver or take a ride. This allows them to avoid wasting their time with unnecessary content.
5. Kate Bradley Chernis
Chernis displays a genuine, human side by asking her LinkedIn followers for action. Chernis makes use of negative calls to action, such as. To effectively communicate her message and persuade followers to sign up for the live webinar, Chernis uses negative calls-to-action such as “Learn what is to do” or “Plus all the reasons are doing it are costing them”
It’s now your turn.
These tips will help you take your conversion copy to the next step. You will see the results: more sales, higher revenue, more customers and through-the roof conversions. You are responsible for creating the content that makes this possible.