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Conversion Copywriting: 5 Keys to Writing Marketing Copy That Gets Results

Close-up photo of a woman's hands pulling a MasterCard out of her wallet, and you can see her laptop keyboard in the background—she is ready to buy.
Conversion copywriting, done correctly, will get customers pulling their credit cards out to buy from you. (Photo: Pixabay)

You already know what copywriting is, right? 

It’s all about writing content for marketing and advertising purposes or informing potential customers about your products and services.

But that’s only the first step. Conversion copywriting takes copywriting to another level.

More and more businesses rely on conversion copywriting to sell their products and services because it builds trust. When customers trust a company, they become repeat customers—and repeat customers are how businesses become successful.

So how can you get conversion copywriting working for your business?

This article will dive into how you can write copy that converts readers to buyers and turns buyers into repeat customers.

In a rush? Get this article as a PDF guide so you won’t miss these tips!

First, What Is Conversion Copywriting Exactly?

Put simply, conversion copywriting pushes people to make a decision and act on it.

The skilled copywriter presents the research and benefits in combination with tone of voice and presentation to motivate the buyer to say yes to the chosen call to action (CTA).

And, no, “conversion” does not necessarily mean instantly buying a product or service with one click.

Visitors can take action on various CTAs, such as:

  • Clicking a specific button (“Learn More,” “Download Now,” etc.)
  • Filling out an online form
  • Adding a product to a shopping cart
  • Subscribing to your newsletter
  • Navigating to another page on your site (to a sales page, for example)
  • Sharing a web page on social media

The essence of conversion copywriting is to find the right combination of words to get the user to a single goal: engaging with your CTA.

Chart titled "6 Common Types of CTAs" with six different icons. Number 1 is Newsletter Sign-Up: “Subscribe” “Sign Up for Free” “Get Instant Access”; Number 2 is Keep Reading: “Learn More” “Click for More Tips” “View Product Features”; Number 3 is Social Sharing: “Please Share” “Click to Tweet” “Follow Us on Facebook”; Number 4 is Form Submission: “Request a Quote” “Contact Us” “Book a Call”; Number 5 is Lead Magnet: “See the Case Study” “Download the Ebook” “View Demo”; and Number 6 is Purchase: “Add to Cart” “Buy Now” “Get Started” - infographic by Super Copy Editors.

Got it? Great!

Keep reading, because now I’ll share five keys to writing marketing copy that gets results…

1. Do Not Skip Your Research

There’s no escaping it: Research is an essential part of conversion copywriting.

Not only must you know everything about the product or service you are selling, but you also have to know your target audience.

To understand your target audience, you have to research your customers’ pain points and how your product or service will solve those pain points.

And it bears repeating: You will also need to know everything there is to know about your product or service. Of course, right?

Customers will not engage with your CTA unless they feel comfortable. Being provided enough information gives them the comfort they need to make a decision. Your research findings must be truthful, backed up with evidence, and detailed.

Items to research regarding what you are selling might include:

  • The pain points or problems your target customers have
  • The specific language they use to describe their problems
  • How your product will solve those problems
  • Your product or service’s features and benefits
  • Why your product or service is better than the competition’s
  • Statistics of your product or service and customer testimonials (social proof)

Bottom line: Conversion copywriting requires a level of trust between you and your target audience. So arm yourself with as much information as possible and try to use your audiences language.

Don’t Miss: 7 Persuasive Writing Techniques to Help You Craft Powerful Marketing Copy

This is a chart titled "Addressing Customer Pain Points." It has a cycle graphic in the middle with arrows going in a circle. At the top, it says, "Start with your solution and then conduct research to identify the actual problems 
(pain points) it addresses for your target audience." The next area, going clockwise, says, "As you research their pain points, listen to the words and phrasing that your target audience uses." Next, it says, "Your marketing should truly address their pain points rather than simply promote features. Keep your writing focused on people, not products." And then it says, "Build trust by using your audience’s own language to empathize and explain how your solution alleviates their pain." In the very middle of the chart, there is a section that explains: "Pain point: 'I need to stop missing project deadlines.' Solution: 'I need project management software.'” Chart by Super Copy Editors.

2. Stay Focused and Start From the End Goal

A conversion copywriter’s mantra should be, “One page, one message.”

There’s no need to bog your readers down with so many messages and CTAs that they don’t know what to do.

One helpful technique you can try involves starting from the CTA at the bottom and then working back up:

  • First, focus on the one outcome you’re aiming for after potential customers read your page.
  • Ask yourself, “What is the purpose of this writing?”

In other words, what is it exactly that you want the reader to do?

For example:

  • If you are writing a short sales email, make sure you sell only one product.
  • If you want people to subscribe to your newsletter, focus on the benefits of subscribing.
  • If you aim to get people to your event, promote the event—not your product, service, or website.

Here is a simple conversion copywriting planner from Super Copy Editors that you can download instantly for free (no email address required):

Screenshot of our free "Conversion Copywriting Planner" download from Super Copy Editors. At the top, it has a space fore "My One End Goal: What is my CTA for this piece of writing?" And underneath that are four boxes: "Who is the target audience?" Box 2 beneath that says: "What stage of the buyer's journey are they in?" (with a hint beneath it that says: Hint: Write directly to them). Box 3 says: "Why would they NOT engage with my CTA?" (and there is a hint below it that says: Hint: Anticipate and handle their objections. And finally, the fourth box says: "What are the MOST essential details?" with a hint that says: Include only the top ones.

By keeping your end goal in mind, you will stay on course with the rest of your writing.

If you find yourself drifting too far from your intention, you can either recalibrate or stop writing. Conversion copywriting is about getting the customer to your end goal in the fewest possible words.

At Super Copy Editors, our end goal is perfectly edited, clear, and concise copy. Trust the professional editors and proofreaders at Super Copy Editors to edit and proofread your content so it converts the maximum number of readers to buyers. Check out how we help marketing teams ensure success.

3. Understand the Buyer’s Journey

When you’re using conversion copywriting, it is essential to remember that each potential customer goes through the same stages to be converted to a buyer (or whatever end goal your CTA entails).

The three stages of the buyer’s journey are:

  • Awareness: This first stage helps potential buyers identify their problem by showing them their pain points using e-books, blogs, videos, or white papers. Write in a calm, 90% educational way (only 10% promotional). Best CTAs for this stage: learn more, watch video, download white paper or checklist.
  • Consideration: Then you show how your product or service helps to alleviate or solve the problem you have identified. Your copy here should be half educational and half promotional, showing multiple solutions including your own. Explain your benefits and how you are better than the competition. Best CTAs for this stage: join webinar, see case study, complimentary analysis.
  • Decision: Finally, you prove to the customer that your product or service is worth buying and that your company is trustworthy. Fully promote your solution to help these prospects make a decision. Include social proof, such as reviews, client logos, and awards. Best CTAs for this stage: free trial, coupon or promo code, view demo, request a quote, book a call.

Remember to start from the end goal and work backward for each stage, keeping the CTA in mind throughout.

Don’t Miss: 4 Ways to Remove Hype From Your Marketing Campaign

This is a chart titled "Understanding the Buyer's Journey." It shows an arrow moving upward, with 1, 2, and 3 starting at the bottom and working up to the top of the arrow. Number 1 is labeled "Awareness" and has a quote beside it that says, “I need a better way to track my agency’s projects so I don’t miss any deadlines.” Number 2 is labeled "Consideration" and has a quote beside it that says, “OK, I found a few project management software options on this blog post. Let me explore the features of each one.” And then the final stage of the Buyer's Journey, number 3 near the top, is labeled "Decision" and has a quote that says, “Now I am ready to make my final decision. This software looks amazing—it’s the right one for me!” Chart by Super Copy Editors.

4. Use Engaging CTAs

The call-to-action button or link is the final test of your conversion copywriting. It’s the end goal that you have worked so hard to get your customers to engage with.

Now that you have set up your product or service with such great copywriting, you have to land the final blow to get readers to take action.

Here are some ideas for writing an engaging CTA:

Make It Easy to Say Yes

Keep the offer simple, have a strong promise, and make it as risk-free as possible so your CTA looks like a no-brainer.

  • “Free Trial”
  • “No Money Down”
  • “No Credit Card Required”
  • “Takes Just 2 Minutes”

Have the Customer Make a Tough Choice

Some websites offer a “No thanks” option right below the CTA to drive home what the customer will be missing out on.

For example, the CTA reads “Yes, I want to save 25%!” Then another button reads, “No thanks, I’ll pay full price.”

Using this fear-of-missing-out (FOMO) persuasion tactic can be an effective way to nudge buyers toward making that final choice. Just don’t overdo it.

Get Creative

Most high-converting websites offer customized CTAs that go beyond the standard “Buy Now,” “Add to Cart,” and “Learn More” buttons. Try a more engaging CTA, such as “I Want One,” or a more personalized CTA, such as “Yes! Please Send Me My FREE Credit Report.”

You can also place your CTAs at different points throughout your text, not just at the end.

Remember, your only goal is getting the reader to engage with your CTA. So put a CTA toward the beginning or right in the middle of your copy. If the reader has already decided to engage, you can convert them right away.

Here is our massive list of more than 100 examples of great CTAs:

This is a long chart titled "100+ CTA Examples" showing dozens of examples of CTA text that you can use to maximize conversions. Listed on the chart are examples of CTAs when you want clicks for content: Learn more, Find out more, Read it now. Read the full story, See for yourself, See how, See why, Get insights, Read the latest blog posts, Explore our favorite posts, Take a tour, Compare features, Continue, Watch now, Take me there, Visit site, View product features, Let’s Go. Examples of CTAs when you want to get feedback from readers: Leave a comment, Leave a review, Rate us, Let us know how we did, Share your thoughts, Tell us how we did. Examples of CTAs when you want to get social shares: Please like and share, Follow us, Like us on Facebook, Click to tweet, Let’s connect, Let’s keep in touch. Examples of CTAs when you want to drive a purchase: Claim your free trial, Start your free trial now, Try for free, Try now risk-free, Get Started, Get started in 1 minute, Buy now, Buy now pay later, Treat yourself, Reserve your spot, Join free for a month, Create a free account, Add to cart, View products, View offer details, Shop best sellers, Shop now, Order now, Get the look, Find a deal, Compare plans, Redeem now, Save today, Start saving, Yes I want one, Find yours, Claim your coupon,  Get 30% off now, Get limited-time offer, Get free shipping. Examples of CTAs when you want downloads: Download now, Download free ebook, Free instant access, Access the research, Check out case studies, See the case study, View demo, Grab the free toolkit, Grab your copy, Grab your goodies, Get it now, Get offer, Get the guide, Get your free checklist, Get your first lesson now, Get my free content, Show me the report, Send me my results. Examples of CTAs when you want site visitors to contact you: Contact us, Contact sales, Tap to call, Reach out for more info, Request an invite, Request a quote, Get your free quote, Get estimate, Book Now, Book a Call, Check availability , Schedule a demo, Speak to an expert, Schedule your discovery call, Request strategy session, Free consultation. Examples of CTAs when you want them to subscribe to a newsletter: Subscribe, Send me the newsletter, Get the latest updates, Be the first to know, Sign up, Get instant access, Keep me informed, Join now, Join our mission, Join the action, Join the revolution, Join the fun, Join our exclusive community, Join 5,000+ subscribers, Become a VIP, Learn our secrets, Be awesome, I’m in. Finally, at the bottom of this chart there is a section called "Negative CTA Tactics - Fear of Missing Out (FOMO)" and it has a list of just four CTA ideas: #1: "No thanks, I’ll figure it out myself"; #2: "I don’t want to grow my business"; #3: "No thanks, I’ll pay full price"; and #4: "I hate free stuff." Chart by Super Copy Editors.

Don’t forget! Download “Conversion Copywriting: 5 Keys to Writing Marketing Copy That Gets Results” to keep it handy and take action on it. Click here to download it now.

5. Test and Validate

The last key to writing marketing copy that gets results is to test your content to make sure it works.

Just because you like it doesn’t mean customers will. Split testing your copy is a great way to validate whether your copy works or not.

According to Instapage, “Split testing, commonly referred to as A/B testing, allows marketers to compare two different versions of a web page—a control (the original) and a variation—to determine which performs better, with the goal of boosting conversions.”

Pick just one variation (large or small) to change, keep the rest of the copy the same, and then publish or send out both versions to the same type of customer. Repeat the process with different variables and keep track of which versions convert the most readers.

I use the free version of Google Optimize for split testing my website. To take just one recent example, I split tested the CTA on one of my landing pages and discovered that “Get Pricing and a Free Rush Upgrade” achieved twice the conversion rate of the original version, “Get a Quick Proofreading Quote.”

Doubling the conversion rate just by making that one simple tweak felt like hitting the jackpot.

Illustration showing A/B split testing: There are two computer monitors shown. One is labeled "A" and "CONTROL" and it has a red box on a website, along with a label of 20%. The other computer monitor is labeled "B" and "VARIATION" and it shows the same website but with a green box instead of the red box. There is a big green arrow next to it with a label indicating 39%. This green variation is clearly the winner in this A/B test. Illustration by Super Copy Editors.

Final Thoughts

Using conversion copywriting to sell your product or service can be incredibly effective. By using the tips above, you can write copy that explains how your offering works and what problems it solves—and then get your audience to take that next step.

After you have written your marketing copy, you’ll want to ensure it looks, sounds, and reads perfectly to convert as many readers as possible.

The professional team at Super Copy Editors understands the importance of optimizing your content to convert readers to customers. Our editors will proofread and edit your copy for maximum effectiveness, mirroring your style, tone, and voice that works best for converting your audience.

Click this link to get a quote for comprehensive proofreading services tailored to your specific marketing goals.

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Dave Baker

View posts by Dave Baker
Hi, I’m Dave Baker, founder and copy chief of Super Copy Editors. I have more than 25 years of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes. At Super Copy Editors, we’re passionate about helping agencies, marketing teams, and education companies refine and polish their text to give them confidence and ensure success. Learn more here.

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