What is your approach to writing conversion copy?

Posted February 25, 2021 in
Website Optimization Summit Website Optimization Summit

Connor DeLaney

"If you’re not prepared to be wrong, you’ll never come up with anything original."

Writing copy that not only engages and relates to the audience but also gets them to take action seems like a challenge a lot of us face, myself included! 

So what are the tips, tricks, and best practices I've heard from experts?

  • Build a narrative that your audience will say "Yeah, that's me!"
  • Speaking of audience, know who your audience is
  • Keep your copy concise and clear (no jargon please)
  • Make the action clear so it feels like a no-brainer 

What else needs to be said that I didn't mention?

Also, I'm thinking  Liz Moorehead 's session - How to write absurdly addictive website copy your ideal buyers will love - may be a good pitstop if you relate to this! 
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Nicole Cimo-Holmon
Nice topic!

  • Like Connor DeLaney said, know your audience. Furthermore, you may have a few target audiences... target wisely and use copy that pertains to different groups when you can. Don't assume your offering is a 'one size fits all'.

  •  Be conversational and use personalization. Use words like 'you' and 'your'.

  • As already mentioned, be simple and concise. Provide a taste of your product or service and its benefits in marketing materials, but leverage your website as your biggest asset. Make your readers want to know more by driving them there. Then, use your website as your #1 revenue driver! (Cue: Website Optimization Summit.)

Connor DeLaney
Kristen Harold and  Nicole Cimo-Holmon , you both probably have some great insight here!
Kristen Harold
Connor DeLaney Great question!

We've been following the Building a StoryBrand method recently and it's really helped in getting our messaging and copy on point. The biggest takeaways are:

1. Your customer should be the hero in your copy, NOT your brand. 

2. Take out the noise. Don't get too focused on filling in a bunch of fluff. Short and sweet is easiest for people to digest and understand. 

I've worked with far too many companies that feel like they have to tell the customer every single detail of what they do, all in one page, which in the end is always more confusing!

3. Make your calls to action very clear. Let the customer know exactly what they are getting into by taking the next step. 

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