You may be aware of how having well-written content can provide many benefits to any marketing campaign. Whether it’s blogs or ad copy, having solid content can help increase the number of views on your website. There is a side element to writing called conversion copywriting. It covers a number of different entities, and when used correctly, gives you opportunities to connect and convert your audience base. Here is an overview of conversion copywriting and how best to implement it.
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What is Conversion Copywriting?
The concept of conversion copywriting is relatively simple. It is writing copy with a specific conversion goal as the primary focus. Conversion copywriting involves targeting a primary action and using words, phrases, and value propositions to get readers to perform that action. This can be done through landing pages, calls to action, ads, or product descriptions. Conversions can take many forms, from downloading an e-book to signing up for a consultation to adding products to a shopping cart.
How the Process Works
As a whole, conversion copywriting is a straightforward process. You research keywords that can be included and create solid, persuasive copy that will best attract audiences. However, there are things that must be considered. For example, the information you include needs to have the data and research behind it to make a persuasive argument. Simply having a bold claim can have the opposite effect as there’s no way to prove that it’s true. For example, you may be unable to prove that you have the best product or service. However, if you include copy showing awards you have won or examples of clients you’ve worked with, you can provide readers with proof you are an expert in your industry.
Best Strategies to Use
Now that you have an idea of what to write, the next step is to figure out how to best compile it to drive audience engagement. There are a number of things you can do to ensure that people reading your content will want to engage with you further. To start, you want to do as much research as possible on what you are writing about. This includes understanding why your audience would be most interested in your product and explaining how it will benefit them. While in this discovery phase, you can also focus on what will best get your audience to take action, as well as detailing what separates your service from the competition. Next, you want to put the messages you have in the right order, which inspires conversions. By determining the end goal, you can figure out how to craft content throughout.
You also want to figure out where a customer might be during the buying process. The process is the same no matter what someone wants to buy, whether it’s major or minor. There is an awareness phase, a consideration phase, and a decision phase. Tailoring your content to each of these phases and explaining items in each can turn your audience into potential buyers. Finally, you want to have a strong call to action at the end. This highlights what you want your reader to do once they finish with your content. It doesn’t always have to be a notice to buy; it could be signing up for an e-mail list or downloading an online manual. There are a few main goals to have with a call to action: it should be relatively short but eye-catching, and it should be placed at key points, such as at the beginning of a website.
By having conversion copywriting as part of your marketing strategy, you have the opportunity to create compelling info that has the best opportunity to drive engagement with your customers. Knowing the best strategies to use and what will work with your audience will enhance your chances of driving leads and conversions in the future.