What is conversion copywriting and why is it important?
Do you sometimes feel like your words are falling on deaf ears?
Have you ever tried to write persuasive copy, only to be met with a deathly silence?
There’s nothing more frustrating than having a great product or service that you know will be game-changing for your customers, but they just won’t listen.
That’s where conversion copywriting comes in. It’s the art of using persuasive writing techniques to encourage your audience to take a specific action, like making a purchase, filling out a form, or subscribing to a newsletter.
In this blog post, we’ll explore the benefits of conversion copywriting and how it can help your business overcome the pain points of low conversions, lack of credibility, and poor branding. We’ll also discuss the key components of effective conversion copywriting, including the power of storytelling and the StoryBrand framework.
Why You Need Conversion Copywriting
“What’s wrong with normal copywriting? I can write a page or two about my business…. I’ve been doing it for years.”
Let’s face it, traditional copywriting can be as boring as watching paint dry. And in the world of AI-generated copy, businesses are at risk of sounding generic and so bland that they will struggle to stand out from competitors.
This is where conversion copywriting makes a difference, seasoning your words with persuasive expressions that speak directly to your target audience.
Here are just a few benefits of adopting a conversion approach to copywriting:
• Improved Conversions: An obvious one we know, but important. By using persuasive writing techniques and focusing on the customer journey, conversion copywriting can help you generate more leads, sales, and other conversions.
• Enhanced Credibility: Conversion copywriting can help you build trust with your audience by addressing their pain points, showing them how your product or service can solve their problems, and establish your expertise.
• Better Branding: Conversion copywriting can give you a unique tone of voice that will help you differentiate your brand from competitors by highlighting your unique selling proposition in a way that will resonate with your target audience.
How Conversion Copywriting Can Build Trust
Building trust with your audience can be a struggle. After all, trust is subjective, so you have to demonstrate your authority in a variety of ways to satisfy different people. Conversion copywriting can make it a little bit easier for you. By crafting messages that speak directly to your target audience and addressing their pain points, you can establish your credibility faster and show them that you understand their needs.
For example, let’s say you run a home cleaning service. You could use conversion copywriting to create messaging that addresses common concerns among your target audience, such as worries about the safety of cleaning products, the reliability of the service, or the quality of the cleaning itself.
By demonstrating your commitment to using eco-friendly, non-toxic cleaning products and, say, providing background checks on all of your cleaners, you can build trust and establish yourself as a reliable and trustworthy cleaning service. Additionally, highlighting your attention to detail and thoroughness in your cleaning process can showcase the quality of your service and set you apart from competitors.
Enhance Your Customer Journey: Crafting Copy that Resonates with Your Target Audience
It’s a bit like trying to convince a teenager to clean their room – you have to speak their language. With conversion copywriting, you can enhance the customer journey by creating messaging that resonates with your target audience at every stage of their journey, from awareness to consideration to commitment to purchase. In doing so, you can improve the likelihood of conversions and build long-term customer relationships.
But first, you need to understand your target audience’s pain points, motivations, and decision-making processes. Conversion copywriting techniques such as customer research, customer personas, and empathy mapping can help you gain these important insights.
Writing with a Purpose: How You Can Generate More Conversions
One of the most important aspects of conversion copywriting is writing with a purpose. That means creating messages that not only resonate with your audience but also encourage them to take action. To execute this well you need to have an in-depth understanding of your audience’s needs and motivations, as well as a clear understanding of your business goals.
For example, think about the customers you really want to focus on. Within the pool of people you could target will be a segment of people who may be easier to convert, or may be more likely to spend more or stay with you in the long term. Make sure your messaging engages your priority audience segments.
Likewise, if your business goal, for example, is to increase sales of a specific product, you could use conversion copywriting to create messaging that emphasises the benefits of that product, addresses common objections or concerns, and creates a sense of urgency or scarcity. By doing so, you can encourage readers to take action and make a purchase.
By using persuasive writing techniques, understanding your audience’s needs and motivations, and crafting a clear and compelling message, you will win over your audience more easily and build attraction to your brand.
The Power of StoryBrand: How The Framework We Use Can Transform Your Business
One of the most effective frameworks for conversion copywriting is the StoryBrand framework, developed by Donald Miller. This framework emphasises the power of storytelling and uses a clear, customer-focused message to engage and convert readers.
The key components of the StoryBrand framework include:
- A clear understanding of your customer’s pain points and motivations
- A simple, concise message that communicates how your product or service can solve your customer’s problems
- A focus on the customer’s journey, from initial awareness to final purchase
By using the StoryBrand framework, you can create messaging that resonates with your target audience and drives conversions. Whether you’re a small business owner or a marketing professional, the StoryBrand framework can help you improve your messaging. At STORY22 all our client marketing is carried out through the lens of StoryBrand. If you want to take a look at the outstanding results we achieve, check out our case studies here.
Driving More Traffic to Your Website: The Benefits of SEO-Friendly Copywriting
In addition to improving customer conversions, conversion copywriting can also help you drive more traffic to your website. By creating SEO-friendly messaging that includes relevant keywords and topics, you can improve your search engine rankings and attract more potential customers to your site.
The benefits of SEO-friendly copywriting include:
- Improved Search Engine Rankings: By including relevant keywords and topics in your messaging, you can improve your search engine rankings and increase visibility for your brand.
- Increased Website Traffic: With higher search engine rankings, you can attract more potential customers to your website and increase your chances of generating conversions.
- Long-Term Value: SEO-friendly messaging can continue to drive traffic and conversions over time, providing long-term value for your business.
Use Professional Conversion Copywriting Services To Win Business
Now you understand the benefits of conversion copywriting, you may be wondering how to implement it in your business. While you could try to do it yourself, using a professional conversion copywriting service like the one we offer at STORY22 can take your business to the next level.
Our team of expert copywriters specialises in using the StoryBrand framework to create messaging that resonates with your target audience and drives conversions. With our help, you can unlock the power of conversion copywriting and achieve your business goals.
The benefits of working with a professional conversion copywriting service include:
Expertise: Professional copywriting services will be able to provide the expertise and experience to craft messaging that resonates with your target audience and drives results.
Time-Saving: By outsourcing your copywriting needs, you can save time and can focus on other aspects of your business.
Customisation: Our professional copywriting services can be tailored to your business needs, ensuring that your messaging has your unique voice and is effective.
Schedule a Free 30-Minute Strategy Call with STORY22
To learn more about how STORY22 can help your business unlock the power of conversion copywriting, schedule a free 30-minute strategy call with our team today. We’ll discuss your business goals, evaluate your current messaging strategy, and provide tailored recommendations to help you achieve your objectives.
In conclusion, conversion copywriting is a powerful tool that can help your business overcome common pain points like low conversions, lack of credibility, and poor branding. By using persuasive writing techniques, a clear purpose, and the StoryBrand framework, you can create messaging that resonates with your target audience and drives results.
Whether you decide to try conversion copywriting on your own (there are some great books out there by Ray Edwards, Dan Nelken and Donald Miller), hire one of our copywriting coaches to show you the ropes or hand your tasks over to our professional conversion copywriting service, the key is to prioritise messaging that speaks directly to your target audience and encourages them to take action.
So don’t wait – start unlocking the power of conversion copywriting today and take your business to the next level.