Because absolutely nothing beats the exhilaration of new leads in your in-box
No-brainer alert: good copy is essential. (Hello.)
That is, it’s essential if you’re trying to grow your brand and get customers. Sounds like you? Ok. But you need more than just good, ‘regular’ copywriting to make people take action. No matter where you are - Perth, Sydney, Melbourne or Mars, you need well-crafted words that communicate to your best audience - the ones you dream of - not the tyre-kickers. Words that don’t just tell people what you can do for them, but words that do it in the most convincing, compelling way. Words that convert, that elicit action and make people take a chance with your brand.
And that is the difference between regular copywriting and conversion copywriting.
“Conversion copywriting elicits an action.”
Whether you want people to stay on the page for longer, sign up, book an appointment, or buy stuff, you’ll need conversion copywriting that focuses on that specific action.
Conversion copywriting involves a lot of experience and thought to get right, but essentially, it’s about choosing and placing words, phrases, bullet points, taglines, content, and more, to achieve that single action.
Here’s a quote from renowned conversion copywriter Joanna Wiebe:
“Conversion copywriting is there to take the best of direct response copywriting, that old-school kind of stuff, and the best of what we know about human decision-making, the best of user experience styles, like we know about designing experiences, and moving people to act using an interface, or just the experience itself.
All those pieces come together to create what we call conversion copywriting, again where the goal is to get people to act.”
Look, it’s my job to sort this out for you, but to give you the teeniest clue as to what the heck I’m talking about, here are a few of the steps involved:
Research and development - assessing competitors, your brand, voice of customer, what worked in the past
Wire-framing - looking at the hierarchy of your content – what messages are most important?
Editing – and more editing
Exploring and experimenting – seeing what works
Incorporating good user experience
Writing enticing value propositions - which explain how your product/service benefits them and why you’re different to everyone else
SEO – making it appeal to search engines
Using direct response formulas, where required
And writing good, creative, attractive content