You've probably heard that you need good copy to be successful online. But what does "copy" actually mean? And why should you care about it? The short answer is that copy is written information that informs, persuades or entertains an audience. This includes product descriptions, e-mail subject lines, blog posts, social media posts and other informative content. There are two main types of copy: sales copy and conversion copy. Most content is written as sales copy because it encourages people to make a purchase. Conversion copywriting differs slightly from sales copywriting and requires a little more finesse. All sales copy is conversion copy, but not all conversion copy is sales copy. Conversion copy comes with many benefits over sales copy. This post will cover what it is and why it's essential for your business.
What is Conversion Copy?
Conversion copy is the text that appears on a page of your website, encouraging visitors to take a specific action. For example, if you're selling vases on your website and want people to add one to their cart, it's conversion copy that will convince them to do so. You can write this kind of text using the same principles as any other form of persuasive writing: by providing facts and figures, creating an emotional connection with readers and giving examples of why they should act now (not later). Conversion copy moves the reader to "yes" using voice-of-customer data, frameworks, formulas and proven persuasion techniques to motivate people to act and make decisions.
Conversion Copy VS. Sales Copy
Conversion copy and sales copy are terms often used interchangeably, but they have distinct meanings. Conversion copy is the type of copy that you use to convince a visitor to take the desired action, such as converting into a lead or making a purchase. This is different from sales copy, which is used to sell goods or services. The key difference is that conversion copy doesn't have the same rules as other types of marketing copy. You're not trying to sell anything in particular; instead, you're trying to get people interested enough in what you have to say that they'll take action on it.
Why You Need Conversion Copy for Your Website
Conversion copy is essential because it helps ensure visitors complete their intended tasks on your website, like filling out an online form, signing up for a newsletter or buying your products or services. If someone lands on a page but doesn't understand what they're supposed to do or how they can benefit from it, they'll likely leave without making any progress towards whatever goal brought them there in the first place (and probably never come back). Conversion doesn't necessarily mean purchase. The goal of conversion copy is to write simple, clear, and persuasive content that educates the reader on a product, service or brand's proposition. Most importantly, it explains the benefit it brings to their lives. Conversion copy helps you convert more visitors into customers, and it's essential for making a clear call to action. Conversion copy will also help build your brand, build trust with your customers, increase customer loyalty, and drive more leads and sales by helping them understand what you offer and why they should buy from you.
How to Write Conversion Copy
To effectively use conversion copywriting on your website, you need to make sure that:
- You know precisely who your target audience is.
- You clearly understand what message you want them to hear and feel when they view your website (and other online platforms).
- When writing the actual copy for the page(s) in question, the words come from an authentic place, not just something made up by a marketing team or agency, which sounds good but doesn't quite hit the mark with visitors.
Conversion copy uses different strategies than traditional sales copy. It uses active and direct language—you don't want to talk about how great your product is; you want people to know that it will give them what they need to be happy. You use short sentences and punchy paragraphs so that visitors know precisely what they have to do next. You use language that adapts itself based on the user's behaviour so that if they've already made one decision, they'll be encouraged to make another by seeing how easy it was for them!
You Need Conversion Copy, and We Can Help!
Conversion copywriting will help you build your business brand and drive more leads and sales. It's about giving value to your customers — not trying to sell them anything. Still, it's only effective if it's written with a specific goal in mind. Your conversion copy won't be compelling if you don't know what that goal is or how the copy will support it. At Encompass Online Marketing Ltd., we know it all comes down to having a clear strategy for writing conversion copy and knowing how to execute it! If you need copywriting services, we can help! We do it all, sales copy, website content, social media posts, blogs and conversion copy! Contact us today.
Written By: Trenton Ross