Your product might be amazing, but if your copy doesn’t connect, your audience won’t take action. Writing copy that sells isn’t about flashy phrases or trying to please everyone—it’s about understanding your audience and creating messages that resonate deeply with them.
In the first part of our Conversion Rate Optimization (CRO) series, we explored what CRO is and broke down 7 essential steps to improve your e-commerce conversions. In this follow-up, we’re diving into a critical piece of the puzzle: conversion copywriting.
Think of great copy as a conversation with your ideal customer. It taps into their emotions, answers their questions, and shows them why your solution is exactly what they need. That’s where conversion copywriting comes in. By focusing on what your audience cares about most, you can turn clicks into customers and readers into loyal fans.
In this guide, we’ll dive into the essentials of conversion rate optimization (CRO) for copywriting, breaking down the 7 key steps to crafting messages that drive action. From understanding your audience’s awareness level to testing and refining your work, these steps will help you write copy that converts and delivers real results.
Ready to transform your words into a powerful sales tool? Let’s get started.
Writing Copy That Sells
While an ad might catch the eye of many, it won't necessarily win everyone over. Effective copy doesn't aim to please everyone; it's about resonating with specific individuals.
When crafting compelling copy, it's like having a conversation with real people. And let's face it, everyone has their own preferences.
So, instead of trying to reach everyone, focus on connecting deeply with your target audience. That's where the real magic happens.
To write copy that sells, you begin by understanding your ideal prospect.
Creating compelling copy that drives sales depends on knowing your prospects inside out. Here's how to approach conversion copywriting:
- Start by measuring how much your visitor or reader already knows about what you're offering.
- Delve deep into their preferences, concerns, and perceptions about your business and product.
- Outline a clear plan for what you want to present: what key points do you want to highlight?
- Assemble the actual content, whether it's for a webpage, email, or other platform. Determine the layout and placement of elements like images and buttons.
- Utilize the insights gained from your research to enhance your writing and make it more impactful.
- Review your copy thoroughly to clean up any errors or awkward phrasing.
- If possible, conduct A/B testing with different versions of your copy to identify the most effective approach.
And remember:
In the initial five stages of the conversion copywriting process, the spotlight is directed on understanding and empathizing with your prospect. It's like stepping into their shoes and seeing the world through their eyes. Your mission during this phase? Dive deep into the mindset of your audience, really getting a handle on what makes them connect with you – their aspirations, frustrations, and everything in between.
Rather than starting with a blank page, you'll lean heavily on “voice of customer” data and tried-and-true copywriting frameworks. These invaluable resources serve as your point of reference, guiding you toward messaging that truly resonates. By leaning into the language and themes that already resonate with your audience, you're laying the foundation for a connection that feels genuine and authentic.
For example, utilizing GA4 can provide you with deep insights into your audience. This advanced tool helps you track user behavior across different platforms, allowing you to understand your audience's preferences and interactions better.
This approach isn't just about crafting words; it's about creating an experience that speaks directly to the hearts and minds of your prospects. It's about showing them that you understand their needs and can offer solutions that genuinely make a difference in their lives.
So, by taking the time to truly understand your audience and leveraging proven techniques, you're not just writing copy – you're establishing connections that lead to meaningful action. And that's what conversion copywriting is all about.
Let's take a closer look at each step:
Step 1: Identify their level of awareness.
Understanding the level of pain or excitement your prospect experiences is key in crafting persuasive copy. Imagine trying to hit a target without knowing where it is – it's nearly impossible! Similarly, without insights into your prospect's mindset, you'll struggle to create content that resonates and converts. This understanding is deeply tied to the stage of awareness your prospect is in.
Let's break down these stages:
| Completely unaware | At this stage, your prospect isn't even aware they have a problem that needs solving. They're essentially in the dark about your product or service and its potential benefits. |
| Problem aware | Here, your prospect recognizes they have a problem but may not be aware of specific solutions. They're experiencing pain points and seeking answers. |
| Solution aware | In this stage, your prospect is actively seeking a solution to their problem. They're aware of various options and are evaluating which one best fits their needs. |
| Product or brand awareness | Your prospect knows about your product or brand and is considering it as a potential solution. They're comparing features, benefits, and value propositions. |
| Most aware | At this stage, your prospect is highly knowledgeable about your product or brand. They're likely ready to make a decision and need that final push to convert. |
Step 2: Befriend Each Prospect
In Step 2 of the conversion copywriting journey, we transition into the research and discovery phase. But it's not just about gathering data; it's about creating a genuine connection with each prospect – almost like making a new friend. Sure, it might sound a bit cheesy, but trust us, it's crucial.
And how do we do that? Through research, of course.
One powerful question to ask is: "What was going on in customers' lives that made them look for a solution like ours?"
This question unlocks a treasure trove of insights into your prospect's mindset. It reveals the conversation unfolding in their head – their motivations, struggles, and the payoff they're desperately seeking. And the best part? It's all in their own words, so you don't have to play the guessing game or rely on vague summaries.
By diving deep into your prospect's world and understanding their perspective, you're laying the foundation for compelling copy that truly resonates. So, embrace the research phase not just as a data-gathering exercise but as an opportunity to build meaningful connections with your prospects. After all, in the world of conversion copywriting, friendship truly is the key to success.
Step 3: Synthesize and Order
Block off a day or two to immerse yourself in the collection of insights gathered from Step 2. Take the time to meticulously document everything you've learned. Then, dive into the process of synthesizing this information.
Synthesizing isn't just about summarizing; it's about capturing the essence of what you've uncovered. Resist the urge to inject your own assumptions or interpretations. Your role isn't to think for your prospects; it's to listen intently to them and transform their words into compelling copy that persuades them.
As you browse through the data, your primary goal is to make sense of it all without compromising its objectivity. Think of yourself as an archaeologist carefully piecing together fragments of a story. Your job is to uncover the underlying narrative buried within your prospect's words.
But it doesn't end there. As you synthesize, pay close attention to the language your prospects use. Look for those sticky phrases and powerful expressions that resonate deeply with them. These written pieces will serve as the building blocks for your persuasive messaging.
Once you've synthesized the wealth of information, it's time to organize it. Create a written report that serves as your guiding light throughout the copywriting process. One of the key components of this report is a table where you document the problems your customers say your product has solved, along with the corresponding benefits and the frequency with which these solutions are mentioned.
This table acts as a roadmap, guiding you in crafting messaging that speaks directly to your prospect's needs and desires. The more frequently a solution is mentioned, the higher it climbs in the messaging framework, ensuring that your copy hits all the right notes and resonates powerfully with your audience.
Step 4: Wireframe or Spit-Draft
In this important step, it's essential to recognize that copy leads design. This mantra isn't just a catchy slogan – it's a fundamental principle that can make or break the effectiveness of your copy.
If you're not fully convinced of this, let's set the record straight: if you want your copy to convert, you need to prioritize it from the get-go. Don't fall into the temptation of treating copy as an afterthought, letting design steal the spotlight. Instead, put your focus on what really sells: your writing.
Think of your copy as the persuasive voice guiding your audience through their journey. It's the friendly face greeting them at the door, the helpful guide steering them toward a solution to their problems. And just like a skilled salesperson, your copy needs room to breathe and shine.
So, whether you're wireframing a webpage or spit-drafting an email, always lead with the copy. Give it the attention and respect it deserves, and watch as it lays the foundation for a design that not only looks great but also drives conversions.
By putting your copy front and center, you're ensuring that every element of your design – from layout to visuals – is seamlessly integrated to support and enhance your message. And when copy and design work together harmoniously, the result is a cohesive and compelling user experience that leaves a lasting impression on your audience.
Step 5: Write with Your Prospect’s Words
In this crucial stage, your goal is to speak directly to your audience using the language they use. It's all about stepping into their shoes and conversing with them in a way that feels natural and relatable.
Think of it like having a conversation with a friend. You wouldn't use technical terms or fancy language that they don't understand; instead, you'd use words and phrases that resonate with them on a personal level. The same principle applies here.
To achieve this, go back to the insights you've gathered from Step 2. Dive deep into the conversations, feedback, and testimonials you've collected from your prospects. Pay close attention to the specific words and phrases they use to describe their problems, desires, and aspirations.
Then, weave these insights seamlessly into your copy. Use the language of your prospects to articulate your message, ensuring that every word resonates with them on a deep and personal level. This not only enhances the authenticity of your copy but also strengthens the connection between you and your audience.
Remember, effective communication is all about meeting your audience where they are. By writing with your prospect's words, you're not just speaking to them – you're speaking their language. And when your copy feels like a natural extension of their thoughts and feelings, it becomes much more than just words on a page – it becomes a powerful tool for persuasion and conversion.
Step 6: Edit
After you've invested your heart and soul into crafting your copy, it's time to step back and give it some breathing room. Let it marinate for a day or two, allowing yourself to come back to it with fresh eyes and a clear perspective.
As you revisit your copy, approach it with a critical mindset. Ask yourself:
- What's confusing? Identify any sections that might be unclear or need further explanation. Remember, clarity is key to effective communication.
- Are there any lines that feel forced or unnatural? Look for phrases that seem like they're trying too hard to impress or persuade.
- Can any points be strengthened with testimonials or other forms of social proof? Testimonials, screenshots, and demos can add credibility and support to your claims. If a point isn't backed up by evidence, consider how you can incorporate testimonials or other forms of support to reinforce it.
- Is the call-to-action (CTA) positioned effectively? Consider whether the CTA appears at the right moment in the customer's journey. Is it too early, before they're ready to take action, or too late after their interest has cooled off? Additionally, address any potential sources of anxiety or objections that could prevent the prospect from confidently clicking the button.
- Does the copy effectively reflect the consequences of inaction? Make sure it's clear to the prospect that failing to act now will result in continued pain or dissatisfaction. This sense of urgency can motivate them to take action and seize the opportunity.
By carefully editing and refining your copy, you're not just polishing the surface – you're ensuring that every word serves a purpose and contributes to the overall effectiveness of your message. So take the time to edit thoughtfully, and watch as your copy evolves into a powerful tool for driving action and achieving your goals.
7. Let Great Copy Sell Your Great Solution
Your copy is only as effective as the product behind it. If your solution doesn’t truly solve a problem or meet your audience’s needs, even the best-written copy can’t save it. But when you’ve got a product that delivers real value—one that keeps customers coming back and telling their friends—great copy becomes your MVP.
Think of it as your hardest-working salesperson. Unlike traditional sales methods that need big budgets for salaries and training, great copy works 24/7, constantly showcasing the value of your product in a way that connects with your audience. It speaks their language, taps into their emotions, and shows them why your solution is exactly what they’ve been looking for.
The best part? Compelling copy doesn’t just explain what your product does—it inspires action. It helps your prospects see how your solution fits perfectly into their lives, making it easier for them to trust you and take the next step.
If your product solves a real problem and customers love it, don’t underestimate how powerful great copy can be. It’s more than just words; it’s the key to growing your business and turning visitors into loyal, enthusiastic customers.
Final Thoughts
Conversion rate optimization isn’t just about tweaking your website—it’s about creating an experience that truly connects with your audience. At its core, CRO is about understanding your customers, speaking their language, and removing any barriers that stand between them and the solutions they’re looking for.
Think of it as a journey: from identifying where your prospects are on the awareness spectrum to crafting copy that resonates, testing ideas, and refining strategies. Each step builds on the last, bringing you closer to the ultimate goal—turning casual visitors into loyal customers.
But remember, CRO isn’t a one-time project. It’s an ongoing process that requires curiosity, creativity, and a willingness to experiment. Some strategies will yield immediate wins, while others will take time to show results. The key is to stay adaptable, learn from your data, and keep your audience’s needs at the forefront of everything you do.
If there’s one takeaway from this guide, it’s this: great products deserve great copy, and great copy deserves a thoughtful strategy. By combining these elements and staying committed to improvement, you’ll not only boost conversions but also create a stronger, more authentic connection with your audience.
Now it’s your turn. Start small, test ideas, and see what works for your business. With the right approach, every tweak and refinement will bring you one step closer to building a thriving e-commerce brand.
