Words are just words, and sentences are just phrases where these words are jumbled up to actually mean something.
When writing copy for your business, it’s not just about sticking a few sentences on a page and hoping for the best. You want to write words that will actually do something, and this is where ok copy is very different to quality copy.
Maybe you’ve noticed in Analytics that you have lots of traffic navigating to a landing page, but no one is clicking on your call to action or making a purchase. Perhaps you have a service page that contains plenty of content but people aren’t enquiring or filling out a form. This is where copy can help you convert users into actual customers.
Good copywriting isn’t just about sounding clever, stuffing in keywords or adding lots of internal links so your users can get around. You need to consider what your audience is looking for, what they need and what they want to hear.
If you’re planning to write your own business content, or you just want a clearer understanding of what makes copy work, here are my top tips to help you write copy that converts (as a content strategist of almost 10 years).
1. Know who you’re talking to
Lots of people make the mistake of trying to aim their content at everyone, but in doing this, you’re actually reaching no one.
Instead of aimlessly writing copy, I’d suggest that you really think about the following:
- Who the content is for
- What their pain point is
- How you can solve their issue
These three things are ultimately the key to writing content that converts. You’re thinking about your target audience (the people most likely to make a purchase or enquiry) and how exactly you can help them.
Perhaps Customer #1 has a cat that is refusing to drink out of their water bowl. Your product is a pet water fountain that continuously pumps water through a system to keep the water fresh and make it more likely they will have a drink. The copy should sympathise with the user, while also explaining why and how your product can help. When the customer is convinced, they’re much more likely to convert.
Top tip #1: Write as if your ideal customer is sitting opposite you. What would you say to them? How would you sell your product or service?
2. Start strong (because attention spans are tiny)
Your opening line matters a lot. People are busy, distracted and excessively scrolling. If your first sentence doesn’t hook them in, they’re probably gone.
I’d suggest that you ditch the waffle and get straight to the point.
For example:
Before: “Welcome to our company website where we offer a range of digital marketing solutions…”
After: “Struggling to get noticed online? Be more noticeable today.”
Straight away, you’re addressing their pain point and demonstrating how you can help.
3. Talk benefits, not just features
Features are facts of a product or service, and yes, they’re important. But actually, what your audience probably cares about the most is how your product can benefit them.
You might sell handmade candles, but people don’t want to necessarily know all about how you create them with a soy wax and 100% cotton wicks. They want to know about the scent. That’s why they’re buying the candle.
You might offer bookkeeping services, but instead of explaining in great detail every feature of the service, the client simply wants to stop panicking every time tax season comes around, and know that you can sort it for them.
There absolutely is a place for features: a ‘Features’ page. Beyond this, try to focus on the benefits of what you sell for copy on the rest of your site.
Top tip #2: Ask yourself “What’s in it for them?” every time you write a sentence.
4. Make your call to action crystal clear
What do you want your reader to do next? Buy something? Book a call? Sign up to your list?
Make that step obvious. I wouldn’t advise that you bury it three paragraphs down or use vague phrases like “Click here”. People need clear direction, so tell them exactly what to do and what they’ll get out of it.
Examples that work include:
- “Book your free 15-minute consultation today”
- “Download your checklist and start planning”
- “Grab your seat — limited spaces available”
Keep it punchy and keep it direct.
5. Be conversational
Unless your brand is intentionally formal (think legal or financial sectors), your copy should sound like a real person wrote it.
You can and should use contractions, including ‘you’re’, ‘we’ll’ and ‘it’s’. You should also ask questions within your copy.
Don’t be afraid to write like you speak. Copywriting isn’t a skill everyone has, so trial speaking aloud before putting pen to paper. This can make your message easier to digest and makes people feel like they’re in safe hands.
Top tip #3: Read your copy out loud. If it sounds stiff or awkward, tweak it until it flows like a natural conversation.
6. Show proof that your product works
Humans are herd animals, so if we see other people buying or raving about a product or service, we’re more likely to trust it (and also want it for ourselves). I know I personally have been steered into making purchases after seeing TikTok videos.
You have to shout about your brand, be it on social media or your website. Share any testimonials you have, as well as statistics and case studies. Even something as simple as ‘100s of happy clients’ can be enough to boost your credibility and show users that you’re someone to be trusted.
7. Make it scannable
Walls of text are my nemesis. They’re so difficult to read, especially in an era where people want to easily scan content to find what they want (let’s be honest, you probably aren’t reading this article word-for-word, but scanning the headings).
Break your content up with:
- Subheadings
- Bullet points
- Short paragraphs
- Bold text for emphasis
This makes it easier for people to skim, and when they do want to dive in deeper, they can.
Writing copy that converts doesn’t mean being pushy or salesy. It’s about being being clear, customer-focused, and intentional with your words.
If you’re putting together your own website or marketing content, start with these tips. And if you ever feel stuck or fancy handing it over to someone who lives and breathes this stuff (👋 hello), I’d love to help.
After all, when your words start working harder, your business gets better results.
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