Westways Updates


5 keys to writing great copy that converts



It might be an oversimplification, but if you can boil any successful business down to two things, they are: a great product, and great conversion.

Great conversion?

That's right: no matter how great you make your product and service, it's not worth a dime if those dimes are not rolling in. To sell a product, you need to call your clients' attention to it, and that's called advertising.

And there is only one goal of great advertising: it's turning those eyes on the ads into dollars. That's called conversion.

So when those eyes hit your copy, the ideal scenario is that merely 'browsing' turns into 'buying'. How can you do that? Make that copy compelling!

Here's how:

1. Know the goal

Copy that converts is crafted very specifically; it's not just about great words for a great product, it's about having a very specific target. It might sound simple, but this really matters. Often, the best goal might not be as broad as 'sell the product' but to get enquiries, sign-ups for a free trial, or a subscription to a social media channel.

2. Keep it simple

If your copy is confused or vague, your customer will be too. Compelling copy that converts uses simple language, because the goal is not to impress - it's to sell.

3. Emphasise the benefits

Again, this sounds simple, but it's a must that cannot be overemphasised. If a customer is not even halfway into your copy and is still asking 'What's in it for me?' then you've probably already lost them. What does the customer need? How does your business satisfy that need? Simple.

4. Appeal to the emotions

Keeping it simple is crucial, but 'simple' doesn't mean 'boring'. Customers are convinced on an emotional level through excitement, urgency, passion, humour and a vast array of other reactions.

5. Write a killer headline and CTA

Never underestimate the importance of the title or headline. 'Extra, extra - read all about it!' makes arguably even more sense in this digital world, because your copy is nothing if it's not clicked. Similarly, the call to action is arguably just as important, because what's the point of leading your customer to a door without inviting them in?