How can you write web copy that converts?

To write copy that converts, you must have a deep understanding of your target audience. Research their demographics, preferences, needs, and pain points. By tailoring your copy to their specific concerns and desires, you can speak directly to their motivations and offer clear solutions.

A very common "trap" that falls under "know your audience" is to simply go on what your leadership team believes answers your customers' needs. Over 15+ years with agencies and as an in-house marketing leader, I can tell you that more often than not, what the C-suite wants to say and identifies as the true pain points of customers (and why they love our brands) is off the mark. While your own research can help, actually having conversations with customers + prospects (or at least people who fit your ICP) is essential to really hit a home run with this step and subsequent steps.

One way to get to know your audience is by looking at the keyword searches they use to reach your site. The search terms will give clues on the searcher intent and where they are in the purchase decision process. For example, more general searches like "electric car" indicate the searcher is just starting out researching the category. As they learn and refine their searches, they get more specific like "Best small electric SUV" then "2023 Tesla Model Y" and ultimately where-to-buy search themes. Understanding these cues can help to guide web copy strategies.

Writing converting web copy begins with understanding your audience. Know your target market's needs, wants, pain points, goals, and challenges. Understand their search behavior, preferred keywords, tone, and style. Tailor your web copy to address their specific problems and offer relevant solutions. 1. Audience Understanding: Start by comprehending your target market's needs, wants, pain points, goals, and challenges. 2. Search Behavior: Understand how your audience searches for information and the keywords they use. 3. Tone and Style: Know the preferred tone and style of your audience.

Headlines are important because first impressions can be lasting impressions. Many writers like to use fun and catchy headlines, but some of these writers end up with off-topic, unrelated headlines. Finding the ideal headline that uses a fun or quirky tone but conveys the proper message to your audience is important. Many are turned off when they feel an article they read is clickbait, even if that wasn't the intention. Ensure you don't put all your efforts into your headline and then forget about the rest. Subheaders can be equally important in attracting and retaining your audience. Spend adequate time working on the entire piece, not just some parts. The final product will reflect your invested time and should serve you well.

1. Attention-Grabbing: Engaging words like "Capture" and "Uncover" grab attention. 2. Curiosity Spark: Invites readers to uncover a secret, sparking curiosity. 3. Value Proposition: Implies the content holds the key to success. 4. Techniques Used: Utilizes promise, emotion, and curiosity for a compelling headline.

There's a fine line that you have to walk here. Bloated copy with tons of jargon is a major turnoff, but, if your ICP uses very specific language, you'll want to ensure that you're speaking their language in your copy.

Your CTA isn't a throwaway, nor is it a dumping ground for endless requests to schedule a demo. When you're mapping out your content strategy, be sure to identify whether that piece is targeting ToFu, MiFu, or BoFu prospective customers. Depending on who you're targeting and the specific topic of the article, your CTA may be sending them to another piece of content on a complementary theme. It could be inviting them to download an eBook, check out your video series, or something else. Ask for demos only when it's an extremely logical next step based on the topic.

Try using Google Analytics to create content specific reports by page title or similar. Look at metrics such as users, views per user, average engagement time, conversions and/or events. Analyze and optimize!

Pro-tip: Always ensure your paid ad copy matches up with the website copy. Especially critical on the landing pages for the ads.