My favourite copy hacks for boosting conversion. Knowing what to say is a vital part of crafting conversion copy. But how you write your message can make all the difference. In today’s post I’m sharing a few of my favourite copy hacks so that you can instantly level up your content.
Copywriting is at the heart of digital marketing. There’s no escaping it. You need killer copywriting to increase your online visibility and make that sale! Improving your conversions can seem so daunting and technical, especially if you don’t have the budget to hire a professional copywriter.
Well get comfy my friend, I’m opening up my writing toolbox so that you can engage and retain your audience’s attention and get more clicks.
THE RULE OF “YOU”
About pages are terrible culprits for trapping many a business owner into thinking that it’s the place to overshare their life story. Spoiler alert – no one cares. Your reader only cares about what’s in it for them. So yes, tell your story, but tell it from their frame of mind. An easy hack for executing this is to always lead with the word ‘“you’”.
Go through your copy, all of it, and highlight the sentences that start with “I”, “we”, “our”, etc. Now rewrite at least half of those sentences to start with the word “You”.
ASK OPEN ENDED QUESTIONS
This helps conversion by preventing people from saying “no”. Many service providers fall into this trap when they are agitating the readers’ problems. It goes something like this:
“Are you sick of always feeling like you’re falling off track?”
Ok, so you want the reader to say “yes” but all you’ve established is that you’re both in agreement. What it doesn’t do is showcase how you can move them into their state of desire.
The point is to leave them wanting the answer to their question so that they buy into your offer confident that you can help them. Ask open ended questions that pull people all the way in until they reach your final call to action.
END SENTENCES WITH “SO THAT”
These two little words go a long way in your conversion writing skills because they ensure your sentences end with the benefit.
Understanding the buyer’s journey is crucial for knowing exactly what to say. This is where your research is going to help you. You’ll have identified the problems they face, the emotions they feel, and how your product or service can help them move from one state to another.
I love this hack for keeping content relatable and specific. Start by replacing the word “because” with “so that” and then rewrite both ends of the sentence. Your copy will be instantly more persuasive!
How many times have I used “so that” in this blog post?
USE PUNCTUATION SPARINGLY
Punctuation is indeed necessary for communicating to the reader how a piece of content should be received. A poorly placed comma can have catastrophic consequences.
But there are two specific areas of punctuation that I advise keeping to a minimum in your website copy.
- Semicolons are counter productive in web copy because they bring two trains of thought to the message. Better to keep one thought per sentence so that you can hold the attention of your reader longer.
- Periods in headings, buttons, and lists all create a stop signal. Keep your reader moving down the page. The more they can take in, the more likely they will buy from you. Plus, it’s more aesthetically pleasing.
CALLS TO VALUE
You’re familiar with a call to action (CTA), yes? The little bit of text on a button that triggers a specific action. For instance, “Pay Now” is a precise action that is required in order to process a credit card transaction.
Not all buttons are created equally however. Start seeing them as calls to value so that you resonate more deeply with the benefit. Button copy is an extension of everything written before it. What is that button going to say in order to get clicked?
What does your reader want to do next? More importantly, what will they find on the other side of that button? Tell them!
I’d even go as far as saying that button copy is more important than your headline!
And there you have it. My favourite copy hacks for boosting conversion.
I challenge you now to go through your copy and make one change for each hack that I’ve shared. Then come back and let me know how you get on in the comments below.