Fast Track to Success: How to Write Conversion Copy in 8 Simple Steps – Birds on the Blog

Fast Track to Success: How to Write Conversion Copy in 8 Simple Steps

No one likes a hard sell.

It’s probably fair to say that most people find it pretty annoying.

That said, as a woman in business, selling your products or services is a key component of finding your success.

So, how do you reach your goals without making everyone involved in the process feel, well, just plain icky?

Writing compelling website text and promotional material that attracts and engages your readers is essential to marketing your business.

But your marketing copy needs to go beyond being entertaining or informative; it must be strong enough to convert readers into sales and customers.

There is an art to writing well-balanced conversion copy that is so compelling it causes your readers to flock to your website like the entirety of North Shore High School to Regina George in Mean Girls.

Whether you’re new to conversion copywriting or an experienced writer seeking fresh insights, let’s look at what it is and how to master it in 8 simple steps.

But first, what is conversion copywriting?

Getting people onto your website is task number one.

SEO copywriting, the practice of seamlessly weaving targeted keywords into your content, will help you rank on Google and get your website seen by more people online.

Effective conversion copy will draw your audience into your website, from window shopping to entering the store, as it were.

The goal is to convince readers to take a desired action using persuasive language in a delicate, subtle way that doesn’t feel forceful – rather, inspiring and irresistible.

And with 44% of marketers reporting that improving the quality of their content has improved their business, it’s clear that conversion copy has an impact.

Whether you’re writing blog posts, web text, landing pages, social media copy, or any other form of marketing content, you need to motivate and inspire your audience to read on, engage with your content, and ultimately become customers.

Onto the good stuff: How to write copy that converts

Before you try to sell your services online, you must grasp how to write fantastic conversion copy that will convert readers into sales.

Just like a rugby player converting a try to score more points, writing high-converting copy requires a considered approach and plenty of practice.

With over 15 years of professional experience as a content strategist and copywriter, let’s look at my top copywriting tips to help you write compelling content so you can increase your conversion rates and reach your sales targets!

  1. Identify your target audience and their pain points

First and foremost, you must understand who you’re marketing to so you can move in the right direction with your content strategy.

Make sure you research your niche, people! Creating buyer personas based on their age, gender, location, occupation, interests, buyer’s journey, etc., can help you better understand their mindsets and motivations.

Once you have more of a grasp on your target customer persona, you can identify their pain points.

Ask yourself questions like:

  • Who would benefit from using my product or service?
  • What struggles can my product or service solve?
  • How can I make my audience’s lives easier with this solution?
  • Do I need a coffee? (As a writer, it’s good practice to ask yourself this every hour)

Answering these questions will allow you to empathise with them (while staying adequately caffeinated of course), and give you insight into their needs and how to target them specifically.

  1. Speak their language

Now that you’ve identified your target audience, you must know how to communicate effectively with them.

Your audience is 36% more likely to engage with copy that is easy to understand and speaks to them.

Don’t alienate your audience. Find a tone of voice that resonates with them, and use language that is simple, direct, and easy to digest.

Knowing more about who you are talking to makes crafting messages explicitly tailored toward them easier.

  1. Have just one call to action at each phase

Focusing on one clear goal or call to action per page is vital to a high conversion rate.

Users need to understand the next step they should take quickly, and a single CTA per page makes everything clear and straightforward for them.

Asking too much at once can lead to confusion and cause website visitors to abandon the process before they even consider fulfilling your call to action. No bueno, my friends.

Breaking down the customer journey into distinct phases, or the buyer’s journey, helps you create targeted messaging that speaks directly to where they’re at in the process, ultimately resulting in a higher conversion rate.

When writing your CTAs, remember the following:

  • Be direct
  • Keep it short and simple
  • Try to elicit an emotional response
  • Create a sense of exclusivity or FOMO
  • Make it impossible to say no!


  1. Get specific with your language

Finding the correct language to use in your copywriting is an acquired skill, but one that you can absolutely learn and improve on!

Firstly, use the active voice instead of the passive voice when speaking to your readers.

Take, for example:

Active voice: Writing in the active voice improves your conversion rate.

Passive voice: Your conversion rate is improved by writing in the active voice.

Which one is more impactful?

An active voice is more precise in its messaging, whereas the passive voice allows space for doubt in your readers and makes you seem less sure of your position.

Secondly, use language that incites action. Strong action verbs that tell your reader what to do are much more effective than looser terms like “check out” or “head over to.”

Instead, use phrases like:

  • Download
  • Purchase
  • Start

 For more on tired and impactful phrases, take a look at (or rather, read!) this blog post written by one of my company’s fantastic writers.

  1. Ask questions

How can you continue to create copy and engage your audience in a content-saturated world?

Is there a way to dive deeper to inspire them to take action?

Is this making you think about what the point is?

Ok, maybe not like that. But, to convert readers into sales, you must get your audience thinking.

Asking questions is an extremely useful tool to enhance your persuasive writing and an essential part of the conversion copywriting process.

It’s a great way to provoke important thoughts in your audience, making it super easy for them to imagine saying yes to your call to action.

  1. Avoid the dreaded ‘we-itis’

Hello, doctor? We’re going to need a scalpel STAT to remove an aggressive and persistent mass of “we” from this content.

Diagnosis: we-itis. An unfortunately common affliction that destroys endless copy and causes the downfall of many aspiring websites.

Overusing terms like “I,” “we,” “my,” or “our” is a fast-track way to lose your audience.

By making it all about you (and NOT in a cute McFly way), you fail to complete an essential part of the conversion copywriting process – putting yourself in your audience’s shoes.

Speak directly to your readers by writing copy in the second-person narrative as much as possible.

When it’s appropriate to speak about yourself, use inclusive language as much as possible and keep tying your reader to your message so they feel involved.

  1. Be brief with landing pages, emails, and social posts

The length of your writing will inevitably vary depending on what you’re working on.

Keeping it brief will make your content more impactful, especially when it comes to landing page copy, emails, social media posts, personalised marketing text messages, and all other shorter forms of content marketing.

You don’t want your content to look intimidating to the reader, or like reading the piece will be a massive undertaking.

Keeping things snappy is essential, especially with attention spans at an all-time low.

Otherwise, you risk losing your reader on the headline of your sales page, your landing page copy, or the subject bar of your marketing emails.

  1. Get creative and write with conviction

Lastly, ensure your branded content shines and stands out from the rest!

Keep your content entertaining, and get creative with your web page copywriting, social media and blog post content, and everything in between.

Remember, if you’re not buying it, your audience isn’t going to either. Have confidence in your conversion copywriting abilities and express your message with authority.

Copywriting is supposed to be fun, so try your best to let go and enjoy the process – your audience will be much more likely to enjoy reading your work!

Find conversion copywriting examples you love and get inspired!

Are you feeling pumped and ready to start writing some incredible conversion copy and watch the potential customers run to your website in a frenzy like my dog to absolutely any cat that enters our garden?

Take inspiration from other fantastic sources and another conversion copywriter to help you get started and feel more confident in your writing.

Or, if you’d rather leave it up to the professionals, then The Content Lab can help 🙂

We’re an eclectic bunch of copywriters who love creating compelling, engaging, and stand-out conversion copy, landing page copy, ad copy, web copy, blog posts, and so much more for companies worldwide!

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