Copywriting can seem an intimidating topic to the uninitiated. And whilst it is true that quality copywriting is learned over many years, there are plenty of tips that can quickly get you on the right path.
As this is an ever-evolving skill, staying up to date with the latest copywriting techniques seems only adequate for optimizing and improving your blog’s conversion rate.
And that is the purpose of this article – to get you on the right track. Whilst copywriting is an involved subject, there are certain fundamentals that are not difficult to learn. If you take the tips below on board and incorporate them into your blog posts, you will soon see a marked improvement in your engagement and conversion rates.
1. Break It Up and Make It Skimmable
Let’s face it – you are not writing a novel. People will not have the patience to wade through lines and lines of text, even if you do have a fascinating message to deliver. This is because modern readers have limited attention spans and dense blocks of text can be overwhelming. To improve readability, break your content into short paragraphs and incorporate bullet points, numbered lists, and subheadings.
This approach makes your content skimmable, allowing readers to grasp the main points quickly.
You would be amazed at the difference it makes to the readability of your content – structure can have a dramatic effect.
2. Cater to the Scanners
In today’s information-saturated world, people tend to scan rather than read every word. This has forced us to adapt in the way that we take this information on board. You only have to look at your own habits to realize this.
Unless a reader is particularly engaged, they will “scan” a blog post, rather than read it. This is why we use the term “scanners”. Whole sentences will be skipped over as the reader subconsciously seeks whatever it is they are looking for.
This is where your sub-headers come in. To cater to scanners, make use of concise sentences and paragraphs. You will want to break up your writing with a subheader every 3-5 paragraphs (as a rule of thumb). You should aim for each sub-header to pique the curiosity of your reader. However, make sure that your sub-headers are not obscure – visitors will not have the patience to decipher your intended meaning. Keep it simple and direct.
Additionally, highlight important information using bold or italics. These formatting techniques help guide readers’ attention to key messages and ensure they don’t miss crucial details.
3. Craft Compelling Headlines and Subheadings
This tip is an extension of no. 2. While subheadings are very useful in conveying the gist of your message, there should be killer statements in the body of your post that you will want to stand out. Examples would include the unique selling point of a product or a poignant comment on something of note.
You need to draw attention to such statements. The easiest way to do that is to make them bold, or underline them. But don’t be afraid to let your creativity run wild – for example, you could repeat key statements in a “quote box” embedded within the post (this is done all the time in magazines).
The bottom line, your headlines, and subheadings serve as hooks to draw readers into your content. Instead of generic titles, create headlines that are intriguing, curiosity-inducing, and promise value. Use subheadings to provide a roadmap of your content, allowing readers to navigate easily and find the information they seek.
4. Harness the Power of Storytelling
Storytelling remains a potent tool in copywriting. It has this iconic ability to captivate your audience, build a strong emotional connection leaving a lasting impact. So, make sure to weave captivating narratives that connect with your audience emotionally. Share relatable experiences, challenges, and triumphs that resonate with your readers. By doing so, you’ll make your readers feel understood and connected. A compelling story will captivate their attention and create a memorable impact, increasing the likelihood of conversion.
5. Utilize Social Proof
In today’s digital ecosystem, social proof has become an indispensable asset when it comes to establishing credibility and trust. Include testimonials, case studies, and user-generated content to showcase positive experiences with your products or services. Gather feedback from satisfied customers who have experienced the value and benefits of your offerings. Present detailed accounts of real-world scenarios, to showcase the effectiveness and practicality of your products or services. Encourage customers to share their experiences on social media, post reviews, or even directly on your website, which will help provide an authentic and unfiltered perspective on your brand.
This social proof reassures readers and builds trust, making them more inclined to convert.
6. Optimize for SEO
Effective copywriting goes hand in hand with search engine optimization (SEO). Conduct thorough keyword research to identify relevant terms and phrases that resonate with your target audience and drive traffic to your site. What words your target audience uses when performing a search? What intent they have when trying to find out something you know it can be their ideal solution? Incorporate these words as keywords naturally throughout your content to improve visibility in search engine results and attract organic traffic.
Make sure the keywords you choose have a balance of search volume and competition, focusing on long-tail keywords that are more specific, more likely to attract qualified traffic, and improve conversions.
7. Create Irresistible Calls to Action (CTAs)
A compelling CTA is essential for guiding readers toward conversion. Clearly state what action you want them to take after highlighting the benefits they’ll gain. Use action-oriented language and create a sense of urgency to prompt immediate action. Action verbs that convey a sense of motion and engagement, such as “Get,” “Discover,” “Join,” or “Start” are good examples to start from. Pair them with words that evoke a sense of urgency, such as “now,” “limited time,” or “don’t miss out” which will prompt readers to take action without delay, in fear of missing out (FOMO, anyone?) on a valuable opportunity.
Experiment with different CTAs and monitor their effectiveness to refine your approach. Test different wording, colors, button placements, and designs to see which variants generate the highest click-through rates and conversions. Monitor the effectiveness of your CTAs through analytics tools and A/B testing to refine your approach continuously.
8. Personalize Your Messaging
Tailor your copy to resonate with your target audience on a personal level. Understand their pain points, desires, and motivations, and craft your messaging accordingly. Understanding the pain points, desires, and motivations of your audience allows you to craft messaging that speaks directly to their needs. And by speaking directly to their needs, you’ll establish a stronger connection and increase the likelihood of conversion.
To be exceptional with it, you need to know your target audience, and ideal client inside out. To truly know and understand their challenges, problems, aspirations, and desires. Once you know all that, go deep into their mindset to gain a more insightful appreciation for what makes them tick. Only then you’ll be able to craft such personalized messaging that speaks directly to their specific tick and make them easier to convert.
9. Leverage Visual Content
In today’s visually-driven world, incorporating eye-catching visuals is crucial. Make use of high-quality images, infographics, videos, and other visual elements to enhance your content. Visuals not only break up the text but also help communicate information more effectively and engage readers on a deeper level.
Look at it this way – if you present a block of text to someone, they will either read it or they won’t. But when you introduce images, the equation changes. They may read the text or they may not. But they will almost definitely look at the image. And if you have included an intriguing or poignant image that links in well with the subject matter, the possibility of your post being read increases dramatically.
Like these balls. Clearly connected to the subject at hand.
You can really look to put the odds in your favor by including a caption with the image. If you can create solid links, from image to caption to content, your post’s read count will jump.
10. Test, Analyze, and Optimize
Copywriting is an iterative process. Continuously test different approaches, analyze the results, and optimize your content accordingly. A/B testing your headlines, CTAs, and overall messaging will provide valuable insights into what resonates best with your audience. Qualitative insights can provide invaluable context and a deeper understanding of your audience’s preferences, motivations, and pain points.
By using such data to inform your copywriting decisions, you can consistently improve and optimize your conversion rates.
One piece of advice we can give you here is to stay curious and open to new ideas and be willing to adapt your copywriting approach based on the insights you gather.
Finally, couldn’t finish without stating a few more golden copywriting tips, such as these gems.
11. Be Epic
Don’t be afraid to write long blog posts. If you have something to say and it takes 2,000 words or more, so be it. As long as you are being efficient in what you say, the length of the post is irrelevant. You wouldn’t try to sprint a marathon, would you?
The theory that blog readers lose interest after 400 words is an absolute myth. Have you ever sat down and read a 1,000 or 2,000-word article? Of course you have. It really doesn’t take that long at all; and if the content is engaging, the post’s length will be inconsequential. For the topic that interests them, readers will gladly take the time to go through it, even if it has more than 2,000 words. I promise.
12. Keep ‘Em Hanging
You no doubt remember the television series “Lost”. The scriptwriters were masters of the cliffhanger. It is a plot device that you will see everywhere, once you are tuned into it.
It is human nature to be drawn to cliffhangers – so don’t be afraid to exploit that fact. Don’t be afraid to end a post without a firm conclusion (but do include a CTA). If you can find a way to provide a conclusion in return for an email address, it can be a brilliant conversion tool.
But bear in mind that this strategy only works effectively if you show the reader what they should do next to gain closure. Although the desire to gain closure will be immediately strong, it will fade quickly if you do not take advantage.
13. Don’t Overwhelm
When planning a blog post, you need to know exactly what it is that you plan to achieve. If your content is rudderless, the reader won’t hang around for long. Ideally, you want to have one clear message in mind and stick to it. If the central message of your post starts to wander, it won’t be long before the reader gives up.
14. Make It Beautiful
Now this last point isn’t strictly copywriting per se, but it is fundamental to producing blog posts that convert.
Imagine you were given the option of opening just one of two boxes. One is plain and brown, the other beautifully wrapped. Which one are you going to open? The second one, of course.
We are naturally drawn to things of beauty. To an extent, your content can only be as good as the design that it sits in. Human beings are masters of forming opinions after a matter of seconds – the same thing happens when a visitor hits your site. They are judging your content before they’ve even seen it. As far as a new visitor is concerned, the quality of your design reflects the quality of your content. So if your content is great, you should make sure that your design is too.
In conclusion, mastering the art of copywriting is an ongoing journey. By implementing these updated techniques, you can boost your blog’s conversion rate and connect better with your audience. Break up your content, write for scanners, and make key statements stand out. Use visuals, optimize for SEO, and create beautiful designs to engage readers. Tell compelling stories, showcase social proof, and personalize your messaging. Lastly, don’t forget to test, analyze, and optimize your copy to continuously improve. So, keep refining your skills, be authentic, and watch your blog thrive. Good luck – and if you get stuck along the way, feel free to reach out and see how we can help!