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Copy that converts – How to turn visitors into customers


A conversion occurs on your website when a visitor performs an action that is valuable to your business. Known as a goal, this can be anything from signing up to your newsletter, visiting a certain page, or purchasing a product.

When you write the text (or copy) on your website, every word should be written with these goals in mind. The aim of the copy is to convert visitors into customers and here’s how it works.

Know your audience

Understanding who you are writing for is the foundation of copywriting for conversions. Without knowing your audience, you can’t write in their language, discover what motivates them, or understand the problems they face. Only once you really get under their skin can you begin to write in a way that resonates with them.

To start understanding your audience you can use personas. Creating personas or profiles of your customer segments will help you to understand exactly who they are. How old are they? Are they mostly men, women, or a mixture of both? Where do they live? And most importantly what problem will your product or service solve for them?

Once you’ve defined your audience it’s much easier to write for them and write in a way that sounds natural.

Add Urgency

Once you’ve managed to get visitors onto your website, the next challenge is keeping their attention. Visitors are more likely to convert when they are given time-limited incentives – after all nobody likes to feel like they’re missing out on a great deal!

A great way to do this is by creating limited offers and exclusive content only available for a short period of time. (Just don’t become the DFS of your industry with a never-ending sale!)

Solve a problem

As legendary copywriter David Ogilvy once said, “Consumers do not buy products. They buy product benefits” When writing about your products or services don’t simply give information about their features. Understand what problem your products will solve for your audience and emphasise this.

Most purchasing decisions are made with emotional rather than rational thinking, so appealing to your audience’s emotions will always help you get more conversions.

Keep it simple

Write as you talk. Try to avoid using jargon and buzzwords as this muddles your message, making it difficult for your audience to relate to you.

To make it even easier for your readers, use bold headings to make your content easy to skim. Most digital content is not read in a linear format; instead, people tend to skip over parts, re-read and rush through content to find the information they want. Use your headers to draw people in and then keep them there with the rest of your content.

Using bullet points also helps to make your content even easier to read. If you have a lot of information, using bullet points can make it seem less overwhelming and much easier to read.

For advice on improving your website conversions get in touch by emailing our team or calling us on 01827 419 237

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