Copywriting and blogging are so similar in a lot of ways.
- Require strong writing skills
- Rely on effective persuasive techniques
- Feature a call-to-action (CTA)
However, copywriting is also very different from blogging.
Copy is used primarily on:
- Web pages
- Landing pages
- Product pages (eCommerce)
If you have any of these pages…
Which, you likely do…
Then, you need to master the art of copywriting.
Honestly, I can teach an entire class on copywriting.
But, in this post…
I’ll give you five pro tips that I use personally to craft binge-worthy copy.
Let’s get started!
Table of Contents:
- Master the Conversational Tone
- Structure Web Pages According to the Buyer’s Journey
- Show Proof and Use Less Words
- Use Short Sentences and Paragraphs
- Fast Track Your A/B Tests
1. Master the Conversational Tone
To create great copy, you’ll need to possess strong marketing skills.
You’ll need to have a firm grasp of the ins and outs of your products or services.
And, you’ll need to be able to articulate the value proposition and pain points of your offerings effectively.
The best way to do this is by using a conversational tone when you create copy.
Think about it…
When a potential customer lands on your web page, they don’t really know much about your company.
They may be totally clueless about how your solution can help them.
With that said, why would you waste their time flooding their eyes with jargon and complex phrasing.
Sure, it’s informational…
But, that’s not the point of writing copy.
Copy is meant to be persuasive.
This means you should appeal to a person’s curiosity more than trying to inform them.
The most successful landing pages use a conversational tone to relate to their audiences and communicate even the most complicated information easily.
Take a look at one of the most successful landing pages in the marketing industry –ClickFunnels:
As you can see, this landing page can be understood by just about anyone.
It clearly communicates how the software can be helpful to the reader in simple terms.
And, it speaks a universal language anyone can understand.
This is one of the reasons why a self-funded company like ClickFunnels grew into an $100 million empire.
And, by using this strategy, you can achieve similar results.
2. Structure Web Pages According to the Buyer’s Journey
I’ve already went over the Buyer’s Journey in another in-depth blog.
So, if you’re not familiar with this concept, you can check it out here.
Anyway, the Buyer’s Journey is super relevant in copywriting for a few reasons.
One, copywriting is meant to be persuasive.
The Buyer’s Journey lays out the roadmap for how leads turn into customers.
If you’re going to persuade your audience, you’ll need to know how they usually convert.
For your reference, here is what the Buyer’s Journey looks like:
Alright – HubSpot’s landing page is designed strictly according to the Buyer’s Journey.
Let me show you some examples:
This is the introduction to HubSpot’s email marketing software page.
In the Awareness stage, a potential customer knows they have a problem and are looking towards a solution.
A marketing director looking to grow their email campaign will immediately know what type of solution they need by reading this copy:
This copy introduces the problem and offers a solution that’s straight to the point.
Once the potential customer realizes what their solution is, HubSpot glides in showcases their features in the Consideration stage.
Impressed, the potential customer will begin to make a selection.
This is the perfect time to provide pricing information in the Decision stage.
This is a perfect example of how landing page copy should be designed according to the Buyer’s Journey.
The only thing I would have done different is add a few testimonials to sweeten the deal.
HubSpot is one of the most profitable companies in the world due to their highly-successful marketing strategies.
It’s safe to say, you should take this trick from their playbook.
3. Show Proof and Use Less Words
Since the aim of copywriting is to persuade, you should drive your point home by using more proof instead of words.
Therefore, use testimonials to grab your audience’s attention and show them, rather than tell them about how great your offerings are.
HubSpot does a great job of adding testimonials on their landing pages like so:
Having video testimonials, in particular, are ideal for these reasons:
- It’s easy on the eyes and gives readers a break from reading.
- Video testimonials are more trustworthy than textual testimonials.
- A video can tell your story more vividly than any amount of copy can.
If your customers have time, ask them to record a short video stating why they loved your brand.
A few short videos can go a long way toward elevating your copy.
4. Use Short Sentences and Paragraphs
ClickFunnels really inspired me to try single sentences and short paragraphs on my web pages.
This turned out to be a really successful strategy for me.
After publishing my brief pages in October and performing my regular marketing tasks, my website traffic doubled!
This resulted in me having a 8% conversion rate, which is insanely great!
I’m not saying that using short sentences and paragraphs will solve all of your issues, but it’ll really help make your copy digestible.
5. Never Skip A/B Testing
Writing good copy isn’t enough.
You’ll need to test your copy over and over to refine it and achieve the best results.
A pro tip here is to always A/B test your copy.
Wait a month after your landing page has been published.
Once you check its performance, test these components:
- Header – If your bounce rate is abnormally high and no one is clicking on your landing page, adjust your header after requesting an SEO audit.
- CTA – If your landing page is getting some attention but non conversions, the CTA is likely the culprit.
- Images – If your bounce rate is high, try adding persuasive images and video testimonials.
- Page Structure – If your landing page was a complete flop, then you should alter the entire format and see if there is a change.
Experimenting with copy can take a lot of time.
This is why most businesses just hire a copywriter to get the job done.
Hire a Proven Copywriter Today!
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