The value of copywriting cannot be underestimated. According to a veteran Nielsen Norman Group user , users typically decide whether to stay on a site or leave within the first 10 seconds of viewing it. 9 Copywriting Best Practices to Convert More Users. If you’re using copywriting best practices and your copy holds their attention for that long, you have another 20 seconds to convince them to want to learn more. If they stay longer than 30 seconds, they’ll likely still be there two minutes later — and two minutes is a big commitment for a web user.
Things are likely to become even more challenging for marketers now that the initial bounce decision has shrunk to 6 seconds .
So how do you grab your readers’ attention?
It’s a combination of many factors (e.g. load time, design, page usability). But it’s also about the copy.
If written well, web copy invites visitors to keep reading and explore the site further — ultimately converting . Poor copy, on the other hand, can discourage users from staying. After all, it’s only through words that your brand voice becomes clear.
So to convince today’s prospects to stick around and become buyers, pay attention to these 9 copywriting best practices.
1. Find the right tone for your audience
You want your copy to sound professional and authoritative, but you also don’t want it to come across as unattainable. It’s a delicate but necessary balance to drive more conversions from your target audience.
Set the right tone for your readers:
- Imagine you are talking face to face with a client. Listen to the script in your head and write it down. It helps you “write like you speak” without making your copy too casual.
- Avoid using jargon and terminology that the average reader won’t know, unless your target audience is a highly educated one. Users generally want a relaxing reading experience, not flashbacks to studying for the SAT.
- Address your users directly by writing in the second person. Using “you” and “your” makes your writing more conversational and personal, whereas writing in the third person can often come across as distant and cold.
Text Optimizer is a powerful tool that allows you to discover the terms and concepts your audience is discussing. It helps you find words and terms related to your niche so you can create a highly relevant copy that appeals to your target users:
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2. Show the numbers of impact
If possible, include precise numbers in your copy to emphasize key points. Quantitative information elevates your messaging, making it more tangible and accurate.
Without numbers, your writing will seem vague and flowery. Consider the difference between these two examples:
- The beam of our solar powered flashlights can travel great distances.
- Our solar powered flashlights project light up to an impressive 700 feet.
See how the phrase “700 feet” in the latter statement india telegram data provides the reader with more detail? In this way, accurate numbers and statistics not only provide more support for your claims; they also provide your brand with greater credibility.
For a real-world example of copywriting that harnesses the power of numbers, check out “ Examining Inequality ,” a report from the Bill & Melinda Gates Foundation that contains one of the most incredible pieces of copywriting that’s also backed up by data:
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The result: Visitors to the page can see the tangible changes the company has made to reduce global inequality. Including these numbers demonstrates the foundation’s user-friendly asana forms alternative for engagement website forms commitment to its mission, which is much more effective than if they simply wrote “We make a difference!”
Always strive to focus on content strategy that drives brand growth .
3. Add the word “power” to your copy
Power words are sensory, emotional, and action words that have strong associations for the reader and trigger actions . You’ve probably seen examples of this all over the internet, especially in headlines and calls to action:
- free
- brand new
- exclusive
- hrhksouv.com
- Lucky
- ensure
- Infallible
- Little known
They work because they are strong, clear, and inspire cz lists trust.Any time you are tempted to use a vague word like “maybe” or “some,” replace it with a powerful word.
Use visualizations. Keep an eye on your competitors’ calls to action and how they vary those calls to action. This will give you lots of ideas on how to improve yours!
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4. Appeal to the reader’s emotions and logic
Data speaks to the rational brain of the audience, but emotions have a greater influence on the human decision-making process. Although we think we are logical, we tend to make decisions with our heart first and then back ourselves up with facts.
Use copywriting in this order of operations: First the emotion, then the fact. Lead by appealing to your prospect’s emotions—for example, by solving a problem they may have. Then present the solution.
If you don’t find your product or service particularly exciting, know that emotion doesn’t mean inserting melodrama into your copy. Strong emotions like anger and love aren’t the only way to reach potential customers.
5. Provide relevant social proof
Nothing sells more than social proof—that is, social influence. Applied to marketing, social proof explains why someone is more likely to buy a product if two or three million other people have already happily purchased it.
So use this psychology principle in your own copy. Whether it’s a customer testimonial, case study, or other content, find a way to incorporate social proof into your copy and landing pages . This tactic can win over users who may be hesitant about trying your product or service.
Here is a detailed guide on where to post your testimonials on the website and how to best showcase your customers’ reviews.
6. Remember to sell your results
When you explain how your product or service fills a need, don’t just describe its features. Call your readers’ attention to how their life or job will become easier if they buy from you.
For example:
- If you run a home cleaning service, emphasize how nice it would be to go hiking or host a dinner party on the weekend instead of cleaning the house.
- If you sell medical records software to healthcare providers, tout how your program can help them serve their patients more effectively.
Picture what you can do for your users, even if it’s outside the scope of your product.
7. Write a catchy title
Remember how users usually decide whether to stay on a website or leave within the first few seconds?
Usually, the first thing they see is the title of your page, which means it is crucial to make it a good title. After all, the title is the user’s entry point, and whether they decide to click and continue reading depends on whether your title is attractive enough.
To create a compelling headline, try one of the following:
- Ask a question.
- Let’s put down a shocking fact.
- Address an emotionally charged topic.
- Include specific numbers.
- Take a controversial stance.
8. Address users’ fears and concerns
In addition to selling your product or service, effective copywriting can reassure readers by allaying any uncertainty or fear before those feelings drive them away. Often, these concerns stem from fear of financial loss or invasion of privacy, so it’s worth investing in consumer protection. Ensuring your website has an SSL certificate is the first step.
From there, make those features clear by including them in your copy. For example, include language like:
- 100% Satisfaction Guarantee
- Hassle-free returns
- Secure Checkout
By the way, reassuring your customers doesn’t have to be cookie-cutter—try getting creative.
Or, if your customers are concerned about their security, consider getting a trust badge for your site. Measured by the percentage of people who trust them, the most effective include:
- Norton Guarantee
- McAfee Test
- BBB Accredited Business
At its core, copywriting is an effort to persuade readers of a certain viewpoint or opinion. It’s all about minimizing bad emotions—fear, uncertainty, disinterest—and increasing good emotions like confidence, pride, and excitement.
9. Structure your content for readability
The format of your content is important. Long blocks of text can be visually overwhelming, whether you’re reading on a desktop or mobile device.
With this in mind:
- Use line breaks generously. Two or three sentences per paragraph is usually fine, but don’t be afraid to let a sentence stand on its own.
- Give your content structure by writing informative yet concise headings.
- Break up long paragraphs with bullet points and numbered lists.
- Bold, underline, or italicize any information you want your readers to see. This emphasis helps catch the reader’s eye even if they’re skimming—just don’t overdo it.
- Use images to give people’s eyes a break from the text and refocus
SE Ranking On-Page SEO Checker will allow you to analyze the performance and readability of your pages.
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Summarize
Take a look at your website – how many copywriting strategies are you currently using?
If the answer is no, don’t be surprised to find that your website conversion rate is sluggish.
After all, copywriting is the foundation of branding .
Copywriting goes a long way in keeping users on your site and, more importantly, converting. This is because it functions as your voice and your means of persuasion. If your copywriting is weak, then what will compel readers to take action?
Turn things around by incorporating the above best practices into your content strategy. The better your copywriting is, the more users you’ll see stay on your site and convert.
