Copywriting for Conversion

What is Copywriting? 

Copywriting is using written or spoken words to persuade users to take a certain action, promote brand awareness, or inform about a product or service. In conversion rate optimization, it directs visitors on a website to perform desired actions that will satisfy the goals of the business or brand. 

Ways Copywriting Can Help Your Website

Good copy should always do the following:

  • Inform visitors about what products or services a brand offers
  • Inspire users through emotive and compelling copy to take actions
  • Nurture relationships with an existing user-base through promotional content, giveaways, support, etc. 

How Does Copy Drive Conversions?

Good copywriting can go a long way in driving users further down your conversion funnel. When creating copy for your website, try to:

  • Distinguish the brand's persona
  • Trigger emotional responses and interest
  • Be concise and clear with your copy in your content, calls-to-action, and headlines
  • Write compelling copy for your target audience while maintaining a personal approach
  • Separate yourself from your competition with good value propositions

Distinguishing a Brand Persona

Your copy is the first thing that helps distinguish what kind of persona or voice you want the business wants to project. Picking a brand persona for your company is vital for marketing strategies. Your company's should reflect the visitors you're trying to attract. 

Furthermore, this doesn't have to just be done with headlines. Maintain this persona throughout all of your content, email campaigns, images, product names, and website categories.

Copy For Target Audiences

When creating copy to reflect a brand's persona, it should loosely reflect the target audience. People from the same country with the same age and gender can still have vastly different personas and interests. Demographic research that includes the location, gender, and age can be a good starting point to uncover what copy will generate the most conversions for a user-base.

Below are a few do's and don'ts to remember when creating copy for your target audience. 



  • Loosely base your copy on your target audience
  • Use demographic data as a starting point
  • Engage your user base with a personalized approach

  • Write only for the target audience
  • Sound robotic by trying to appeal to collectives rather than individuals

Persuasive and Emotive Copy

Remember that copy is an important tool that helps drive users down the conversion funnel. Thus, it should be actionable, emotive, and convey benefits for the user. However, many visitors won't read through all of the content on a page. That's why it's very important to have emotive and engaging headers and sub-headers to capture their interest. 

How To Capture Interest With Copy

When trying to capture a readers attention, expand your vocabulary to include engaging words. This can be done by using:

  • Action words - words that excite or motivate the user to take an action such as play, drive, take, make, etc. 
  • Power words - words that produce emotions such as amazing, beautiful, explosive, awesome, etc.
  • Show don't tell - showcase what value or benefits users will get out your product or services. These should ultimately highlight what this product or service can ultimately help them achieve. 

Incorporating these types of words and practices into headers and sub-headers with a distinct benefit can boost user-interest in content and CTA's..

When it comes to CTA's, don't just use boring words like submit, sign up, done, etc. Always communicate what will happen when a user clicks on them: start your trial, confirm your purchase, get newsletter, etc. 

Persuasive Headline Copy Example:

A header like "Fast Shoes for for Runners" is informative but doesn't carry any emotional weight.

"Be the fastest runner on the road", however, uses emotive and power words that will draw attention!

Make Sure the Copy is Clear and Understandable

Even before making the copy emotive and engaging, it most importantly has to be understandable. The most significant thing that copy does is let the user know what the rest of the page or content is about. Always strive for clarity before striving for cleverness. 

Sometimes copywriters can become too fascinated with their own creativity. It's important to always put the user's needs before your own. User experience (UX) is vital for any conversion funnel to succeed, thus it begins with users understanding exactly what actions need to be taken to achieve their goals with a product or service. 

Separate Your Business From the Competition With Good Value Propositions

Value propositions are reasons that establish the value of the products or services you offer. These can be found mostly on product or feature pages; however, they can be utilized in headlines, images, testimonials, and case-studies that feature your products or services. 

Consumer psychology is a key component for value propositions. Consumers may oftentimes ask the following questions when deciding on a product:

  • Why is your product or service better than your competitors?
  • Why should consumers trust your business? 
  • What value will I get out of your business? 

Providing answers for these questions through engaging copy for a consumer-base that is trying out many different products or services within the same market is vital to any conversion campaign. Consumers can be influenced heavily by the way you describe your features or services.

Many markets, whether they're for e-commerce, SaaS, etc, are flooded with many different companies and thus many competitors. It's important when a company has a lot of overlapping features as their competitors to make those features sound more valuable than those of their competitors. 

Incorporating all of the above mentioned practices can be extremely beneficial to ultimately help the users attain their needs and businesses reach their goals. 


  • Establish a Company Persona - words are how people communicate and give meaning, thus they are the main ways of how people understand and identify with a business. 
  • Target a Specific Group - with your copy; however, keep the needs of individual users in mind when writing. 
  • Be Emotive and Persuasive- motivate users to take action with your copy
  • Be Clear and Understandable - strive for clarity over style. Always be clear. 
  • Value Propositions - Use these practices to highlight the value of your products or services that separates you from the competition.