How great copywriting can boost your conversions

A visually appealing website might hook your customers, but it’s the copy that gets them to take action. But, many websites, particularly eCommerce websites tend to neglect this element in their design. So what tricks do copywriters in South Africa use to increase conversion rates?


  1. Writing for target markets

A good copywriter will ask you questions about the people who are looking for the product or service you offer. This information will be used to determine which of the following four persona types your customers belong to:

  • Logical
  • Impulsive
  • Caring
  • Aggressive

Each personality type responds to the copy you use on your website in different ways. The logical customer is interested in features and details. The impulsive shopper wants to know what you can do for them. The caring customer wants to know how your business benefits others. Finally, the aggressive consumer wants to improve themselves and determine if your company is credible.

When a copywriter has a clear understanding of what motivates your customers, they can use the right language to connect with them. And those connections will increase your conversion rates.


  1. Using power words and action words

In the hands of an experienced copywriter, words are weapons. Copywriters know how to use power words to evoke the right emotion from your customers. Power words take your copy to the next level and turn browsers into loyal customers.

But all that emotion is meaningless unless you can convince your visitors to take action. That’s where action words come in. They nudge your visitors towards clicking on the ‘Add to Cart’ or ‘Buy Now’ buttons on your page.

With the right combination of power words and action words, casual browsers are converted into real customers.


  1. Formatting information correctly

The way copy is laid out on a page is crucial to capturing the attention of your visitors. Your copy might be engaging, but if you don’t make it easy for visitors to find what they’re looking for, they’ll go off and find a site that does.

Think about the way you scan a website. Your eyes are immediately attracted to bold headlines and subheadings. You instinctively look for bullet points that summarise the main points. New customers don’t want to wade through big blocks of text to get the gist of your offer.

Copywriters know how to format copy in such a way that a visitor can scan your page and find the information they’re looking for without hassle. Your keywords will leap off the page and keep visitors engaged until they’re ready to take action.


  1. Telling your brand story

Have you ever heard the saying ‘People don’t buy products, they buy brands’? Well, copywriters know all about this. That’s why they know your copy should reflect your personality.

Your About Us, Mission Statement and Contact pages allow visitors to get a glimpse of the people behind the products. This is where a copywriter can help you to separate your brand from the competition. A good copywriter knows that these pages are the ideal way to communicate your personality and convince visitors to buy from YOU.


An experienced copywriter can take your copy from good to EPIC! Don’t miss out on the chance to convert casual visitors to real orders with sloppy copy. Get an experienced copywriter to craft compelling copy and watch your conversions go through the roof.

7 Copywriting tricks for SEO-focused landing pages – by Olivia Colville

A well-crafted landing page can drive more traffic to your website. But visitors have to find your landing page before you can direct them to your website. SEO copywriting is the art of writing copy that helps your content to rank well in searches. This is how copywriters in South Africa get your company in front of potential customers.


  1. Attention-grabbing headlines

Without a headline that ticks all the boxes, your visitors won’t click on the link to read the rest of your content. Studies have shown that headlines with a number in the title tend to attract more attention.


If you want your whole headline to show up in search results, keep it down to 65 characters or less. Include at least one of your keywords in your headline for best results.


  1. Crisp and clear copy

Your visitors are busy people, so keep your content short and sweet. Remove adverbs and use the active voice to hold their attention. Delete unnecessary details and don’t explain the obvious.


  1. Answer every question

Don’t be afraid of including as much information as you need to answer all your prospects questions. While your copy shouldn’t be bloated, there’s no limit to the length of your landing page. It may depend on your product or audience, but always take the opportunity to provide visitors with all the information they need to make a decision.


  1. Speak to your customer

Don’t be tempted to rattle on about your company or your product. The focus should be on the prospect and what benefits they’ll get from using your products and service. Use the words ‘you’ and ‘your’ before ‘we’, ‘us’ and ‘our’. This is a tip that can be applied to any form of copywriting.


  1. Include long-tail keywords

Did you know that 40% of searches consist of phrases made up of four words? Copywriters know that while long-tail keywords may only be searched for every 2 – 3 months, it’s still important to include them.  Your landing page should draw qualified leads to your website. If a visitor has used a long-tail keyword to find your landing page, chances are they’re interested in what you have to offer.

Quick tip: Managing the data of short-tail and long-tail keywords can be challenging at scale. Use a tool like Linkio to keep your various keywords organized.


  1. Use the language your customers use

Blog comments, social media sites and product reviews are all places where you can get a feel for the language your customers use. Learn how to speak to them in a language they understand and your landing page will resonate better with new visitors.


  1. Make your content original

Search engines don’t appreciate duplicate content. Make sure the copy you use on your landing pages is original and unique. While you can copy style and content, don’t be tempted to copy and paste words directly from another page on your website.


If you’re battling to write your own landing pages, consider hiring a South African copywriter with the skill of writing landing pages that deliver. It takes time to produce a well-crafted landing page, but it’s worth the effort. A landing page that’s SEO-focused will drive qualified leads to your website and increase your profits.