How Great Copywriting Can Increase Conversions

Jereme Wong

The video illustrates a great point – words do have the ability to influence behaviour.

Copywriting is loosely defined as the art of using words to compel the reader to take on a desired action. There are different forms of copywriting – traditional copywriting by advertising agencies; PR copywriting; sales copywriting, just to name a few – but for the purpose of today's article, we'll be focusing on copywriting for the web. This itself comprises of many different disciples, but in general the four points covered below allows for the composing of effective web copy.

1) Provides a Call to Action

DBS Wealth Solutions are true solutions that address real needs. So what? No hint is given about what these "true solutions" might be and what "real needs" are addressed. These are all passive words that say nothing concrete. Probably the reader is going to give the copy a once-over, yawn, and click on the "Back" button on their browser.

Now take a look at this. The call for action couldn't be clearer – the big green button that leaps off the page exclaiming, "Buy Now!". Even better – there is added encouragement for the reader to take this step in the form of a 50% discount. All customers want to know "What is it in for me?" and very often, a tangible incentive such as a discount or a freebie will provide the additional push.

2) Sells Benefits, Not Features

Most products are made similar. Therefore Skinfood saying that it offers "makeup bases and foundations for different skin types" is akin to saying nothing at all, because that's a basic criteria that should be a given.

Unsurprisingly then, readers' eyes are used to website copy boasting about the features a product comes with. Tossing a mishmash of product features at them won't compel them to find out more. Certainly not when the reader would simply be confronted by more meaningless jargon and marketing speak.

Compare this to Neutrogena's Healthy Skin Liquid Makeup, which is positioned to "make(s) your skin look better, even after you take it off". There's a solid benefit offered in the form of nicer skin. This provides the reader a compelling reason to actually click to "Learn More" because there is a promise of something good. 

3) Create and Maintain Relevancy

Maybe your reader stumbled upon your site after clicking on an advertising banner on an external page. Or maybe he was directed there from a search engine result. Regardless of the process used, readers venture their first click because something is offered that is relevant to their interests.

For example, someone researching about lasik in Singapore might be drawn to Clearvision Epi-Lasik's claim that its procedure is "used by the Singapore Armed Forces". There is a promise of trustworthiness and proven results.

This is what the reader sees when he first visits the webpage. He enters the site with the preconceived notion that Epi-Lasik is reliable, as it is used by SAFservicemen, and this is an image that is consistently maintained. Keep this in mind because readers will leave a site when they find it incongruent with what they had expected! Not only does this lead to a high bounce rate, it could also affect your credibility. 

4) Less is More
Web users are active, not passive readers. One click on their mouse and they are gone. Your website is competing with millions of other sites out there. Therefore these users don't need to sit and read through every single thing you have to say. They are impatient, busy readers. So say what you need to, and end it at that.

The longer website copy is, the faster a reader will scan through it. Therefore it can be a good idea to use bullet points to draw attention to your most important points.

Here we see how important information has been condensed into several concise bullet points. These small nuggets of information are much easier to digest than long, full sentences. And the tendency for web readers to scan means their eyes are more likely to be drawn to bullet points.

Are there any websites where the copy made a particularly strong impression on you? Do share them!

3 Comments. Leave new

question : a website with a clear cut call-to-action while is good, what about those that with multiple call-to-action in a landing page itself serving multiple needs..eg http://www.airasia.com, while you cannot mention that their website is not successful neither do very good with multiple call-to-action in landing page will bring wonderful results as seen in their hotel booking call-to-action button.
Will recommendation be clear cut with ONE call-to-action in one page to ensure high conversion OR in this case, for airasia, with multiple call-to-action is recommendable as well?

To have only ONE call-to-action button is the ideal state, where you have a laser-focus for your user to undertake that single conversion. This is why when a website has too many distractions, you actually get better results when you move your conversion to a single landing page created just for that purpose.

Of course, we live in the practical world, where ideal is far from reality. In cases where you have multiple CTA (call-to-actions), it will definitely increase the distractions. However, multiple CTAs will work for a larger mix of users with different needs. This is on the assumption that your audience is familiar with the purpose of your site and its user interface. So for repeated visitors, they may advance to your secondary CTAs.

In the case of a budget airline ticketing site, this works well because repeated visitors engage the site for various needs, and when you have a large enough audience, packing multiple CTAs on the homepage make sense since you are able to cater for different segments without having to complicate the navigation process.

Different sites are created for different purpose and needs of the consumers.

If you are a consumer trying to buy an airticket, you are looking for a lot information about how much, when and comparing it with the hotel prices and trying to fit all your meetings in a schedules or your traveling vista points, you want to have lots of useful links to assist you to the end of the conversion that is to book an air ticket successfully. In this case, your multiple links assist the rate of conversion as the consumer is looking for information and choices to make a decision.

If you are a consumer looking at a good deal to purchase or subscribe to newsletters or partake in a contest via a highly relevance ad, you will want low distraction, strong CTA button and as few links as you can focus on the need of the consumer.

So it really depends. If you are looking for a one best design for a website, you will be disappointed as it doesn’t exist. The closest one can reach will be to choose a standard CMS package. eg drupal, joomla, wordpress, vbulletin, etc and start customising and testing from there hopefully guided by learned experts.

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