Investing in high-quality copy for your website can exponentially benefit your business. In addition to maximizing reach via SEO and hooking prospects, it can also be the factor helping you convert prospects into satisfied customers.
In this article, we'll explore some of the best web copywriting tactics, focusing on those that can produce language that genuinely boosts engagement and conversion.
Address Conversion Obstacles Early
One of the primary purposes of your website copy is to help put first-time customers at ease.
If you think about what inspires consumers to invest in a brand's solutions, you'll realize it's trust. The 2019 Edelman Trust Report revealed that 81% of buyers make purchasing decisions based on brand trust. And, sure, a lot has changed since then. For example, in 2023, 34% of buyers prioritize price and convenience when deciding between options.
But it's still safe to say that one of the best ways to increase sales is to address all possible conversion obstacles and prove to your target audience that your organization plans on making good on its promises.
There are multiple ways you can use web copy to eliminate conversion obstacles. For instance, if you check out the Mannequin Mall homepage, you'll see that this brand does this with copy and trust badges all over its website.
If you check out the website header, you'll see it includes links to the "Satisfaction guarantee," "Lowest prices," and "Shipping & returns" pages where prospects can read about relevant policies.
Then, the hero section mentions that the brand offers the "world's largest selection of mannequins online," that it has shipped 10,000+ orders in the USA, and that it's "The #1 online retailer of mannequins in the USA."
Finally, if you scroll down the page, you'll see a variety of trust elements, including an impressive list of the brand's customers, an overview of the most prominent benefits of shopping with the brand, as well as a selection of positive customer reviews guaranteed to remove most buyers' doubts about the business.
Source: mannequinmall.com
Strike a Balance With Product Descriptions
When composing product descriptions for your website, it's easy to get carried away with everything you love about your solutions. After all, it's only natural that you'd be enamoured with the products you've spent a lot of time and energy perfecting.
But the thing is, you must ensure that you don't overload site visitors with information. According to scientific research, information overload often leads to decision fatigue or choice deferral. In plain terms, the more difficult it is for your prospects to decide if a product is right for them, the less likely they are to buy it.
So, if you're exploring copywriting tactics that will help you win over potential customers, choose to be clear and concise. Don't go into too much technical detail about your products, list too many product features, or rely on fluff content to fill product pages. Instead, identify your solution's main selling points and hit those very hard in the copy.
For instance, if you check out Pumpkin’s Dog Insurance page, you'll see how the brand takes a very direct approach to describe what its solution does in a way that's easy to understand and to the point.
First and foremost, Pumpkin lists the three main benefits of the policy, stating that it will help owners get the best possible pet care when their dog is sick, hurt, or recovering. Then, it includes a short how it works section to ensure prospects understand what they're signing up for. And finally, the copy includes an example of what using the Pumpkin Dog Insurance plan looks like. This helps guarantee that visitors' expectations are properly set, which, in turn, maximizes customer experience and satisfaction.
Source: pumpkin.care
Understand Who You're Selling to
Developing buyer personas is crucial to building successful branding and marketing strategies. After all, knowing your prospects (and how to get them to convert) is far more than demographics. Your audience's age, gender, location, and income levels should all inform your copywriting efforts. But so should your potential customers' concerns, pain points, aspirations, and needs.
So, if you want your website copy to engage and convert web visitors, it needs to reflect everything that your audience is and wants.
For example, the majority of Asian Gen Zers are described by McKinsey as "brand-conscious followers" who make shopping decisions based on trends and who aren't usually loyal to particular brands. So, when trying to convert these buyers on-site, businesses must utilize copy that mentions all the relevant fads. Check out how Uniqlo does it on product pages by using phrases like "the bag style of the moment," "on-trend crossbody style," and "sleek [...] everyday staple."
Source: uniqlo.com
Shine a Very Bright Light on User Value
When it comes to the highly-visible copy on your website—headers and value propositions—you need to remember that its primary purpose is to drive conversions. And for it to do this effectively, it must utilize words and language that communicate the value web visitors get by becoming customers of your brands.
By shining a very bright light on user value, you'll help your audience instantly recognize the benefits they'll unlock by choosing you over your competitors, nudging them toward the bottom of the buyer's journey.
If you want to employ this copywriting tactic with success, you need to come to terms with the fact that you'll have to leave witty or cute copy out of your headers. Instead, you'll have to focus on attaining high readability levels, using easy-to-understand language, and finding ways to differentiate your brand from its competitors.
Check out how Vivion does it, utilizing value-oriented header phrases like "Ingredient solutions for everyday applications," "Quality excipients on hand to support you when you need them," and "We provide safe, ethically sourced and contaminate-free ingredients." The value propositions are simple and clear on what's in it for the shopper while underlining what makes this brand the perfect choice of ingredients supplier.
Source: vivion.com
Your CTA Labels Need to Pop
Whether you're trying to get first-time web visitors to read about your offer or encourage returning prospects to buy your solutions, you need to use the right calls to action to achieve the desired results. And while CTA button design plays a crucial part in boosting engagement and conversion rates, remember that the CTA labels on your site need to pop just as much as the shapes containing them.
There are several CTA copywriting best practices you must follow throughout your website. These include speaking directly to your prospects, using action-oriented language, limiting the copy to a few words, creating a sense of urgency, showing value, and minimizing user risk. But in addition to this, you also need to explore ways to optimize the copy surrounding the button labels to ensure that your efforts yield the best possible results.
For example, if you check out the Lead Forensics Integrations landing page, you'll see how well the brand's copywriting team approached the CTA creation process. The main call to action button is an eye-catching element that communicates one of the product's main benefits—its ability to connect to 5,000+ apps. Even more importantly, the copy surrounding the button further increases the page's conversion potential thanks to the promise of the core features being free forever.
Source: zapier.com
Leverage Visitors' Emotions
Consumers consider multiple factors when choosing what products or services to buy with their hard-earned money. Yet, research shows that 95% of purchasing decisions are subconscious and driven by emotion. For this reason, when writing copy for your website, you need to leverage a language that will have an emotive impact to trigger buyer engagement.
Of course, this doesn't mean that logic should be tossed to the wind altogether. But appealing to your customers' feelings could help you gain an unfair advantage over your competitors, ensuring that your target audience chooses your brand instead of theirs.
Now, as you explore the strategy of using emotional language to boost engagement and conversions, you need to understand that multiple types of emotions get people to scroll through products and click the buy button.
On the one hand, there are negative feelings like fear (which makes people want a solution really badly), sadness (which makes it super-easy to choose the better option), or frustration (which will get people to act).
For instance, if you check out the ATH homepage, you'll notice that the brand employs a FOMO-evoking copy, which makes people wonder whether they're getting the correct amount of nutrients for their needs. But while the header awakens the fear of missing out, what makes the tactic work in the brand's favour is the copy following it: the CTA inviting prospects to calculate their daily protein requirements using their Protein Calculator.
Source: athsport.co
On the other hand, engagement and conversion-boosting emotional triggers don't necessarily have to evoke negative feelings. Connection, trust, and passion can all inspire consumers to act in a particular way.
A great example of a brand using copy to evoke positive emotions and aspirations comes from Workbar. This company invites prospects to explore "a better way to work" that results in performance, happiness, and inspiration, all attractive outcomes for a professional renting an office space.
Source: workbar.com
Get Granular with User Intent
When writing web copy, you must be hyper-aware of your visitors' goals.
Telling people to buy your solutions when all they want is an explanation about a concept they're exploring or bombarding them with information when they want to order is guaranteed to increase bounce rates. You need to do everything in your power to optimize web pages for user intent.
But while the optimization process is guaranteed to yield great results, one excellent copywriting strategy that will help you further boost engagement and conversions is to get granular with user intent by writing copy for every application your product has. You can even create multiple pages, each dedicated to one of your product's uses, to maximize alignment with your audience's wants. This will allow you to produce super relevant copy that has far higher chances of finding, hooking, engaging, and converting your dedicated audience than something generalized or vague,
An excellent example of a brand doing this comes from UnscrambleX on their Scrabble Word Finder page. Even though this business offers a single product, it is aware that the solution can be used for multiple purposes. Some people want to solve Scrabble problems, some want to cheat at Words With Friends, and some are simply looking for anagrams. So, instead of trying to meet all of these user intents on a single page, the brand's writers created different instances of copy to address each of these intents, thus maximizing engagement on each one of the pages.
Source: unscramblex.com
Let Your Customers Write Copy for You
Lastly, as you explore copywriting tactics that can help you boost sales, remember the potential of social proof and UGC.
Research has confirmed time and again that consumers trust authentic, unpaid reviews from real customers. So, by making these forms of copy an integral part of your site, you can effectively present potential customers with real-life experiences your solutions offer.
The traditional way to employ this tactic is to display customer testimonials throughout your website. However, you could go further and do something similar to Shop Solar Kits. This brand has a "Real customer projects, real results" section on its homepage, showing off user-generated images and copy, both of which effectively support the brand's claims of offering excellent solutions.
Source: shopsolarkits.com
In Closing
Language has tremendous power. And knowing how to use it to your brand's advantage is key when attempting to grow your business.
By implementing the tactics outlined above, you're guaranteed to see improvements in engagement and conversion rates. However, to knock the ball out of the park, you have to be ready to do some testing before settling on a final version of your web copy. That way, you'll be 100% sure you've used the right language to appeal to your audience.
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