The Trick to Web Copy That Converts

Do you want to know how to write copy that converts? Listen, marketer: quit messing around. The goals are simple. Write better web copy. Convert more sales. Let’s talk about how that’s done, through the art of persuasive copywriting.

Web Copy that Converts Takes a Persuasive Approach to Writing

Wondering how to spot writing that’s designed to persuade, and convert sales? On the web, you’ll come across different styles of writing. Informational content is generally the more common type found online. After all, this is the spot where we seek and find information. But there’s plenty of persuasive copy out there, too.

Persuasive copywriting versus informative content writing

Let’s take a look at the difference between persuasive and informative content writing. You probably know the difference between persuasive copy and informational content without thinking much about it.

Informative writing helps you understand a concept, or teaches how to solve a problem or achieve a goal. Persuasive writing tugs on your emotions a bit. If you can relate to what’s being said, you may end up feeling as though you’re being reeled into a mental scenario. To compare:

  • Informational content teaches a concept, advises on a matter of concern
  • Persuasive copy convinces, spurs action – makes a customer buy

Examples of Informational Content vs. Persuasive Copy

Let’s explore two ways you could write content that talks about making donuts from scratch. One way is informational, and the other is persuasive. In this example, we’ll focus on donuts, and how to make them from scratch.

Factual content teaches and shares information.

Writing that presents facts will teach you something you may not have known before. An example, suppose you researched the question, “how are donuts made?” This brought you to an article that discussed ingredients, cooking tools and methods. You learned new things – like…

  • Donuts contain yeast to make them rise.
  • Donuts are deep-fried in hot cooking oil.



Persuasive copy argues and convinces.

Let’s say you searched something different — “how to make donuts at home”. You came across a page that talked all about a really neat contraption. The device quickly and easily forms homemade donuts thanks to the use of an included, complete donut-prep kit and deep frying donut-maker machine.

The copy on that page made the following points:

  • Store-bought donuts just aren’t as fresh as they could be.
  • Homemade donuts are easy to make and taste incredible.
  • Your kids would benefit from learning to make donuts at home.
  • You could be enjoying fresh, homemade donuts as soon as tomorrow thanks to this complete, donut-machine package that is easily shipped to your home overnight.

Thus, the first article about how donuts were made simply informed. The second type of copy was purposefully written to make you want to try making donuts at home using a nifty, state-of-the-art gadget. Therefore, the second page of copy contained persuasive writing. If they did a good job with the writing, then maybe you felt compelled to order a donut-making machine.

persuasive copywriting

Persuasive writing presents a convincing argument

In persuasive writing, the goal is to jump inside the mind of the reader. Like this:

  • What problem do they need help solving?
  • What are their fears and reservations?
  • What rationale stops them from buying?
  • How can you convince them otherwise?

The argument will often win over those who initially read your message with doubt, skepticism or indifference. Persuasive copywriting gets sales.



The AIDA Method: Persuasive Copywriting Doing its Job

Masters in the art of  persuasive copywriting have broken down their process into an easy-to-memorize acronym: AIDA.

  1. Attention
  2. Interest
  3. Desire
  4. Action

Here’s the breakdown of the AIDA method and its purpose and function in copywriting that converts.

  • Attention. Capture attention of the reader with an enticing headline that draws them in.
  • Interest. Build interest by painting a vivid picture of the problem, one that they can relate to.
  • Desire. Create a sense of desire by pointing out ways the product or services will solve the problem, with plenty of supporting evidence.
  • Action. Build urgency around the need for immediate action, accomplished with a limited time offer



copy that converts

How to Write Web Copy That Converts

Below, find a simple checklist of tasks to tackle when striving to write copy that converts sales.

  1. Add keywords to the title, meta description, tags, and H1, H2 etc headings
  2. Use active voice.
  3. Choose energizing verbs.
  4. Break up long sentences into two.
  5. Write to a rhythm.
  6. Hit return after every 2 to 3 lines.
  7. Add bulleted and ordered lists.
  8. Finish with a call to action.
  9. Add your link or signup form.

Want to Get Started Selling Online?

I’ve been writing copy and making websites that create passive income for decades. Let me give you my best resources to help you do the same.

  • WEB HOSTING – Sign up for MomWebs
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  • GRAPHIC DESIGN – Create visual branding and document layouts in Canva
  • SECURE PAYMENTS – PayPal.com
  • STOCK IMAGES – Pexels.com
  • GET A DBA – LegalZoom

 

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