Words have power—especially when they’re crafted to persuade someone to take action. That’s why your copy doesn’t just need to inform or entertain; it needs to convert users into loyal customers.
In this article, we explain what conversion copywriting is, providing you with six actionable steps to transform your writing into a powerful selling tool. Let’s get into it!
What is conversion copywriting?
Conversion copywriting is a writing technique that focuses on getting potential customers to take action. The goal is simple—to drive conversions and turn prospects into buyers.
Unlike regular copywriting that might focus on brand awareness, conversion-focused copywriting has a clear target. It wants readers to do something specific, such as buy a product, sign up for a newsletter, or schedule a demo.
This type of persuasive copywriting works because it combines customer research with proven techniques. It addresses what your target audience needs and shows them why they should act now.
As a business owner, understanding these principles can significantly improve your conversion rates.
A step-by-step process to conversion copywriting
A good conversion copywriter follows a process. Here are the steps to create copy that gets results.
Step 1: Start with a conversion-focused copywriting brief
Before you write anything, create a copywriting brief. This document helps you stay focused on your conversion goal.
Your brief should include what you want people to do, who your ideal customers are, the main customer benefits of your product, and your brand guidelines.
A good brief saves time and keeps your copy on track.
Step 2: Research your target audience deeply
To write copy that works, you need to know your customer persona. Find out what problems they have and what matters to them.
Kjell Vandevyvere, Marketing at Will, shares what he considers before starting any project:
“Before I start any piece of copy, I always try to jot down as much info about the product and ICP as possible.”
According to Kjell, you should ask these essential questions:
- What problems and challenges does your audience face?
- Which features solve those problems?
- How does your product benefit the user?
- What does the user want, feel, and believe?
- What objections might they have?
- What alternatives are they considering?
He adds: “Perhaps most importantly, gather the facts and stats about your product, like being active in 7 countries or having 178 5-star reviews.”
These statistics provide social proof and highlight your unique selling points. Combine them with insights from customer reviews and support questions to craft copy that speaks directly to your prospective customers’ needs.
Step 3: Map the customer journey
People don’t buy right away; they go through different stages of awareness before making a decision.
Figure out what these steps are. What questions do they have at each point? What concerns stop them from buying?
When you know this conversion path, you can write copy that addresses their needs at the right time.
Step 4: Write with a single goal in mind
Each piece of content should have one main conversion goal. Don’t confuse readers with multiple asks.
If you’re writing a landing page to get email signups, focus only on that. Don’t try to sell products and promote your social media posts at the same time.
One goal per piece of copy leads to better results, whether it’s for your website copy, blog post, or email marketing campaign.
Step 5: Use data-driven language patterns
Use words and phrases that have worked before. This key component of conversion copywriting comes from testing and listening to your customers.
Take phrases from customer reviews and testimonials. Use language that has led to more sales in the past.
Basically, test different versions to see what works best for your target audience.
Kjell Vandevyvere shares a practical technique:
“The rule of three is a super common technique in conversion copy. Any list of three things just rings better. When I use this technique, I try to think one level deeper and include one feature, one benefit, and one outcome.”
Following his method, he gives us an example of conversion copy:
“Schedule your posts in advance to guarantee consistency and stay top-of-mind with your target audience.”
This simple sentence contains:
- Feature: “schedule your posts”
- Benefit: “guaranteeing consistency”
- Outcome: “staying top of mind with your target audience”
Step 6: Test and optimize your copy
Conversion copywriting is never done. You need to test and improve it constantly as part of your conversion rate optimization (CRO) efforts.
You can try different headlines, change your calls to action, or test various benefits.
Using tools like Google Analytics can help you track which versions drive more conversions. This data helps make your copy even better over time.
How is conversion copywriting different from other types of copywriting?
Understanding what sets conversion copywriting apart from other forms of copywriting helps you appreciate its unique approach and value.
Driven by data and research
While creative copywriting might rely on emotion and storytelling, conversion copywriting is firmly rooted in data and research. Every word choice is informed by evidence of what works.
Analytics tools track which messages generate the most clicks, sales, and engagement, while social proof from customer feedback provides insights into which benefits matter most.
This data-driven approach removes guesswork from the writing process and leads to more predictable results.
Focused on measurable results
Traditional copywriting might aim to build brand awareness or generate buzz. Conversion copywriting, however, lives and dies by measurable outcomes.
Every piece of conversion copy has specific performance indicators attached to it. These might include conversion rates, click-through rates, or financial gains.
Prioritizes clarity over creativity
Creative copywriting often tries to be witty or entertaining. Conversion copywriting prioritizes clarity.
People need to understand what you’re offering and why it helps them. If they’re confused, they won’t make a purchase.
Clear copy with strong headlines and compelling calls to action converts better than copy that prioritizes style over substance.
Conversion copywriting techniques
Beyond the step-by-step process, successful conversion copywriters use specific techniques to boost response rates. Here are some of the powerful methods you can apply to your own copy.
The PAS formula (Problem-Agitate-Solution)
This classic copywriting formula starts by identifying a problem your potential customers have. Then, it agitates that problem by highlighting the negative consequences. Finally, it presents your product as the solution.
The AIDA model (Attention-Interest-Desire-Action)
This four-step approach guides readers from initial awareness to taking action:
- Attention: Capture attention with an enticing headline
- Interest: Build interest with relevant information
- Desire: Create desire by highlighting benefits
- Action: Prompt a specific action with a clear CTA
The scarcity principle
Creating a sense of limited availability can increase urgency and drive conversions. This might include:
- Limited-time offers (“This deal ends tonight”)
- Limited quantity (“Only 5 spots left”)
- Exclusive access (“Join the waitlist”)
The importance of UX in conversion copywriting
Conversion copy doesn’t work in isolation—it needs to fit within a smooth user experience. Let’s look at how UX and copy work together as an effective strategy for your digital marketing strategy.
Debbie Cormode, Freelance UX Copywriter at The CopySprite, reminds us of the importance of user experience:
“User experience (UX) isn’t just something for design teams to worry about. It’s also an integral part of writing copy. It doesn’t matter how good your words are, if the flow and layout are confusing, people won’t stick around. UX in conversion copy is about making actions obvious, keeping things easy, and not making people hunt for the information they need. Think clear, scannable headings. Buttons you can spot without squinting. Forms that don’t feel like filing your tax return. When I write conversion copy, I’m not just writing words; I’m building a path that’s so smooth that clicking ‘buy’ feels like a no-brainer.”
Good UX copywriting means making every element work together. Your headlines, body text, and calls to action should create a natural flow that guides the reader.
Remember that most people scan content before reading it. Opt for using formatting that makes your copy easy to scan, whether it’s on your high-converting website copy or in your email marketing campaigns.
Wrapping up
Conversion copywriting is about writing with purpose—to drive specific actions from your audience. We’ve covered the essential steps from research to testing, along with proven techniques that connect with customer needs and motivate action.
Remember that effective conversion copy uses data, focuses on clarity, and continuously improves through testing.
Need help creating copy that converts? Translate With Style offers professional copywriting services for websites, emails, and marketing campaigns. Contact us today to grow your business with copy that sells.
