What is Conversion Copywriting?
Conversion copywriting is the art and science of writing text that persuades readers to take a specific action. It’s not just about getting eyes on your content; it’s about turning those eyes into clicks, sign-ups, and sales.
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How Conversion Copywriting Differs from Creative Writing and Content Writing
Conversion copywriting is often confused with creative writing and content writing. While they share some similarities, their goals are different. Here’s a quick comparison:
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Purpose: Persuade and convert
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Focus: Solving a problem and prompting action
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Metrics of Success: Conversion rates, click-through rates
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Tone: Direct, persuasive
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Techniques: PAS, AIDA, FAB
Conversion Copywriting Frameworks
To master conversion copywriting, you need to understand some key frameworks. These are tried-and-tested formulas that guide your writing to maximise conversions.
PAS (Problem, Agitation, Solution)
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Problem: Identify the reader’s pain point.
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Agitation: Stir up the problem to make it more pressing.
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Solution: Offer your product or service as the answer.
AIDA (Attention, Interest, Desire, Action)
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Attention: Grab the reader’s attention.
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Interest: Keep them interested with compelling information.
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Desire: Build a desire for your product or service.
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Action: Prompt them to take action.
FAB (Features, Advantages, Benefits)
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Features: Describe the features of your product.
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Advantages: Explain the advantages these features offer.
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Benefits: Highlight the benefits to the reader.
Our Opinion on Conversion Copywriting
“For B2B growth marketers, writing copy is not some romantic, creative process. People that have found you are likely interested in what you have to offer and so the goal of your writing is to sell. By focusing on conversion copywriting best practices, such as voice of customer research, agitating the reader’s existing pain, and explaining how you can help, you can start to turn traffic into conversions.”
- Stuart Brameld, Growth Method Founder & B2B Marketing Advisor.
Conversion Copywriting Examples
Let’s look at some examples to see conversion copywriting in action.
Example 1: Landing Page
Problem: Struggling to manage your marketing projects?
Agitation: Wasting hours on spreadsheets and emails?
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Example 2: Email Campaign
Attention: Are your marketing efforts falling flat?
Interest: Discover how Growth Method can streamline your workflow.
Desire: Imagine having all your analytics data and experiments in one place.
Action: Sign up for a free trial today!
Conclusion
Conversion copywriting is a powerful tool that can transform your marketing efforts. By focusing on the reader’s pain points and guiding them towards a solution, you can turn traffic into conversions.
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