Home » Blog » conversion optimization

Category: conversion optimization

Copywriting for Websites

Copywriting for websites.

What a broad topic. 

Like, so broad it’s literally impossible to cover in one video.

Or in 100 videos, for that matter.

But sometimes, you don’t need to dive ultra-deep into copywriting to improve your website.

Sometimes, all you need are a few tiny ideas that’ll help you improve what you’ve already got, without doing an all-out rewrite.

So that’s what this video is.

In particular, I’ve chosen to feature three websites from traditional brick-and-mortar businesses, but the principles apply to everyone.

So let’s get to it, shall we?

If you found that video helpful, I’d love it (and you!) if you’d click on one of those cute little social media icons below and share it with your network.

And for more tips on how to instantly improve your website’s resonance and conversion rates, check out my free ebook that covers five different copywriting hacks to help you reduce your bounce rates and increase your conversion rates.

Beyond that, you can subscribe to the Copy Power TV YouTube Channel and/or enter your name and email address below to get updated every time I publish a new blog post (approximately every other week) and to be in the cool “in” crowd that gets brownie points from the universe and exclusive Copy Power news.

Copywriting for Beginners

Believe me: I’ve been there.

Trying to figure out what the hell you’re doing with your site’s copywriting and just hoping to god it’s sufficient for enough people to buy from you to keep your business afloat.

It’s stressful.

I’ll admit: expert copywriting is kind of a beast to figure out and master… especially if you’re just getting your toes wet in it.

Fortunately though, you don’t have to be an expert copywriter to have good enough copywriting or to make some major improvements to your on-site copy today.

So instead of inundating you with a million rules on headlines, how to write your first sentence, hooks, sub-headings, calls to action, and story, I’ve got three easy-to-understand and easy-to-use tips for you in this video.

I promise they’re not complicated and that they’ll improve your site.

Check them out:

Read more

Go Ahead and Beat a Dead Horse: Why Redundancy Rules in Copywriting

You know those pissy, angsty commenters on Medium who will absolutely tear you to fucking shreds if you write a sentence that has one word in it more than is 100% necessary?!?

They’re idiots.

And I’m saying that not only because they get on my nerves so badly (or maybe I am).

I’m saying it because there’s real, actual SCIENCE behind being redundant in the things you write—especially when you’re writing to a distracted audience.

And if you’re writing on the internet, you are writing to a distracted audience.

Heck, I’m actively writing a post and my mind’s wandering.

In the entirety of the five sentences above, here’s THREE actual, substantial thoughts that have run through my mind: Read more

For Vulnerable Buyers, Money > Value.

The thing is, when someone’s considering a purchase, they’re in a vulnerable position by the sheer definition of the word vulnerable alone.

For reference, according to New Oxford American, vulnerable = adj; susceptible to physical or emotional attack or harm — in need of special care, support, or protection because of age, disability, or risk of abuse or neglect — liable to higher penalties, either by convention or through having won one game toward a rubber.

No idea what the F the last part of the third definition means (anyone?), but you get the point.

Buying, especially on the internet, puts the buyer in a vulnerable position.

You could take their money and run, in which case they would be harmed emotionally, and their bank account would be harmed physically.

Their credit card numbers could get stolen, in which case their very identity will be abused and neglected.

Or the thing you’re selling could just totally suck, in which case, they’d feel duped and cheated, and probably lose a little (or a lot of) faith in humanity.

These people—your potential customers—have worked hard for their money, and now they’re thinking about parting with it.

And as entrepreneurs, we’re so often so busy focusing on how awesome the value we provide is that we forget this side of the equation.

The side where we so often find ourselves too… weighing the pros and cons of “losing” some of our money and what the potential of that money represents.

Money that won’t go towards our home-buying fund.

Money that won’t go towards our next thrilling vacation.

And money that won’t go towards a nice Father’s Day gift for our dads.

I harp a lot on emotions, but now you see why buying… and sometimes, not buying… is a highly emotional decision.

It’s almost never about numbers in, numbers out. Money in, money out.

It’s about us, and the people we love, and the lives we work so hard to construct for ourselves.

And how money is, most often, the thing that holds it all in a balance.

There are other factors at play, for sure. But I think the fact that most marriages (as in, the kind of relationship promise where people commit themselves to each other forever) actually end over money to be a very telling sign of exactly how important it is.

So maybe instead of preaching value, value, value at the prospects who land on our sales pages, we also need to sit next to them, look them in the eye, put our hand on their knee (in a non-creepy way, you pervs), and tell them that yes, we get it. Read more

Don’t Deflate Happy Party Balloons: Have Heart-Hooking Marketing Messages Everywhere

I’ll let you guys in on a secret.

It might not really be a “secret” as much as it might seem a little surprising.

The vast majority of my clients don’t find me from my blog.

Sure, I use this blog to teach great copywriting and as a place to set up the future of my business, but most people who end up paying me the big bucks don’t find me here.

And they don’t find me from a Google or LinkedIn search, either.

They find me from everything else I’ve written online that my name is attached to.

They find me from the blogs I regularly write for.

They’re impressed with my knowledge and tone there, so then they come back to my site, read what I write here, and decide to get in touch to hire me for a project.

In fact, of all the clients and projects I took on for May and June, only two noticed me via what I was writing here… and one of those noticed me because we were already LinkedIn connections and I republish some of these posts on LinkedIn Pulse.

This isn’t to discourage you and tell you that your website doesn’t matter.

Because if the copy on your website sucks, people are going to click through full of expectations and all their hope will deflate as fast as an untied party balloon zips around a room full of giggling children.

So your website matters.

But everything else you write across the internet matters too. 

Especially if you’re a creative.  Read more

A Scammy Insurance Company Prompted Me to Action—Against My Will

You guys ever buy a new car?

I bought a Prius in September—eight months ago, mind you—and I’m still shocked at what some companies are sending me in the mail and trying to scam me with.

Since buying things like cars and houses are public record in the US, you could probably find out everything about the transaction between me and my Prius: how much I paid for it, what year it was made in, and what color it is.

Heck, you might even be able to find out its VIN and which dealership I went to for my last oil change.

So the fact that I purchased a car is fair game for anyone willing to dig through public records to advertise to me.

Which is fair enough. I’m all about targeting your marketing efforts to your ideal audience based on any and all information available.

But what’s really crazy is the fear tactics these companies get away with writing… on the envelope!!!

car marketing

Alright, so that information in the bottom corner is technically just the law for interfering with mail that doesn’t belong to you… but do you see that scare tactic they’re putting in place?!?

I mean, I knew exactly what this company was doing… saw right through it. And you know what the first piece of mail I opened from that day’s pile was?

That one.

And since it’s been eight months since the purchase of the car, things have slowed down a bit.

But in the beginning, I got at least three new pieces of mail every single week with a WARNING: YOUR VEHICLE MAY NOT BE COVERED IN THE CASE OF AN ACCIDENT.

Helloooo….. scary, much?

(After dropping thousands of dollars on a vehicle, I think so.) Read more

Copywriting that Sells: From ‘Fuzzy’ Feelings to Immediate Action

It’s super frustrating, isn’t it?

When you know people are on your site, reading through what you’ve written, but they aren’t taking any action towards actually converting into a lead… let alone paying you money as a customer.

You’ve spelled out your product and what it does beautifully.

You’ve summed everything up into nice, succinct text that just reads like the kind of literary brilliance Shakespeare would be jealous of.

The kind of text your friends and family commend you for… and maybe even a beautiful design to match it.

But it seems to be all for nothing. Because you aren’t making any kind of $$$$ off that beautifully written page, damn it.

The good news is, the problem is reversible.

And you can reverse it by using your copywriting to evoke feelings that prompt physical, gut responses by making connections with pre-existing constructs in your readers’ minds.

Don’t worry, it’s way less complicated than it sounds. Read more

When You Should Favor Logic Over Emotion in Copywriting (Or in Science Speak: The Elaboration Likelihood Model)

 

If you’ve been reading Copy Power for any amount of time, you know how much I LOVE to talk about how irrational and emotional we are as human beings. (And how we need to keep that in mind with our copy.)

I’ve talked a little bit about how logic plays into copywriting, but not much.

And while I still maintain that most of our decisions are in fact emotional, I want to touch on the sheer importance of logic today and why it absolutely is something that shouldn’t be ignored in favor of our touchy-feely side… especially when beliefs about your product are at stake.

Particularly if you’ve got some heavy competition whom you know your prospects are already favoring… and you want to change their minds ASAP.

Because changing minds is serious business and is hardly ever accomplished with happy feelings alone.  Read more

Addiction & Ads: Adapting the Transtheoretical Model to Content Retargeting

Ever wondered why some smokers can quit cold turkey but others spend years doing program after program only to relapse every single time?

(What this all has to do with advertising & content retargeting we’ll get to in a second. Promise.)

So did a guy from the University of Rhode island (James O. Prochaska) and a few of his cronies.

The question wasn’t so much why it was hard to quit (that’s the literal meaning of addiction, after all), but how and why some people were able to overcome and maintain the pull away from their addiction seemingly all by themselves.

So they studied the mental stages people go through in regards to quitting a bad habit / starting a good habit, and came up with these six different mental stages: Read more