Here are the 4 Essentials of High-Converting Copy
Outstanding copy is the solution to gaining higher conversions.
In today’s post, I am sharing the 4 absolute essentials of high-converting copy from Neil Patel the Chief Evangelist of KISSmetrics
If you forget everything else that you read, don’t forget to put these 4 essentials of high-converting copy in place then you will be well on your way to producing high-converting copy ……….
1. High-converting copy is CLEAR
- Be clear.
- Be as clear as you possibly can.
- Sacrifice everything for clarity.
- Clear copy has the most compelling power.
- Clarity is more important than humor, more important than interest, more important than grammatical perfection, more important than anything.
- Here’s why clarity is so important:
- Users need to understand what your product is. In order to tell them what it is, you need to have clear copy.
- Users need to understand what your product can do. A product’s features are a large part of why a customer is interested in the first place. You need to clearly explain each feature.
- Users need to understand the benefits of your products. The better benefits you have, the more likely you are to sell products. Product or services benefits are crucial. But if you can’t explain them clearly, you’re sunk.
- Clarity is all about understanding.
- Users need to understand.
- It’s conversions you’re after, not creativity or cuteness.
- One way that you can be clear is by being specific.
2. High-converting copy is CASUAL
- Creating casual copy sounds easy….Just write the way you speak! Use simple words! Make it simple! Be direct!
- It sounds easy, but it’s actually pretty hard to do.
- Most people sit down, place their fingers on the keyboard, stare at the screen, and get all formal-sounding.
- You have got to learn to break away from the habit of stiff and formal writing.
- No one likes to read a landing page that sounds like an essay.
- Here are a few practical tips that will make your copy instantly more engaging and readable:
- It’s okay to break some grammatical rules-Like incomplete sentences.
- It’s okay to use contractions.
- Talk to the reader-Refer to them as “you.”
- Try dictating your copy rather than typing it-Pretend you’re telling a friend about your business and start talking.
- Use expressions, colloquialisms, or slang — “You know,” “It’s like,” “I’m thinking,” “What’s up with that?” “Gimme a break,” etc-Mild profanity might work for the right audience.
- People connect much better with copy that is conversational and casual. It’s way more appealing, engaging, and readable.
3. High-converting copy uses KILLER headlines.
- 80% of your page visitors will read the headline.
- It had better be good.
- Headlines are important.
- A headline, especially one that is short and succinct, has mind-bending powers.
- You notice it.
- You comprehend it-And it helps you convert.
4. High-converting copy is SCANNABLE
- Good writers will create copy that is scannable.
- Scannable copy isn’t just about breaking things up visually.
- It’s about a whole approach to writing with its own set of characteristics.
- It has short words.
- Your big words will alienate your readers.
- Words that are more than three syllables or ten letters are tough to chew on.
- It uses short sentences.
- After a sentence crosses the 15 word line, readers tune out.
- Long sentences with lots of extra phrases are hard to digest.
- The most readable sentences have 10-15 words.
- This is the best structure: Subject – Verb – Direct Object.
- You can even use non-sentences, or incomplete sentences to get your idea across.
- It contains plenty of visuals.
- Pictures are just as important as words.
- Visuals are a natural way to break up your content into separate sections.
- The eyes can move from a copy block to a visual, giving them a “break.”
- Then, they can look back at the copy, back to an image, etc.
- Copy that is punctuated by visuals is much more likely to have great conversion potential.
- It uses bullet points and numbered lists.
- Here’s why you need to use bulleted points and numbered lists:
- They’re short
- They’re powerful.
- They’re direct.
- They’re easy to scan.
- Plus, bullets and lists are easy to use just about anywhere.
- It contains headlines and subheads.
- Big blocks of text grab attention.
- It is broken up with plenty of white space.
- There’s no magic ratio of white space to content.
- The main thing to keep in mind is that the user should be able to easily track the progress of the content.
- The more white space, the better.
- It uses the right words in the right places.
- The fact that users scan means that they look at some words and not at others.
- Use the most important words.
- Use words that will connect with a user on a deep and intuitive level.
- At the most obvious level, use the keywords that the user is expecting and/or looking for on the landing page.
- Place these words in the right places.
- If the user is engaged, he or she will tend to see these words almost automatically.
- The brain can pick up on words and bring them to the front of our consciousness without our even trying.
- The placement of these words on the page has a major impact on how this happens.
- As you go to create your copy, use these most important words in the following ways:
- Bold faced
- Different colored
- At the beginning of the sentence
- At the end of a sentence
- In a headline
- In a bulleted list
- In a numbered list
- Any one of these will make that word more visually important.
- That way, it will more easily grab the attention and interest of the reader.
- It’s true that most readers don’t read everything, but this doesn’t mean you can skimp on quality.
- If only 16% of your readers are engaged, that’s still a lot of users, a lot of conversions, and a lot of potential.
If you can improve your copy, you can improve your conversions. It’s as simple as that and writing better copy doesn’t have to be a complicated science or unattainable goal.
You just need to work towards these 4 essentials:
- Be clear.
- Be casual.
- Use awesome headlines.
- Make your copy scannable.
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To Your Success,