"Conversion" is digital-marketing-speak for "getting people to take the action you want them to take." Commercial sales people think about this all the time. So should we.
The Hubspot Marketing Blog has some great hints at 11 Conversion Copywriting Tips that Grew Our Revenue by 240%:
- Write like a boss. That is, with confidence. Directly and clearly state what you want people to do. Donate now. Not Maybe now would be a good time to think about donating, if you can.
- Remove the phrase "check out" from your vocabulary. Ouch. I used that phrase a couple of weeks ago. Instead of this passive, non-directive approach, use action verbs and communicate why they'd want to do it.
- Don't bury the lede. Get to the point.
- Use negative calls-to-action instead of positive ones. Loss avoidance can be a stronger approach. Try Don't miss this chance instead of Take action now.
- Leverage "why" and "because." Both are words that tell readers this is a decision point.
- Use the royal we/you. Make sure "we" clearly includes the reader!
- Read what you write out loud. It might look fine visually, but sometimes you've created something awkward or confusing. Reading aloud calls it out for you.
- Write with your eyeballs. Make sure the writing looks good too: easy, inviting, digestible. That means short paragraphs, emphasis (bold, italic, underlines), subheads, and more.
- Do unto others. Really get into your reader's head and think about what they want. Write to them, not yourself.
- Write with a clear objective. Start with your call-to-action first. Then you have a target that makes your writing more clear and compelling.
- Dog-food your own marketing. Encourage insiders to share material.
