How Do Great Copywriters Increase Conversion Rates
What does a copywriter do? It’s a question commonly asked by those new to business and marketing. They hear about the perks of using a copywriter but aren’t sure of what that actually means.
The question is really based on not understanding of the difference between writing ‘copy’ and ‘normal writing.’ So, what is a copywriter?
The Basics of Copywriting
Great copywriting involves writing words in a way that present a business, product or service in the best possible light to a targeted customer. In that sense, copywriting is clearly a different skill from writing a research essay or a letter to the editor of a newspaper.
Writing copy that sells is not a skill that comes naturally to many people.
That’s where copywriters come in. If you’re self-employed or run a small business, the odds that you or one of your employees got volunteered for the gig. Now, you or your volunteer may not have the necessary skills to craft really effective copy for your marketing needs. So the solution for many businesses is to outsource their copywriting projects to a freelancer.
The Process of Copywriting
A freelance copywriter will discuss your project with you to get a clear understanding of how your business works.
A copywriter needs detailed information about your business to be able to increase your profits. They need to know your target market, the services or products you offer, and what makes you different from your competitors.
The goal of a great copywriter is to draw out the benefits of what you offer. Their skill is to express them in a way that will speak clearly to your target audience.
Your copywriter must be able to present your business succinctly in a way that clearly emphasizes the areas in which you stand head and shoulders above your competitors.
Evaluating the Results of a Copywriting Project
Ultimately, the job of a copywriter is to ensure that the copy grabs the attention of the reader. This has to be a significant percentage of people who see your marketing message. Not only do they take the time to read it, the reader then takes action that benefits your business.
When you hear talk about conversion rates, this is what is being discussed.
So to do this, a copywriter needs to be able to get inside the head of your ideal customers. Their expertise is to write copy that will grab attention and create an emotional response in the reader.
Creating an emotional response is the best way to lead a reader towards taking further action.
What Makes Online Copywriters Different
An online copywriter also has another responsibility. Being visible on the Internet is a lot more difficult than it is in the physical world. You see, it’s not just a matter of putting up a billboard on a busy street and waiting for the phone to ring.
On the Internet, the traffic must come to you. The way your marketing materials are written will influence the amount of traffic you get. Not only that, your marketing material has to be targeted at your potential customer. This targeted customer must then be compelled to take action. This means your copy has to convert warm prospects to sales.
For your website copy to be found and indexed by major search engines like Google, your website content copywriter needs to know how to use specific keywords to optimize your site for the search engines. This comes with experience.
The experienced copywriter knows how it must be done without sacrificing readability for humans or compromising conversion rates. This skill is both an art and science, a very delicate balancing act that gets the results you want.