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5 Copywriting Tips that Drive Conversions

5 Copywriting Tips that Drive ConversionsSmart web copy is critical to generating leads and converting visitors on your site. But how do you write copy in a way that drives users to sign up, download or buy? As you're devising a content plan for your website, use these tips to maximize your conversion rates.

1. Define your conversions

Before you improve your conversions, you first need to define what conversions matter most to your business and collect a baseline of metrics to track against. Your conversions might include:

  • E-commerce sales
  • Demo signups
  • App downloads
  • Contact forms submitted

As you're improving copy throughout your site, ensure your CTAs push users to complete one of your targeted conversions. You should also integrate analytics tracking tools to measure each user action in your list.

2. Keep it short and sweet

In order to convert visitors, you need them to read your content. Too often, website copy is long and convoluted; the important information gets buried in the mix. Meanwhile, your user gave up and is on a competitor's site looking for more information.

Keep your visitors engaged by writing copy that's concise and easy to absorb. If you can write it in 300 words instead of 500, you should. Also take advantage of powerful headlines and lists so users can easily skim your copy for key takeaways.

3. A/B test your CTAs

Integrate an A/B testing tool into your website or email platform to determine which calls to action convert more visitors. You might be surprised at the difference in conversion rates between "Click to learn more" and "Download now."

4. Communicate value

You can write about features and benefits all day, but if you don't get to the true value of your product or service, you'll find it tough converting users. If you're unsure of your true value, complete a unique value proposition exercise with your marketing team to hone in on how your company makes a difference in your consumers' lives. Reiterate that messaging throughout your web copy to make your site copy more compelling.

5. Use SEO best practices

If visitors can't get to your website, there's no chance of them converting. A key component of any converting copy plan is integrating SEO best practices. The problem with SEO is that search engines are constantly changing their algorithms; keeping up with the industry can be a full-time job. Many companies hire an Austin advertising agency to handle their SEO content strategy. If you aren't up to date with the latest in SEO, consider doing the same.

As you work to maximize your web copy, consider these five tips to increase conversions and get the most out of your website.


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Vera K. Fischer is the CEO of the brand marketing agency, 97 Degrees West, an integrated marketing expert, speaker and the host of System Execution Podcast.

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.