Actionable Optimisation #24 – How to Write Copy that Converts

 October 27, 2020

By  Will

Writing Copy that Converts is One of the Most Important Aspects of your Website

to receive each Actionable Optimisation as they go live

This is a difficult one to show off in a wireframe, but absolutely one of the most important and powerful ways to improve conversion is with fantastic copy.

Great copy digs into your customers emotions and triggers those irrational responses.

It may sound a little manipulative, but what you’re really doing is giving the customer what they want, not what they need.

If people bought what they needed everything would be purely functional.

All you’d need to do is outline the features and benefits of those features and customers would flock to your site and you’d sell out in moments.

But that’s not what happens is it?

There’s a reason we have different brands, different makes and models of pretty much anything you’d want to buy.

Let’s take shoes as an example.

If people bought what they needed we’d just have 1 beige shoe that fits anyone, allows you to walk or run, doesn’t wear out quickly, and is comfortable to wear.

But people dont want that.

They want a white pair of converse specifically.


That’s what they like.

It’s cool, it’s fashionable, it’s modern.

They might be ‘lovingly handmade from locally sourced leather’.

These are some of things that tap into your buyer's emotions and convince them to make the purchase.

So take a little time, write some copy about your products that taps into those emotions just a little bit and you’ll be miles ahead of your bullet pointing competition.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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