Great copy is crucial to the success of your landing pages, promotional emails, and other marketing efforts.
In this guide, you’ll learn how to write copy that turns more readers into customers.
Define Your Target Audience
Defining your target audience makes it easier to write good copy that connects with and converts them.
Because it helps you to:
- Use language they’re familiar with
- Match your tone to their expectations
- Address their specific needs and interests
If you haven’t already, conduct audience research to learn about your potential customers’ demographics, socioeconomics, etc.
Then, create personas to represent key segments of your audience. These should contain all the information you need to visualize and write copy for each type of reader.
Here’s an example of a persona created with the Semrush Persona tool:
Prioritize Your Headline
The headline is typically the most important part of your copy because it’s often the first thing people read.
A great headline has an immediate impact on the user and encourages them to keep reading.
Here are some quick tips for writing effective headlines:
- Focus on one key message
- Keep it short and easy to read
- Appeal to your target readers’ needs and emotions
- Front-load the most important words
- Use specific and action-oriented language
For example, the landing page for the ContentShake AI app uses the headline “Create content that brings relevant traffic.”
This concise headline is clear and encourages users to take action to achieve their desired results.
Sell the Experience of Using Your Product or Service
To sell the experience of using your product or service, describe how your offering will enhance the reader’s life.
This copywriting tactic works because it encourages readers to imagine using and benefiting from your product. And this visualization creates a sense of ownership, familiarity, and emotional connection.
For example, the landing page for our ContentShake AI app reads “Lay back and watch your traffic soar.”
This copy encourages the reader to envision a relaxed, hands-off approach with rewarding results.
The ContentShake AI landing page also includes customer testimonials that describe real-life experiences.
Show, Don’t Tell
“Show, don’t tell” is a writing principle that encourages writers to demonstrate why something is true rather than state that something is true.
Following this principle builds trust with your audience.
For example, the ContentShake AI landing page doesn’t just state that the app is easy to use. Instead, it shows how to use the app in four short steps:
When writing your copy, avoid generic adjectives like “high-quality” and “great.” Instead, highlight the specific features that make your product or service deserving of such praise.
Be Specific
Specific language is more engaging and believable than vague language.
For example, the ContentShake AI page doesn’t just state that you can create content faster—it states that you can create content 12x faster:
Just make sure you can back up claims. Otherwise, you may harm trust with your audience.
Read Your Copy Out Loud
Reading your copy out loud can help you identify mistakes and opportunities for improvement. Because reading aloud and listening use different parts of your brain than reading silently.
Listening to your copy also helps you assess how natural and conversational it sounds.
Here’s an example of a sentence before and after it’s made more conversational:
- Before: “Eliminate standard AI-generated copy by ensuring every piece of content reflects your unique voice.”
- After: “Say goodbye to generic AI copy! Make each content piece sound exactly like you.”
A conversational tone can help you to engage readers and enhance their understanding.
Ask Someone to Proofread Your Copy
In addition to proofreading your own work, ask someone else to check your copy and provide feedback.
Other people have fresh perspectives and may be able to catch mistakes you missed.
Work to get feedback from members of your target audience, because their opinions matter more than anyone else’s. Because that’s who your copy is for.
Include a Strong Call to Action
A call to action (CTA) is a written prompt that tells your reader what you want them to do, and it can help to improve your content’s conversion rate.
To write an effective CTA:
- Start with an action word (like “Get,” Buy,” or “Try”)
- Keep it concise
- Communicate a key benefit to the reader
- Align the message with the goal(s) for your page
Include CTAs at key points where the user may be ready to take action.
For example, the CTA button near to the top of the ContentShake AI landing page converts users who want to get started right away.
Whereas the CTA in the pricing section helps to convert budget-conscious users.
Structure Your Copy for Readability
Effective structuring makes your copy less intimidating to readers and easier for them to digest.
As a result, people are more likely to read your content and understand your message.
Here are some quick tips for effective structuring:
- Add descriptive subheadings to break content into sections
- Keep sentences and paragraphs short
- Use bullet points for lists
- Collaborate with web designers and developers to present your copy effectively
See these tips in action in the example below:
Streamline the Writing Process with AI
Artificial intelligence (AI) copywriting tools streamline the writing process by generating draft copy and providing useful feedback.
ContentShake AI is a great option for social media posts and search-optimized articles.
All you have to do is provide a few simple details.
Then, edit the copy so it’s the best it can be.
The tool provides a variety of recommendations and AI features to help you write great copy for your audience.
