Conversion-focused copywriting

For landing pages & email sequences


Fixing on-site conversions

Put simply, my clients need help converting more of their traffic.

Their campaigns are bringing in relevant visitors, but not enough are converting. They’ve tweaked every dial and experimented with every setting, but it won’t make a meaningful difference.

So, they turn to the page itself.

Usually they start with a redesign. They hire someone to create a new look, moving it more in line with the latest trends. An A/B test is run…but the needle hasn’t moved. After asking for further ideas, they get referred to me to overhaul the copy.

If you’d like to see the results, skip through to my testimonial wall.

The new sales page has taken us from a new subscriber every couple weeks to almost daily.
— Allen Matthews - Classical Guitar Shed

You wouldn’t pitch $100 gig tickets with a ‘hey, you should check out this band’, you’d write for avid fans.

Steps to constructing copy

1) Define The Underlying Pitch

Imagine you had to sell $100 gig tickets. You wouldn’t open with ‘hey, you should check them out on Spotify’, you would assume you’re writing for avid fans and talk about the details that would get those fans excited. That might sound obvious, but most pages have equivalents where the copy isn’t written for likely buyers. Before writing a word, we will go through questions such as:

Change they’re making - for example, is this the first time they’ve considered a service like yours or are they switching from a competitor? Both require dramatically different pitches.

Decision stage - you might know they have a problem, but are they aware of it? For example, are they unaware that their landing pages are terrible or are they comparing solutions?

Key pain/motivation - what is the factor that’s pushing them to change? Something more specific than “grow their business”. Once identified, all the content will need framing in terms of that issue.

With these identified, we can decide the selling points and positioning that best match their motivations.


2) match content to motivations

Armed with a solid pitch, we can then focus on the delivery mechanism, aka writing.

I will start by considering the information those ideal prospects are looking for and how to best present it. This might include common concerns that prospects raise and how to best pre-empt them, along with pulling out higher level benefits of specific features.

Clear writing then turns this outline into easily readable copy.

Even with highly technical products, I make sure to break each aspect down to an easily digestible form. That includes joining the dots between what your service does and how that solves their current issues.

The use of good subheadings and formatting keeps this skim-friendly, even if the copy requires plenty of length to get the concepts across.

All copy is delivered with appropriate suggestions for layout, accompanying images and call to action (CTA) details.

It’s not the prospect’s responsibility to connect the dots of whether your service fits their needs.

After optimising our campaigns we knew the next step was to get the most out of our landing pages. The new copy gave a 130% increase in conversion rate along with a noticeable increase in lead quality.
— Jonathan Hughes, Myerson Solicitors


Get in touch

Feel free to get in touch if your copy is underperforming. I’m happy to assess and suggest areas for improvement or to talk it through on a call.

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