How to write web copy that increases conversion rate by 200%

How To Write Web Copy That Increases Conversion Rate By 200%

Your web copy can make or break your online business.


We only have seven seconds to make a great first impression. People would judge your entire business in seven seconds through your website.

Let me ask you a question, If you got on a website and the web copy looked disorganized and un-relatable, would you buy from that kind of website? We both know the answer is NO!

Let’s turn the table a little bit, shall we?

Let’s say you found the website and the web copy was so good, and it felt like it was written specifically for you; it stated all your problems and gave you all the solutions. Would you buy from that kind of website? I’m guessing, YES.

If you want to succeed online, you need to learn how to write web copy that speaks directly to your audience and makes them feel like they can’t do without your services.

In this post, I’ll be teaching you how to write a web copy that would increase your traffic and conversion by 200% in three stages.

Stage One: The Planning Phase

Step One: Collect relevant information and research

The biggest mistake you can make with web copy is trying to write it off the top of your head – that’s WRONG on all levels.

Experienced copywriters spend 60% of their time researching and the rest goes to writing and editing.


Writing is the simplest process in the writing process. Everyone can write, it’s the research and the way you write that makes a difference.

Here are some ideas to get you started on the research process:

  • Who are your ideal customers? Where do they live? What language do they speak? Where do they want to be? What’s stopping them from getting there?
  • How can you help your ideal customers solve their problems?
  • List 10-20 benefits of what you’re offering
  • What did your past customers say about your product/service? Did they like it? If yes, how well? If no, what have you done to improve?
  • How do you deliver your product/service?
  • What questions would your ideal customers ask about your product/service?

Start by answering all these questions. You don’t have to answer all at once, take your time and do your research.

This is also the stage to conduct interviews, forum searches, surveys, etc., anything that would help you get more information about your audience and how you can help them.

Step two: Set a goal for your page

How do you want your page to work for you?

It’s totally up to you to figure it out.

Without setting a goal for your page, you can’t know if the page is working or not. So when setting a goal, make sure an action word is included.

Examples: I want my readers to sign up for my email list.

This is a good goal because it is actionable and trackable. You can track how many sign-ups you get from your website.

You must determine what you want your page to do, and that action must be relevant to the process of helping visitors find and buy your solutions.

If you are a weight loss coach, a bad goal would be to ask your readers to “sign up for marketing campaigns”. It is irrelevant and has nothing to do with you or your business.

For instance, on our home page, we want people to “Request a Consultation” so we can diagnose their marketing problems and solve them with actionable content marketing strategies.

Our goal is not just actionable and trackable, it is also relevant to what we do.

Step three: Identify your reader’s pain point and solve it

Your prospects are looking for a solution to their problem or problems. Your job is to identify those difficulties and solve them.

In step one, you wrote down a list of problems your prospects are facing. Now it’s time to talk about that problem and offer a solution.

Know one thing, people don’t buy products/services, they buy solution.

Still using our business as an example. Businesses that buy our content marketing services aren’t interested in content marketing, they are looking for ways to increase traffic, leads, and sales. They are buying the solution we offer not necessarily the service.

For example, let’s say you own a lead generation service and identified your prospect’s problem as “getting leads.”

To go deeper into the problem, identify all the bad things that can happen from not getting leads.

List a potential risk, then start asking why. Here’s an example of how your list can look:

  • Risk from not getting leads: You run out of clients
  • So what? You would stop making money and become broke
  • So what? You might lose your business
  • So what? You lose your source of livelihood
  • So what? You become unhappy

The next thing you want to do is write it down. Here’s an example of what some of the potential risks you listed might look like:

  • Without consistent leads, you run the risk of not having clients for your business.
  • If you’re spending so much money on advertising and don’t get leads, you will be wasting lots of money that should be used to grow your business.
  • Customers are the fuel of every business. Without customers, you would lose your business.
  • Lack of customers will leave you feeling confused, inadequate, and unhappy.

Does this make you see the reasons why you need leads?

Good. That’s the point.

Step Four: Highlight your “HOW”

Now that you have identified your reader’s problems, the next step is to describe HOW your product/service will work for them.

  • We can help you convert your web visitors into leads and nurture them into customers.
  • Our lead generation specialists work with you to fill your sales pipeline with quality leads.
  • We work with you to structure a lead generation strategy that is affordable and scalable.

Do you get the point now? If yes, let’s move to the next stage.

Stage two: Design Stage

Most people tend to skip this stage when writing a web copy. The design stage is one of the most important stages; it is where design meets content.

This stage is where the designer and writer have a meeting to know how the website would look, feel and communicate. This is where you figure out how many pages you’re creating, the component of each page, and the purpose of each page.

This is where you decide on the graphics, the colors, and everything that makes the website achieve its purpose.

Stage three: Writing Stage

The writing stage is where you write the web copy based on all the information that you’ve gathered.

However, when writing your web copy, there are some things you should keep in mind that would give your better results:

Think of scanning

People don’t read web copy, they scan through it to see what they can find. No matter how good your service is, if your copy is long and boring, people won’t read it.

Make sure your copy is short, sweet, and easy to read. White spaces should be your best friend when it comes to web copy. The more white spaces, the easier it is to scan.

Don’t forget keywords

What good is your web copy if no one reads it? You have to write for your readers and search engines. Keywords help to guide your readers and Google to understand what your web copy is about.

For example, if I wanted to know how to generate leads for my business, I’d type “how to generate leads” into Google – that’s a keyword phrase. Using keyword phrases that are relevant to your business and offering is a great way to help people find your services.

Write in the active voice

Readers prefer active voice because it is more impactful and direct. It makes the reader understand your copy better and easier.

Active Voice: Penpalms created those content
Passive Voice: Those content were created by Penpalms

Read your web copy out loud

If your web copy doesn’t sound right reading it out loud, you need to work on it. Your copy should be consistent, smooth, and engaging.

I know you’re wondering, “When are we going to learn how to write web copy that converts?”

Look back at the stages we went through, and you’ll see that we’ve talked about conversion.

If you follow stages 1 and 2 to a T, then your web copy would convert because you’ve identified their problem, offered a solution, and showed them the next steps to take.

Final Thoughts About Writing Web Copy That Converts

Writing web converts doesn’t have to be difficult if you put effort into understanding your audience, their problems, and the solutions they want.

Do you have any web copywriting tips that helped your business convert? Leave a comment; we would love to incorporate your tips in our business.

Need great web copy? Trust Penpalms. We can help!

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