The Science Behind Website Copy That Converts

Copywriting CAN come with a how-to manual!

Phew, what a relief.

You can learn the science to become a more confident writer for your business.

Which in turn will propel your biz into the stratosphere.

What’s next?

Over the rest of this mini-course, I’ll cover the science behind captivating website copy that converts.

We’ll talk about:

1. Persuasion principles

2. SEO

3. Sales psychology

4. Brand voice

By the end, you’ll be in on the secret to highly-converting copy.

And the best part? You can apply these practical tips and tricks to all your copy, not just your website!

Let's get stuck into Persuasion Principles next...

Want to learn how to write killer website copy? Ge the first modules of my Website Words Academy for FREE! https://courses.23wisewords.com/courses/voice-of-customer-free

The #1 most important. Critical. Paramount. Do-this-if-nothing-else element to copy that converts is

*drum roll*

Persuasion principles.

I saw you do a little squirm “oh no, this sounds salsey and dishonest” everyone does. BUT persuasion principles are not sleazy sales tactics.

Persuasion principles include:

• The rule of reciprocity. Give something, get something back

• Consistency. Play on the familiarity principle to help people remember and like you

• Social proof. Let someone else overcome your reader’s objections

While others may try to persuade their reader to take action. Applying these persuasion principles elevates your copy waaaay beyond this idea - encouraging the reader to self-persuade that they need to take the action.

And that is when your website starts really converting.

Next up?

We’re covering the three little letters that strike fear in business owners and marketers alike...SEO.

But you’ll find out that writing copy Google loves, isn’t really a dark art at all.

Just don’t tell Google I said that!

Want to learn how to write killer website copy? Ge the first modules of my Website Words Academy for FREE! https://courses.23wisewords.com/courses/voice-of-customer-free

Search Engine Optimisation: SEO

The Jedi tactic that’s shrouded in a deliberate cloak of mystery and complexity.

Google loves to dangle the rules in front of us like a Mars Bar, then whip them away and change the game whenever they feel like it, just because...they can.

Before we get all hung up on keywords, backlinks and meta descriptions. I’m going to share the best thing you can do to improve SEO on your website. And it’s not nearly as difficult as you think.

In fact, if you apply the tactics you learn in this series, you’ll nail it anyway.

To re-cap, the best way to improve your SEO is:

Keeping people on your site longer!

• Use benefit-driven subheadings for skimmers *people always skim first*

• Use images and video to break up the text

• Reflect your clients’ words in your copy

• Make it easy to navigate around your website

• Keep your messages consistent
  
  The Google algorithms are much more advanced than just hunting out keywords. Talk around your topic and provide robust sentences in words your client would use, and you’re 74% there.

Next up?

We’re talking about sales psychology (True story: This is my all time FAVOURITE subject).

Once you’ve got these simple sales psychology tips in your toolkit, you can literally write copy that converts with your eyes closed...

...OK that’s maybe a different skill, but let’s just say you’ll find it easy.

Want to learn how to write killer website copy? Ge the first modules of my Website Words Academy for FREE! https://courses.23wisewords.com/courses/voice-of-customer-free

Let me tell you a little story.

A *few* years back when I was thumbing through the glossy pages of my university prospectus (yes, things were printed in those days).

I stumbled. with an elated ah-ha moment, on PR and Psychology.

PR because I loved to write, and Psychology because I was soooo interested in human behaviour and figured, why not?

Cue worried family faces and whispers of “how will she ever find a job that combines writing and psychology?”

I showed the nay-sayers when I came across copywriting a decade later. An amazingly wonderful amalgamation of both my passions.

But the thing is, no-one tells you that copywriting is 2% words-smithery and 98% psychology.

Until now.

If you can understand what makes your clients decide to work with you (or not) you can craft compelling copy that converts every time - whether the conversion is an Instagram follow or a discovery call.

To re-cap, sales psychology is the secret sauce to converting copy

• Use binary choice in your ‘call to action’ buttons

• Use future pacing to help your clients’ visualise themselves after taking an action

• Use click triggers near your buttons to help overcome objections

• Meet people’s objections and raise them

Next up?

Can you believe we’re almost at the end?

Our final foray into the science behind webcopy that converts looks at brand voice.

Want to learn how to write killer website copy? Ge the first modules of my Website Words Academy for FREE! https://courses.23wisewords.com/courses/voice-of-customer-free

“When I talk to clients I sound empathetic and sincere, but as soon as I write I come across all stiff and formal”

“Should my brand voice sound like me? Or should my business have it’s own personality? Or would that be weird? I’m so confused. HELP”

These are just a couple of direct quotes from my clients when they are trying to nail their brand voice.

Sound familiar? Want answers?

To re-cap, there is some science to brand voice and it mainly means throwing out the rule book.

• Psychologist Carl Jung identified archetypes that you can apply to your brand personality

• The grammar rules you learnt at school don’t always apply

• Understand the ‘data’ in the way you speak, so you can write in the same way

Aaaand we’re done.

You now know the basics of copy that converts and can go forth, armed with knowledge you’ll use for a lifetime.

Please don't forget to leave this course a review! Your words will help others find the course and allow me to make more sales-psychology-focused copywriting courses for you to enjoy, in the future!

Now, if you’re feeling excited about your new-found copy superpowers and want to keep the momentum going....

...why not follow me on Instagram @23wisewords, where I share shed-loads of copywriting tips, tricks, hints and hacks.