The short answer
Conversion copywriting isn’t clever slogans. It’s three things:
- Clear: a visitor scanning for five seconds understands what this is and who it’s for.
- In the customer’s words: borrowed from reviews, surveys and support, not from the internal brand deck.
- Placed where questions arise: the answer to “will it fit?” sits next to the size selector, not on the FAQ page.
Write for scanners
Most people scan web pages rather than reading word by word. Scannable copy uses meaningful headings, highlighted keywords, short paragraphs with one idea each, and lists (Nielsen Norman Group).
So the headline and subheadings must carry the message on their own. Test it: read only your headings. Do they explain the offer?
| Before | After |
|---|---|
| “Reimagining the future of finance” | “Send invoices and get paid in 2 days” |
| “Solutions for every need” | “Project management for agencies with 5 to 50 people” |
| “Our story” (as a section heading on a product page) | “Made in Porto, repaired free for 2 years” |
Use the customer’s words
Your customers already wrote your best copy. Collect it from:
- Reviews: what they love, in their words. “Finally a jacket that’s actually waterproof.”
- Support tickets and chat: questions before buying are objections.
- Surveys: “What almost stopped you from buying?” Keep questions short and neutral (Nielsen Norman Group).
- Sales calls: how prospects describe their problem.
Sort the phrases into problems, desired outcomes, objections and what made them choose you. That sheet becomes the raw material for every headline and bullet.
Answer objections where they arise
| Doubt | Where it appears | Copy that answers it |
|---|---|---|
| “Will it fit?” | Size selector | “Runs true to size. Free exchanges.” |
| “Is it worth the price?” | Price | What’s included, compared with the alternative |
| “Can I cancel?” | Pricing / sign-up button | “Cancel anytime in two clicks.” (only if true) |
| “Is my data safe?” | Form | One line on what you do and don’t do with it |
Rules that keep copy honest
- Every claim is true and checkable. No invented numbers, testimonials or “trusted by thousands”.
- Clarity over cleverness. Puns and metaphors cost understanding.
- Specific beats vague. “Ships in 24 hours” beats “fast shipping”.
Testing copy
Copy changes are hypotheses like any other: write the evidence, the change and the mechanism, then test with a business metric. Headlines on high-traffic pages are often quick, cheap tests. See how to write a CRO hypothesis.
What to do next
Start with the bigger picture in value propositions, then collect your raw material with the lesson on reviews and support insights.