Web Copywriting Tactics for Improved Conversion Rates

Guest post 11.10.2023. Reading Time: 8 minutes
Web Copywriting

The ultimate goal most businesses have set for themselves is increasing their conversion rates. After all, this is what will help them grow, reach wider audiences, and become better at what they do. 

The tactics a business can employ to reach said goal are numerous and very diverse. Practically every aspect of your online presence can be tweaked and tailored to better facilitate higher conversion rates. 

In this post, we’ll be looking at eight web copywriting tactics that will teach you how to use your words to communicate more clearly with your audience and how they can help you convert steadily more and more leads. 

Make Use of Negative Space 

Our first web copywriting tactic has little to do with words. It focuses more on the way you present them. 

Consider how your well-crafted and thoroughly thought-out words would appear on a cluttered page full of images, videos, and screenshots, with very little space between elements and paragraphs. 

In order for your copy to have an impact, you need to ensure visitors are able to see it, read it, and connect with it. If they are continuously distracted by everything else you’ve thrown on the page in an effort to make it look more interesting, they will never appreciate it as they should.

For example, check out Going’s landing page on cheap flights and see how well it has been designed. The negative space instantly makes you focus on the copy, and the illustrations and bright colors are not distracting for a moment. A visitor is able to take in the information at a glance. 

However, the page is also not boring. It is that perfect balance of vibrant and clutter-free that lets the copy shine and improves conversion rates. The CTAs are easy to spot, and since the benefits of converting have been made clear and easy to spot, leads are much more likely to convert. 

web content
Source: going.com

Present Customer Value Early

In order to boost conversion rates, you will need to use web copywriting to show your customers where the value of converting lies. 

Customers don’t want to read about your brand or its story. They care very little about you. They care about the problem they are trying to solve and how much that solution will cost them. They don’t want to know anything about your struggles. Talking about them won’t make you any more relatable. 

Use the header section of your homepage to showcase the value of conversion. Keep the copy short and to the point. Distill your key message down to a couple of points. 

Your goal here is to get the visitor interested enough to keep scrolling. They are not going to convert as soon as they read this section of your website, but if you manage to hook them, they will scroll further, giving you another chance for conversion. 

Look at SomniFix and how well they have composed their homepage header. They give you four short bullet points and three sentences to showcase value. They tell you what the product is, what it can do, and why this is important. Then, they close with a couple of sales-oriented sentences that are meant to boost conversion rates. 

web content strategy
Source: somnifix.com

Focus on Brand Strengthening

Web copywriting can also be used to boost conversion rates when you write copy that focuses on your brand message and values. 

While customers will not want to hear about your brand directly, they will want to know who they are doing business with. It’s your job here to communicate messages that are strongly aligned with your brand values and identity. You need to compose a brand tone that resonates with your audience and use it in all of your copy. 

Your goal is to communicate facts about your products that will attract the attention of your audience. They are already interested in your brand; they just need to be shown that the product aligns with their values.

Take a look at this CBD + CBN Sleep Gummies page. It features an “Only the Good Stuff” section that is clearly aligned with the brand’s values and ethos. You’ll also see test results for different product dosages. This further demonstrates how much the brand cares about providing the customers with the right product.

The page also features an FAQ section that further reinforces the brand’s values. They provide clear answers, link to scientific papers that back their claims up, and have clearly taken the time to address the most common qualms customers may have about their products.

website copywriting
Source: focl.com

Let Your Customers Write Copy for You

A web copywriting tactic you can use that will require minimal investment on your part is letting your customers do the work for you. By using user-generated content on your pages and social media accounts, you can significantly boost your conversion rates and improve your brand credibility at the same time. 

Content formats like reviews and customer testimonials are a great way to add another level of trust to your messaging. They will speak about your brand and your products or services more honestly than you ever could. Leads will always prefer to hear from someone who has already done business with a brand than the brand itself. 

The key here is not to limit user-generated content to your product pages only. You should be able to benefit from them across the board. If a potential customer only reaches your homepage and clicks no further, they should still be able to access this valuable content format. 

Look at Mannequin Mall and its homepage. They have a customer reviews section at the bottom of the page, where they have hand-picked the reviews they find best describe their products and services. 

They also have an even better feature: a Reviews flyout on the right side of the screen. This is where visitors can browse customer reviews and ratings at their own leisure and get a more complete feel for the quality of the products and their range. 

Target Specific Awareness Stages

In order for your web copywriting efforts to have the highest chance of converting visitors, you will need to be mindful of the awareness stage a visitor is in and the kind of content they’re looking for. 

Customers who are in the awareness stage will benefit from being shown articles that will educate them about the problem and help them get to know your brand. On the other hand, customers who are ready to convert will want to hear more about the ways to use the product. 

Be mindful of the voice and level of knowledge you use when speaking to different awareness stage levels. You can’t expect top-of-the-funnel leads to understand the jargon familiar to those from the bottom of the funnel. 

When writing a page or a post, take the time to link it to a specific buyer’s journey stage. Then, tailor it accordingly.

Let’s take a look at how Ahrefs does it. They have a blog category page on content marketing, where they house all the posts related to this topic. Their post on evergreen content, for example, clearly targets beginners in content marketing who don’t understand the term and who would like to learn more. 

The language used is easy to understand. It provides clear and direct answers and explains terms like “search intent” that may be unfamiliar to this readership.

On the other hand, their post about social signals is written for an audience that already has a firm grasp of SEO and that is only looking to improve their online presence. The flow of the article is different, as is the tone of voice. This post speaks to those with expertise and experience of their own.

copywriting tips
Source: ahrefs.com

Speak to the Individual 

Your next web copywriting task aimed at increasing conversion rates is speaking to an individual visitor. You obviously won’t be able to address them by name or know anything overly specific about them. But you can make them feel seen, heard, and appreciated if you nail a couple of points.

First of all, you need to understand what it is your audience is struggling with. What’s the reason they are coming to you? Finding the answer to this question will involve both market research and search intent analysis. 

You should then also consider how your audience wants to be spoken to. Are they more likely to trust a brand that sounds professional or a brand that has a casual tone of voice?

Finally, you need to incorporate your messaging and values. 

Look at Buffer and their homepage. They tick so many great copywriting boxes:

  • They use “you” a lot, making the reader feel directly spoken to.
  • They use phrases like “you deserve,” making the reader feel validated.
  • They understand that their audience wants to save time, so one of their tools’ benefits is listed under “halve your workload.”

The entire website feels accessible and approachable. Visitors are made to feel the brand truly understands what their struggles are and knows how to solve them.

creative copywriting
Source: buffer.com

Make It Personal

Don’t shy away from letting your true personality shine through your copywriting. You may believe that you are not everyone’s cup of tea. Which is, of course, true. But your goal should never be to please everyone in the first place.

If your brand voice is quirky, disparaging, or outright outrageous, don’t be afraid to use it. It will ensure that you attract leads whom you are more likely to convert, as your brand values resonate more strongly with them. 

You don’t want to become just another brand in a sea of similar brands. You want to stand out, and there is no better way to do it than to utilize your natural differentness. 

A brand that does this exceptionally well is Velocity Partners. They don’t try to be liked by everyone. They don’t want to work with clients who don’t share their passions and their worldview. They couldn’t care less what you think of them. 

After all, using the term “crap” on your homepage can be considered a very bold move. However, it has managed to score brand contracts with some incredible clients. In other words: being who you are will always get you where you want to be. Leverage this power with your copy.

Remember That Benefits Trump Features 

One final web copywriting point to remember is that benefits are always more important than features. This point ties nicely in with our “present the value first” principle we’ve already covered. 

When presenting said value, don’t forget that your customers and leads want to hear about the benefits more than they want to know what your product’s features are. However, they don’t want to be told that these are the benefits, and this is why they should spend money on you. 

Instead, they want to understand what the benefits are without feeling like they are being sold to.

Here’s how you can achieve that. Take a look at Basecamp and its homepage copy. It’s nothing but a list of the benefits of using their tool. However, they don’t use the word “benefits” once.

They have found a way to describe the features of their product through the lens of the results they will bring. They are quite clear: this tool helps you do your job more efficiently, makes you more productive, and saves you time. But they never try to sell it to you.

how to improve conversion rate
Source: basecamp.com

Wrapping Up 

Which of these web copywriting tactics do you like the most? Are you already using some of them, or are you planning on incorporating some of them into your current digital marketing strategy?

Don’t forget to always tailor any tactics we recommend to your own brand’s voice and the needs and pain points of your target audience!


Karl Kangur
Karl Kangur is a serial entrepreneur. He founded his first online business as a teenager and loves to deliver amazing results to his clients. He is also a competitive bodybuilder, against the warnings of his doctor.