Conversion Copywriting: Common Mistakes and How to Fix Them

May 10, 2023

3 minutes

Everyone knows there is an art to selling. When it comes to writing words that influence the actions of others, there is a certain way to execute your persuasion so that it achieves its desired result. In marketing, we call this conversion copywriting.

Conversion copywriting is a type of copywriting that helps businesses sell products. Done right, it is a form of marketing that can deliver a number of benefits for business owners. For starters, by definition, this content can increase conversions, leading to more sales, revenue, and profits for your business. Additionally, this strategy can also improve the user experience and differentiate your brand.

This kind of copywriting is useful for getting potential customers to take action. But, unfortunately, many business owners are making mistakes with their copywriting that are costing them potential customers. Let’s take a further look at exactly what conversion copywriting is so we know how to adjust these unintentional errors.

What is Conversion Copywriting?

Conversion copywriting differs from direct response copywriting. Direct response copywriting asks customers directly to purchase a product. Conversion copywriting uses persuasion to convince a customer to take a specific action. With conversion copywriting, prospective customers purchase your product after being persuaded when, for example, they visit your website.

Remember, the point of conversion copywriting is to be persuasive and authoritative—you want your readers to believe that you or your product can solve their problem. However, issues can arise when conversion copywriting is not executed well. The unfortunate side effect is diminished influence and reduced authority.

Want to know what these inadvertent missteps are and how to get back on course? Read on! In this article, we’ll discuss the ten most common mistakes people make in their copywriting and how to fix them.

1. Unprofessional Errors

Too many typos or grammatical errors makes your content look unprofessional and confusing. Even worse it can distract readers to the point where they cannot appreciate your intended message. If you want your copy to persuade, you need to keep your message clear and your grammar on point. Writing riddled with errors makes your audience feel less confident in you, and that decreases conversions.

How to Fix it

It is always a good idea to use simple language that makes sense for your company, while ensuring that everything is spelled correctly. There are many online tools available that can help with grammar and spell checking. Most word processors also come with built-in tools. Another trick for copy editing is to give your screen a break, come back to it with fresh eyes after some time has passed, and you will be more likely to catch errors. Error-free copy is always best if you want to connect with your customer without distractions and convey your message effectively.

2. Ignoring Social Proof

In addition to setting yourself up as an authority through writing with proper mechanics, social proof is another way to establish credibility and convince potential customers with your copy. Social proof is the idea that people have a tendency to follow the actions of others when making decisions; essentially, when we see that somebody else has done something one way, we assume that their way will work for us, too.

How to Fix it

Use testimonials, reviews, and examples of how people use your product or service in your writing. Instead of just saying what your product can do, show website visitors the power of your offerings in your customers’ lives.

Read More: How to Write Website Copy That Converts Browsers to Buyers

3. Incorrectly Using CTAs

The call to action is an important part of any copywriting piece. A CTA is very effective at getting customers to take a specific action. How can anyone know to sign up for your newsletter without a CTA telling them to do so? A good CTA is simple and gives your audience direct instruction. A great CTA includes an incentive or reason for the customer to follow that instruction.

How to Fix it

You should have relevant CTAs on web pages, blogs, and social media posts. Make sure to put the correct amount of CTAs depending on the kind of webpage. With a blog post, for example, it is best practice to have one quality CTA at the end of the piece and more links to your website in the body.

4. Weak Brand Identity

In today’s marketplace of ideas, customers are drawn to brands with a strong identity and a keen sense of individuality. Customers don’t just want to know why they should buy your product–they want to know why they should buy it from you. A strong brand story is as good as a strong offer or sales pitch because people want to find brands they can trust.

How to Fix it

Identify what makes your brand unique and weave that signature quality through the whole of your story. What are your core values? Your mission and vision need to be defined and followed by key talking points. Identify what you want people to know about your business and keep that centered in your content. Think about writing for people, (people with hopes, dreams, and barriers to those dreams) not an algorithm. And don’t shy away from using emotional or personal language to make appeals to those senses!

Read More: Tips for Creating Effective Marketing Campaigns That Will Engage Your Audience and Produce Results

5. Too Much Emphasis on SEO

Search Engine Optimization, or SEO, is a great tool to get more traffic to your website. SEO is important for getting your website to appear on search engine result pages, which is how prospective customers will find you on Google.

Sometimes people can get too hung up on SEO, and this can make the copy suffer. Good copy is relevant, has a purpose, and has an end goal. Keyword-stuffed writing is quite frankly awful for the customer to read. Customers today prefer compelling copy that engages them, so it is important to focus on quality as well as SEO.

How to Fix it

You don’t have to disregard SEO practices to have a high-quality copy. Choose 2-3 effective keywords for a blog post, for example. Use the keywords in the heading and meta description. Avoid stuffing too many keywords in writing; this makes your copy bland and punishes it in Google and other algorithms.

6. Ignores the Tone and Style of Persuasive Writing

Functional persuasive writing has a specific tone and style that are appealing. Nobody wants to be lectured to, bored to tears, or yelled at. The proper tone for conversion copy shows empathy. You should focus on understanding the feelings your audience is experiencing. Show them that you can understand, and then identify how your offering will help them.

How to Fix it

As far as style goes, use language that’s kind and conversational but not too casual (unless the brand’s personality demands it). Adjust as appropriate for your business. Your tone should always remain understanding and somewhat conversational.

Read More: 3 Ways Web Design and Marketing Work Together to Grow Your Business

7. Not Targeting Your Audience

If you don’t know who your target audience is, how can you sell to them? Copy is all about speaking to your target audience. You need to know who that audience is, what their problems are, and how you or your product can solve those problems. You need to approach their pain points with empathy and really think about who they are–not just as a consumer class, but as people.

How to Fix it

This is a problem that can be solved with some market research and a customer persona. Define your target audience and learn all you can about them. Then, create your customer persona. This is a research-based profile where you embody the type of customer you’re trying to attract. Do a little bit of research and see what speaks to them, and use your findings to let your target audience know that you have their solution!

Read More: Marketing Strategy vs Tactics? Tips for Success in 2023

8. Holding Out On A Hero Statement

Every article needs a punchy headline to grab the reader’s attention and never let it go. Every website needs a hero statement that communicates something about the organization and tells the audience exactly what the business is all about. If you don’t make this clear immediately, you will lose your audience’s attention.

How to Fix it

Strong hero statements answer the question, “What?” “Who?” and “Why?” before your audience even has a chance to ask. This statement makes it clear what you do, who you do it for, and why you exist. Be clear and concise, and set your audience’s expectations so that they’re primed to receive the rest of your message.

9. Doesn’t Create Urgency

Persuasive copywriting is functional copywriting. It has a clearly defined goal and, when effective, will lead the audience to action. One way to lead people to action is with the scarcity principle. This is the idea that people value things more when they are scarce or limited. You can improve conversions by using language that implies your offer is limited.

How to Fix it

Customers react well to limited-time offers, mentions of limited supply, and language and imagery that makes them think they might need to catch up on something. A simple CTA of “Act today for this limited time offer” or “Don’t wait–slots are limited!” helps create a sense of urgency that drives conversions.

10. Not Hiring the Right Copywriter

You should always hire a professional copywriter if you want high-quality copy that leads to conversions. Freelance help may not offer the kind of consistency and quality that you need to inspire your audience to take action. Failing to hire a good copywriter can be a mistake that costs you sales rather than boosting them. It could result in subpar messaging that doesn’t really convey the heart, style, or tone of your brand.

How to Fix it

Having quality copy on your website and throughout your digital marketing collateral is extremely important for conversions and it is well worth the investment to hire a professional copywriter. At Cross & Crown, we offer copywriting services to accompany our web design process. But, whether you need content for your website, blog, emails, or social, always look for a professional copywriting service with good reviews (you can see some of our work here.) Make sure the copywriter you choose offers the level of service you need to display your message well and differentiate your brand from the rest.

Professional Conversion Copywriting

Conversion copywriting is the best way to convince customers to purchase your products or services. It engages them, makes them feel valued, and encourages them to take action. While it isn’t always easy, it’s worth doing to foster a loyal customer base and improve your company’s audience and reach.

Want to improve your digital marketing strategy with irresistible conversion copywriting? Cross & Crown’s professional writing services are just what you need. Contact us today– we’d love to work with you.

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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