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How to write copy that converts visitors to customers

How To Write Online Copy That Converts Visitors Into Customers

Writing content for a website doesn’t come easily to everyone. Especially when it comes to making sure that content is optimized not just for search engines, but also for visitor conversions. When you get down to it, conversion is the ultimate goal for any page of your website. You want the visitor to do something. More often than not, that something is buying a product from you, subscribing to your blog posts, or contacting you in some way. In short, you want them to become a customer. In this post, we explain how to do exactly that with your website content.

Estimated reading time: 4 minutes

Focus on your audience, not yourself

The key to writing successful online sales copy lies in focusing on the needs of your target audience. Your website should not read like a brochure talking all about you, you, you. Instead, it should focus on the problem(s) you are trying to solve for your visitors/customers. When you make the story all about them, people will respond. They will feel drawn in because they can identify with that problem or situation you are reaching out to help them with.

These problems are what your potential customers are likely to type into the search engine when looking for a solution. You want them to find your company, your product, your solution. To accomplish that, you need to create great content that fits your customers’ needs.

Changing your focus to the customer makes them into the hero, the main character. And you become their Yoda. You become the guide who is there to help them succeed, the expert they can trust. You can leverage your role as the guide in your online content, without making everything about you.

Read On: How To Answer When A Customer Asks “What Do You Do?”

Use the words your customers use

Think about the words you are currently using on your website. Do these words match up with words your customers would be familiar with?

Business owners often suffer from the curse of knowledge when it comes to their products and services. They know so much about their company and what they do, that they tend to talk past their customers. Rather than using the words you are familiar with, use those your customers know and use when defining the problem you help them solve and the products/services you’ve created to help them.

Not only does using the right words help make the text more appealing and increase conversions, but it also results in more overall traffic to your website and its pages. Why? Because people are actually able to find your website, because the words you’re using match up with the ones they’re using.

Keep Reading: Mistakes People Make When Writing Content For Their Websites

How to find out what words they’re using

You might be wondering how you are supposed to know what words your customers use. The answer is simple: you have to get to know them. If possible, talk to some current customers in person. You could also post a survey on your homepage asking them what they are looking for.

Read On: What Every Business Owner Needs To Know About Their Customers

Additionally, testimonials and reviews from past customers may give you an idea of how they describe their experience with your product, service, and/or website. Find out what they liked most, and highlight those things in your new online copy.

Then, once you get to know your audience, you’ll want to conduct proper keyword research. This will help you prioritize which keywords to optimize for, to increase your overall chances of ranking in the search results.


Copywriting with sales in mind is a useful SEO strategy. When you focus on addressing the problems your customers have and speaking in their language, you get to know them a bit better. And the more acquainted you are with your audience, the higher your chances are of converting them into long-time customers.

Need to rewrite some of your website’s content? Start by polishing those writing skills. Then take things one page or post at a time!

Read More: 8 Good Things Every Website Should Have

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