Is direct response copywriting the secret to improving your conversion rates? Most business owners will say “Yes”. Successful brands don’t employ aggressive tactics to force sales upon their prospects or increase conversion rates. Instead, they craft their messaging meticulously to encourage prospects want to buy into whatever they’re selling, often by using the power of emotion in their sales copy.
Most of the time, a big part of crafting a sales message involves direct response copywriting, which gets straight to the point. It’s written with one simple goal in mind: to convert website visitors into customers. It’s best when this is done in a way that feels authentic and genuine.
These days, crafting those compelling messages to improve conversion rates doesn’t actually require a whole lot of resources. You just have to understand the few essential features of direct response copywriting that will elevate your website’s conversion rates, and convert more website visitors into customers. Here are a few actionable tips you can implement to increase your conversation rates today:
The difference between regular copywriting and direct response copywriting is the time frame in which you’re operating. Standard copywriting focuses on long term brand establishment. On the other hand, direct response copywriting exists to produce an on the spot reaction from the reader. Because the goals are different, you'll need to take a more personal approach. You must remember that unlike branding, the copy is about the customer, not the company. This means that you must appeal to the customer’s immediate needs, while also evoking emotions through your writing.
You should emphasize the exact benefits that your product or service brings to the client. To do so, it can often work well to be persuasive and inviting, but not overbearing. Due to its nature, brevity and impactful language are your greatest assets when performing direct response copywriting. Your content must strike a chord with the reader in a way that compels them to buy what you’re selling - and in a short time frame, too. Needless to say, direct response copywriting is a very powerful skill.
The key aspect of direct response copywriting will always rely on an effective headline. In this day and age, your headline will have to be attention-grabbing simply to keep the prospective client on your webpage. If your headline isn’t eye-catching, readers simply won't click on it. If your headline doesn’t get clicked on, that's a lot of opportunities lost for you to close a sale.
The most successful headline will possess two things: clarity and a call-to-action.
A clear headline is important because it will set expectations for your reader. By introducing your direct response copywriting in a way that is clear, you will target the exact audience that could potentially become your client. If a prospect doubts your ability to provide clarity from the get-go, then what is keeping them from moving on to the next website?
Secondly, you will want your headline to incorporate a “call-to-action.” This will allow your message to specifically target those readers who may potentially become revenue-generating clients. This is an important practice to keep with all your work because it will allow visitors an opportunity to find what they are looking for on your webpage themselves. A well-written call-to-action can make or break a sale, and significantly impact conversion rates.
Remember to spend the time and effort to have the body of your copy match the quality of your headline. If this isn’t the case with your copywriting, you’ll probably find that your headline generated plenty of clicks but little to no interaction or sales. Fundamentally, this comes from the fact that your offers aren’t up to par with how your headline made them seem.
Having established an effective headline that has captivated your prospects and written out some compelling copy, it’s easy to think continuously about providing insights to your website visitors but forget about the big sell you sought to make in the first place.
Remember, the key to copywriting is not your ability to write – it’s your ability to close. In order to make this a reality, you will want to maintain the clarity that we discussed earlier (albeit with a bigger picture in mind). To maintain clarity while trying to make the sale, you will need to be specific in describing what the reader’s problem is and how your product or service will solve it.
Testimonials always help sell a product or service. Your copy should provide examples of how clients are using your product, who is using it, and the results that have been generated for others. Including this information will directly help your readers navigate your offer. Further, doing so will allow them to envision how your product can help their business.
Make sure that you focus on making the sale in a concise manner so as to avoid the mistake of overwriting. If you overwrite, you’ll confuse your prospect. If you make things complicated instead of simple, they won’t buy.
One key detail about direct response copywriting is that it is not a long-form game. Your goal is an immediate conversion, so you have to be forward and wow your potential client on the spot. Writing too much often confuses your readers and dilutes your message, making it more difficult to close.
Steven Li is the founder of The Rising, a publication that covers how changes in the environment impact business, politics, and technology. He is also a contributing writer at Entrepreneur Magazine and Forbes.Hire Steven