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7 Steps to Writing Engaging Copy That Convert Visitors into Customers

Greetings, future copywriting virtuosos! You're about to immerse yourself in the nuanced world of high-converting copywriting. These copywriting tips for your Wix website will empower you to captivate your readers, evoking emotions and inspiring action. Let’s begin!


Copywriting Techniques

1. The Audience: Your North Star


The cornerstone of persuasive copywriting is a deep, empathetic understanding of your audience. Your words are not just for the masses; they are for specific individuals with unique needs and desires.


  1. Carve Out Your Ideal Customer Profile: Picture your perfect customer, not merely as a demographic or a statistic, but as a complex individual with a rich tapestry of emotions, desires, and struggles. This includes everything from their age, income, job title to their hobbies, favourite brands, family dynamics, and more. Remember, you're not just selling a product or service; you're offering a handpicked solution to their problem.

  2. Engage in Thorough Market Research: To create a persuasive narrative, you must immerse yourself in your audience's world. Scrutinise forums, dig into social media chatter, peruse customer reviews, and interviews. Look for recurrent themes, everyday challenges, dreams, and fears. Uncover the language they use to describe their experiences, and use it to mirror their reality in your copy.

  3. Craft Detailed Customer Personas: Based on your findings, sketch out a few customer personas. Give them names, careers, backgrounds, and unique quirks. Picture them when you write. This tangible representation will make your copy more personal and emotionally resonant.


2. Emotional Storytelling: Your Magic Wand


Stories have the unique power to bypass the rational mind and speak directly to our emotions. They are your most potent tool to engage readers and inspire action.


  1. Set the Scene: Every story begins with a familiar setting that the audience can relate to. Imagine your reader's typical day. What struggles do they face? What emotions do they grapple with? Use these details to paint a vivid, relatable picture.

  2. Heighten the Conflict: Present the core problem, making it impossible to ignore. Illuminate the pain points your audience grapples with. Draw upon your customer persona to frame this conflict in a way that resonates deeply.

  3. Introduce the Hero: Your product or service is the hero of the story. Describe how it swoops in, solving the problem and transforming your customer's life. The transformation should be both tangible (e.g., saving time) and emotional (e.g., peace of mind).


3. Captivating Headlines: Your First Impression


A headline is like a shop window. It's your chance to lure your audience in with a tantalising glimpse of what's inside.


  1. Utilise Numbers and Power Words: Numbers offer precision and predictability ("5 Proven Steps to Boost Your Confidence"), while power words promise transformation and excitement ("Unleash Your Inner Entrepreneur Today!").

  2. Promise a Compelling Outcome: Your headline should make a tantalising promise that the body copy delivers. For instance, "Unlock Explosive Business Growth with Our Cutting-Edge Strategy".

  3. Pose a Provocative Question: A question encourages the reader to pause and ponder, forging a deeper mental engagement. "Are You Making These Deadly Business Mistakes?"


4. Gripping Opening Line: Your Invitation


Your opening line should tease the reader's curiosity and lure them further into your narrative.


  1. Kick off with a Thought-Provoking Question: This is a great way to engage your reader's mind and create a conversational tone. "Have you ever imagined what life would be like if money wasn't an issue?"

  2. Stir Suspense: Use suspense to make your reader's curiosity irresistible. "Stick with me for a few minutes, and I'll reveal the secret formula that has catapulted countless businesses to success."

  3. State a Bold Claim: Jolt your reader's attention with an audacious statement. "Contrary to popular belief, becoming a successful entrepreneur doesn't require a ground-breaking idea."


5. Crystal Clear Value Proposition: Your Unique Selling Point


It's essential to make your audience understand how your product or service will transform their lives.


  1. Ace the 'So What?' Test: Ensure each claim in your copy answers the reader's subconscious question, "So what?" For example, "Our AI-powered tool scans hundreds of data points." So what? "So you can make informed investment decisions with unparalleled precision."

  2. Highlight Benefits over Features: People aren't interested in specifications as much as they're interested in what those specifications mean for them. Translate features into benefits. "Our top-grade noise-cancelling headphones provide an immersive listening experience, helping you tune out distractions and focus on your music."

  3. Use Social Proof: Leverage testimonials, case studies, and endorsements to demonstrate that real people have benefited from your product or service. This shows readers that your claims aren't just marketing fluff; they're proven outcomes.


6. Simplicity and Clarity: Your Guiding Principles


Clear, concise copy cuts through the noise and communicates your message effectively.


  1. Opt for Simple Language: Use accessible, everyday language to ensure your message gets across. Remember, you're not writing to impress; you're writing to communicate.

  2. Structure with Short Sentences and Paragraphs: Large blocks of text can feel daunting. Breaking your copy into manageable chunks makes it more digestible and easier on the eyes.

  3. Choose Active Voice: Active voice makes your writing stronger and more engaging. Instead of "This book can be read in a few hours," write "You can read this book in a few hours."


7. Compelling Call-to-Action (CTA): Your Conversion Catalyst


Your CTA is the tipping point where your reader decides to convert their interest into action.


  1. Utilise Action-Oriented Verbs: Be explicit about the action you want your reader to take. "Reserve Your Spot Now", "Claim Your Free Consultation Today!"

  2. Create a Sense of Urgency: Encourage immediate action by hinting at the possibility of missing out. "Limited Time Offer! Grab Your Discount While It Lasts!"

  3. Offer a Risk-Free Option: Reduce perceived risk by offering guarantees or trials. "30-Day Money-Back Guarantee" or "Start Your Free Trial Today"


By following these steps and understanding the nuances of effective copywriting, you can create content for your Wix website that captivates, resonates, and most importantly, converts. Embrace this fascinating journey, and remember, even the most seasoned copywriters continually learn and evolve. Your copywriting journey starts here, and the sky's the limit. Happy writing!


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