What is conversion copywriting?

Conversion copywriting is copy written to get a specific, measurable action: a purchase, a signup, a demo request, a click. It’s built around what the reader needs to believe before they’ll act, rather than what the company wants to say about itself.

The distinguishing feature is accountability. Conversion copy has a number attached to it, and the copy either moved that number or didn’t. Awareness copy builds an impression over time and is harder to measure; conversion copy is judged by the next click.

Where it’s used

Landing pages, paid social ads, product pages, sales emails, and anywhere else the reader is one step from an action. The format varies. The job is the same.

Example

The Avenova landing page is conversion copy for a regulated product: every section moves a lash-extension wearer toward a purchase, inside claim limits set by FDA clearance.

Related

Direct response copy is the older name for the same discipline. Green Wagon Media’s conversion and direct response service covers both.

Tell me what your copy needs to do

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