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8 mins

5 Ways to write copy that converts

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Eloise Blower

A project manager and developer sat at a large table chat before a meeting, both are smiling.

We consume content every day. It’s everywhere.

On our phones, TV screens, the radio – you name it. We are in a constant state of taking in content, whether written, visual, or audio.

And that poses a threat to your business.

With all that noise, how are you supposed to write copy that will grab people's attention and do what you want it to do – convert?

We’ve got 5 copywriting hacks for you to put into practice. When applied, you’ll start seeing your target audience converting to clients.

1. Create attention-grabbing leads

When writing your next blog post and landing page, you’ll no doubt be focusing on the heading. The heading is important, of course. It is the first thing your audience will see, and it's what will grab their attention.

Initially, that is.

But the bit that comes after the heading will determine whether they will continue reading. That “bit” is called a lead.

Even if you’ve written a whacking great headline, if your lead isn’t doing much, most people will stop reading.

How to do it

Start with the problem–solution method.

First, state your reader’s problem – their pain point.
Next, show you understand and relate.
Finally, provide the solution.

When you identify your audience’s pain points, show you understand, and then provide the results, you’ll create a lead that keeps them reading.

2. Be persuasive

Another way to create content that converts is to use persuasive language. That doesn’t mean salesy, “BUY NOW” persuasive. I’m talking about writing in a compelling way that engages your readers and takes them on a journey with you.

How to do it

Be conversational. Inject you in your copy.

Write as though you are talking to your audience – make them feel like they are having a conversation with you. You want to avoid using words and phrases that make you sound like a salesman. Instead, use language that builds a story around your product or service – a story where your reader is involved.

3. Show, don’t tell

Ever been in a conversation with someone and then realise they are only talking about themselves, their accomplishments, how good they are at what they do, or how proud they are of their own work?

How do you react to that?

Yeah, well, it really goes without saying.

And it’s the same when it comes to your copy.

Of course, you want to let your audience know that you are good at what you do. That’s a given. But instead of talking at them and writing about how amazing your product or service is, you’ve got to rein it in. Show, don’t tell, your audience how brilliant your brand is.

How to do it

The best way to do this is to let others hype you up. In other words, use client testimonials.

With a few outstanding testimonials and portfolio examples, you’ll be able to show how good you are without having to say a word.

4. Craft captivating CTAs

A CTA (Call to Action) is a button or snippet of text on a website that gets your readers to act. Whether it’s encouraging them to buy or download a freebie, CTAs are powerful tools that you need to utilise if you want to convert your readers.

But not just any CTA will do. You want to captivate your readers and move them to action.

How to do it

Last time we highlighted 3 important must-dos when creating CTAs. In a nutshell, you want to keep your CTAs:

  • Short and sweet
  • Unique and interesting
  • Fit for purpose

5. Make your copy easy to read

Let’s face it. Most of us don’t have the time to read an article all in one go and tend to skim-read to find the answer we are looking for. That’s why your copy needs to sit on the page in a way that makes it easy for others to skim.

How to do it

Have you ever seen business owners write oceans of text all blocked together, one huge paragraph after another?

Those are good examples of what not to do.

Instead, format your copy in small, bite-sized chunks. Making sure you have, not an ocean of text, but an ocean of white space.

Start with copy that converts

Writing copy that converts starts with you:

  • Creating compelling introductions
  • Using persuasive language
  • Showcasing testimonials
  • Crafting clickable CTAs
  • Making your copy easy to read

Put these tips into practice when you start writing your next landing page, website copy, or article and stick with it. After some time, you will see a difference in clicks, views, and readers.

And don’t feel like you have to do it alone. At morphsites, our skilful team of digital marketers can give you some tips and pointers on how to craft highly convertible copy, so feel free to tap into their expertise today.

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Eloise Blower


Copywriter by day, bookworm by night. My role involves writing copy that sounds human AND ranks on Google.

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