How to write great copy that converts

Photo by Green Chameleon on Unsplash

Oftentimes when optimizing a flow or redesigning a page, our primary focus is on getting the design and layout right. So, the entire exercise becomes about wireframing and prototyping with placeholder copy for approval and then simply adding rehashed existing copy.

Momoko Price, in her CXL course on product messaging, turns this thinking on its head and provides an excellent framework for evaluating and coming up with performant pages. No magic copywriting but insights-driven conversion-oriented copy straight from your users! The best thing about the approach is that it culls the opinions, thereby reducing the subjectivity.

In this post, I will summarize her approach to delivering a page that actually converts.

Step 1: Copy Teardown

Start by gaining a good understanding of the audience visiting and engaging with the target page. You’ll want to analyse data in your web analytics and heat mapping tools to understand where the users are coming from, what device are they primarily on, how are they engaging with the page (scroll depth, click activity etc) and where are they going etc. In case this is a new page you are working on, use a similar page (or pages) as a baseline.

Momoko then suggests evaluating the proposed copy (or existing copy) using a teardown framework…