The Conversion Copywriting Process
My complete copywriting service includes delving deep into your business, your customers and competitors to understand what messages will be most persuasive. I then take a systematic approach to drafting and review, to polish your copy to a publication-perfect state.
These are the key steps to getting your conversion-optimized copy, for more leads and sales.
You get things started by providing a Copywriting Brief, verbally or in writing.
I then evaluate your competitors’ offerings and USPs, to look for ways in which your messaging can stand out. To really understand your customer's triggers, I collect “voice of the customer” data online, through surveys and interviews.
Before I write, I debrief you on our research-based insights and how we can translate these into copy that converts.
Next, we agree on an outline for the copy or the proposed structure.
For multi-page projects, I provide you with a draft page or section of copy to check for tone, style and language. That's your opportunity to provide early feedback.
I then draft your complete content and you provide feedback. Usually clients are eager to get things finished and one to two rounds of revision suffice.
Finalizing & Testing the Copy
Your final copy is formatted with the designer's ease in mind. I indicate which headers are H1, H2, and H3. You can also request that we layout your copy in a wireframe based on conversion best practices.
Proofreading your content in situ is included, but more importantly, we test. To keep optimizing your copy for conversions, we validate and test. Validation we can do before you go public, with 5-second impression tests. Once we’re live, the sky’s the limit with A/B and user behaviour testing.