10 Copywriting Tips to Boost Your Website’s Conversions

Estimated reading time: 8.9 minutes

Copy that doesn’t convert is like being stuck in a one-sided conversation. Or worst, a pushy salesperson who ruins your shopping experience.

If your website copy isn’t customer-focused, you’re creating a digital equivalent to these undesirable situations. 

Website conversions rely on well-executed copy with purpose. Copy that puts your audience first and resonates. This can only be achieved by understanding who your audience is and what their needs are, so you can make them the centre of your story and the content you publish.

Here are 10 SEO copywriting tips to boost your website conversions and create more sustainable connections. 

1. Be Human

Make your copy personal by using words like ‘you’ and ‘your’ rather than a third-person tone of voice. Phrases such as ‘she’, ‘him’, ‘they’, ‘their’, ‘itself’ and ‘themselves’ create a disconnect between you and the reader. 

It doesn’t mean you shouldn’t use third-person – but keep it to a minimum. Third-person can be helpful for referring to your business name or if the copy is intended for a very formal or corporate audience.

Be more human by:

  • Being relatable, real and relevant 
  • Showing your face and going behind the scenes with processes and products
  • Marketing your brand values

2. Prioritise Your Audience and SEO 

Content that isn’t written with your audience and Search Engine Optimisation in mind will have trouble converting for a few reasons. 

Firstly, getting your business found online starts with good SEO. It makes your site more visible to the people you want to work with, which brings more organic traffic and chances to convert users into loyal customers.

Secondly, if you’re not writing for your audience and their search intent, the content won’t provide value or rank well.  

When you prioritise and maintain SEO properly, you put your audience’s needs first by creating content specifically for them. Users and Google want high-quality content that draws people in and addresses their concerns – not adds to the noise.  

Make sure your content:

  • Solves your users’ search queries with clear, concise, conscious content designed to educate and provide value
  • Naturally integrates relevant and well-researched keywords (no keyword stuffing)
  • Fills content gaps – use competitors as a benchmark to find gaps and make your content stronger
  • Includes unique and attractive meta titles and descriptions with essential information to help your audience choose your site over competitors 
  • Follows SEO-friendly formatting 
  • Has social share buttons to make it easily shareable, which translates into more page views and visits 
  • Contains relevant internal links to encourage users to explore more on your site and high authority external links with additional information 
  • Has images with alt-tags

While these tips are helpful for optimising your content and increasing website conversions, it’s important to note these best practices are only a few guidelines out of many; SEO is an entire puzzle that encompasses much more than a handful of points.

Blogs are a powerful and profitable portal for connecting with your audience

3. Invest in Blog Management

Updating your website with blog content increases conversion rates. The problem is, blogging – consistent, quality blogging takes time and creative energy. 

It’s why many businesses choose to outsource their blog to a creative SEO blog writing service

You can unlock greater, more sustainable benefits including:

  • Engaging and audience-specific blog content
  • Trackable, targeted results 
  • Increased search visibility and rankings 
  • High-quality blog content in less time
  • Become an industry expert and the go-to source for information
  • Access to a professional copywriter who knows how to write for Google
  • Higher conversion rates – businesses that blog get 55% more traffic to their websites

According to HubSpot – one of the top content marketing hubs, 56% of marketers who leverage blogging agree it’s effective. 54% of decision-makers also say they spend more than one hour per week reading thought-leadership content.

4. Write the Right Language

Language, CTAs (call to action) and website copy vary depending on your intended audience. 

When you personalise your content to them, you establish a connection. But in order to drive that connection deeper, you and your audience need to be on the same page. You have to speak the same language, without industry jargon and complex terms that can cause your message to get lost. 

First, find out who you’re speaking to by identifying the characteristics of your target market. Use tools like Google Analytics and Search Console to determine demographics and create a clear picture of your reader to craft consumer-friendly language. 

Narrow your reader down by:

  • Describing their age, income, location, gender, marital status, job and interests
  • Learning what desires, pain points and challenges they have and addressing how your product/service offers a solution 
  • Finding the top 5 adjectives you would use to describe your users
  • Using phrases and acronyms that make sense to them

5. Structure Copy to Keep Scanners in Mind

Readability is crucial when it comes to effective copywriting. 


Because complicated text that isn’t formatted for clarity confuses readers – and the confused mind doesn’t buy. If your audience can’t understand what you’re offering, they’ll likely look for the information elsewhere. 

Simple and concise copy enhances your site’s user experience and makes your content easy to digest. 

Here are some editing sweeps I recommend before hitting publish:

  • Edit for clarity by removing unnecessary words
  • Keep sentences short and simple
  • Use headings, blocks, micro-content and whitespace 
  • Be specific and cut out corporate jargon and buzzwords, after all, the devil is the details
  • Make your copy more powerful with copywriting techniques – eg: the PAS (Pain, Agitate, Solution) hooks and keeps your reader’s attention, while storytelling shows context and heightens interest in your brand 
  • Use tools to score your content by how difficult it is to read – eg: The Fleischer scale or Hemmingway app 

Quote - words are art

6. Deliver Solutions

How can your business help your audience?

To write great content, you must create something that’ll attract, engage and solve their problems.

For example, if you sell homes, think of the pet peeves your customers have when shopping for a new house. Then deliver content that educates them about their issue and how your services may help.

Include the benefits and outcomes too. 

For example, sell a good night’s sleep, not the mattress. 

When you focus on the problem that needs to be solved, your content becomes relevant to readers. Understand their pain points and prove you know how to make them less painful. 

7. Include Reputable Facts

Give your copy weight by including specific facts and figures. This helps your content become more convincing with facts that are verifiable and concrete. 

If you’re including third-party data, make sure it comes from a reputable source. But be careful to only use facts for supporting your main message rather than overloading. Too many facts can make your copy sound dry and lose readers. 

8. Add Proof

It’s essential to build trust with your audience. If they don’t believe you, how can you expect them to buy from you? Well-executed copy establishes trust, but you want to build credibility through client testimonials and social proof too. 

Google knows people want results from trustworthy sources. Naturally, high-authority pages relevant to the user’s search will show up first and go towards your site’s overall domain authority

Some ways you can build trust, credibility and authority are:

  • Make sure your content provides values
  • Follow the E-A-T framework – Expertise, Authority, Trustworthiness 
  • Create relevant content with a solid linking structure
  • Add an author bio when guest posting
  • Create a local listing with Google My Business – see below for how the free listing looks
  • Embed testimonials with a plugin – I use Rich Plugins
  • Add and update your contact information 
  • Ensure your site has an SSL certificate 

Free Google My Business listing to help with website conversions
Google My Business review - My Plan Assist

9. Emphasise Action

Make it easy for potential customers to buy from you or use your services. Boosting website conversions means increasing action on your site, so tell them what you want them to do with CTAs that include specific steps. 

10. Create Clear Calls to Action

CTAs can be in the form of buttons, plain text or images – as long as they clearly guide your readers to the next step. 

Keep your CTAs direct with simple phrases and include them on all your web pages and blog articles. They should be easily identifiable and entice readers to engage with them, which leads them to engage with your business. 

Wrapping Up

There are many reasons why your site may not be ranking. From new websites that haven’t been indexed yet to technical issues, poor linking structures, low-quality content and the wrong type of search intent. If you’ve noticed a drop in your conversions or your website isn’t performing, let’s connect and book in site review

Need more copywriting tips?

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