Make Sure Copywriting Service Providers Focus on Conversion

Create Effective Content

Finding a successful copywriting service provider for your needs isn’t as difficult as one may think. Keep in mind some simple but important keys to evaluate your perspective copywriter. To know whether or not your copywriter is good at focusing on converting the leads generated to sales, ask yourself these questions:

Does the writer know and understand clearly, your target audience?

Writing to the persona (and this is your job to adequately describe), does this writer understand how to speak the language that will sound familiar to your audience (i.e. teens, or professions, or artists)?  A great way to help your writer is to interview current or past customers and find out more about their interests. Pass this along to your writer!

Does the writer provide a call to action?

Make sure the content includes something compelling your audience to DO something. Offer some value added service or product or information that would be particularly interesting to your target audience. Does your writer show this in his/her other work? Don’t forget to have a plan. What do you want a visitor to do once they arrive at this stage of the marketing/sales funnel? Include images and infographics or video.

Use forms or other interactive ways your visitor can engage.

Offering value added services and landing pages with opportunities like newsletter sign ups, social media sharing and reviews is a great way to get folks to participate and not feel ‘sold’. People love to buy but hate to be ‘sold’ anything! Does your copywriter make good use of forms and calls to action?

Avoid writers with these tendencies:

  • Writing for a general audience and not for the intended target market
  • Overly salesy ~ again, facts tell stories sell. Too many facts and not enough connection will turn readers off.
  • Writers that take bland content and just place keywords throughout. Meaningless copy, regardless of the number of keywords or phrases used, will not engage or inspire.

ALSO What is Copywriting?

Finding great content writing service providers can seem daunting. Keep these important guidelines in mind and be sure to test, track and analyze the results of your copywriter’s work. Great writers will want feedback and will keep improving their copy to improve your conversion results. To learn more about how to become a Conversion-Focused Copywriter, visit our Affiliates page.

Chase Fluharty

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Chase has over 20 years experience in marketing/sales with a business degree and advanced graduate education from Boston University in IT Project Management. She is a licensed real estate broker and experienced web developer/designer. She can deliver timely, relevant copy for your technology, real estate, business and web related topics.

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Natalya Ward
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Natalya Ward

You hit on a key element with this one – creating engaging content. I always try to ensure I understand the target audience before writing. Once you know who you’re writing for, it’s easier to make the content enjoyable instead of bland facts filled with keyword stuffing. Great tips for choosing a copywriter and great advice for copywriters to use to improve their copy as well.

Earl Dotson
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Earl Dotson

Any writer who doesn’t feel the need to spice up bland content doesn’t deserve to call themselves a writer. We have a duty as writers to always aspire to produce as engaging content as possible.

Georgia Potts
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Georgia Potts

I would have to agree. If you can’t make it engaging, don’t write it!

Georgia Potts
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Georgia Potts

Being overly sales is definitely a problem. Even if it’s blatant sales copy, it shouldn’t be demanding that people buy. Customers today are too savvy for such a direct call to action.

Tay H
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Tay H

Good point about being overly salesy for most business content.

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