Get more from conversion copywriting
We don’t talk about this a lot, but now and then I hear from clients who are nervous about working with a copywriter. They just don’t know if it’s wise to spend a large amount of money on a one-time project.
I get it. You want to make sure that you’re using your marketing budget wisely. After all, this is an investment in your business—and you want to see results, so you’re wary of anything ‘one-and-done” where you get the words and move on.
But it doesn’t have to be that way.
When you invest in conversion copywriting, it pays to keep the lines of communication open long after the project is complete.
Let’s check out what makes conversion copywriting different from other forms of copywriting and how you can go beyond one-and-done to ensure you get the most out of your investment!
How you get beyond the writing with your conversion copywriter.
Even after your copywriting goes live, here are 3 ways you can work with a conversion copywriter to improve and optimize your sales copy.
*PRO TIP* Ask about these options early in the process and get the investment factored into your proposal/quote. This way, you can plan the ongoing nature of your copywriting relationship.
1. Create a conversion copywriting retainer
A great copywriter is invested in your brand and in helping you succeed—they aren’t just someone who writes pretty words. (In fact, they’re way less concerned with making it sound good and way more concerned with making it convert.)
When you sign a copywriter on retainer, you’re making them an extension of your team. They want to see your business succeed, which means communication is key. Especially because the relationship doesn’t end when the project is complete.
By keeping the lines of communication open and informing your copywriter of important metrics and data, you can continue getting the most out of your investment. You make it easier for your copywriter to know what to change, tweak, or do more of to optimize your copy.
Plus, you get a lot more than just writing this way.
While it may look like you’re ‘just’ paying for great copywriting skills, you’re also getting access to a wealth of knowledge and experience that your writer will share with you as a part of your team.
2. Get help with testing
So you’re split testing (or AB testing) and that’s awesome! Seriously, a huge high-five to you for making this extra investment in your copy. Many personal brands aren’t taking this step.
But what should you do with those metrics you’re generating?
Well, you could share them with your conversion copywriter who can help you make decisions around what they mean for your sales copy.
By analyzing the data and giving you feedback for suggested changes, your writer can help improve your sales copy to increase conversions.
This is an ongoing process you should revisit every few weeks or months (depending on how often you test) to ensure that you’re getting the most out of your investment.
The effect of these increased conversions rates can be felt by your business for a very long time. Each time you test on a specific page or piece, you can continue to improve conversions for a compounding return!
Just remember—gathering metrics is only as good as the action you take on those metrics. So, why not make better use of them by sharing them with your conversion copywriter?
*PRO TIP* Not sure what kind of data to gather for your conversion copywriter? Consider sources like customer interviews, heat maps, surveys, on-page polls, usability tests, support chat transcripts, etc.
3. Use a conversion copywriter for audits
Copywriting audits are a great way to get an outsider’s perspective on your website, landing pages, and other content-related items.
A conversion copywriter will look at everything from headlines to calls to action and give you specific feedback on what works and what doesn’t with regards to converting visitors into customers.
This can be a great way to uncover conversion killers, provide you with new ideas to increase conversion rates, and add insight into why certain pages are converting better than others.
Not only will a conversion copywriter identify what areas of the page need improvement, but they’ll also provide guidance on how to improve so it converts better.
Stay in touch between projects
If you don’t have the need for a conversion copywriter to be on retainer, you can still go beyond the writing simply by keeping them in the loop between projects.
Let them know about your wins and losses, update them about which pieces of copy aren’t performing, share your analytics, touch base when you’ve made changes to your business, offers, website, and so on.
These little touches add up to a stronger relationship with a conversion copywriter you can trust who is invested in helping you make your business a success.
Just make sure you respect your copywriter’s time and prepare to pay for changes, rewrites, and optimization edits that go beyond your initial contract together.
If nothing else, it’s always nice to know that someone has your back when it comes to making sure your words turn clicks into clients.
After all, you could argue that copy is never finished. It’s simply the best version of the information we have to work with, in that moment.
So, take the time to make your copywriter an ongoing part of the conversation and stay confident in your conversions.
Looking for a conversion copywriter to start the conversation with? I’m only a message away.
