Inside the science (art?) of
conversion copywriting.
Your website is your all-day-every-day salesperson. It should tell visitors what you do, who you do it for, and what sets you apart from your competition.
Sounds simple. But it isn’t. Because every visitor to your site has unique motivations, anxieties, habits, and values. Every visitor has reasons that push them towards your product. And reasons that pull them away.
If you can’t identify what these reasons are… If you don’t know what job your customers are hiring your product for… If you don’t have a clear picture of who you’re selling to, your message won’t connect. Conversions will be hard to come by.
And you don’t want that.
So, instead of basing your messaging on what you think your product does for your prospects, look at it through their eyes. Understand your product through their words.
Here’s how I help you
connect the dots.
1️⃣ Research and discovery
In-depth research teaches us what your prospects know, think, want, and expect. And how to position your product so it hits the right notes.
By the end of this stage we have comprehensive personas, an optimized offer, and a targeted value proposition.
Research and discovery might include:
✅ Team interviews: Founders, product, marketing, sales, support, etc
✅ Product demo or trial
✅ Website audit
✅ Competitor content audit
✅ Analytics data
✅ Heatmaps
✅ Review mining and social listening
✅ Thank-you page, new customer, and on-site chat-bot surveys
✅ Jobs-To-Be-Done interviews
✅ User testing
✅ Recorded demos / sales calls
✅ Customer personas
✅ Offer optimization
✅ Value proposition drafts
2️⃣ Writing, wireframing, and validating
It’s time for our research findings to hit the page. I write the copy for your web page, editing to make sure it: is clear; has the correct voice and tone; answers the questions “so what?” and “what’s in it for me?”; proves the claims we make; is specific; elicits emotions; and handles objections.
I add the copy to lo-fi wireframes so you can see how to layout your page for highest conversions. And then I run some final validation tests to make sure the copy is on track.
Writing, wireframing, and validating includes:
✅ Conversion-optimized copy
✅ Lo-fi wireframe for each page
✅ Messaging validation: 5 second tests & usability testing
✅ A video walkthrough of the copy, highlighting the research & testing findings that influenced my decisions.
✅ Two rounds of revisions
✅ Copy ready for launch
How to get started.
Get in touch below and I'll get back to you within 2 business days. We'll schedule a 30 minute call where I can learn all about you, your product & customer, and the problem your facing.
Armed with all this information, I'll make a proposal designed to meet your goals. If it looks good to you, I'll send an invoice for a 50% deposit to guarantee availability.
I'll add you to your personalized client portal where we'll share all project documents and keep up to date on progress, milestones, and deadlines.
Let's chat
Fill in this handy little form. I’ll get back to you within 2 business days.
If forms aren’t your thing, you can email me or get in touch on LinkedIn.