4 Tips For Creating Highly Converting Copy

Have you taken all the steps to increase your website traffic but are still wondering why your customers aren’t clicking that all-powerful 'Add to Cart' button? The missing piece might be High Converting Copy that turns visitors into buyers.

With these 4 easy to implement tips, you can create high converting copy for your online store including product descriptions, promotions and more!

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High Converting Copy -Keep it conversational:

Does your product description interest you? Most product descriptions I come across these days are awful or non-existent. Many people assume product descriptions are minor compared to hero imagery or a value proposition. But for switched-on brands, they’re a key opportunity to showcase High Converting Copy that weaves in brand personality and adds value immediately.

So, how do you make product descriptions interesting, I hear you ask?

My answer: Describe the product the way you would to a friend.
If it doesn’t sound like how you’d talk to a close friend, then it probably needs some extra love—and a good dose of High Converting Copy.

An especially great example of a brand doing this well is Nasty Gal. All their product names and descriptions sound like you are having a conversation with your bestie! They don't just sell shoes, they sell " Sweet thang heels" using language that resonates with their target audience.

High Converting Content - Power words:

Speechwriters have sprinkled these into many notable speeches throughout history — and the great news is, you can use them too in your product description copy to craft High Converting Copy that connects and converts.

Here is a list of 595 power words you can look to incorporate here.

But what is a power word? In its simplest form, a power word is one that triggers an emotional response. Used effectively in a phrase, it becomes a powerful sales tool in your bag of tactics — a core ingredient of High Converting Copy.

I do suggest using them thoughtfully. When overused, they can deter customers rather than engage them.

While drafting your product descriptions, look for words or moments where you could inject a little more life. Try adding a power word, then read it out loud to hear how it flows.

Remember — your product description should sound just like it would if you were telling your friends about the product for the first time. That’s when you know you're getting close to High Converting Copy.

Great Copy - Scannable copy:

Do customers really read production descriptions?

Let's be real! We all skim to the good stuff, on occasion!

Scannable copy is text that is easy for a customer to skim read or find what they are most interested in easily. Statistically, online shoppers only read about 15% of your copy so the best way to make sure you turn your viewer into a happy shopper is to present the information in scannable pieces.

Include bullet points, headings, sub-headings, line breaks and any other formatting that will break up your copy and highlight key points.

Copy - Optimise for SEO

Almost everything you do on your website, especially anything that involves copy, needs to be SEO-optimised.

But how? By incorporating keywords in a meaningful way, of course!

Now I know your next question... how do I know what keywords to use?

There are powerful tools to help you. Shopify makes a recommendation here that may be helpful, but I generally use trusty Google.

Google Analytics will provide you with some keyword insights in terms of acquisition (aka how people found your site), which can be helpful. If some keywords are performing quite well, you may like to double down on those for a period of time and measure the results.

And remember, strategic keyword use isn’t just about rankings. It’s also about crafting High Converting Copy that attracts the right visitors and motivates them to take action.

The other method I play with is looking at the autofill responses in Google when I start typing words such as "Kimono" or "Kaftan" to see what type of search phrases and words people are looking for.

Google will autofill with the top 5.

If you search for a keyword—for example, "Kimono"—have a look at the bolded terms under each search result. This can also be leveraged for your own keyword research.

Keywords can be (and should be) included in your page title, alt tags on images, and your product descriptions as a minimum. This foundational SEO work helps drive organic traffic but to really make that traffic count, pair it with High Converting Copy that turns browsers into buyers.

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