5 Online Copywriting Tips to Turn Your Visitors into Buyers

When it comes to writing for the web, you’ve got to take into account the fact that people won’t read every word. They’ll naturally skim, scan and look for reasons NOT to continue reading.

That’s where great web copywriting comes into play. With these five tips in mind, you’ll be able to grab your readers attention, direct them effectively through your site, and turn them into paying customers.

Who knew words could do so much?

Tip #1Write for Skimmers and Scanners – Break up your long paragraphs into visually “digestible” chunks for easier reading. Consider using bullet points to make a brief statement rather than rambling on and on. Our eyes are naturally attracted to short, concise information. Add sub-headings in between those content chunks to break up the reading even more into understandable “sub-sections” that propel the visitor to continue reading.

Tip #2Create personas for easier target marketing – A persona is a fictional demographic (and even psycho-graphic) of your ideal customer. Chances are you already have an idea of who you’re trying to reach:  single moms, young, adventurous couples, people who enjoy do-it-yourself-projects, and so on. Make a list of the typical things this person wants in a website. What they’re looking for may not necessarily line up with the kind of copy that’s currently on your site. You can even create several personas to match your primary customer, secondary customer and so on.

Tip #3Add a single call-to-action – Too many sites (especially corporate ones) direct the user to a million different potential destinations. People who do this obviously don’t know their audience well enough to know what they want. It’s fine to have different sales funnels to narrow down each type of “persona”, but give every one of those funnels a single objective to complete rather than forcing their attention to be scattered all over your page.

Tip #4Make it personal – People love stories. If you can tell a brief but interesting story on your sales page, you’re more likely to make a sale than someone who simply screams advertising. Demonstrate or tell about how your product solved a customer’s problem. You can even tell your own story related to your product, and detail how it helped you personally.

Being hundreds or thousands of miles away from each other makes each online customer more difficult to convert – but personal experience can help build up trust and authority – two things that are very hard to find and very prized when it comes to credible websites.

Tip #5Get to the point – Put away the flowery language and the cute puns. Online, people want “just the facts”. Give them relevant information that makes them picture themselves in a positive light as a result of using your product. Along with developing a persona, write in the kind of language that your ideal customer understands and uses themselves. To do that, find out what kind of magazines they’d be most likely to read and see how those articles and lists are laid out.

As a bonus, you can also use the best articles from these magazines and guides as part of your swipe file. Every good copywriter has one – and it’s made up of snippets, articles, headlines and other tidbits of information that the copywriter can use for inspiration or a possible future sales letter.

Please share your opinion about this by leaving a comment below

Thank you

Alex5 Online Copywriting Tips to Turn Your Visitors into Buyers

Comments 25

    1. Post
      Alex Safie

      Hi Noel,

      You’re right, thanks for pointing that out.

      When writing content for a website don’t go all “loco” with technical or complicated words, you must keep it simple and to the point.

  1. Sal

    Good five points. I think I can add:

    You already know who you’re trying to reach if you have a keyword in mind for a particular landing page. That keyword is the topic that viewers want to read and learn about. If the keyword is about pain, then readers want to know about pain relief.

    You gotta have a headline. If you have a keyword, you have the beginnings of a headline. Sell the big promise.

    If you want to be seen as an authority, you need to support your points with technical material and/or references. Just make it interesting. Readers need to be convinced ‘why’ what you say is true. Show proof.

    P.S. Rather than saying that readers on average are 12 years old, let’s say that readers on average have an eighth-grade reading level.

    1. Post
      Alex Safie

      Great point Sal,

      That should’ve been tip #6, continue the conversation that going on in the searchers head.

      Thanks for sharing

    1. Post
  2. Dave Tishendorf

    Great stuff, Alex.

    Another thing I have found helpful is to put a human face (yours) on your post, especially your home page. Include a photo of yourself, and talk to your visitor as you would to a good friend. People love that personal touch.

  3. Mal Tindle

    Hi Alex,

    Thanks for the great tips, I already use some of them and will use the others in future as this is a good reminder for me.

    I research the best home business ideas and promote them on my site and articles are very important for marketing purposes so I appreciate your insight into good writing habits,


    work from home gems

  4. Steve Cole

    Astonishingly educational cheers, It is my opinion your trusty readers could quite possibly want a good deal more well written articles similar to this continue the good content.

    1. Post
  5. Bonnie

    These are awesome tips Alex, even natural writers have a tendency to “over” write sometimes. As someone mentioned earlier in the comments, the average age/grade level reader on the Internet is 12 years old and in the sixth grade.
    I’m personally having a problem with this in that my authority site is geared toward sophomores to seniors in high school. As suggested I have a “persona” I write to, and it does help tremendously.
    Thanks for another great post Alex.

  6. Rudy Espinosa

    Great info Alex. Your articles are short and sweet so I always make time for them. Another great tip is to create a great SEO tool (like SKCA) to prove you know your stuff and keep them coming back for more tips 🙂

  7. Noella2

    Hi Alex,

    I sincerely cannot add anything else to what has been said. Your article and responses received so far are just awesome. This is highly appreciated and I intend to implement them. Thanks again for another great article.

  8. Charles Anderson


    This is great info for me, a relative newbie. I will integrate these into my copywriting, although it is outsourced. I hate writing for the IM business. I look forward to more great content.

  9. Les

    Hi Alex thanks for some great tips.
    One reason that people do skim is the type face that is used.
    You notice in your comments section a sans serif face is used and on your blog it is a serif. and even though the comments section is a smaller type face. It is easier to read. Studies have shown that a person is more likely to read more when they can follow the type face easier. sans serif produces an imaginary line under the words helping the readers eye to stay focused. Changing to a sans serif type face can increase readability by as much as 80%. My business coach showed me this and to test it we sent out the same sales letter using two different type faces. There was an 18% increase in responses from the Sans Serif typeface.
    BTW love your SKCA toolkeep up the great work.

    1. Post
  10. Pete

    These are great basics, I’m glad to have the chance to go over them again.

    And good catch to the commenter above who mentioned the importance of the headline. Actually there were many good comments – “continue conversation in customer’s head”, etc. Smart crowd!

Leave a Reply

Your email address will not be published. Required fields are marked *