Write Better Copy With These 10 Easy Fixes

You may not know this, but I’m a bit of a mind reader. Even from your corner of the internet, I know your copy probably isn’t hitting the way it’s supposed to. I mean, that’s why you’re reading this blog post, am I right? You spent hours perfecting your website design and coming up with content ideas. But followers are still leaving you likes at best, and website visitors still aren’t converting into customers. In this post I’m going to share how to write better copy so you can get better results.

Because visuals and vibes alone are not enough. We’re drawn to visuals first, so they often are the first impression visitors have. But it’s your message that will solidify that impression and be the deciding factor in whether they buy or bounce.

So here’s what you can do to write better copy ⬇️

Fix #1: Replace “We” with “You”

Why? Because people are inherently selfish when someone comes onto your website, they want to see more about them than you. How you can help them, that you understand what they’re going through.

According to Desk365, 74% of customers are more likely to remain with a brand that communicates relevantly and understands them. So hit Command + F (or Ctrl + F on PC) to find every time you use “we” and try to change it to “you”.

Example:

Business-centric: We’ve been designing beautiful, strategic, and powerful websites for online service providers for the past 10 years. Combining our award-winning techniques and creative ingenuity! ❌

Customer-centric: You’ll get treated to a tried-and-trusted personalized experience and a beautiful, strategic, and powerful website — using the very same award-winning approach we’ve used designing for online service providers just like you for the past 10 years. ✅

Fix #2: Lead with Benefits, Not Features

People definitely want to know what they get out of something they buy, but they’ll ask “so what?”. You need to have an answer to that question by sharing the benefits of the features of your product or service.

So whenever you list out a feature of your offer, finish this sentence: “With this, you can…”

Example:

Before: Integrated email marketing into your Showit website

After: Keep potential clients connected and in the loop with your services with integrated email marketing features that make subscribing to your newsletter directly from your website simple.

Fix #3: Make Vague Claims More Specific

This applies to every business, but people don’t like vague claims. They want the cut and dry, black and white, “tell me like it is” description. It’s why studies have shown that showing the specific number in a statistic (e.g. 33.7% vs. 34%) are perceived better.

So in your copy, try to specify numbers, time frames, guarantees, and the details of the process.

Example:

Before: Get a website in a week, starting at $2,500

After: Start on Monday and get a 5-page Showit website designed, launched, and optimized for SEO and mobile by Friday afternoon. Starting at $2,500 — pricing depends on scope of work and add-on services. Payment plans available!

Fix #4: Write Headlines That Promise a Clear Outcome

There’s a time and place for cute and clever headlines — but most of the time, you want to be clear and to the point. Especially in the top, middle, and very bottom of any web page, the subject line or meta description of your email newsletter, the first page of a carousel post, the opening caption of a video, and the title of a blog post.

To do this, you’ll need to know your target audience deeply and what they really want, so you can communicate the specific benefit of your offer and how long it’ll take them to achieve their goal.

Example:

Before: Spend smart and fly for nearly free with my proven techniques!

After: Learn how to use and maximize the top Canadian travel credit cards and start paying for your economy flights almost entirely with points within 6 months of joining my live group coaching program: The Travel Points Playbook.

Fix #5: Integrate Relevant Storytelling

The most impactful copy is usually more humanistic, and what’s more human than finding similarities between each other? When an ideal client reads your copy and sees you call out specific things that happens in their day, using language that they use regularly, and painting a picture they can see clearly in their minds eye, it’ll leave a lasting impression.

This is best used for body copy, but you can use it for headlines where appropriate if the message is still clear and specific enough!

Example:

Before: Get a beautiful, strategic, selling machine of a website

After: A website that’s so you-coded, such an identical match to your vision, that you’d be surprised if it didn’t ask for a coffee, black, every Monday morning. Luckily, your website doesn’t share your 9 am fixation. But it does work 24/7, standing on every corner of the internet with a sign that proudly proclaims your strengths, highlights your work, and attracts paying clients like a moth to a flame. It’s the hardest-working sales person that never clocks out, is always dressed to impress, and is always gunning to win “Employee of the Month”.

Fix #6: Strengthen Your Calls-to-Action

Because weak, generic CTAs like “Learn More” usually aren’t enticing enough to compel someone to click the button. Studies show that clear, specific, and personalized CTAs can boost conversion rates by up to 161% and increase revenue by an average of 83%. Even small changes like personalized CTAs can convert 42% more visitors.

In short: clear, specific, and personalized makes your CTAs more compelling! Using an action verb and telling people what happens after clicking a button can work well, so try and look at your CTAs to see if they check those boxes!

Example:

Before: Get Started

After: Book Your Free Strategy Call

Fix #7: Use Grammar-Fixing Tools

Even as a copywriter, I make grammar mistakes, sentence structure errors, and typos! That’s why tools like Grammarly, Pro Writing Aid, and Hemingway Editor (all free, by the way!) are so vital for my day-to-day work.

And as someone who writes everyday, I cannot tell you how many time I see people make the mistake of using ‘loose’ when they should’ve used ‘lose’. So, depending on the browser you use, you can add the extensions for Grammarly and Pro Writing Aid into your browser, so it automatically checks your work.

And after writing all your copy, you can plug your copy into Hemingway Editor to improve the copy even further!

Fix #8: Track The Results After Fixing Your Copy

The best way to see if your copy is doing a good job is by tracking the before and after results! Look at what your current KPIs are at, then make a copy change—ideally, one at a time, so you don’t overwhelm yourself and you can track each change better—and see how your KPIs change!

Did the conversion rate improve? Did your bounce rate go down? Are there more comments and shares on your posts. Do you get more direct replies from your weekly newsletter? Hopefully the answer to all these questions will be yes!

Fix #9: Write For Short Attention Spans

It’s hard to say whether you can write copy to be short or long, because it’s not until you actually sit down and start writing that you realize how long the copy needs to be to achieve your objective.

That being said, people’s attention spans are a lot shorter nowadays. And whether you’re writing a short caption or long bio for your About Page, you can use these tips to keep their attention:

Break up long paragraphs

• Keep it to 3 lines maximum
• Use bulleted lists
• Interrupt paragraphs with imagery or media of some kind

Switch up the cadence

• Write a medium length sentence (and you can use Hemingway Editor to help with this)
• Then a short one.
• Then maybe another short one.
• After that, a long sentence—this kind of flow adds a rhythm and keeps their attention locked for longer.
• See what I did there?

Capitalize on graphics

Copy and design work hand in hand, so are there ways to get the point across without actually using words? Would an animation be better? Or could you pair copy with a GIF to solidify your message?

Fix #10: Use Social Proof Often

Social proof is any external validator of your credibility, and it always works better than saying something without anything to back up your claims. I have a free resource called the Social Proof Calculator to help you figure out what social proof to use, and when to use it. You can download that here >>>

But just to give you a taste, here are social proof points to use for common claims I’m sure you’re using right now ⬇️

“People like my product/service” → Positive testimonials about the offer itself, logos of impressive clientele, number of clients/customers, number of products sold/projects completed, average star rating, average customer satisfaction percentage

“My product or service gets results” → Proven success statistics (like average income increases, timeframe to achieve their goal after using your offer, increase engagement or conversions, etc.), positive testimonials about you/your offer

“I’m a credible authority on this topic” → Press you’ve been featured in (magazine articles, podcast interviews, public speaking engagements, etc.), years of experience, your credentials, number of repeat clients/customers, positive testimonials about your content and/or knowledge, using relevant facts and data from reputable sources

“I’m the right choice vs. my competitors” → Positive testimonials about choosing you over an alternate solution, your value proposition, number of clients similar to your reader, your portfolio, your experience and expertise, your credentials, your extensive library of software you work with or video tutorials you offer, your mission/vision/values/brand story

Wrapping It Up

You don’t need to be a copywriter or have formal education to write better copy! Just the right resources, strategic approach, and guidance. Luckily, I have all three!

#1) Shop my online store for copywriting resources and templates, starting at $27.

#2) Download any of my free resources to help you write better copy for $0. Like my Social Proof Calculator, Copywriting Fundamentals, Brand Voice Guidelines Workbook, and more!

#3) Book a free 20 minute Pick My Brain session to work on your copy together, strategize about how to market your offer better, how to write better copy for your website—the choice is yours

#4) Need more than 20 minutes of help implementing these fixes? Book a 90-minute Copy Intensive session! Trust me, we can get a lot done in an hour and a half.

#5) Need even MORE time? Get an entire day’s worth of dedicated copywriting with a 8-hour VIP Day! Book now with this link >>>

#6) Subscribe to my weekly newsletter, The Tuesday Tea, for copy & how-tos, brand voice tips, marketing news, exclusive discounts and access to my resources before anyone else!