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    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting?
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 6 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts

Three Tips to Write Copy that Converts

Direct Marketing is all about copy that converts. What is conversion? Put simply, it’s a decision. It’s creating a call to action that gets SOMEONE to do SOMETHING.

Recently, I was working with a client who’s very knowledgeable in the discipline of Search Engine Optimization or SEO. He can bring traffic to a website like nobodies’ business.


He’s analytical, he’s a great thinker and planner – oh, and he executes well too (some planners don’t….). His problem? He was driving plenty of visitors to his websites, but he wasn’t making any sales. Why? The copy on the site was not converting.

In other words, people were searching for what he was offering. Then, they were finding him because he was able to get to the top pages on google and other search engines. That’s the holy grail of SEO. Then, it all fell flat.

They got to his site, stayed less than 10 seconds, left and never came back. In comes the copywriter with her marketing consultant hat on. She creates copy that speaks directly to the problems the visitor has, but in a logical, layered way that is designed to work for the web.

Suddenly (well not so suddenly, it took a couple of months to drill down and correct existing content) visitors were coming to the site, spending minutes instead of seconds, sometimes double digit minutes and then were signing up! Either for his email list or for his dollar trial.


Bingo. What did it take? Making it crystal clear to the visitor they were in the right place. Then, making it super easy to find information they were looking for.

Here’s an example. Say your site sells lawn mowers and your USP is best prices in town. Someone arrives at the site and it says: Welcome to Dave’s Mowers – the Best Priced Mowers in Peoria. OK. I know I’m in the right place.


Now, I’m looking for an electric mower and I want to know how long it will run, how long it takes to charge it, what it costs, what it weighs, all the details.

​A great search feature lets me search the information I want, it even let’s me compare. The copy is written clearly so I get all my questions answered. I like Dave’s site. It’s easy to get around. I feel understood. Dave has answered all my questions. He knows his mowers.


I decide to go check out some other sites, see if Dave’s prices really are rock bottom. Up pops a window. Didn’t find what you want? Buy a mower in the next 30 minutes and receive a 15% discount. Great, enough time to price shop, buy here and save money.

Think about all the questioning and planning that went into creating that customer experience. It’s all done by the copywriter who gets into the head of the buyer and makes the website work. That equals conversion and that equals sales. Ultimately, it equals more work for the copywriter.

Want to learn how to write killer copy that converts prospects into buyers? Check out our intensive online course: Mastering Direct Response Copywriting.
“SFSC’s Boot Camp course delivers everything their ad promises. If you want to write better copy, learn more about marketing strategy, add fire to your business skills or just look for new freelance opportunities, this is positively the class for you. I will definitely consider another course with SFSC.”
Pamela Dyson Pierre – Oakland, CA (Author/ Writer)

​“I highly recommend the Copywriting Boot Camp 6-week intensive class offered by San Francisco School of Copywriting (SFSC)."
Karen Williams Macdonald (Marketing Consultant / Freelance Writer)

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  • Home
  • Courses
    • Copywriting 101 Online
    • Copywriting 201 Online
    • Direct Response Copywriting
    • 360 Copywriting Online
    • 360 Copywriting - Live Class
    • Comedy Writing
  • Free
  • ABOUT
  • CONTACT
  • BLOG
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting?
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 6 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts