How to Write Copy That Supports Your Strategy and Converts

Why words matter

Too often, copy is treated like an afterthought – something to just describe a product or fill an empty space. But when that’s your approach, you’re missing a big opportunity. The right words have the power to capture your audience’s attention and persuade them to act.

Whether you’re writing copy for your website, e-shot, or ad campaign, the right words can drive more clicks, sign-ups, and sales.

That’s where CRO copywriting comes in. It’s not just a ‘nice to have’, it’s a powerful marketing tool that can turn customer interest into action, helping to boost your brand’s conversion rates and support its overall growth and success.

Are you ready to learn the real value of awesome copy? In this article, we’ll show you why investing in better copy leads to higher engagement and conversions, and show you how to write in a way that gets results.

What is CRO copywriting?

CRO stands for conversion rate optimisation, and CRO copywriting is all about writing in a way that gets more people to take meaningful action. 

This could be making a purchase, signing up for a newsletter, downloading an eBook, requesting a callback, or any other measurable conversion. Whatever your goal is, CRO copy is designed to guide readers towards it with fewer drop-offs and more follow-through.

CRO copywriting is strategic, and copywriters use tried-and-tested tools and techniques to achieve their goal, including:

• Psychology – Choosing words that influence how people think, feel, and behave.
• Structured messaging – Structuring the message in a clear and logical way that builds momentum, reduces friction, and leads naturally to conversion.
• Clear calls to action (CTAs) – Telling readers clearly what to do next, using a compelling and action-oriented call to action.
• A/B testing – Testing two versions of the copy to see which performs best and refine and improve results over time.

CRO copywriting doesn’t just require clear, compelling, and persuasive writing but analytical thinking too. To do it well, you need to understand how users interact with a page and the factors that influence decision-making. 

Speak to our team of copy and content writers at Create8 to get help creating powerful copy that sells.

Is all copywriting CRO copywriting?

Not exactly.

Some copy isn’t trying to win conversions. Instead, it’s telling a story, entertaining the audience, or building brand awareness. CRO copywriting, on the other hand, always has a measurable goal.

Aligning your copy with your business strategy

Strong business strategies are crucial for helping your business meet its goals. They provide direction, give your marketing efforts purpose, and connect what you’re doing on a day-to-day basis with what you want to achieve. Most businesses don’t just have one strategy; they have multiple, each targeting a different aspect of the organisation’s goals, including brand strategy, marketing strategy, growth strategy, and more.

For your copy to be as effective as possible, it needs to play an active role in supporting all of these wider business goals. Every word you use should have purpose – whether it’s to entertain, build loyalty, explain benefits, or convince the reader to make a purchase. All copy should align with your brand strategy, reflect and reinforce your brand identity, and values, and speak directly to your target audience.

How to use copy as a powerful eCommerce conversion tool

Copy is particularly important for eCommerce brands because customers can’t pick up and interact with the products they’re buying. Instead, brands have to use words to bring their products to life. 

Let’s find out how to engage customers’ senses, tap into their emotions, and drive action.

• Write sensory copy – Help online shoppers see, feel, smell, or taste what you’re selling using vivid and descriptive language. For example, “buttery soft suede,” “crisp linen,” “fleecy and comforting”.
• Write copy that complements product photography – Make sure your words and images tell the same story, using copy to highlight what the photos cannot say.
• Write emotive copy – Tap into the reader’s desires, fears, or frustrations to build a connection, make your products relatable, and trigger action.
• Use urgency and FOMO tactics – Use psychological tactics like scarcity: “only 3 left,” time-based: “ends at midnight”, and social proof: “bestseller” to build pressure to act without being pushy.
• Focus on benefits over features – Describe or show how the product or service will make the customer’s life easier or more enjoyable, rather than just listing its features.
• Optimise CTAs – Write clear and action-oriented CTAs that highlight the benefit of acting. I.e., “Start saving today” or “Find your perfect fit”.
• Leverage storytelling – Build trust, create a connection, and make your brand memorable by telling a short story about its origin, how a product is made, or how others are using it.

When used together, these copywriting tactics can help to boost the user experience, build trust, and persuade users to take the desired action.

Using copy to optimise marketing campaigns

When it comes to marketing campaigns and ads, every word counts. 

Attention spans are short, and competition is high, so your message needs to grab your audience’s attention quickly and hold it, using as few words as possible! 

Email campaigns

Arguably, the most important part of your email campaign is its subject line – if it’s not effective, your message won’t even get opened. Your subject line should make what the email is about crystal clear. Adding a little intrigue can create curiosity, but be careful not to be cryptic. It can help to highlight the value of opening the email and to create a sense of urgency, but remember, you need to keep it short and snappy.

Inside, the body of the email should keep the reader engaged and lead them to a clear call to action. Start with a strong hook and focus the main body of the email around one clear message. Explain how what you’re offering will benefit the user rather than focusing on its features. Copy should be concise, split up into short, manageable sections or bullet points, and easy to skim read. CTAs should be inserted into the copy strategically and naturally, not just plonked at the end.

Ad campaigns

Whether you’re running a search ad, display ad, or social media ad, every element needs to work hard and fast. Most ads include a visual element and a short block of copy. The visuals are there to grab attention, and the copy is there to convince users to click. With limited space and just seconds to make an impact, clarity and relevance become more important than ever!

Your ad’s headline and CTA are the most important parts of the ad copy. The headline should be direct, benefit-focused, and speak to what the user wants or needs.

The CTA should be clear and compelling. Avoid generic prompts like “click here”. Instead, use actionable language that tells the user what you want them to do next, like “shop the sale” or “get your free quote”.

Speak to our paid advertising team to learn more about how we use clever copy to get more clicks at Create8.

Three tips for writing CRO copy for marketing campaigns and ads:

• Use emotion and clarity: For example, “Feel amazing in under 30 seconds”.
• Demonstrate value and create urgency: For example, “Get glowing skin – offer ends at midnight.”
• Use a consistent tone across all touchpoints to strengthen brand recall.

Brands that nail CRO copy

Want to see the advice in this article in action? Learn from the best! Here are five eCommerce brands that consistently stand out for their compelling copy.

Lush

Ethical cosmetics brand Lush uses vivid product copy that is designed to excite your senses. Take this description of their Butterfly Bath Bomb, for example. “With gentle pastel colours, soothing cornstarch and light fruity fragrance with vanilla-like notes, little hands will love holding this cute chrysalis as it fizzes across the tub.” It creates an immersive experience, making it easy to imagine yourself sinking into the tub and using the product.

Glossier

Beauty brand Glossier has a “skin first, makeup second” philosophy. They use copy that is friendly and focuses on the product’s benefits. For example, the product description for their popular Futuredew Oil Serum leads with “An instant, dewy glow that lasts”. The copy tells shoppers what value the product has, how it will benefit them, and appeals to their desires.

Shinesty

Bold and brash underwear brand Shinesty is known for its outrageous and humorous designs. They describe their Ball Hammock Pouch Underwear” as being “Soft. Like sooo soft. Like, softer than a baby chinchilla.” Their designs make you laugh out loud, and their bold copy complements their products perfectly.

ASOS

Global online fashion giant ASOS uses clear, concise, skimmable product descriptions, usually in bullet point format, to provide all the information shoppers need at a glance. They combine this with urgency messaging to encourage quick purchasing decisions. Many bestselling items are labelled as “selling fast” and a discount code is offered on the product page to further encourage sales.

Casper

Casper is a mattress company that focuses on selling premium products that offer superior comfort and quality of sleep. They use soothing, sleep-oriented language in their copy and focus on how their products benefit users by helping them to sleep better. Their copy works to reassure customers of the product’s value and effectiveness. Here’s a great example: “With tireless innovation, the best materials, and meticulous attention to detail, we give you life-changing sleep at a price that won’t change your life.”

Partner with Create8 for eCommerce copy that converts

The best copy doesn’t work alone. It aligns with your business strategy and helps you meet your goals.

At Create8, our experienced CRO copywriters can help you turn casual browsers into customers. Whether you need scroll-stopping ad copy, killer product page content, or an email that doesn’t go straight to trash, our team can help you find the words to capture attention and turn interest into action.

Ready to learn more? Contact our team today by calling 0161 820 9686 and let’s put words to work for your business.