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Copywriting is the art of using persuasive communicationDon't be afraid to outsource!

Small businesses often get so carried away with generating website traffic through methods such as content marketing, social media marketing, and search engine marketing that they fail to focus on the most important element of growing a business – building trust.

Without trust, nobody will hand over their hard-earned cash in exchange for your products or services. Copywriting (the art of using persuasive communication to get people to take the desired action) can make building trust with your prospects fast and easy. Well-known brands are known for using a variety of scientifically driven copywriting techniques to influence first-time website visitors to trust and buy from them.

The trick lies in understanding human psychology and what motivates people to react in certain situations. This understanding coupled with a deep knowledge of your ideal customer will help you optimise your website’s copy for higher conversion rates. This article explores five different copywriting techniques you can use to engage and build trust with your prospective customer(s).

An Understanding of Consumer Behaviours

Regardless of what industry or market segment you’re servicing, consumers (clients, patients or customers) in general have displayed certain behaviours that you can leverage for your website’s copy and overall web page design in order to increase revenue based conversions.

Several studies have revealed the underlying psychological, personal and social factors that surround people’s decision about what they want, need, and eventually buy. Listed below are some consumer behaviours every small business owner must know:

  • Consumers trust companies who display ANY form of social responsibility much MORE than those who do not.
  • Consumers are more responsive to optimistic copy in the context of looking to the future. Past failures and disappointments make them more willing to invest in a better service or product or company now.
  • Consumers are likely to buy or spend more when they’re paying with a card or through an online account than when they’re paying with cash.
  • Consumers are willing to be uncomfortable and jump through hoops if the end result is worth it. An example is giving away contact information to download a high-value content offer.
  • Consumers place more emphasis on what they read first, and they find simple, easy to understand words more trustworthy and transparent.
  • Consumers are more reluctant to stop doing something if they’ve invested a lot of time, money or effort into it.
  • Consumers often mirror other people’s thoughts and actions when they’re finding it difficult to make a decision. And when they’re faced with a selection of items, they usually opt for those in the centre.
  • The price of a product or service greatly affects how consumers perceive its overall value; products or services that stand out as being unique (for the right reasons) are often held in high esteem.
  • Perceived ownership of a product or service has a very powerful effect on consumers.
  • Consumers make faster decisions when faced with a small list of items compared to when they have a variety of options to choose from – which usually leads to analysis paralysis often resulting in abandoned carts and low sales.

Pro Tip: Having a deep understanding of how people react under different circumstances will help you craft your website’s copy in a way that will get you the exact results you want. While all these consumer insights are scientifically backed, you should always tailor it to your specific audience in a language they’re familiar with.

Speak Your Customer’s Language

If you want to write copy that converts, one of the simplest (and most effective) copywriting techniques you can use is to convey your messages in a language your customer understands. The language here doesn’t refer to other languages such as French or Spanish, although it would be helpful if you’re targeting an international market, but instead, it refers to how your prospects are describing their challenges in their own words. Not yours.

The best way to know what words your prospective customers are using is to ask them. Sure, you could carry out keyword research and all, but getting actionable feedback from your current customers is the best way to optimise your website for potential ones.

Carrying out a survey is the fastest and simplest way to quickly gather this information from existing customers. Use platforms like SurveyMonkey, Qualaroo, UserTesting, or Delighted to carry out your survey. The following questions will help you discover your customer’s pain point (and your key differentiators) in their own very words:

  • Why did you buy from or hire us?
  • What problem(s) were you looking to solve when you bought/hired?
  • What were the results you expected?
  • What feelings or emotions did you experience after solving your problem?

Depending on how large your customer base is, this might take between a few days to a few weeks. Once you’ve compiled a reasonable amount of data, comb through each of them to look for similarities in the choice of words, emotions, and descriptions. These similarities are the actionable feedback you need to make the necessary changes to your website’s copy.

Pro Tip: Identify the goal of every web page, and structure the content on it accordingly. Edit your entire website’s content based on the actionable feedback you have gathered. Using a familiar language helps customers to feel like your business “understands” them, thus making your offering much more appealing.

Use Emotion to Increase Your Website’s Conversion Rates

Folks are naturally emotional, hence why advertising agencies have had tremendous success using emotionally charged advertising campaigns for decades. And it still remains a viable strategy even today.

Using emotionally charged copy in a language your customers understand and identify with will make your messaging much more memorable. An in-depth knowledge of your ideal customer will determine the type of emotion to use within your copy. Are they motivated by fear or aspiration? Will humour be more effective in building a bond with them?

The following tips will help you craft a more emotionally charged copy:

  • Write down all the problems and challenges that your product or service solves (using the language of your customer).
  • Attach negative emotions to those problems and challenges, but in a way that conveys to the reader that it’s not their fault they’re experiencing them.
  • Start your copy by showing empathy to your reader. This helps communicate to them that you’re on their side, thus making them trust you more.
  • Show them how your product or service solves that problem, and in their own words, finish by stating how much happier they’ll be compared to before experiencing your product.

Pro Tip: Keep in mind that while some people might convert easily through emotion, logic might work well for others. The best way to find out which works best for your audience is to keep testing your copy.

Convey Your Unique Selling Proposition (USP)

Most small businesses often make the mistake of failing to convey their value proposition to their website visitors. A company’s USP is not a tagline, or a slogan or a mission statement; it is a statement of value – although you could incorporate it into any of those as well.

Engage and retain prospective customers by communicating your value propositions throughout your website copy. The key to building trust is not just by stating your value, but also using social proof to reaffirm it.

The following tips will help you convey your value proposition through your copy:

  • Make a brand promise or commitment that you’ll be able to follow through on. It helps if your value proposition is actually unique such as being more innovative, affordable, and easy to use or you offer excellent and unrivalled customer support.
  • Critically evaluate your value proposition and decide if it’s worth the time, money or personal information you’re requesting from your prospects. If it doesn’t, keep tweaking it until it feels and sounds right.
  • Does your product or service sound too good to be true? People will often conclude that it is. Don’t exaggerate or embellish your value proposition if you want to build trust with your website visitors.
  • Focus on the benefits they will get by using your product or service, not the features that come with it. Sell them on the benefits and they’ll happily buy.

Pro Tip: Write down the goal of each of your website’s pages e.g. service/product page, home page, content offer landing page, etc. Then structure each page to reflect your company’s USP while still staying true to the purpose of that page. Remember, your website copy must be customer-centric and benefit-driven.

Convey Authenticity and Trustworthiness Through Your Brand Communication

Overcome any objections that prospects might have about your brand by being strategic about descriptive words. One of the reasons people trust big companies is because they feel safe when dealing with them. These companies use words to convey their values, honesty and transparency – and so can you too.

Convey the perception of a “big company” to your website visitors by using words like “we”, “our” and “us” as this immediately puts prospects at ease and makes them feel safe. You should also strive to make your brand more likable. The following tips will you achieve both:

  • Focus on your “About” section and use storytelling to portray your brand, and its core values, to your target audience.
  • Unless you’re running a consulting company, your “about us” section should include a place for your company’s key team members. If you don’t have a large team, consider including regular contractors or freelancers you work with to beef up the “Team” section.
  • Pay close attention to the details of your web copy – avoid spelling and grammatical mistakes. Such mistakes make your brand look sloppy and this will reflect poorly on your conversion rates.

Pro Tip: People want to buy from other people, not from a website platform. Show the human side of your company through your copy in order to build trust and authenticity with your audience. Build familiarity with your choice of words and put prospects at ease with your company’s background description.


While driving website traffic is very important, converting that traffic into leads or sales is much more important. The copywriting techniques described in this article will help you increase your website’s conversion rates while also helping you build a more trustworthy brand. Remember you can utilise the expertise of a trusted Branding agency to assist you with your copywriting.

Transform your business today with these tips and share on social media if you’ve found them useful.