Copywriting For Beginners – Writing Copy that Converts

Published on by Lewis Crutch

Copywriting is gaining a lot of attention in the marketing world and for good reason, great copy converts. However, not everybody is a copywriting genius, most struggle to write a blog post never mind a sales page promoting their core products.

Hiring an awesome copywriter is not cheap and for marketers on a budget, they are often out of the question. But I’ve got great news for you, you can do it all yourself!

Once you understand the basics of copywriting, it’s actually not that difficult to write copy that converts.

Here are 3 key fundamentals tips I use when creating any type of copy that requires the prospect to make a specific action.

1. Sell the Benefit and Focus on the Features Later

The number one mistake novice writers make is ignoring all benefits their offer provides, while overplaying the features.

For example, do you care that the latest Apple iPhone has a 1.4GHz cycle processor? If Apple listed that on their sales page or bragged about it at their product launch -would it increase conversions? Probably not.

But what if they told you the battery lasts 3x longer than previous models and apps and videos can be downloaded at much faster speeds, would that increase conversions? Yes.

When you’re writing copy that converts, you must focus on all the benefits prospects will gain from taking your offer. People join a gym because they want to get bigger muscles or a flat stomach for summer, not to use branded treadmills or because the gym has the newest set of weights.

Here’s a lead magnet offered by Quick Sprout:


Double your traffic.
Valued at $300.
Secret Bonus.

Their copy points towards all the benefits the prospect will receive for opting in. Not once has it mentioned the content or chapters contained in the free course.

While mentioning product features is totally fine, just make sure the core message of your copy focuses on the benefits first, and the features second.

2. Nobody likes Waffle (Unless it’s for Breakfast)

The second biggest problem marketers have when creating engaging copy is to over complicate things. Complication leads to confusion. And confusion doesn’t convert.

Unless you’re targeting experts in your industry, there’s no need to use complicated jargon or ramble on about topics your prospect has little idea about.

Keep your copy direct and to the point while avoiding waffle or fluff to make it longer.

It’s imperative that you don’t lose the prospect at any point of your copy. If they are bored, confused or see no value in what they are reading, they will leave your page and go elsewhere, potentially losing a sale or lead.

After writing your copy, read every sentence and ask yourself if it further aids the prospect to making the intended action. If it doesn’t – get rid of it.

3. Provide Traffic with the Right Context

Whether prospects visit a landing page or product page, they got there by clicking a link elsewhere. It could have been from social media, Google search, an internal webpage or an external site.

The URL they clicked to land on your page would have been accompanied with some sort of description. To give you an example, I searched online marketing on Google and several organic and paid searches were returned:

Online Marketing Adwords

I decided to click the AdWords ad from Zoho which contains the title Lead Generation Marketing. After clicking the link expecting information on lead generation marketing, I’m redirected to their landing page:

Landing Page

Their landing page interlinks with the message from the referring URL. Basically, I expected information on lead generation marketing and I was presented with exactly that.

Your referring links to your sales copy needs to put into context where prospects are being directed. If I clicked Zoho’s ad and was redirected to a blog post about email marketing or a product that promotes a social media tool, I’d instantly click off the page as the link was misleading and eliminates any trust I had for Zoho.

If you’re promoting your page through numerous avenues, make sure your ads or link descriptions tie directly with the sales copy to ensure prospects on your page.


Using the 3 tips above won’t transform you into a copywriting master, but it will provide you a solid foundation to create copy that converts if you don’t have the budget to hire a copywriter.

The key to writing great copy is to understand the needs/problems of your prospects, and showing them the benefits your solution provides. Copywriting isn’t that difficult once you understand the theory, and the more you write, the better you’ll get.