Writing good copy

Ten Proven Tips For Writing Copy That Sells

In today’s digital landscape, writing copy that sells is essential for any business.

Whether it’s an e-commerce site, a service-based platform, or a content-rich landing page, great copy persuades your target audience to take action.

Here, we’ll break down 10 proven tips to help you write compelling copy that converts, including a real-world case study from Smart Edition Academy’s HESI A2 Free Practice Test page.


1. Know your audience inside and out

Before you even begin writing, it’s crucial to understand your target audience. What are their pain points? What problems are they trying to solve? Research your ideal customers to create a buyer persona. This allows you to speak their language and tailor your message to resonate with them.

For example, if you are writing for nursing students preparing for exams, you would emphasise the importance of study materials, practice tests, and success stories, just as Smart Edition Academy does with its free HESI A2 practice test.


2. Create a Strong, Clear Headline

Your headline is the first impression your audience gets of your page. Make it count. A strong headline grabs attention immediately and tells the reader what they will gain by reading further. It’s important to be concise but engaging. Headlines should address your customers’ needs and desires, using language that resonates with them.

On Smart Edition Academy’s page, the headline “HESI Free Practice Test” stands out immediately, grabbing the attention of students looking for test preparation materials. It promises something valuable for free, which is a great hook.


3. Highlight the Benefits, Not Just the Features

People care more about how a product or service will improve their life than the technical details behind it. Make sure your copy emphasises the benefits your product or service provides. Instead of simply listing features, describe how those features solve a problem or improve the user’s situation.

For instance, the Smart Edition Academy’s free test page doesn’t just mention that it offers practice tests. It tells students how the test mimics the real exam, helping them better prepare and gain confidence.


4. Use Compelling Calls to Action (CTAs)

A good call to action (CTA) is vital to driving conversions. Whether it’s a “Buy Now” button or a “Sign Up Today” link, your CTA should inspire immediate action. The key is to be clear and use action verbs that evoke urgency.

On the HESI A2 Practice Test page, the prominent “Start Your Free Test Now” button is a perfect example of a compelling CTA. It’s direct, clear, and encourages the visitor to engage without hesitation.


5. Use Social Proof to Build Trust

People are more likely to trust your product or service if others vouch for it. This is where social proof comes in. Incorporating testimonials, reviews, or even case studies can lend credibility to your claims and reassure potential customers that they’re making the right choice.

On the Smart Edition Academy page, they effectively incorporate video testimonials from satisfied users who share their success stories. This instantly builds trust with new visitors and demonstrates that the product works for people like them.


6. Focus on Clarity and Simplicity

Your copy needs to be easy to read and understand. Avoid jargon or overly complex language that might confuse your audience. Keep sentences short and concise. The easier it is for your audience to grasp your message, the more likely they are to engage with it.

Smart Edition Academy keeps things simple. Their instructions on how to use the free practice test are laid out in easy-to-follow steps, guiding users through the process with minimal friction.


7. Use Emotional Triggers

Effective copy appeals to emotions. Whether you’re evoking excitement, fear of missing out, or a sense of urgency, tapping into your reader’s emotions can be a powerful motivator for action. Use words and phrases that trigger emotional responses to persuade your audience to buy.

Smart Edition Academy subtly taps into emotions by addressing the stress and anxiety that comes with preparing for an important exam like the HESI. Their copy reassures students that their practice tests can ease that burden, providing peace of mind and preparation.


8. Offer Value First

Offering something valuable upfront, like a free trial, discount, or a free resource (e.g., a practice test), can entice customers to trust you. This builds goodwill and encourages them to invest in your product or service later.

Smart Edition Academy does this perfectly by offering a free HESI A2 practice test. This generous offer provides immediate value to potential customers, increasing the likelihood they’ll engage with paid products or services down the line.


9. Be Consistent Across Platforms

Make sure your messaging and tone are consistent across all platforms, whether it’s your website, social media, or email campaigns. Inconsistent messaging can confuse your audience and undermine trust.

The Smart Edition Academy maintains consistency in tone and message across its website, emails, and social platforms. Whether students are browsing their website or interacting with their content elsewhere, the same helpful, supportive message comes through.


10. Optimise for SEO Without Compromising Readability

Writing copy that sells doesn’t mean ignoring SEO. Use relevant keywords to improve your search engine rankings, but don’t stuff them into your content unnaturally. Instead, focus on writing naturally for your audience while weaving in keywords where they fit.

Smart Edition Academy’s page is well-optimised for search engines. It ranks highly for key terms like “HESI A2 practice test,” ensuring that students who are searching for preparation materials will find them. However, the copy remains readable and customer-focused, never feeling stuffed with keywords.


Case Study: Smart Edition Academy’s HESI A2 Practice Test Page

Now, let’s take a closer look at Smart Edition Academy’s free HESI A2 Practice Test page and how their compelling copy drives conversions.

  1. Headline and CTA: The page immediately draws attention with the headline “HESI Free Practice Test.” This headline is simple, clear, and tells the reader exactly what to expect. It immediately sets the expectation that the content is valuable and free. The prominent CTA, “Start Your Free Test Now,” reinforces this message and makes it easy for visitors to engage.
  2. Social Proof: Right below the CTA, Smart Edition Academy integrates real-world testimonials from students who’ve used their resources and succeeded. The use of video testimonials adds a personal touch, making the testimonials more believable and relatable. This social proof provides new users with confidence that their time and effort in taking the test will be well-spent.
  3. Value Proposition: The copy on this page highlights the value of the free practice test, focusing on the idea that it is a realistic preparation tool for students. By emphasising that the test mimics the actual HESI A2 exam, Smart Edition Academy positions their free offer as a must-have resource for students looking to succeed in their nursing exams.

By combining these strategies, Smart Edition Academy creates a compelling page that not only attracts but also converts potential customers.


Final Thoughts

Writing copy that sells is both an art and a science. By knowing your audience, crafting engaging headlines, and delivering value with a clear CTA, you can significantly improve your conversion rates. As seen in the case study from Smart Edition Academy, attention to detail in your copy can make all the difference in turning a visitor into a paying customer. By following these 10 proven tips, you’ll be on your way to writing persuasive copy that drives results.

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