Copywriting: what it is and how to write copy that converts

What is copywriting

Copywriting is the discipline of writing text with a specific objective: persuading the reader to take an action. That action might be buying a product, subscribing to a newsletter, requesting a demo, filling out a form, or clicking a button.

Unlike content writing, which aims to inform, educate, or entertain, copywriting is directly oriented towards conversion. Every word, every sentence, and every structure is designed to move the reader from where they are to where you need them to be.

In the context of digital marketing, copy is everywhere: in ads, on landing pages, in emails, in CTAs, in product descriptions, on checkout pages, and in pop-ups. The quality of your copy largely determines whether a visitor becomes a customer or leaves your website without doing anything.

Why copywriting matters for conversion

Copy is the interface between your value proposition and the user's decision. You can have the best product, the cleanest design, and the most qualified traffic, but if the text does not communicate value clearly and persuasively, the conversion does not happen.

Data that illustrates this:

• Changing a headline can improve a landing page's conversion rate by 10% to 80%.
• CTAs with specific copy ("I want my free audit") convert up to 202% more than generic ones ("Submit").
• Product descriptions with benefit-oriented copy generate 30% more sales than those that only list features.

Copy is not decoration. It is a direct conversion lever.

The three classic copywriting formulas

AIDA: Attention, Interest, Desire, Action

AIDA is the most well-known formula and works as a logical sequence that guides the reader:

1. Attention: capture attention with a striking headline or a provocative question.
2. Interest: maintain interest with relevant data, stories, or problems the reader identifies with.
3. Desire: generate desire by showing the benefits, results, and transformation you offer.
4. Action: close with a clear and direct call to action.

Example applied to a CRO landing page:

• Attention: "Your website gets thousands of visits, but how many become customers?"
• Interest: "97% of visitors leave without buying. Most businesses accept that figure as normal."
• Desire: "Our clients have increased their conversion by an average of 47.8% without increasing traffic."
• Action: "Request your free CRO audit."

PAS: Problem, Agitation, Solution

PAS is more aggressive than AIDA and works especially well when the user's pain is clear:

1. Problem: identify the problem the reader has.
2. Agitation: amplify the consequences of not solving that problem.
3. Solution: present your product or service as the solution.

Example: "You are investing 10,000 EUR per month in advertising (problem). Every day your website does not convert, you are throwing between 200 EUR and 500 EUR in the bin (agitation). A CRO audit identifies exactly which frictions are preventing conversion and how to fix them (solution)."

BAB: Before, After, Bridge

BAB is ideal for emotional content:

1. Before: describe the reader's current situation (with their frustrations).
2. After: describe what their life would look like after solving the problem.
3. Bridge: explain how your product or service connects both situations.

Copywriting applied to key conversion elements

Headlines

The headline is the most important element of any page. 80% of people read the headline, but only 20% continue reading the rest. A good headline should:

• Communicate a clear benefit
• Be specific (numbers, percentages, timeframes)
• Generate curiosity without being ambiguous
• Speak directly to the reader (use "you" or "your business")

Headline type	Weak example	Optimised example
Direct benefit	Improve your website	Double your online sales in 90 days without increasing traffic
Question	Need more sales?	Why do 97% of your visitors leave without buying?
Number	Marketing tips	7 hidden frictions killing your conversion rate
How-to	How to sell more	How to convert twice as many visitors with the same ads

CTAs (Call to Action)

The CTA is where copy translates directly into conversion. The key rules:

• Use first-person action verbs: "I want my audit" converts more than "Request audit."
• Be specific about what the user will receive: "Download the 15-page guide" vs. "Download."
• Reduce perceived friction: "It's free, no commitment" or "It only takes 2 minutes."
• Create real urgency: "Limited spots" (only if true).

Landing pages

An effective landing page follows a clear copy structure:

1. Headline with main benefit
2. Subheadline that expands or qualifies
3. Problem you solve (empathy)
4. Solution and how it works (clarity)
5. Key benefits (not features)
6. Social proof (testimonials, data, logos)
7. Main CTA (repeated 2-3 times)
8. Objection handling (FAQ or guarantees)

Emails

Email copy has two jobs: getting the email opened (subject line) and getting the click (body copy). The average open rate in email marketing is 20-25%. With optimised subject lines, it can exceed 40%.

Principles for subject lines:

• Personalisation: include the recipient's name or company
• Curiosity: open a loop that can only be closed by opening the email
• Urgency: real deadlines
• Brevity: 6-10 words is the optimal range

Copywriting mistakes that destroy conversion

1. Talking about features instead of benefits

"Our software has 47 integrations" says nothing about value to the user. "Connect your store with all your tools in 5 minutes, no code required" does.

The formula: Feature -> "what this means for you is..." -> Benefit.

2. Using internal jargon

If your customers do not use the same words as your product team, the copy does not connect. Use your customers' exact language: review their reviews, support tickets, and sales calls to extract their real words.

3. Too much text without hierarchy

Users scan, they do not read. Copy should have:

• Short paragraphs (2-3 lines)
• Descriptive subheadings every 200-300 words
• Bullet lists for sequential information
• Bold on key phrases

4. One CTA for everyone

Different segments of your audience are at different funnel stages. A landing page with a single "Buy now" CTA loses everyone who is not ready yet. Offer options: primary CTA (purchase/demo) and secondary CTA (free guide/webinar).

5. Not testing copy

The most brilliant copy can fail if it does not connect with your specific audience. The best companies systematically test:

Element	What to test	Potential impact
Headline	Benefit vs. problem vs. question	+10% to +80% conversion
CTA	Button text, colour, position	+5% to +40% clicks
Subject line	Long vs. short, emoji vs. no emoji, personalisation	+15% to +50% open rate
Product description	Features vs. benefits	+10% to +30% add to cart

How to start improving your copy today

1. Audit your current CTAs: are they generic ("Submit", "More info") or specific? Changing button copy is the CRO action with the highest effort-to-impact ratio.
2. Rewrite your main headline with the formula: specific benefit + for whom + in how long.
3. Review your product descriptions: for each feature, add the benefit it implies for the user.
4. Collect your customers' language: analyse reviews, support emails, and sales conversations to find the exact words they use.
5. Test one variant each week: a headline, a CTA, or a subject line. Cumulative testing generates significant improvements over time.

Copy is one of the most undervalued and most profitable levers in CRO. Changing words costs nothing, but it can radically transform your conversion rate.

To discover what copy and UX frictions are holding back your website's conversion, start with a free audit at Scan&Boost.

If you want a professional analysis of your copy, CTAs, and full funnel with real data, discover our CRO agency service.

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Adrià Vidal is the founder of Boost. +1,000 optimisation actions, +47.8% average conversion increase per client, +7.8M EUR in additional revenue generated.