Body Copy Mastery 2024: The Complete Guide to Crafting Copy That Converts

Elements of Effective Body Copy

Before we dive into writing copy, let’s overview the key elements that make up high-converting body content.

Compelling Headlines

The headline is the gateway into the rest of your copy. You must first use urgent, benefit-driven headlines that command attention and give readers a reason to read the body copy. Some effective headline formulas include:

• Numbered/list headlines (e.g. “10 Ways to…”)
• “How to” headlines
• Questions (e.g. “Are You Making This Mistake with…?”)
• Direct benefit statements (e.g. “Land Your Dream Job in 30 Days”)

Follow your headings with an opening paragraph that continues to communicate the headline’s messaging.

Scannable Opening Paragraphs

You have mere seconds to convince website visitors to keep reading in competitive digital spaces. Optimize the first 1-2 sentences to communicate the value proposition so readers continue through the rest of the copy. Some elements of effective opening paragraphs include:

• Directly state the key benefit
• Establish credibility/authority
• Use formatting for easy scanning (short sentences, bullets)
• Include a compelling call-to-action to guide readers

Easy-to-Scan Formatting

On average, users don’t read online – they skim and scan for relevance. Use reader-friendly formatting throughout body copy including:

• Short, 1-2 sentence paragraphs
• Numbered/bulleted lists over dense paragraphs
• Bold key statistics/claims for fast scanning
• Generous white space between sections
• Subheadings to break up sections

Strategic Calls-to-Action

Calls-to-action (CTAs) urge website visitors to take your desired actions. Insert CTAs throughout body copy to lead readers to conversion points. Some best practices include:

• Use action words that drive momentum (“Enroll now,” “Join today,” etc.)
• Make them scannable with buttons, unique colors, etc.
• Link to landing pages, sign-up forms, shopping carts, etc.

Appropriate Length

How long should your body copy be? Extended bodies of text can quickly overwhelm readers. But too-short copy fails to provide details needed to guide decisions. Find the optimal balance with these best practices:

• Landing pages: 150-250 words
• Blog posts: 300-1,000 words
• Whitepapers / Guides: 1,500+ words

Of course, these vary across industries and mediums. Test different lengths to determine ideal word counts for each marketing channel.

Now let’s transition to techniques for writing persuasive copy that educates and converts readers.

Crafting Persuasive Body Copy

Your body copy must go beyond simply housing relevant content. You need to actively persuade readers by building credibility, creating desire, alleviating concerns, and ultimately driving them to take action.

Lead With Benefits

A common copywriting mistake is focusing too heavily on features rather than buyer benefits. Remember, features tell while benefits sell. Structure copy around key benefits readers will receive such as:

• Saving time
• Improving health
• Saving money
• Reducing frustration
• Accessibility

Back benefits claims with specific examples, statistics, stories, and testimonials.

Layer in Social Proof

Social proof builds trust and credibility using peer endorsements. Sprinkle body copy with proof sources like:

• User/client testimonials
• Industry expert quotes
• Case study examples & results
• Trust badges (BBB, TrustPilot, etc.)

But don’t go overboard – strike an 80/20 balance between benefit statements and social proof.

Appeal to Emotions

Humans make decisions on emotion justified with logic. Layer in emotional triggers related to the target audience such as:

• Security in finances/health of family
• Pride in appearance/reputation
• Acceptance in social circles
• Fear of missing out

Connect emotional appeals directly to benefits.

Tell Compelling Stories

Storytelling techniques build rapport with readers while illustrating concepts in relatable ways. Use stories like:

• Journey stories: Follow a character through a transformation
• Before-and-after stories: Show contrast between problem and solution
• Analogies: Compare your concepts to more familiar ideas

Sprinkle 1-2 impactful anecdotes throughout copy.

Let’s now transition to optimizing copy specifically for higher conversions.

Optimizing Body Copy for Conversions

You can have a well-crafted, persuasive message – but fails to use keywords or connect messaging to calls-to-action. Optimize copy for conversions with these tips.

Perform Keyword Research

Conduct keyword research to find terminology your audience uses in relation to your offering. Tools like Google Keyword Planner help uncover this “lingo”.

Organically weave 20+ primary keywords/keyphrases throughout copy to improve:

• Search visibility
• Message relevance by mirroring mental models
• Trust through topic authority signals

But avoid awkward over-optimization!

Check Readability Levels

If paragraphs are dense and complex, readers disengage. Assess grade level readability with free online tools like Hemingway App.

Simplify body copy for scannability and clarity. Target a Flesch-Kincaid score of 60-70 or 7-8th grade level readability.

Strategically Place CTAs

As highlighted previously, calls-to-action urge visitors to convert. Beyond general placement guidelines, focus CTAs around:

• Addressing customer questions, concerns, objections
• Key selling points
• Follow stories showcasing positive outcomes
• After social proof builds credibility

Insert 3-4 CTAs in total throughout copy.

Continually A/B Test Copy

There is no universally “perfect” body copy for all audiences. You need to continually experiment and fine-tune messaging based on performance data.

Tools like Google Optimize allow you to effortlessly set up A/B split tests for elements like:

• Headlines
• Opening paragraphs
• Section ordering
• Story formats
• Call-to-action phrasing

Let data guide copy improvements over assumptions.

What’s the Difference Between Body Copy and Display Copy?

Body copy and display copy are both important elements of effective marketing messages. But they serve very different purposes.

Defining Body Copy

As explained throughout this guide, body copy refers to the long-form text that makes up the majority of a web page, sales letter, advertisement, blog post, etc. It encompasses the critical details that educate readers, build credibility, create desire, overcome concerns, and persuade visitors to convert.

Some attributes that set body copy apart include:

• Written in full paragraph format with proper grammar, sentence structure
• Has an authoritative, educational tone to share details
• Lengthy, around 150+ words at minimum
• Goal is to retain attention, communicate key points, drive specific actions

Without compelling body copy, any marketing material fails to achieve conversion goals. But it has some limitations…

Display Copy Characteristics

Display copy refers to brief text snippets designed for fast consumption rather than drawn-out explanation. Examples include:

• Short 2-5 word taglines
• Bulleted or numbered lists
• Headlines and subheads
• Quotes/testimonials
• Captions on images/graphics
• Brief description text

Quality display copy focuses more on being:

• Highly scannable in format and length
• Attention-grabbing in tone and word choice
• Complementary to adjacent body copy

Think of display copy as the “salt and pepper” to spice up and enhance the main course meal.

Contrast Between Approaches

To recap the key differences:

While body copy educates, display copy intrigues.

Body copy persuades through valuable content. Display copy persuades through creativity and brevity.

Body copy caters to intentional, patient reading behaviors. Display copy targets quick glances from scanners.

Effective marketing assets incorporate both elements together to communicate messages effectively across various visitor types. The long-form body copy houses and explains critical information. Display copy then draws attention to important points and urges visitors to keep reading the body content.

So body copy and display copy work together – not compete against each other. The long paragraphs of body text would overwhelm readers without intermittent headline breaks and relevant imagery enhanced by display copy snippets.

In other words, too much display copy and too little body text results in no substance behind claims. But excessive body text without display copy fails to guide readers and facilitate easy scanning for time-strapped visitors.

Think of body and display copy as two critical ingredients blended properly to create an enticing, delicious recipe. Apply the right mixture, and your marketing achieves maximum conversions.

How to Write High-Converting Body Copy

If you feel overwhelmed staring at a blank page, follow this step-by-step process to craft compelling body copy from scratch.

Step 1: Define Goals and Audience

Every element of copy flows from your core objectives. Start by outlining:

• What specific actions do you want visitors to take? Sign up? Purchase? Contact?
• What page will this copy go on? Homepage? Product page? Offer page?
• Who is your target reader? Backgrounds, pain points, goals?

With crystal clear goals and audience in mind, you can tailor copy directly to their motivations.

Step 2: Construct an Outline

Map out a detailed outline highlighting exactly what the copy needs to communicate such as:

• Core benefits readers will receive
• How the product/service delivers those benefits
• Who else uses and loves the offering
• Common questions/objections to address
• Key distinguishing features

Flesh out outline sections with supporting details until a compelling narrative flows logically from beginning to final call-to-action.

Step 3: Research Keywords

Uncovering terms and phrases your audience actually uses helps naturally weave in relevant vocabulary.

Tools like Google Keyword Planner show monthly searches around topics to integrate organically within copy for optimization.

Step 4: Write a Draft

With an outline in place, goals defined, and keywords on hand, start compiling paragraphs and sections. Employ copywriting best practices covered in this guide as you draft including:

• Lead with benefits
• Share validating stories
• Overcome buyer concerns
• Guide readers with CTAs
• Format for easy scanning

Don’t self-edit excessively on your first pass. Simply get ideas down on paper.

Step 5: Refine Messaging

With an initial draft done, step back and refine the copy including:

• Tightening sentences for clarity
• Ensuring logical flow from headline to conclusion
• Strengthen calls-to-action
• Highlighting credibility with proof sources

Run the content through a free readability analysis tool to simplify complex sections.

Step 6: Have Others Review

Fresh eyes notice gaps in messaging and assumptions made. Have both colleagues and target buyers review copy and provide feedback through:

• Email surveys on clarity
• Clickable prototypes to test flow
• Session recordings observing reactions

Use responses to further refine content that resonates.

And remember – copywriting is an iterative process. Continually review data around conversions to guide improvements week over week and month over month.

With time and sustained effort, you’ll develop an intuitive knack for writing body copy that prompts action.

Examples of High-Converting Body Copy

Seeing real-world examples brings best practices to life. Let’s explore a few excellent examples of persuasive online body copy driving conversions for major brands.

1. HubSpot

Hubspot optimizes their homepage body copy for incoming visitors researching inbound marketing solutions.

Their opening paragraph quickly establishes authority in the space and leads with the core benefit – growing website traffic. Simple but benefit-driven headlines break up scannable sections catered to visitor questions around driving more leads.

The copy strikes an excellent balance between educating website visitors and directly selling the HubSpot software throughout each section. CTAs prompt contacts and free product demos while trust signals like IBM logos increase credibility.

This balance likely contributes to their over 100,000 customers – clearly the copy converts!

2. Square Online Store

Product and service-oriented sites face heavy competition on cost and features. Square’s body copy for their ecommerce offerings takes a different approach focusing on emotional benefits:

The copy leads with pride in business ownership and control over identity. Scannable sections reiterate emotional benefits like maintaining customer relationships and the flexibility offered through their ecommerce tools.

Rather than technical features, they know emotional appeals like independence and relationships motivate buyer decisions. The few simple CTAs allow you to instantly “start selling” which supports that quick store setup process.

This emotional approach has fueled over 50% annual revenue growth for Square, proving effective.

3. SendinBlue Email Marketing

Some body copy drives conversions by building intense credibility through mountains of social proof.

SendinBlue heavily leans on expert testimonials, customer logos, and five-star review badges to rapidly build trust in their email solution:

100,000+ customers and a Forbes feature headline addresses visitor uncertainty holding them back. The opening line sums up their most compelling benefits. While text-heavy overall, scannable formatting like logos, badges, and captions retain attention.

With trust established, CTAs throughout guide visitors to try SendinBlue or view a demo. And with 50,000+ signups daily, the social proof-based copy clearly converts.

Now it’s your turn to test these principles on your own body copy!

In closing, compelling body copy is crucial for sustaining reader attention and ultimately persuading visitors to convert. This guide provided a complete overview for crafting effective copy including:

• Key elements like scannable formatting, strategic CTAs, and appropriate length
• Writing techniques to build desire like leading with benefits, adding social proof, using emotional triggers, and storytelling
• Optimization tips for conversions such as keyword inclusion, assessing readability, and continually A/B testing

By mastering these body copy best practices, you’ll keep visitors engaged across channels, communicate persuasively to motivate action, and maximize conversion rates.