Three T’s You Need Crossed If Your Web Copy Is Going to Convert

Great copy is seen as a magic wand for skyrocketing conversions on a website. 

But even the best of the best (of the best) copy can’t fix core foundational problems like lack of product-market fit, low-quality traffic, or a meh offer.  

(And any copywriter that promises they do, take this as your permission to walk away—it will cost you far more to stay). 

So, before you even press inquire, let’s make sure your service is sought-after, your offer is popping, and you have the traffic quality to match. 

First thing’s first, what is product-market fit (and why does it matter)?

Keeping it simple: product-market fit means your product or service has found its place in the market. Your market wants it. They search for it, and when they find it, they buy it. 

Without product-market fit, even the most persuasive copy won’t move the needle.

How to tell if you have product-market fit:

• Your product or service is already selling
• People are willing to pay for it
• Your audience actively searches for solutions like yours
• Competitors offering similar products or services are thriving

Now, if your service (or product) is so squeaky clean brand new that sales sit at zero, you can still gauge the market itself by asking: 

• Do similar solutions in your space exist and sell well?
• Are people paying for these with their money, likes, or email addresses?

Don’t have product-market fit? It’s time to focus on research, testing, and refining your offering before investing heavily in copy.

And if you HAVE achieved it? First off, nicely done! Second, you’re still not ready for copy to work its magic yet. Not, until the following two things are optimised: traffic AND the offer itself. 

Onwards we ride. 

Quantity is nice and all but it’s the traffic quality that matters for conversions

Not all website visitors are created equal. High-quality traffic—the people who match your sweet-spot client profile and the intention of the page itself—is much more likely to convert than random clicks or uninterested/lost visitors. 

Put it this way: if your website is targeting ‘DIY home repair tips’ but your product is a high-ticket renovation service, that audience isn’t primed to buy.

The traffic that is? In the copywriting biz, that’s what we call ‘the list.’ 

Signs your high-quantity traffic lacks in quality 

• Your bounce rate is high: Visitors leave after just a few seconds
• Low engagement: People aren’t clicking, reading, or taking action
• They’re finding you with the wrong keyword: The risk of choosing strictly by search volume…
• Low conversion rates: Speaks for itself really

The rule of thumb is: the higher the quality of your traffic, the higher the likelihood that your copy can convert. The lower the quality of your traffic, the lower your copy’s chances of converting. 

Quick: how to improve traffic quality?

1. SEO of the intentional kind: Use targeted keywords that align with your ideal audience’s search behaviour
2. Strategic social media: Drive traffic from platforms where your sweet-spot clients are already active and engaging
3. Referral channels: Collaborate with partners or communities that align with your audience

Traffic already in the sweet spot? Let’s check the pulse of your offer. 

Your offer: the next cornerstone of conversion success 

The offer isn’t just about your product or service—it’s what you’re giving your audience in exchange for their attention, trust, and money.

And it’s not necessarily the first offer that comes to mind when you think of your suite. 

It’s not a perk or benefit. It’s not a free trial. It’s something tangible and utterly irresistible. Its value is such that people expect to pay for it and they come specifically to your web page to FIND it. 

The offer is all about getting the emphatic ‘yes’ not the shoulder-shrug ‘sure.’ 

A generic offer will fail to stand out, even with great copy. You can write and design a beautiful web page that hits the mark across the board, but if your offer is not desirable, it will not convert as well.

What can you do to make an offer sound way more desirable?

Match it directly to what your audience desires most. Maybe it’s saving time, making more money, or solving a specific pain point they’re tired of dealing with. Finding that out starts with client research and Voice of Customer data. 

Once you’ve achieved product-market fit, are attracting high-quality traffic, AND your offer is on point, you’re ready for the final (and critical) piece of the puzzle: your website copy. 

Even with traffic funnelling in the right direction for the right keywords and in need of your offer, it’s your copy that will:

• Capture attention in the first few seconds and keep them engage
• Bond them to your brand by speaking to their pain points, blocks, and yearned-for transformation
• Guide them toward taking action with clear, compelling CTAs and click triggers that nix any anxieties

If your copy doesn’t meet these criteria even with each of those t’s crossed (and some i’s too), it’s time to refine it to better align with those best-fit prospects you’ve been longing for. 

Conversions don’t happen in a vacuum 

They flourish in an ecosystem where product-market fit, traffic quality, an optimised offer, and chef’s-kiss copy work together seamlessly. 

If one element is missing, the whole system falters. So, before investing in website copy (whether in the form of a template, DIY, or a pro), ask yourself:

1. Does my ideal market want my product or service enough to buy it? 
2. Am I attracting the right audience to my site?
3. Is my offer irresistible and tailored to their needs?

Optimising all three elements and bolstering with empathy-led copy is where the magic happens—and that’s where I come in. 

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