Why Conversion Copywriting Outperforms SEO: The Benefits You Can’t Ignore
Before we go any further, I’m going to say outright:
I don’t believe you can write website copy without keyword research, but I also don’t believe search engine optimization (SEO) is the end all be all like the internet wants you to think.
Think of it this way — SEO copywriting and conversion copywriting work together to attract readers, build authority, and persuade readers to take action.
And it’s the “persuade readers to take action” part where conversion copywriting really shines a little brighter than SEO copywriting and, yes, in my opinion, outperforms SEO.
The misconception here is that all copywriting must be optimized to serve the search engine gods.
But, of course, copywriting is more nuanced than that. Different types of copywriting serve different purposes.
Each is a separate and highly valuable resource to write words that make an impact.
So, while I don’t believe one is necessarily better, I’m bringing to light all the ways conversion copywriting might actually outperform SEO and all the benefits you simply can’t ignore.
SEO copywriting vs. conversion copywriting
What is SEO copywriting?
SEO copywriting is the practice of writing words that optimize a website to increase its visibility and ranking on search engine results pages. SEO aims to attract more organic traffic to a website by improving its relevance and authority in the eyes of search engines like Dr. Google.
SEO definitely has its benefits, and as I said earlier, you really can’t have a website without at least doing keyword research for your market and ideal audience. Your keywords ensure that the right people see your website and content.
By using SEO techniques such as keyword research, on-page optimization, and link building, a website can improve its visibility for relevant search queries.
SEO can help your business increase its online presence, reach a larger audience, and ultimately grow its bottom line—and we all love growing our bottom line.
And a huge benefit of SEO is that it’s a more sustainable and cost-effective approach to driving traffic to your website compared to paid advertising.
But if you really get down to the heart of SEO copywriting, you’ll find that SEO focuses on the search engine and mastering the algorithm, not the humans reading the material.
So, I’ll admit—SEO is an essential aspect of digital marketing that can help businesses improve their online visibility, attract more traffic, and ultimately achieve their business goals.
But once you have more traffic to your website, what comes next?
Without a clear understanding of your brand messaging and the desired action for your audience, your readers won’t know what to do next, which will likely lead to a higher bounce rate — and no one wants that.
What is Conversion Copywriting?
When it comes to writing copy and content for a website, the ultimate goal is to convert visitors into customers or leads. That’s where conversion copywriting comes in. This style of writing is specifically designed to encourage readers to take a specific action, whether it’s making a purchase, filling out a form, or subscribing to a newsletter.
By using persuasive language and call-to-action phrases, conversion copywriting can help motivate readers to take the desired action. Emotional appeals and social proof can also be incorporated to further persuade readers.
So here’s the thing — if you don’t have powerful, persuasive, and connection-worthy copywriting, then your ranking on Dr. Google doesn’t matter.
And that’s where conversion copywriting really shines and why I like to say it outperforms SEO.
SEO brings the party, and conversion copywriting convinces everyone to stay for a good time.
Not only does conversion copywriting increase the chances of converting visitors into customers or leads, but it also helps to create a sense of urgency and encourage action.
Copywriting that converts focuses on providing a clear and compelling message that resonates with your target audience, which is how you’ll stand out from your competitors.
So, if you’re looking to improve the conversion rates on your website, conversion copywriting is a must. By crafting persuasive and compelling content that focuses on your ideal client’s needs, wants, and goals and motivates readers to take action, you can turn more visitors into customers and ultimately grow your business.
How Conversion copywriting outperforms SEO
What would the internet be like if we solely wrote words to satisfy Dr. Google and the omnipresent search engine gods???
I imagine it would be a race to the bottom and something like The Matrix or The Terminator, where the robots take over the world, and we all lose what makes us human…
It’s certainly not a world I want to live in.
The internet is a worldwide digital network designed by humans for humans.
Remember, SEO simply attracts visitors. If done strategically, SEO will get your ideal clients to your website and keep them around…for a while at least.
But without conversion copywriting, your audience will get to your website and won’t know what to do next.
You don’t want your reader getting lost.
Conversion copywriting is for the reader, not Dr. Google. And that’s where the magic is — that’s where conversion copywriting outperforms SEO.
You can word-vomit your keyword words all over the place and build your backlinks ’til the cows come home…
If you don’t have humans in mind when writing words on your website, your audience will retrieve what they wanted and never return to your site again. They will not convert to customers, and they won’t care about coming back to read more.
And I know that’s not what you want.
So focus on your overall brand messaging and write compelling, connection-worthy copy before worrying about ranking on search engines.
RELATED: I Wish I Knew THIS on my Journey from Nurse to Copywriter
So which is better?
Long story short — and I hate to say it — but you’ll need both.
You’ll need SEO copywriting to bring new eyes to your website, and you’ll need conversion copywriting to convert those readers into customers and give them a reason to come back for more.
But why does conversion copywriting outshine and outperform SEO in the long run?
Conversion copywriting focuses on humans, the psychology of marketing, and inspiring your audience to take action — and that’s what will keep your audience engaged and connected with you, your website, and your content.
Ready to redefine what it means to be a nurse and scale the business of your dreams with connection-worthy copy?
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