Conversion copywriting is not the same thing as good writing. It is writing that is calibrated to move a specific person through a specific decision at a specific point in a funnel. The difference between copy that converts at 1.8% and copy that converts at 4.3% is rarely the quality of the sentences. It is the understanding of what the reader needs to believe at each stage before they take the next action.
When I audit an existing funnel, the first thing I look for is the friction points â where readers disengage, where they bounce, where the language creates doubt instead of removing it. Most conversion problems are structural before they are linguistic. The headline earns the read. The opening establishes relevance. The body builds the case. The CTA closes the decision. Each of these has to work in sequence, or the whole thing fails regardless of how polished any individual section is.
The process for a conversion copy engagement begins with a full brief covering your audience, your offer, your current funnel performance, and your main competitors. I then run a persuasion structure analysis before writing a single word. What does the reader need to believe to convert? In what order do those beliefs need to be established? What objections need to be pre-empted? The copy answers all of these questions, in the right sequence, without losing the reader along the way.
For businesses with existing funnels, I can work from your current pages or build from scratch. I also include two rounds of revisions, because conversion copy benefits from iteration. What reads well in isolation does not always hold up against real reader behavior, and good copy improves with feedback from actual performance data.
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