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Write for readers first and search engines later

Things that matter to search engines include your titles tags, such as H1 or H2, and your meta snippets. 

But, the things that matter to your readers should revolve around what’s in it for them. Writing for one reader and scaling at size for a larger market is a principle of conversion copywriting.

You have a market.

And it falls under two categories: a Total Addressable Market (TAM), where you go after everyone. This is not only unrealistic, it is also unattainable. It is impossible to write targeted messaging fit for everyone.

On the other hand, writing to a Total Relevant Market (TRM) means you are writing for your ideal client or customer, and looking to solve their most valuable and desirable outcomes.

One rule of thought

Taking a conversion copywriting approach to your website is more than a best and promising practice. It makes practical sense.

Your website is your scalable 24/7 salesperson that does more than speak for you: it also converts your visitors into readers and your readers into buyers.

This includes the golden rule of conversion copywriting: the rule of one. One inclusive thought per sentence. One preferable irresistible offer per sentence. And one highly desirable value proposition per sentence.

Not three thoughts per sentence. Although that rule can be bent with right-branched clauses, and while it introduces another best and promising practice, we can’t give everything away in one sitting.

Not three offers per sentence. The goal is to use your copy to wave an invisible magic wand over your client or customer to have an a-ha moment or revelation where they self-persuade… themselves. 

And not three value propositions per sentence. Bake one value proposition into your feature and level it up with benefit ascension to demonstrate true value. You can keep your value proposition very big or very small, but remove anything your reader does not care about.

Reader types

Although this is not an article on conversion copywriting—and more of a Coles Notes version—there is another rule of thumb to consider when writing for your one reader.

Uncovering who that one reader is—and how they make their decisions.

Believe it or not, but your copy does not need to be short and sweet. 

Have you ever sold a friend on something in 30–seconds–or–less? Or used two–or–three sentences with someone in order for them to buy-in?

Usually, that is a no.

You normally have to create a compelling argument for them to finally nod and agree that the widget you are selling is ideal for their needs.

Enter long-form sales pages. 

Your copywriting must speak to different modalities of readers, from the emotional and fast-moving, the spontaneous and fast-moving, the logical and fast-moving, and the emotional and slow-moving reader.


Emotion and decision-making go together like peanut butter and jam. Your clients or customers only care about one thing when it comes to your product or service: what’s in it for them?

They have jobs to be done, such as generating leads, selling their services, or promoting their products.

Position your brand as the only desirable outcome for their needs and answer that age-old question by doing the heavy mental lifting for them. 

Bend the rules (not the knee)

Yes, your writing should follow best SEO practices, but it should not bow to them. 

It should follow UX rules, but it should not bow to them. 

Your writing should also follow data-informed decisions, but its end game will always be the same: getting your ideal client or customer to convert.

By being specific and empathetic to your clients or customers, you can avoid any fancy-smancy persuasion techniques, and instead: let your copywriting do the talking for you.

Get into closer mode and clearly answer what’s in it for them. Then get out of their way as they click your friction-free Calls to Action (CTA). Your copy is the sole reason why your conversion rate needs higher statistical confidence over the industry average of 5%.

Which also begs the question: if you are happy with achieving the industry standard, why are you not interested in converting the other 95% of your TRM?  

Follow good conversion copywriting principles for better UX. And increase your conversion rates by making it easier for your clients or customers to complete desired actions on your website, including making a purchase or at least subscribing to a form.

Putting it all into practice

Much like any skill in life, you can also become a great web designer with a marketing mindset by studying, experimenting, and building sites.

But, you may not have time for that.

You’re running a business, after all.

You can save time, money, and frustration with a site by Clickex. We manage the design, development, and ongoing monthly management to nail every single point outlined above.

We are on a mission to bring tens of thousands of hours and millions of dollars (actually) of web design and digital marketing experience to up–and–coming Alberta small businesses.


By keeping our pricing model incredibly simple and affordable.

We ask the right questions to uncover your business needs and unpick your marketplace.

We break down your project into clear and measurable deliverables with a unique brand voice and positioning, with real levers to scale your business.

Want to learn more about how Clickex is the next best click for powering your growth? Chat with our team today and let us show you how to build a legacy brand through the power of the internet.


Todd O'Keefe, BPR

Considered an OG copywriter — Todd has been writing since being knee-high to a grasshopper. His writing chops include everything from copywriting to business writing, and heck: even writing the menu for food and beverage joints. His more than 20 years of experience includes government, post-secondary and schwacks of startups. As your brand steward, he speaks to one reader and scales for larger markets.

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