Marketing Channels, Marketing Planning & Reporting

Actionable Marketing Copy: How to Convert More Leads for Your Small Business


To convert leads into paying customers for your small business, you don’t just need to convince them to buy from you. You also need to make it as easy as possible to buy from you. And that’s why you should focus on writing actionable marketing copy.

This copy cuts out the bells and whistles and gets straight to the point. And creating this effective messaging is simpler than you may think.

Stop hiding in plain sight

As small business owner, attracting new customers and clients is one of your main challenges. So you dive into social media, e-commerce, advertising, mail shots and PR. But being visible in front of the right audience isn’t the only purpose of marketing.

You also have to convert interested people into paying customers and clients. And that won’t happen if they have no idea how to reach you.

If your inbox is emptier than you’d like and the phones in your small business remain quiet, the following tips for more actionable marketing copy might be the answer to your prayers.

How to create actionable marketing copy

1. Contact details

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It sounds obvious, but sometimes it’s difficult to juggle all the information intended to go into your marketing material. But it’s important to get it right when writing actionable marketing copy to grow your small business.

With your focus on the snazziest headline, eye-catching imagery, engaging call-to-actions and the earth-shattering benefits of your offer, your contact details can end up wedged in a corner in the smallest font.

Don’t get me wrong; your phone number, address and social media profiles shouldn’t be front and centre either. They do, though, have to be visible and set apart from the main content. Straightforward icons and location maps, for example, are very effective for this.

Find out how about the 12 essential tips to write great copy for your small business marketing.

2. Make it simple

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We know it ourselves – if something is done with an easy click, we are the happiest customer ever. But if we have to read through a whole brochure just to contact someone, we’ll often give up and see if the competition is more forthcoming.

To see if you’re keeping it short and sweet, check out how long it takes to get to your contact form from your homepage. And, most importantly, how long it takes to fill out the form and send it.

The same goes for other marketing channels. For example, clear and consistent naming and branding of your social media profiles make it easier for people to find, follow and contact you there.

Struggling with your branding? Visit this post for my top tips on creating a strong brand.

3. Offer Options

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Some people prefer ordering online, while others like to talk to a person and visit your brick-and-mortar shop. So, in order to write a more actionable marketing copy for your small business, give potential customers a choice.

Obviously, don’t throw everything at them at the same time and with the same amount of urgency or importance. But if you give people the choice between different ways to get in touch, they can choose the one they feel most comfortable with.

So show your shop visitors that they can follow you on Facebook. Or that they can get everything delivered to their home through your online store. It’ll boost both new and repeat business.

Curious about encouraging repeat business? Here’s how to get started!

4. Be accessible

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Keep in mind that small or overly intricate fonts, as well as elaborate colour schemes, can make it difficult for some customers to read your contact details.

For example, on your website, avoid having crucial information in an image and risk it not displaying properly on smartphones and tablets.

Also, ensure that your availability fits their lifestyle and that your opening or office hours are convenient. For example, if your business targets young professionals, who likely work 9-5, consider having a weekend or evening slot for appointments. It sounds obvious, but taking these steps makes all the difference!


To read more about this topic, have a look at these:
Why Successful Content is the Opposite of Trends & Best Practice
12 Essential Tips to Write Better Marketing Copy for Your Small Business
4 Tips for a Web Copy That Converts
Why Jargon Can Ruin Your Marketing Content & How to Avoid it

Denise Strohsahl brand and marketing consultant for small businesses

Hello, I’m Denise from sandstonecastles, a brand & marketing consultancy based in Edinburgh, Scotland.

I help small business owners like yourself to find the right marketing that’s in line with your brand and values.