Words That Convert: How to Increase Your Conversions with the Right Copywriting

Updated March 23, 2025 by Elisa Branda

Have you ever thought about how much the right words can influence a decision? In the world of SEO and copywriting, the words that convert are the heart of a winning strategy. It's not just about writing well, but choosing terms that capture attention and guide the user to a specific action. In this post, you'll discover how to select and use these words to improve your conversions, turning simple visitors into loyal customers.

I am Elisa Branda, Founder of NuvolediBellezza e NuvoleBluI have a degree in Architecture but a huge passion for beauty and writing. I've been writing online since 2005! Below, I'll reveal what I've learned over the years!

Words that convert: what are they?

When we talk about words that convert, we refer to those terms and phrases designed to capture attention, evoke emotions and lead the reader to perform a specific action, such as clicking on a link, signing up for a newsletter or purchasing a product. They are the core of every effective copywriting strategy. But what makes them so powerful? Let's find out together.

Definition of words that convert

Le words that convert are those that push the user to move from intention to action. They are magnetic, precise sentences that speak directly to the user's needs. They are not just beautiful or persuasive: they are functional and strategic, created to obtain measurable results.

For example:

• “Limited offer”: stimulates a sense of urgency.
• “Find out how to earn more”: it leverages curiosity and the desire to improve one's life.
• "Free": a small word, but incredibly powerful in capturing attention.

These words work because they are based on universal psychological principles, such as scarcity, the desire to belong, or the need for convenience.

Importance of words that convert

Have you ever stopped to think about how much language can influence our thoughts or our choices? The right words have the power to transform a simple text into a lever for action. This is what makes them fundamental in every marketing and communication strategy.

Think of a potential customer browsing a website. Their eyes flick between images and text, but it is often a winning combination of strategic words to trigger the decision to click on the “Buy Now” button.

Here because:

• Words that convert they convey trust and reduce shopping anxiety.
• They respond directly to the user's needs: do they want to save time? They find writings like “Easy and fast”. Do they need security? They read sentences like “Money Back Guarantee”.
• They create an emotional connection. We don't just buy a product, we also buy what we feel while buying it: security, happiness, success.

When a well-placed word can change a decision, its full value can be understood. Underestimating the weight of words can mean wasting opportunities.

Types of words that convert

Knowing the types of words that convert is essential to creating messages that they attract, they excite and drive action. Every word you choose has a specific weight and role, and it’s amazing how a simple linguistic change can change the results. Let’s look at four key categories of words that can radically transform your copy.

Words of Power: Describe emotional words and their psychological impact

Le words of power are the beating heart of a persuasive text. They are terms that evoke strong emotions, capture attention and remain imprinted in the reader's mind. These words work on a psychological level, touching deep chords such as desires, fears or aspirations.

For example, words like:

• "Extraordinary": it makes you feel like you're getting a unique, almost unrepeatable opportunity.
• "Transformation": suggests a tangible improvement in life.
• "Secret": ignites curiosity and a sense of exclusivity.

Why do they work? Because the human brain is programmed to react to emotional signals more quickly than to rational ones. Exploiting these levers can make the difference between a text that pleases and one that converts.

Urgency Words: Explains how words that create urgency can increase conversions

People react to a sense of urgency, and this is a universal psychological principle. words that convey urgency They instill in the reader the fear of missing out on an opportunity and push him to act immediately.

Examples of urgency terms include:

• “Last chance”
• “Just for today”
• “Limited availability”

These terms create an illusion of time pressure or limited resources, triggering a rapid response. It’s a bit like feeling like you’re competing for the last piece of cake: even if you’re not hungry, there’s a strong urge to take it. In copywriting, these words are essential to overcome indecision and motivate action.

Words of exclusivity: Discuss the perceived value of words that communicate exclusivity

Feeling special is an intrinsic human need. words that communicate exclusivity convey the idea that a product, service or experience is only available to a select group of people, thus increasing its perceived value.

Some examples are:

• “Members Only”
• “Limited Edition”
• “By invitation only”

These terms work because they activate the desire to belong and be different. No one likes to be out of the group, right? Using words that suggest exclusivity makes the reader more likely to choose that product or service to feel privileged.

Words with Numbers and Statistics: Analyze how the inclusion of numbers can improve credibility and attractiveness

The numbers speak for themselves. When you enter statistics and concrete data, your message not only appears more credible, but also becomes more attractive. Numbers have the power to catch the eye and make a content more memorable.

Practical examples:

• “Increase your sales by 30%”
• “Over 100.000 satisfied customers”
• “Guaranteed results in 7 days”

These details help the reader visualize concrete benefits, turning abstract concepts into tangible promises. It’s like choosing between “a very effective hair product” and “a product that reduces hair loss by 50% in a month.” Which appeals to you more? Numbers simplify the decision and reinforce confidence.

How to Use Words That Convert in Copywriting

Choose the words that convert is an art that combines creativity, strategy and psychology. These terms do not just capture attention, but guide the reader to perform specific actions, increasing the probability of conversion. Learning to use them effectively means transforming your content into a persuasive and functional tool. But how? Let's find out together.

Keyword Research

First of all, identify the right keyword It is essential to create persuasive copy. These are not just terms that bring traffic, but also those that satisfy user intent and drive action. How do you find them? Here are some strategies:

• Use tools SEO like Google Keyword Planner and Ubersuggest. Enter phrases related to your topic and find those with good search volume and low competition.
• Analyze the competition: Look at what keywords your competitors are using to attract their audience. You can use them creatively to differentiate yourself.
• Know your audience: Get into the mind of your ideal customer and ask yourself: “What terms would they use to search for this product or service?”

Once you have identified the keywords, use them strategically in the titles, subtitles and calls-to-action, without exaggerating. Remember that they must integrate naturally into the text, avoiding forcing.

A/B Testing of Words

There is no better way to find out which ones words that convert do they really work if not through the test A / B. This method allows you to compare two versions of the same content by changing only one variable: the words.

How to proceed?

1. Choose an element to test, such as a headline or call-to-action.
2. Create two versions with different words, keeping the rest the same.
3. Analyze the results: which version brought more clicks, signups, or sales?

For example, if your button says “Learn More” and another version says “Get Started Now,” see which one gets more engagement. Don’t be afraid to experiment, and remember that even small changes can make a big difference.

Persuasive Writing and Storytelling

Words are not just technical tools: they have the power to tell stories and create emotions. storytelling It is one of the most effective ways to use words that convert, because it builds an emotional connection with the audience.

Why does it work? Stories are memorable, human, and engaging. By including persuasive words in your storytelling, you can increase the reader’s desire to take action. For example:

• Tell us about an experience: “Luca solved his sleep problems thanks to our product. You too can transform your nights!”
• Describe the benefits vividly: “Imagine waking up every morning full of energy and ready to face any challenge. It’s possible, and we can help you!”

Also, use strong words that evoke immediate emotions, such as “heal,” “transform,” “achieve.” People don’t buy products or services: they buy emotions, solutions, and stories they can relate to.

Now that you know these tools, you’re ready to incorporate truly transformative content into your copy. In the next point, we’ll explore how to further refine your techniques to get real results!

Examples of words that convert into action

The right words can work wonders when it comes to turning a simple visit into a concrete action. In copywriting, the choice of specific terms has a direct impact on conversions. But what are the words that really transform? To answer this question, let's analyze practical cases and learn from real examples of success.

The 20 Most Influential Words According to David Ogilvy

The legendary advertiser David Ogilvy compiled a list of words that, even today, are considered among the most powerful in the marketing world.

• Suddenly – Suddenly (Suddenly, Unexpectedly)
• Now - Immediately (Now, At this moment, Right now)
• Announcing – Launching (Announcing, Presentation, New introduction)
• Introducing – Introducing (Presenting)
• Improvement – Improved (Update, News, Optimization)
• Amazing – Amazing (Amazing, Phenomenal, Exciting)
• Sensational – Sensational (Amazing, Phenomenal, Exciting)
• Remarkable – remarkable (Noteworthy, Extraordinary, Relevant)
• Revolutionary – Revolutionary (Innovative, Transformative, Unprecedented)
• Startling – Astounding (Shocking, Impactful, Surprising)
• Miracle – Miracle (Wonder, Prodigy, Surprising Result, Suggestion)
• Offer – Proposal (Occasion, Opportunity, Offer something)
• Quick – Immediate (Fast, Quick, Timely)
• Easy – Simple (Intuitive, Convenient, Without Difficulty)
• Wanted – Scope (Appreciated, Sought after, Desired, Wanted)
• Challenge – Challenge (Objective, Mission, Milestone)
• compare- Compare (Compare, Verify, Analyze)
• Bargain – Affordability (Deal, Good deal, Good opportunity)
• Hurry – Do not waste time (Hurry up, Act now)

Here are some of my favorites:

• Suddenly: Create a sense of urgency and novelty.
• Time: It pushes for immediate action.
• Overtime: Makes the product feel unique and special.
• Miracle: Evokes a sense of wonder and possibility.
• Offer: Suggests an opportunity not to be missed.
• Easy: Reassures the customer about the ease of use.
• Challenge: Stimulates competitiveness and interest.

Analysis of successful campaigns: Analyze specific marketing campaigns and the words used

An iconic example comes from Amazon, the leader in online sales. Have you ever noticed how sentences like "Free shipping" o “Buy Now” are ubiquitous on the site? These targeted terms are not accidental. The word “free” immediately captures attention and generates a sense of instant gratification, while “buy now” exploits the principle of rapid decision-making.

Another noteworthy successful campaign is that of Dropbox. In their promotional banner, they used terms like “Store your files safely” e “Try it free for 30 days”. “Safety” reassures the user, while “free” lowers the barrier to entry, encouraging the user to try the service without risks.

What can we learn? Companies that convert the most leverage words that speak directly to specific needs and emotions. Here are some more examples of words that are often used in winning campaigns:

• Urgent: “Last chance”, “Offer valid until today”.
• exclusive: “Members only”, “For a select few”.
• Practices and direct: “Download now”, “Get started now”.

These words are not magic, but a mixture of strategy and applied psychology.

The Photocopier Experiment: A Lesson in Persuasion

Have you ever heard of the photocopier experiment conducted by social psychologist Ellen Langer? This is a perfect example of how a single word can completely change the outcome of a query. Here's what happened:

• “Excuse me, I have five pages. Can I use the copier?” – 60% said yes.
• “Excuse me, I have five pages. Since I’m in a hurry, can I use the photocopier?” – 94% said yes.
• “Excuse me, I have five pages. Since I need to make some copies, can I use the copier?” – 93% said yes.

Surprising, right? The difference is all in that “because”. When we give people a reason, even if it is obvious, they are much more likely to agree. It is as if that little “because” opens a door in people’s minds.

Pig iron: The Copy Machine study

Testimonials and Reviews: Shows how words from testimonials can increase conversions

Testimonials are one of the most powerful weapons in copywriting. Why do they work so well? Because they build trust. When a customer reads real quotes from other satisfied customers, they feel more confident in making a decision.

Let's take the example of an e-commerce that sells skin care products. In a testimonial, a customer writes: “After just two weeks, my skin is smoother and brighter. I can't live without it!” Here, words like “just two weeks” and “smoother and brighter” convey tangible and fast results, increasing the attractiveness of the product.

Reviews also work for B2B services. A software company might include feedback like: “Thanks to this platform, we have reduced work times by 30%. It is easy to use and reliable!”. Key term? “Reduced by 30%”, because it transforms a generic advantage into a measurable and credible result.

Here are some tips for making the best use of words extracted from testimonials:

1. Highlights clear benefits: Cite concrete and specific improvements.
2. Enter emotions: Phrases like “I’m thrilled,” “It changed my life” attract attention.
3. Use numbers and data: They communicate credibility and professionalism.

With these strategies, you can turn authentic feedback into persuasive levers that move your audience to action. Customers don’t just buy what you offer; they buy the promise of results that others have already achieved.

The Psychology Behind Words That Convert

The Power of Scarcity

Have you ever noticed how a “Only 3 left” or “Limited Offer” makes you want to act right away? That’s the power of scarcity in action. People fear missing out, and that drives them to action.

The Importance of “You”

Speaking directly to the customer, using the “you,” creates an immediate connection. You are not talking to an anonymous mass, but to a specific person. This personalized approach can do wonders for your conversions.

The Allure of “Free”

Who doesn’t love free stuff? The word “free” has a magnetic pull on consumers. However, be careful: use it wisely. Sometimes, “free” can be a better choice, communicating more value and less of a sale.

Practical Examples: Before and After

Let's see how to apply these techniques in real situations:

Fine: “Subscribe to our newsletter” After: “Discover the secrets of beauty now: sign up now for our exclusive newsletter!”

Fine: “Buy our product” After: “Transform Your Skin With Our Miracle Serum – Limited Time Offer, Today Only!”

How to Use These Words in Your Copywriting

1. Be Specific: Instead of saying “Save,” try “Save 50% today only.”
2. Create Urgency: Use phrases like “Limited time offer” or “For the next 24 hours only.”
3. Offer Guarantees: “Satisfaction guaranteed or your money back” reduces the perception of risk.
4. Leverage Emotions: Words like “passion,” “freedom,” and “discovery” strike a deep chord.
5. Use the Power of “Why”: Always explain the reason behind an offer or request.

Summary table

Additional tips for using words that convert:

1. Mix of techniques: Integrate multiple categories in the same sentence (e.g. urgency + exclusivity: “Last chance: only for the first 100 customers”).
2. A/B testing: Try different words and phrases to see which one gets the best conversion rate.
3. Customization: Use personal pronouns and direct references to the reader (e.g. “For you who want perfect skin”).

Common mistakes to avoid

Even the most experienced copywriters can fall into traps that undermine the effectiveness of the words they use. Identifying these mistakes is essential to creating content that not only grabs attention, but compels the reader to take action. Let's examine two of the most common mistakes encountered on the path to using words that convert.

Word Overload: Warns of the dangers of using too many worthless words

Sometimes, people think that adding a lot of words makes a message more convincing or professional. Nothing could be more wrong! An overloaded text risks confusing the reader and losing the main message. Simplicity is power: every word must serve a precise purpose, otherwise it becomes noise.

Avoid long and unnecessarily complicated sentences. For example, instead of writing: “Thanks to our innovative platform, you can easily access numerous advanced features designed to improve your daily work,” try: “With our platform, you will have simple and effective tools to do more every day.”

Words must be like the ingredients of a recipe: few, but of quality. Use direct terms, avoid repetitions and always remember to get straight to the point of the message.

Lack of testing: Highlights the importance of testing the effectiveness of the words used

Not testing the words you use is like throwing a message into the void, hoping someone will pick it up. How can you be sure your audience will respond positively if you don't analyze the results? test A / B It is the ideal tool for evaluating which words or phrases work best.

Here’s a real-world example: You’re trying to get people to fill out a form. One call to action might be “Sign up now,” while an alternative might say “Get access now.” Which works better? Only data can tell you.

Practical tips for testing:

• Change one variable at a time: for example, the button text or a title.
• Use analytics tools like Google Analytics or Hotjar to track reader behavior.
• Create small experiments: For an email campaign, change the subject line and compare open rates.

Testing allows you to eliminate guesswork and focus on real results. words that convert they're not always the most beautiful ones, but the ones that work.

Conclusion

Le words that convert are the engine behind every successful copywriting strategy. They may seem simple, but their choice directly influences users' decisions. The ability to select and use them at the right time and in the right context is what separates a mediocre copy from one that generates concrete results.

The importance of integrating the right words

When crafting your copy, every word should have a clear purpose. The words you use should not only be persuasive, but relevant to the needs and emotions of your audience. Do they communicate urgency? Do they build trust? Do they solve a problem? If so, then you’re headed in the right direction.

Tailor the words that convert to your audience

There is no universal formula. What works for one audience may not work for another. Analyze the language of your target audience and reflect what they want to hear. If your customers are looking for quick answers, use terms such as “immediately”, “instant”, “now”. If they are looking for quality, include words that emphasize unique properties such as “excellence”, “premium”, “guaranteed”.

Continuous strategy

Don’t stop at the first versions of your copy. Words that convert require constant testing and optimization. Try different formats, creative variations, and always listen to the signals that come from your data. The best copy is the one that evolves with the people who read it.

Be strategic, be direct, and never underestimate the power of a single word.

Frequently Asked Questions: Words That Convert

What is a converting word?

A converting keyword is a term or phrase that prompts a user to take a desired action, such as purchasing, signing up, or clicking.

What characteristics must a word have to be effective?

Effective words are clear, specific, emotional, and relevant to the context. They should attract attention and stimulate an immediate response.

Are there categories of words that work better?

Yes, some categories are particularly effective:

• Urgency: “Now”, “Last chance”.
• Exclusivity: “Just for you”, “Limited”.
• Value: “Free”, “Save”.

Where are words that convert used?

These words are used in headlines, calls to action, emails, landing pages, ads, and any conversion-oriented content.

Is “free” always a word that converts?

Not always. It works in many cases, but it must be relevant and accompanied by a real offer. Using it without a concrete context can seem deceptive.

How to choose the right words for your audience?

Analyze your target audience and identify their needs, desires and fears. Use language that reflects their emotions and solves their problems.

Can changing one word really make a difference?

Absolutely. Even small words, like “Sign Up” instead of “Register,” can significantly increase conversions.

Can Emojis Improve the Effectiveness of Words?

In some contexts, yes. Used sparingly, emojis help convey emotion and attract attention, but only if they are consistent with the tone of the message.

What is the most common mistake to avoid?

Using vague or overused terms, such as “innovative” or “best choice,” without a concrete value. Readers are looking for authenticity and clarity.

How to test if a word actually converts?

Run A/B tests, comparing different versions of your copy. Analyze metrics like click-through rates and conversions to see which works best.

Can words that convert change over time?

Yes, trends and audience behaviors evolve. It's important to update your language to stay relevant and engaging.

Do they work in all languages?

The concept yes, but the specific words vary from language to language. It is essential to consider the context and cultural meaning.