6 tips for writing gift site copy that converts

As always, it begins with your customer – your gift buyer.

When I write copy, I imagine one dream customer, and write the copy for them, as if I was speaking to them. The more you understand your audience, the easier it is to choose words that mean something to them, spark desire and encourage them to buy.

Ask yourself, what’s important to them. Here are some examples of questions to ponder:

• What is their biggest challenge?
• If a dream solution could appear, how would it look?
• What are they really buying from you?

Doing this will make it easier to create copy that speaks to their needs, captures their imagination and shows them why your gifts are the ones to buy.

When someone lands on your gift site, there’s a good chance that they are interested in what you’re offering (some of our top clients have a conversion rate of 16%, which is pretty amazing).

The first thing you need to do is capture their attention and give them a reason to stay.

For Christmas, make sure your gift site features a festive carousel that puts your most desirable gifts front and centre. Include a compelling headline with a few carefully chosen lines that bring your experiences to life and show customers what makes them truly special. Finish with a strong call to action that inspires them to explore more.

You have seconds to make an impression, so make every word count. Be clear, spark an emotion and make the next step obvious.

3. Solve your customers problems

Show your buyers that you can solve their Festive gifting challenges! Give them a reason to think,  ‘That’s exactly what I’m looking for.’

Think about what your customers face at Christmas. Perhaps they’re buying for someone who has everything, struggling to find something more meaningful than another material gift, or running out of time to find the perfect present.

Your gift vouchers can offer the answer.

The trick is to show customers how your gifts solve their problems, rather than simply listing what’s available.

For example, instead of ‘Festive Spa Gift Vouchers’ try ‘Give them a little breathing space this Christmas, with a spa experience designed to help them relax and recharge.’

4. Sell the feeling

Make the person reading the copy feel something.

People don’t just buy gift vouchers; they buy what those vouchers represent. A romantic dinner might mean precious time together. A spa day could offer a welcome escape from the everyday. And a night away might promise adventure, indulgence or the chance to make memories with someone they love.

People are buying the opportunity to make someone feel loved, create a special memory and give them something wonderful to look forward to. Your copy should help them imagine exactly that.

Help your buyers imagine how the experience will feel for the person receiving it and use words that bring this to life such as ‘Thrill them’, Excite them’, ‘Gift an unforgettable dining experience’,  ‘Let them dine in style’.

5. Be clear

Have you ever complained about writing that is too easy to understand?

Life is busy, with neverending ‘to do’ lists and people want information fast, so make sure they can understand your copy at a glance. This is particularly important at Christmas, when shoppers are busy, browsing on their phones and often comparing several gift options.

6. Be you

Do you want to sound like everyone else?

In today’s AI driven world it’s easier than ever to create copy that ticks all the right boxes and follows your brand’s copy guidelines. And this definately has it’s place. But what makes ‘liquid gold’ copy stand out is it’s personality. People aren’t interested in perfection. They are looking for a human touch, a genuine connection and reason to feel something.