How to use search intent in copywriting—and increase your conversion rate!

Great copywriters know how to use search intent to craft highly-targeted marketing and sales copy. If you want to improve your conversion rate, that’s exactly what you need to be able to do.


Copywriting isn’t easy. And it isn’t something you master overnight. In fact, one of the reasons copywriting is so time-consuming is because it requires insightful, critical, and discerning research—plus an understanding of search intent. Copywriters must also know how to optimise a page for the best results.

Search intent plays a very important role in all of this—using it wisely can bring about more leads, more sales, and higher revenues.

In Part 1 of this series, we defined and broke down the different types of search intent. Now we’ll look at how you can use search intent to increase your conversion rate.

Tip #1: Give users what they’re looking for, when they’re looking for it

In developing copy, ask yourself this question: What are users who land on this page expecting?

Consider keywords and cater accordingly.

Use search intent to give users what they want, when they want it
I’ve indicated that I’d like to purchase premium oolong tea, so Google gives me pages that – based on their copy – match my intent

If the person is looking for information, give him information – not a product page. If he wants to make a purchase, don’t distract him with a blog post. Make sure your page and its copy matches search intent.

Summary: Take note of keywords. Do they imply informational or transaction intent? Your landing pages should match the intent of your audience.

Tip #2: Effective content always starts with proper planning

Winging it – or typing away without preparation – will only lead to more work, so make sure you start out by having a plan.

Think about your content’s structure, what you’ll be writing about, the keywords you plan to use, and so on.

Summary: Save time and effort by starting with a well-thought out plan. Your plan should cover the most important elements of the page and corresponding copy.

PRO TIP:
It doesn’t end with planning. You’ll also have to monitor, measure, and make improvements. Take note of what works and what doesn’t then adjust as necessary. This also means preparing for seasonal intent, if applicable in your industry.

Tip #3: Write with the user in mind

If you want to grab attention and keep it, you need to be writing for your audience—people, not machines.

That means, you need to know who they are, what they’re searching (and why), what they want, where they are in their purchase journey, and so on.

Only by taking the time to understand them can you write content that will resonate with that specific audience.

Summary: You need to understand your users – who they are and what their goals are – to grab their attention and keep it. That’s how you will be able to write something relevant and useful for them.

Tip #4: Don’t forget about search engines

You need to write for humans first but that doesn’t mean you should forget or ignore search engines. You’ll have to optimise your page so that it ranks well.

Write for humans but don't forget that you'll also have to optimise your copy and page for search engines
These folks have optimised their meta description, copy, and page title around the keyword ‘sugar-free’

Consider including keywords in your copy, headline, meta description, image ALT tags, URL, and even image file names. But be careful not to over-optimise. Everything in moderation.

Summary: Research your keywords and apply them well. Research if there are any gaps you can fill—keywords that competitors aren’t using.

Tip #5: Focus on one segment, focus on one topic

You can’t appeal to everyone with one piece of writing. You’ll have to segment your target market and develop individual landing pages catering to – and focused on – each specific audience.

You’ll have to think about how each group searches, when or at which point they have the highest commercial intent, and what type of content will have the greatest impact on them.

Summary: Optimise for each segment. Consider content type, format, and the angle you’ll take in your copywriting.


Consumers these days turn to the internet to research their options and make informed purchase decisions.

Use search intent in your copywriting to develop pages that will reduce your bounce rate, garner more page views, and increase your conversion rate.