Conversion Copywriter & Content Engine Lead

Experience : 2–3 years (min. 2 years hands-on)

Location : Chennai

Function : Performance Copy + SEO + Content Systems

Role Purpose

Own conversion-focused storytelling across the funnel—ads, PDP / PLP, landing pages, email / WhatsApp, eBooks, print, scripts, and decks—and run an AI-accelerated content engine that reliably lifts CTR and CVR. Take end-to-end ownership of website + Shopify content (all services & products), keep it fresh, optimized, and compliant, and publish two blog posts per week to build an engaged content-hub community.

What You’ll Own

Website & Shopify Content Ownership (End-to-End)

Plan, create, edit, and publish content for all service pages, product pages (PDP / PLP), collection pages, landing pages, FAQs, and microcopy.

Maintain a content freshness schedule (audits, updates, pruning, internal links, schema / meta) and ensure brand, medical / legal, and claims compliance.

• Operate the Shopify Blog (or CMS) with 2 posts / week;

run editorial calendar,briefs, SME interviews, and visual coordination.

Build a reader community : CTAs to subscribe, comments / moderation, interlinks, recap newsletters, WhatsApp / Email distribution, and periodic pillar–cluster series.

High-Conversion Web Copy

PDP / PLP modules, comparison / benefits tables, pricing, FAQs, reviews, and CRO microcopy.

Ad & Display Copy

Google / Meta / YouTube / TikTok ads, display / retargeting, hoardings / OOH headlines, CTAs.

Long-Form & Sales Collateral

eBooks / whitepapers, catalogues / line sheets, flyers / brochures, case studies, one-pagers.

Video & Stage Scripts

stage scripts for public talks & events.

Presentations

PPT / Keynote narratives for sales, training, investor / partner decks.

SEO + GEO (Local) + Generative Engine Optimization

coordinate schema with dev.

AI Acceleration & Governance

build style guides, componentized copy blocks, and offer matrices.

Core Responsibilities

Produce unique, high-convincing, high-converting copy with systematic variant testing.

Keep web content current (offers, features, disclaimers, pricing), run quarterly content audits and monthly refreshes on top URLs.

Publish 2 quality blogs / week (pillar + cluster cadence), enable content distribution (email / WhatsApp, social snippets), and spark conversation (questions / CTAs).

deliver precise copy decks (char limits, line breaks, alt text, captions).

Build and prioritize test backlogs (hooks, offers, formats) tied to CTR / CVR outcomes.

Required Skills :

Proven performance copy with measurable CTR / CVR lifts across search / social / display / video / OOH.

Web UX writing for PDP / PLP / LP, comparison tables, pricing, FAQs, CRO microcopy.

Long-form storytelling (eBooks, catalogues, flyers) and deck narrative skills.

Scriptwriting for video ads (6 / 15 / 30 / 60s), product demos, stage presentations.

SEO on-page + local SEO (keyword maps → on-page rollout → uplift in impressions / clicks).

AI workflows (prompt chains, tone transformers, outline→draft systems) with IP / compliance hygiene.

CMS publishing and content ops (Shopify Blog / Headless or WordPress / Webflow—any two).

Tool Stack (you should already use most)

CMS / Publishing : Shopify (PDP / PLP / Blog, metafields), WordPress / Webflow (nice), GDocs / Notion.

Schema coordination viadev / GTM.

UTM builder.

DV360 specs familiarity.

Distribution & Community : Zoho Campaigns, WhatsApp BSP (Gupshup / Infobip), HubSpot (if used), Disqus / Shopify comments.

AI : ChatGPT (custom GPTs), Claude (nice), Surfer / Frase / ClearScope for on-page scoring.

Grammarly / Hemingway.

Certifications (Preferred)

HubSpot Content / Email Marketing

SEMrush / Yoast SEO (on-page & content)

CXL / Direct-Response copy (nice to have)

Must-Have “2+ Years Hands-On” (Hard Screen)

Managing end-to-end website / Shopify content (services + products) with measurable organic traffic and CVR gains.

Shipping PDP / PLP & LP copy tied to ATC / CVR improvements.

Delivering eBooks, catalogues, flyers and PPT used by Sales / Performance teams.

Writing video ad scripts and stage scripts for leadership.

Running SEO on-page + local programs showing uplift in impressions / clicks / positions.

Building / using custom GPTs or prompt libraries to reduce time-to-first-draft by ≥50%.

KPIs

CTR uplift (search / social / display / video)

CVR / ATC uplift on LP / PDP

Organic : clicks, sessions, top-10 keywords, returning readers, avg. engaged time

refresh rate on top URLs

Community : blog subscribers, comments / engagement, newsletter open / click rates

revision cycles

Attribution : assisted conversions from content hub