diff --git a/tests/test_application_helpers.py b/tests/test_application_helpers.py
index 1faa9f9f1..f1af4060b 100644
--- a/tests/test_application_helpers.py
+++ b/tests/test_application_helpers.py
@@ -1,8 +1,12 @@
 """Test zha application helpers."""
 
+from typing import Any
+
+import pytest
 from zigpy.device import Device as ZigpyDevice
 from zigpy.profiles import zha
-from zigpy.zcl.clusters.general import Basic, OnOff
+import zigpy.types as t
+from zigpy.zcl.clusters.general import Basic, Identify, OnOff
 from zigpy.zcl.clusters.security import IasZone
 
 from tests.common import (
@@ -14,7 +18,12 @@
     join_zigpy_device,
 )
 from zha.application.gateway import Gateway
-from zha.application.helpers import async_is_bindable_target, get_matched_clusters
+from zha.application.helpers import (
+    async_is_bindable_target,
+    convert_to_zcl_values,
+    convert_zcl_value,
+    get_matched_clusters,
+)
 
 IEEE_GROUPABLE_DEVICE = "01:2d:6f:00:0a:90:69:e8"
 IEEE_GROUPABLE_DEVICE2 = "02:2d:6f:00:0a:90:69:e8"
@@ -105,3 +114,76 @@ async def test_get_matched_clusters(
     assert matches[0].target_ep_id == 1
 
     assert not await get_matched_clusters(not_bindable_zha_device, remote_zha_device)
+
+
+class SomeEnum(t.enum8):
+    """Some enum."""
+
+    value_1 = 0x12
+    value_2 = 0x34
+    value_3 = 0x56
+
+
+class SomeFlag(t.bitmap8):
+    """Some bitmap."""
+
+    flag_1 = 0b00000001
+    flag_2 = 0b00000010
+    flag_3 = 0b00000100
+
+
+@pytest.mark.parametrize(
+    ("text", "field_type", "result"),
+    [
+        # Bytes
+        (
+            "b'Some data\\x00\\x01'",
+            t.SerializableBytes,
+            t.SerializableBytes(b"Some data\x00\x01"),
+        ),
+        (
+            'b"Some data\\x00\\x01"',
+            t.SerializableBytes,
+            t.SerializableBytes(b"Some data\x00\x01"),
+        ),
+        (
+            b"Some data\x00\x01".hex(),
+            t.SerializableBytes,
+            t.SerializableBytes(b"Some data\x00\x01"),
+        ),
+        # Enum
+        ("value 1", SomeEnum, SomeEnum.value_1),
+        ("value_1", SomeEnum, SomeEnum.value_1),
+        ("SomeEnum.value_1", SomeEnum, SomeEnum.value_1),
+        (0x12, SomeEnum, SomeEnum.value_1),
+        # Flag
+        ("flag 1", SomeFlag, SomeFlag.flag_1),
+        ("flag_1", SomeFlag, SomeFlag.flag_1),
+        ("SomeFlag.flag_1", SomeFlag, SomeFlag.flag_1),
+        ("SomeFlag.flag_1|flag_2", SomeFlag, SomeFlag.flag_1 | SomeFlag.flag_2),
+        (0b00000001, SomeFlag, SomeFlag.flag_1),
+        ([0b00000001], SomeFlag, SomeFlag.flag_1),
+        ([0b00000001, 0b00000010], SomeFlag, SomeFlag.flag_1 | SomeFlag.flag_2),
+        (["flag_1", "flag_2"], SomeFlag, SomeFlag.flag_1 | SomeFlag.flag_2),
+        # Int
+        (0x1234, t.uint16_t, 0x1234),
+        ("0x1234", t.uint16_t, 0x1234),
+        ("4660", t.uint16_t, 0x1234),
+        # Some fallthrough type
+        (1.000, t.Single, t.Single(1.000)),
+        ("1.000", t.Single, t.Single(1.000)),
+    ],
+)
+def test_convert_zcl_value(text: Any, field_type: Any, result: Any) -> None:
+    """Test converting ZCL values."""
+    assert convert_zcl_value(text, field_type) == result
+
+
+def test_convert_to_zcl_values() -> None:
+    """Test converting ZCL values."""
+
+    identify_schema = Identify.ServerCommandDefs.identify.schema
+    assert convert_to_zcl_values(
+        fields={"identify_time": "1"},
+        schema=identify_schema,
+    ) == {"identify_time": 1}
diff --git a/zha/application/helpers.py b/zha/application/helpers.py
index 300de0078..f6ffa7638 100644
--- a/zha/application/helpers.py
+++ b/zha/application/helpers.py
@@ -2,10 +2,12 @@
 
 from __future__ import annotations
 
+import ast
 import asyncio
 import binascii
 import collections
 from collections.abc import Callable
+import contextlib
 import dataclasses
 from dataclasses import dataclass
 import datetime
@@ -126,6 +128,53 @@ async def get_matched_clusters(
     return clusters_to_bind
 
 
+def convert_zcl_value(value: Any, field_type: Any) -> Any:
+    """Convert user input to ZCL value."""
+    if issubclass(field_type, enum.Flag):
+        if isinstance(value, str):
+            with contextlib.suppress(ValueError):
+                value = int(value)
+
+        if isinstance(value, int):
+            value = field_type(value)
+        elif isinstance(value, str):
+            # List of flags: `SomeFlag.field1 | field2`
+            value = [v.strip() for v in value.split(".", 1)[-1].split("|")]
+
+        if isinstance(value, list):
+            new_value = 0
+
+            for flag in value:
+                if isinstance(flag, str):
+                    new_value |= field_type[flag.replace(" ", "_")]
+                else:
+                    new_value |= flag
+
+            value = field_type(new_value)
+    elif issubclass(field_type, enum.Enum):
+        value = (
+            field_type[value.replace(" ", "_").split(".", 1)[-1]]
+            if isinstance(value, str)
+            else field_type(value)
+        )
+    elif issubclass(field_type, zigpy.types.SerializableBytes):
+        if value.startswith(("b'", 'b"')):
+            value = ast.literal_eval(value)
+        else:
+            value = bytes.fromhex(value)
+
+        value = field_type(value)
+    elif issubclass(field_type, int):
+        if isinstance(value, str) and value.startswith("0x"):
+            value = int(value, 16)
+
+        value = field_type(value)
+    else:
+        value = field_type(value)
+
+    return value
+
+
 def convert_to_zcl_values(
     fields: dict[str, Any], schema: CommandSchema
 ) -> dict[str, Any]:
@@ -134,32 +183,17 @@ def convert_to_zcl_values(
     for field in schema.fields:
         if field.name not in fields:
             continue
-        value = fields[field.name]
-        if issubclass(field.type, enum.Flag) and isinstance(value, list):
-            new_value = 0
 
-            for flag in value:
-                if isinstance(flag, str):
-                    new_value |= field.type[flag.replace(" ", "_")]
-                else:
-                    new_value |= flag
+        value = fields[field.name]
+        new_value = converted_fields[field.name] = convert_zcl_value(value, field.type)
 
-            value = field.type(new_value)
-        elif issubclass(field.type, enum.Enum):
-            value = (
-                field.type[value.replace(" ", "_")]
-                if isinstance(value, str)
-                else field.type(value)
-            )
-        else:
-            value = field.type(value)
         _LOGGER.debug(
             "Converted ZCL schema field(%s) value from: %s to: %s",
             field.name,
-            fields[field.name],
             value,
+            new_value,
         )
-        converted_fields[field.name] = value
+
     return converted_fields
 
 
diff --git a/zha/zigbee/device.py b/zha/zigbee/device.py
index ef2a51d67..c1a2c3b80 100644
--- a/zha/zigbee/device.py
+++ b/zha/zigbee/device.py
@@ -60,7 +60,7 @@
     ZHA_CLUSTER_HANDLER_MSG,
     ZHA_EVENT,
 )
-from zha.application.helpers import convert_to_zcl_values
+from zha.application.helpers import convert_to_zcl_values, convert_zcl_value
 from zha.application.platforms import BaseEntityInfo, PlatformEntity
 from zha.event import EventBase
 from zha.exceptions import ZHAException
@@ -874,6 +874,9 @@ async def write_zigbee_attribute(
                 f" writing attribute {attribute} with value {value}"
             ) from exc
 
+        attr_def = cluster.find_attribute(attribute)
+        value = convert_zcl_value(value, attr_def.type)
+
         try:
             response = await cluster.write_attributes(
                 {attribute: value}, manufacturer=manufacturer