How to increase your conversion rate through exceptional copy-writing

There are over 1.1 billion websites in the world.

Yet the average person still has no clue how to design a homepage that converts visitors into customers.

Here’s a 7-step process to making your idea stand out in a crowded space:

We’re going to use Webflow as an example. They’re a drag-and-drop website builder operating in a busy space, yet they stand out and thrive.

Let’s break down their webpage copy:

The hero section.

This is what users first see above the fold (without having to scroll).

A great hero section should include:

• A heading

• A subheading

• Social proof

• Call to action

The heading.

They’ve nailed their heading by:

• Making a bold claim as a hook

• Addressing objections

A bad heading, in this case, would be: “build a website”.

Webflow play on its unique selling point of creating high-level websites with coding functionality, without having to code.

The subheader.

A great subheader should complement the main header.

It needs to do this by:

• Explaining how the product works.

• Highlighting the feature which makes the bold claim believable.

Webflow builds on its claim to show how its users can achieve this outcome.

The demo visual.

Leverage visualisation to communicate your product.

You can test out different visuals through powerful imagery or demo videos.

Have one main highlight either above the fold or shortly after.

Webflow has a great demo video showing how their platform works.

Social proof.

Social proof is vital to quickly build trust with your customer.

Webflow has nailed this again, clearly showing some big brands who trust them with their platform.

They’ve also added numbers demonstrating the scale of their brand.

The features section.

Here you can show off your features.

Your feature section should have:

• Header: blunt claim of what the product does.

• Paragraph: precisely describe the feature and address objections.

• Imagery: show the process in action.

Call to action.

A call to action tells users what to do next. Make it relevant to what your product does.

For Webflow, “Start Building” is the perfect CTA.

Avoid actions which are salesy and vague like “request info” or “book meeting”.

You can derisk the CTA by adding “it’s free”.

Follow this structure to clearly communicate your product and grow faster.

Remember, if your target market can quickly see your idea how you already see it, then chances are, they’re more likely to buy.

There you have a perfectly executed landing page which converts time and time again. Following this format will guarantee an increase in your conversion rate.

If you have an active project in the pipeline or need 1-1 help increasing your conversion rate, then let me know and we can chat further.

Shoot me a reply to this email or head over to our writing agency site and book a call directly here.

That’s it for this week.

Hope you find value and as always, just let me know if you have questions.

Tom Scourfield