Copywriting
Persuasive text written to lead the reader to a specific action such as buying, signing up or getting in touch, and the work of writing it.
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Why it matters
The same product can sell much better with text that explains its benefit clearly. Headlines, calls to action and answers to objections directly affect conversion. Persuasive text must also be honest: claims that cannot be proven and misleading wording can break consumer law.
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Example
A landing page headline changes from “Innovative solutions” to “Manage your orders from one panel and reduce shipping errors”. Visitors understand what they will gain in the first second and the form completion rate rises.
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Common mistake
Talking about the company instead of the customer's problem and relying on unproven superlatives such as “the best” or “the leader”.
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Related terms
Related services and guides
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