5 web copy principles learned that immediately improved conversion pages.

Here are five web copy principles I learned from hands-on practice that made a real difference on our conversion pages. They are simple, practical, and they work.

Principle #1: start with the problem not the product. Most conversion pages lead with features. “We have fast shipping, high quality materials, and 24/7 customer support.” Those statements are quite boring. Instead of leading with features try starting with the potential customer’s pain. “Are you tired of losing sales because your checkout page is so confusing to potential customers?” Now you have their attention.

Principle #2: Write To One Person. Most conversion pages use statements like “Our customers love us.” This makes it very difficult for a potential customer to create any connection to what the conversion page is communicating.

Principle #3: Use short, punchy sentences. Long sentences look great in a blog post or on a company’s home page but kill sales momentum on a conversion page. Each sentence on your conversion page should be able to be read in one breath. When using short sentences it creates a rhythm for the reader. The rhythm of the sentences keeps the reader engaged by scrolling down the page. The more engaged they are means greater potential of them clicking on your internet link and converting into a customer.

Principle 4: Change All “We’s” To “You’s.” Look and Compare How Many Times the page mentions the company vs the customer. “We do this. We offer that: our team.” change that to: “you have results. Your team has more time to do the things they want/need. You deserve a better solution.” the customer is the main character. The brand is the supporting characters no longer there.

Principle 5: one clear call to action per page. Too many options = less conversions. “buy now. Learn more. Sign up. Contact us.” this is a menu, not a goal. Pick one action to complete next step. That will be communicated on every page with a call to action to do so. Repeat the action words on all other content throughout page.

Which of these five principles do most conversion pages get wrong in your experience?