Polish Your Copy until It Shines

Learning Objective

To add in the crucial elements that turn your copy from just OK to a high-converting powerhouse for your business.

Throughout this course, you’ve been working on a draft of your sales copy. In this module, you’ll take a fresh look at it and add some high-converting elements to encourage more sales.

Your CTA

Let’s look at probably the most important part of your copy: the call-to-action, or CTA.

You could write the most perfect copy, but if there’s no call-to-action, your readers won’t know what to do next. And that leads to lost sales. The CTA is what makes the sale happen. It’s where you can tweak the text and improve your conversion rate.

If you were intending to design a button that reads, “Click here” or “Submit,” then think again.

Add a Benefit

The most effective CTAs include a benefit which speaks to the prospect’s challenge or goal.

They need to see something valuable that will motivate them to click.

For example, if you know your audience wants to have less stress in their lives, your button could say, “Click here for stress-free living” or “Click here to regain your calm center.”

When you use the first-person perspective, this increases the impact even more. For example, “Start my free 30-day trial” instead of “Start your free 30-day trial.”

Create Your Button

Your CTA is usually included in a button on your page and made to stand out, so it easily grabs people’s attention

Here are some tips for effective CTA design:

Effective CTA Design

• Make it highly visible by using a bright color or eye-catching shape that fits within your brand colors  

• Vary the size so it’s clearly visible but not overwhelming

• Ensure that your CTA button contrasts with the colors on the rest of the page so it stands out

Where you place your CTA button and how many times it appears on the page will depend on your offer, your customers, and the type of page it’s on. If it’s a short post, you’ll usually have one CTA either in the middle or at the end. On a long sales page, you’ll have several CTA buttons strategically placed throughout, and then end with one.

Remember that at least some of your visitors will choose to scroll to the end of the sales page, avoiding most of your copy.

By having your CTA at the end, you ensure that they see it.

It’s not possible to give hard and fast rules about CTA placement, as it will depend on what your customers favor. This is something you can easily split test (which we’ll come back to later).

Action Steps

Using the guides in this lesson, design three CTA buttons that encourage your prospects to take the next step.

Write 10 different copy options for your call-to-action button.

Decide how you’re going to design your CTA button (e.g., colors, fonts, shape) and where you’re going to place it on your page. You can split test these later.