Crafting A Compelling Ecommerce About Page

If you're scripting a product video to make an impact, check this: 1. Hook Present in First 3 Seconds: Does your opening line or visual immediately grab attention and speak to a core customer desire or pain? (No slow intros or logo animations first – dive right in). 2. Clear Outcome/Transformation: Are you showing the viewer’s “before” vs “after” state? Make sure the script clearly illustrates how life improves with your product – this is the transformation story that excites people. 3. At Least One Proof Element: Did you include social proof or facts to back up your claims? A statistic, review, or guarantee can significantly boost trust. 4. Urgency or Scarcity: If appropriate, have you given a reason to act now? (e.g., limited offer, seasonal sale, low stock alert). A gentle FOMO nudge can improve conversion, but be truthful – don’t invent false scarcity. 5. Conversational Tone: Check that your wording is simple (no unnecessary jargon) and speaks to “you” (the customer), not about “we the brand” too much. It should feel friendly and helpful. 6. CTA Stands Out: Your call-to-action is explicit and easy to understand (Buy, Sign Up, etc.), and it comes near the end after building desire. It’s the big ask – don’t be shy with it.

I spent 10+ hours learning to write stronger calls to action this week. 14 concepts I plan to use: 👉 1. Call to Action vs. Call to Value A call to action is for people ready to buy - keep it as simple as possible. A call to value reminds the prospect of the great outcome they're going to get. 👉 2. Use the phrase "I want to ____" in your button or link copy. Fill in the blank with a desired outcome. THIS: "I want to grow my business" NOT: "Download it now" 👉 3. Use the word "show" THIS: "Show me outfits I'll love" NOT: "Sign up now" That's a real example where the change resulted in 123% more clicks. 👉 4. Use first person language on buttons. THIS: "I want to double my revenue" NOT: "Double your revenue" 👉 5. Think of links as a door. People don't know what's on the other side so it's scary to click. Make it less scary for them. 👉 6. Focus on ONE action. Don't compete with your own CTA by making multiple asks. 👉 7. Lead with action verbs. THIS: "Unlock your marketing potential and download our free strategy guide" NOT: "Download our guide" 👉 8. Use an "If" statement. Weave a specific problem and solution into your CTA. Example: "If you're ready to maximize your profit and grow to 50k months working part-time hours, book a call with me to discuss what next steps would look like for you." 👉 9. Avoid generic phrases. Your CTA should work even if there was no other copy around it. Don't settle for "Click here," "Download now," "Submit," etc. 👉 10. Avoid hesitant language. Be more confident than "Let me know if you want it" or "If you need me..." 👉 11. No jargon or vague language. Address a specific problem using language your target audience uses. Don't say stuff like: "If you want to live your best life and step into your full potential..." 👉 12. No negative language. THIS: "Are you ready to lose 10-25 pounds of that menopause weight?" NOT: "Are you struggling to lose weight with menopause?" 👉 13. Write your CTA before you write anything else. It gives you a north star to guide the rest of your writing. 👉 14. Make sure your CTA includes two things: ✅ Why they should act ✅ Why they should do it NOW Want more useful tips like these? This week on LinkedIn I'll share: • How I turn newsletter subscribers into buyers • A formula you can use to strengthen your niche • How I'm growing my LinkedIn following 👉 Follow me and hit the 🔔 at the top right of my profile to turn on notifications so you don't miss those posts. Thanks for your interest!

I’ve been in the eCommerce game for 10+ Q4 cycles. And every year, there will be brands who treat “Get 25% Off” as the best line in their creative (it’s not). Every high-performing ad I’ve ever tested follows this 1 simple rule on top of the discount: Emotion FIRST. Action second. Because people don’t click because you said “Shop Now.” They click because the copy above that CTA made them feel something they wanted. AKA: - Relief - Confidence - Ease - Momentum Etc. When I write creative, the CTA starts BEFORE the button. The framework I use: 1 - Lead with emotional desire. This is the “why” before the click. - Get the comfort you’ve been dreaming of. - Finally feel confident in your own skin. - Make mornings actually feel easy. 2 - Then layer in the action. - Shop Now. - Start Free Trial. - Schedule Pickup. That emotional framing sets the tone. The CTA just gives them the permission to follow through. TL;DR: Your buyer NEEDS to be ready for the CTA. And a lot of brands don’t earn that intent before slapping a 30% discount in their face. You haven’t told them what’s in it for them… yet. When you lead with emotional outcome, clicks become a natural extension of the narrative. So if your creative feels flat… Ask yourself: Does this ad make someone want something? Or am I just whispering a discount into the void?

The current way of writing a call to action is outdated. Here’s what needs to change. 1. Make the Next Step Crystal Clear: A vague “Learn More” or “Contact Us” won’t cut it anymore. Today’s calls to action need to be laser-focused on the exact next step your prospect should take. Whether it’s “Get Your Free Quote Now” or “Schedule Your Demo Today,” your CTA should guide them directly toward the next step in the purchasing process. 2. Create Immediate Value: Prospects are more likely to act when they see instant benefits. Instead of passive phrases, use action-oriented CTAs that highlight what they’ll gain by clicking. Think, “Unlock 20% Off Your First Purchase” or “Download Your Free Guide to Get Started Now.” Make it clear that taking the next step gets them closer to solving their problem. 3. Foster Urgency Without Being Pushy: People are driven by urgency, but it doesn’t have to feel forced. Instead of “Buy Now,” try “Secure Your Spot Before It’s Gone” or “Claim Your Offer While It Lasts.” Subtle urgency encourages action without sounding overly aggressive. To boost conversions, your CTA should do more than suggest—it should lead the prospect to the desired outcome. #copywriting #calltoaction #marketingtips #conversions #digitalmarketing

 I'm seeing the same mistake in almost every eCommerce email:   One lonely "Shop Now" button buried at the bottom.   This is leaving serious money on the table.   Here's the truth about CTAs:   If you only ask once, you're losing sales.   The best-performing emails include multiple CTAs strategically placed:   Above the fold (visible without scrolling) Next to each product feature After key benefits or social proof At the natural conclusion   But it's not just about quantity. It's about clarity.   "Shop Now" is lazy.   Your CTAs should be specific to the outcome your customer wants:   ❌ "Shop Now" ✅ "Find Your Perfect Fit"   ❌ "Learn More" ✅ "See Before & After Results"   ❌ "Click Here" ✅ "Get Your 20% Discount"   The more specific your CTA, the higher your click-through rate.   Remember: Your customers are reading your emails on their phones while distracted.   Make it crystal clear what they should do next.   Make it impossible to miss.   And most importantly, make it worth clicking.

In the past 6 years my agency audited 957 websites. And we found 10 ways to make your landing pages generate 2X profit (on the same traffic). Take a peak at our notes: 1. One Page, One Goal • Your landing page has ONE job: to get the visitor to take action. • Cut the fluff—no distractions, no links leading away. 2. Launch First, Perfect Later Paralysis kills progress. • Don't overthink tools. • Get a version live TODAY. 3. Headlines That Stop The Scroll Your hook makes or breaks the sale. • Call out your audience: “Freelancers, tired of feast & famine?” • Promise a result: “Double your leads in 30 days.” • Add intrigue: “Most marketers get this DEAD wrong...” 4. Talk About Their Problems Better Than They Can • Show them you get their pain. • Describe it so well they think: “This person knows EXACTLY what I’m going through.” • Then, twist the knife—make them feel it. 5. Your Offer = Their Painkiller • Don’t sell the what—sell the result. • Your offer isn’t a website, a service, or a coaching call. It’s a shortcut to their dream outcome. 6. Benefits > Features People don’t buy features. They buy what those features do for them. • A website? → “More leads while you sleep.” • A workout plan? → “Drop 10lbs without counting calories.” 7. Make Your Offer A No-Brainer • If they hesitate, your offer sucks. • Add bonuses, remove risk, and sweeten the deal. • So good they’d feel dumb saying no. 8. Stack The Value, THEN Reveal The Price • Break down the value of each component. • Then, drop the price after they’re drooling. 9. Use Scarcity Like A Weapon People procrastinate. Deadlines force action. • “Only 3 spots left.” • “This offer expires Sunday at midnight.” 10. Call To Action That Commands Attention Tell them EXACTLY what to do next: • “Click below to claim your free consultation.” • “Book your spot before the price doubles.”