Crafting Compelling Ecommerce Landing Pages

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

I audited 40+ landing pages in the Exit Five community. Use these 9 tips to audit your own: 1. Don't confuse a landing page & homepage First thing's first - a landing page and homepage are not the same. There are many reasons why you shouldn't send paid traffic to a homepage, the largest being - everyone including your mother can access the homepage. That means you'll optimize based on murky data. Bad optimizations + mom = money wasted. 2. Content is king but design is queen Your content could be A+ but it won't matter if the page doesn't load or the UI is messy. Pro tip: Run a lighthouse test to check how your website performs. It will give you a list of things to improve. 3. Buzzwords are for the bees If you wouldn't use it in a conversation with another human, then don't put it on the website. Boost your streamlined buzzword soup right into the revolutionized garbage can. Pro tip: Most people read at an 8th-grade level, even if they're highly educated and can read at a higher level. The human brain is lazy...um, I mean, wired for efficiency. Get them to register information about you quickly. 4. Limit the number of asks Do you want our ebook?  Do you want a meeting?  Do you want to pet my dog? We make roughly 10,000 decisions a day. Your buyers are tired. Make 1 ask of your users per landing page. Make it direct. Make it simple. 5. Don't ask too soon Unless your buyers are banging down your door for meetings like Ticketmaster and Taylor Swift tickets, don't ask too soon. You are not Taylor Swift. You need to do some more convincing. Your ratio of value to ask should be 90:10. Tell them what you are, who you're for, what problems you solve, how you solve them, prove your credibility, answer objections THEN... and only then...make an ask. We date before we marry. 6. Story and balance  Landing pages either have too little or too much information. There's no in-between. Don't feature dump - address and acknowledge problems your ICP faces then talk about your features in context of how it solves the problem. 7. Testimonials Using the same testimonials on every page? Make them specific to each product or segment. Pro tip: Link to customer LinkedIn profiles so your users know they’re real people. 8. Prioritize FAQs This is the highest interacted-with block on every landing page I've seen. But make sure to answer real questions and objections not "Why are we the greatest company on earth?" - no one. 9. Optimize for consumption For B2B, they won't convert the 1st or even 50th time. Research heavy, long buying cycles, big committees, yada yada. Look for how they're consuming information on-page then look at overall handraisers on your website over time. --- If reading isn't your thing, Matthew Carnevale and I go over learnings from the audits on episode 185 of the Exit Five podcast. --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

Why your content isn't converting (and how to fix it today!) High traffic ≠ high conversions. I see this heartbreaking scenario all the time: A business celebrates hitting their traffic goals only to discover that all those visitors aren't turning into customers. They've got eyeballs but not buyers. Sound familiar? I recently audited a site getting 50,000+ monthly visitors that was converting at just 0.3%. That's not a typo. Less than one visitor in 300 was taking action. The problem wasn't their offering. It wasn't their design or even their traffic sources. It was their content's complete failure to guide visitors through a customer journey. Here are the three critical conversion killers lurking in your content—and how to fix them TODAY: 🚩 CONVERSION KILLER #1: You're answering questions without addressing emotions ↳Your visitors aren't just looking for information—they're seeking solutions to problems that are causing them real pain. **Quick fix:** Review your top-performing pages and add explicit acknowledgment of the emotional state that brought them there. → Example: "If you're feeling overwhelmed by your business finances and worried you're missing major tax deductions, you're not alone." 🚩 CONVERSION KILLER #2: You're not addressing objections ↳Every potential customer has mental barriers preventing them from taking action. When your content ignores these objections, you're asking visitors to make an unreasonable leap of faith. **Quick fix:** Add an FAQ section to key landing pages that directly addresses the top 3-5 concerns your prospects typically raise. → Example: "Is this right for me if I've never invested in real estate before?" or "What if I don't have time to implement this strategy?" 🚩 CONVERSION KILLER #3: Your next steps are unclear or uninspiring ↳ Too many websites end great content with wimpy calls-to-action that feel like afterthoughts. **Quick fix:** Replace generic CTAs like "Contact us" or "Learn more" with specific, benefit-driven language that connects to their desires. → Example: Instead of "Schedule a call," try "Get your custom retirement roadmap in 30 minutes" The businesses we've helped make these simple adjustments have seen conversion increases of 30-70% without changing their traffic strategy at all. One financial advisor implemented just the objection-handling fix and saw their consultation bookings double in two weeks. Here's the truth: Visitors don't magically convert themselves. Your content needs to deliberately move them from interest to action by addressing what they're thinking and feeling at each stage. ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I’m on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

My 10-Step Process for Creating High-Converting Landing Pages (We used this process to consistently deliver real ROI for the clients) 1. Focus on one goal - Choose one primary goal - Remove all unnecessary links, headers, or navigation that doesn’t support this goal. 2. Craft a 5-second hook - Make it problem-focused or benefit-driven. - Test it on 5 people—if they don’t understand the offer in 5 seconds, rewrite it. 3. Designing a hero - Use 90px+ headline font and a high-contrast CTA color to stand out - Add social proof and a strong CTA button. 4. Highlight value right - Write 3-5 bullet points explaining: - What you offer. Why you’re unique. How it benefits the user. 5. Build social proof - Use real photos to increase credibility. - Measure: Include at least 1 case study with measurable results. 6. Simplify the design - Limit the color scheme to 3 colors: one primary, one secondary, and one neutral. - Stick to a single-column layout. 7. High-converting CTAs - “Start Now” → “Get My Free 7-Day Trial.” - Place your CTA 3 times: above the fold, mid-page, and at the end. 8. Speed up your page - Compress images with tools like TinyPNG - Use a CDN like Cloudflare to improve server response time. 9. A/B Tests - Test 1 variable at a time: headline, CTA, or hero image. - Keep the one with 10%+ higher conversions. 10. Iterate Weekly - Set up Hotjar to analyze heatmaps and scroll depth. - Track conversions using Google Analytics.

Imagine walking into a store and getting hit with 9 questions before you see anything… That’s what most ecommerce sites feel like today... You land on a homepage and immediately get: - A popup  - A cookies notice  - A sale banner  - A floating chat with us! bubble  - A take our quiz prompt  - A get 10% off squeeze All before you’ve even scrolled. That’s like a retail employee hitting you with 9 questions before you walk 3 feet. 𝗜𝘁'𝘀 𝗲𝘅𝗵𝗮𝘂𝘀𝘁𝗶𝗻𝗴. We don’t talk enough about how 𝗨𝗫 𝗳𝗮𝘁𝗶𝗴𝘂𝗲 𝗶𝘀 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻. When a customer’s already had a long day, their brain isn’t craving more decisions... it’s craving clarity. So simplify your landing experience: → Kill the popups (or delay them) → Show one clear CTA → Limit top nav to 3-5 items → Don’t stack 3 promos at once → Start with ONE hero action and build from there Fewer choices = faster action.