Conversion-Focused Copy: for product and service pages

Your website copy is where visitors are going to decide whether or not to purchase from you. Giving money to strangers, via the internet is a tough ask, and your visitors will have psychological hurdles in getting to the point where they’ll pay you.

If your copy isn’t good enough, it’s not going to make as many sales as it could or should. We can fix this for you: we’ll make your copy really good, and get you more conversions.

You’ll get conversion-focused website and product copy which pays for itself.

A plugin listing we’ve optimised, following best practices and adding more installs 🚀

We’ll understand your product, your market, and your customers, to deliver effective copy for:

  • Product pages on your website
  • Services pages on your website
  • Homepages, about, and contact pages
  • Plugin listings on
  • Freemium upgrades from free to paid plugins

We’ll deliver this as one-off work so you get maximum effectiveness: for small and medium businesses we’ll deliver a one-off improvement to your copy, and for larger businesses we’ll follow this up with testing and tweaking.

Got some questions? Here’s an imaginary Q&A:

🗣 Okay Alex, this sounds good, but how will you choose which pages to work on?

Great question! We’ll prioritise based on effectiveness: for plugin shops the top selling product pages should be top priority and we can start with just those; for agencies we’ll look at analytics and make recommendations based on the data.

So this Q&A has more context, here’s a photo of Alex being interviewed at a WordCamp. This also creates social proof, clever!

🗣 How will you understand what my customers need?

You need copy which speaks closely to the problems your customers are trying to solve, so that they’re “nodding along” as they read, thinking “yes! This is exactly what I require.”

Getting to this point requires understanding what your customers need, what they value about your product or service, and the problem they’re trying to solve. We’ll do these by talking to you and asking a couple of questions, and getting data which can ensure we understand your customers:

  • For product businesses, we can look at pre-sales questions and customer support tickets to see how problems are described and what is valued.
  • For agencies, we may ask to see anonymised contact form data so that we can see how your enquirers describe their problems.

In both cases, we’ll look for trends and the language used, and use this to ensure the copy across the site resonates deeply with what your customers need. We’ll get potential customers are “nodding along”, all the way through to phoning or emailing you.

Screenshot of conversion-focused product copy we worked on in 2018.
Screenshot of conversion-focused product copy we worked on in 2018.

🗣 I don’t want to have “marketing speak”. How will you make sure the copy matches my brand?

We’ll always make sure your copy matches the tone and brand you want. We’ll find out what “tone” you want by talking to you, and then craft copy which fits this.

We’re versatile, and have done this for clients who need the most effective copy possible, to clients who prefer an informal tone, to clients with a strong existing brand.

🗣 What about WordPress specific use cases, like the plugin repository, freemium upgrades, or enterprise WordPress services?

Ellipsis is a specialist WordPress marketing agency, and we’re experts in WordPress specific use cases. The examples above – the plugin repository, freemium upgrades, and enterprise WordPress services – are good examples of where we’ve done this, and we’ve likely already done whatever niche use-cases you have.

We understand WordPress, and this is part of what makes our copy so effective.

🗣 How do you make sure the copy delivers more conversions?

By understanding what your customers need and creating copy which speaks closely to this, we’ll give you website pages which are highly effective at delivering conversions.

We’ll also follow our fifteen-step conversion rate optimisation checklist, compiled from working with WordPress product and service businesses of all range of sizes, to ensure you have the very best practices followed. 

We typically intuitively get this right, but can follow-up with conversion rate monitoring and A/B testing to ensure you get the best results possible.

🗣 This sounds ideal! How do I make a start?

Great! Get in touch with us by clicking the contact link below, and we’ll take it from there 🙂

Need copy that makes conversions?