If I asked for your opinion on the most important tool for driving conversions, what would you say?

Many CROs focus heavily on optimizing their CTAs, reducing sales page distractions and fiddling with USP copy.

There’s no doubt that these are all incredibly important, but they’re not at the heart of what drives conversions.

No, the most powerful tool in your marketing toolbox is compelling copy. Ignore the power of persuasive paragraphs and even the greatest CTAs in the world will fail to convert.

Of course creating high converting copy isn’t easy. Those who run their own business have two options when it comes to creating killer copy.

The first and most obvious is to hire a skilled copywriter (nudge nudge, wink wink). Yet this can be little on the pricey side and isn’t ideal for fresh startups or those bootstrapping their business.  (more…)