You could be losing thousands in sales – and not even know it.
Your site looks great. Your product is solid. You’re driving paid traffic. But if your copy doesn’t convert, you’re just lighting your ad budget on fire. Most ecommerce brands obsess over design and ignore the one thing that actually sells: words.
Luckily, you don’t need to be a pro copywriter to fix it. By borrowing tactics from legends like Joanna Wiebe, Neville Medhora, and Alex Hormozi, you can run a conversion audit on your site in just 20 minutes – and instantly spot what’s costing you customers.
This isn’t about clever phrases or brand voice fluff. It’s about clarity, persuasion, and flow. Because if your copy doesn’t make someone click, it’s broken.
Let’s fix that.
Does your hero section pass the 5-second test?
If someone lands on your homepage, can they tell what you sell in 5 seconds – or do they bounce confused?
Joanna Wiebe, founder of Copyhackers and one of the most respected voices in conversion copy, teaches that clarity always beats cleverness. Replace vague branding like “Elevate Your Routine” with “Hydrating Skincare for Dry, Sensitive Skin.” Remove your ego from the headline. Speak to the customer’s problem and desired outcome.
Run this test: Show your homepage to a friend for 5 seconds. Then ask them, “What does this brand do? Why should I care?” If they hesitate, your copy isn’t converting – it’s confusing.
Here’s an example on how to create clarity:
Bad: “Redefining Beauty.”
Better: “Clean, Hydrating Makeup for Sensitive Skin.”
Are your product descriptions written for humans, not robots?
Google might like long SEO-stuffed paragraphs. Your customer doesn’t. Neville Medhora, creator of Copywriting Course and consultant for brands like AppSumo, teaches the “Kopywriting” method: short sentences, punchy bullets, and everyday language.
Write like you’d explain it to a friend. Use verbs. Add texture and feeling. Don’t just say “Organic cotton tee.” Say, “Soft enough to sleep in. Strong enough to last 200 washes.”
Use bullet points to scan benefits fast. Add bold headers for structure. Break long chunks of text.
Like this:
Bad: “Our shirts are made with 100% GOTS-certified cotton, offering a sustainable solution for eco-conscious buyers.”
Better:
- Buttery-soft feel (no itch, no shrink)
- Made with 100% organic cotton
- Ships plastic-free in 48 hours
Are you stacking value, or just listing features?
Most brands stop at “Here’s what it is.” That’s not enough. You need: Here’s why it’s worth 10x what I’m charging.
Alex Hormozi, author of the bestselling “$100M Offers,” says: “Make the offer so good, people feel stupid saying no.” That means turning features into value-packed benefits, then stacking irresistible add-ons:
- Fast shipping
- Money-back guarantees
- Limited-time bundles
- Exclusive first-time buyer discounts
Don’t just say “Free shipping.” Say “Delivered in 3 days. On us. No minimum.”
Consider this transition:
Before: “Matte finish. Long-lasting wear. Vegan.”
After: “Goes on smooth and stays all day – without cracking. Cruelty-free and ready to ship.”
Make every bullet feel like it’s costing your customer not to buy.
Is your CTA doing the heavy lifting?
A good CTA doesn’t just ask for the sale – it justifies it.
“Buy now” is generic. “Start your skincare reset today” adds purpose. “Claim your launch deal before it’s gone” adds urgency.
Use microcopy (the tiny text under or around the CTA) to reduce risk: “Free 60-day returns. No questions asked.” This part of your page is the final nudge. You’ve built trust – don’t fumble the close.
Here’s an example:
Weak CTA: “Add to cart.”
Strong CTA: “Get the bundle + free shipping (limited launch offer)”
Every CTA should answer: Why should I click this right now?
Is your copy consistent across the entire funnel?
This is one of the biggest mistakes I’ve seen even “pro” brands make. Your Facebook ad promises “Eco-luxe skincare.” Your landing page says “Affordable beauty for everyone.” Your checkout says “budget skincare.”
That’s three different messages. No wonder people drop off.
Joanna Wiebe calls this “message matching.” Every stage (from ad to checkout) should feel like one conversation. Use the same benefit language, same emotional hook, and same tone.
Don’t make your customer reorient. That’s friction. Friction kills conversions.
Audit your funnel like this:
- Does your ad headline match your product page?
- Do your benefits repeat in the checkout copy?
- Does the tone shift from fun → boring → corporate?
If the answer is yes, rewrite until it feels seamless.
Final Thoughts
Most ecommerce brands don’t lose sales because of bad products or ugly design. They lose sales because their copy doesn’t sell.
But copy isn’t magic – it’s strategy.
With this 20-minute audit, you’re stacking clarity, emotional pull, and strategic flow into every line. You’re learning from the best: Wiebe’s clarity, Medhora’s simplicity, Hormozi’s value stacking. When your words speak clearly, emotionally, and consistently – customers click.
Because people don’t buy the best product. They buy the one they understand the fastest.
Save this checklist and use it before every launch.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.