You spent $1,200 on Facebook ads last month. You made 3 sales.
The store looks clean. The theme is fast. The photos are crisp. So why aren’t people buying?
Because conversions don’t come from design. They come from trust. And trust is built with words.
Peep Laja, founder of CXL and one of the world’s top voices in CRO, says it clearly: “Clarity always wins.” Talia Wolf, founder of GetUplift and a global expert in emotional targeting, teaches that people buy with feelings, not facts. Joanna Wiebe, founder of Copyhackers and the originator of conversion copywriting, built her entire brand on one idea: Enter the conversation already happening in your customer’s mind.
And guess what? That conversation isn’t about your font.
Let’s fix that.
1. You’re talking about the product – not to the customer
You listed the features. You mentioned the materials. You used the phrase “premium quality” twice. But no one cares.
Joanna Wiebe says customers aren’t buying the product – they’re buying the outcome. What transformation are you promising? What pain are you solving?
Talia Wolf says every conversion is emotional first. So ask yourself: What do they want to feel after buying this?
If your copy reads like a product manual, it’s not selling – it’s boring. Stop describing. Start connecting. Speak to the version of them they’re hoping to become.
Nobody buys a water bottle. They buy hydration, health, and identity.
2. You’re burying the one line that actually matters
People don’t read. They skim. They scroll. And they’re looking for one sentence – the line that tells them: “This is for me.”
Joanna Wiebe calls it the only line that matters. Peep Laja breaks it into three questions your hero section must answer:
- What is this?
- Who’s it for?
- Why should I care?
If they can’t answer those questions in 5 seconds, they leave. Not confused. Not curious. Just gone.
The biggest conversion killer on your site might be the best sentence – hidden 300 pixels too low. Put it first. Make it loud. Make it clear.
If they don’t “get it,” they won’t buy it.
3. You forgot that buyers are skeptics, not fans
You love your product. You believe in it. You know it works.
But your buyer? They’re on defense.
Talia Wolf reminds us that every visitor is quietly asking: “Can I trust this?” Peep Laja teaches that most landing pages are missing trust triggers entirely:
- What happens if it doesn’t work?
- What do others say about it?
- What makes this different from the 19 other tabs they have open?
If your page doesn’t address those fears, they don’t convert. Not because they weren’t interested. Because they weren’t sure.
Make it obvious. Own the risk. Make trust your competitive advantage.
Conversion isn’t about pushing – it’s about removing doubt.
Bonus: You’re only selling with logic – not emotion
You’ve got specs. You’ve got bullet points. You’ve got a guarantee.
Still not converting? That’s because logic explains – but emotion sells. Talia Wolf built GetUplift on this exact truth: People buy emotionally, then justify with logic.
No one buys a weighted blanket for the specs. They buy it because they’re anxious and can’t sleep. And your copy needs to meet them there – in that moment, in that feeling.
You want more conversions? Write less like an engineer. More like a human.
You don’t need to be rational. You need to be real.
Your Store Isn’t Broken. Your Copy Is.
It’s not your theme. It’s not your product. It’s not your price. It’s your words.
Joanna Wiebe, Peep Laja, and Talia Wolf have optimized hundreds of landing pages across B2B, SaaS, and eCommerce.
And they all agree on this: Trust. Clarity. Emotion.
That’s what makes people click “Add to Cart.”
So if your Shopify store “looks good” but isn’t selling – now you know why.
And more importantly, now you know how to fix it.
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.