Elementor Product Page Copy Teardown: How to write a Fluff-Free Features List

#Elementor decided to inject my feed with their ads.

So I decided to tear down their sales page into Conversion Copy.

The biggest dilemma before writing a sales page is:

Should you start your sales page with benefits over features?

Not necessary.

You don’t have to force benefits out of the page when the benefits don’t want to come.

What does that mean?

Look at the Elementor sales page screenshot below.

It looks like they were hell-bent on leading with benefits and in the process, the message sounds blah..

Alternatively, fluff-free positioning and features list looks like this, in that order:

  1. Build the page of your choice with the form builder
  2. Choose from a variety of well-designed, visually appealing testimonial carousels instead of the same old monotonous templates.
  3. Built-in pop-up forms so that you have everything hosted on one integrated platform instead of scattered forms and pages.
  4. Countdown timer to catalyze conversions.
  5. Capture real social proof to boost your credibility with the Star Rating Widget.

Go over these options and compare it to the copy in the screenshot.

What’s the difference?

  1. Copy Positioning in the screenshot is so weak and bleak that you CAN fall asleep reading it
  2. The tone and voice in the screenshot is plain blah. There’s ZERO personality. It doesn’t even sound like everyone else. It sounds unsure and shallow which is worse than sounding like everyone else.
  3. The copy sounds desperate. It’s trying so hard to be clever by using phrases like “Make it count” — what does that even mean?

The point is — to state the facts and speak the truth straight instead of mincing your words.

So every time you sit down to write sales page copy, do this one thing:

  1. Try and make sense out of it

Go apply the above DON’Ts to make your copy pop out and shine.

And if you need help with copy audits, reach out to me at roshni@contentprimer.com

– Roshni

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