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- #138: How to use power words to convert new visitors.
#138: How to use power words to convert new visitors.
Make customers want what you’re selling.
No. 138: Hey all,
The right words transform a homepage from passive to powerful.
Great copy will:
Create a first impression that sticks.
Hit at pain points & make customers feel.
Differentiate your brand from the competition.
Sell a transformation in your homepage hero.
Here’s how.
In less than 1-minute, take away:
An insight to test: Convert more visitors on your homepage using power words.
A news highlight: How to communicate your brand’s purpose at every touchpoint.
Useful tips: Why you need tutorials on collections pages.
But first: quick announcement.
Join us for a special LIVE event next week exclusive to TCL subscribers…
📅 UPCOMING EVENTS
LIVE TRAINING - The Upsell Formula: How to Increase Your AOV, Without Hurting Conversion Rates
Learn how to increase AOV and maximize your revenue per site visitor.
We'll show you the exact upsell, cross-sell and bundling strategies working for other 8 and 9-figure e-commerce brands right now.
In this LIVE event, we’re going to teach you:
The upsell strategies working for 8 and 9-figure brands in 2025
Where to place upsells on your site for maximum results
Examples from CPG, Apparel, Luxury, Health and more.
A LIVE teardown of popular brand upsells, cross-sells and bundle offers.
Then, ask all your questions LIVE with Blue Stout experts.
Can’t make it? No worries. We'll share the recording with all who sign up.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
🎯 WEEKLY INSIGHT
Use power words to sell a transformation on your homepage.
Compelling copy taps into emotion.
It resonates with your visitors on a subconscious level, prompting them to engage and take action. Even if they aren’t fully aware of why.
As marketers, we need to ask ourselves key questions when crafting our messaging:
“Does this evoke a feeling or emotion?”
“What value does this offer the customer?”
“How does this improve their life?”
Answering these isn’t about reflecting your visitors’ conscious thoughts. It’s about understanding their underlying motivations.
They come to your site with a purpose: to find a solution or product to enhance their lives.
Use emotionally resonant language to move them forward.
What are power words?
Power words are specific, vivid, and emotionally charged.
They convey benefits in a way that feels both aspirational and achievable.
These words don’t just describe. They inspire action.
They remind visitors what they stand to gain.
Case in point:
#1: For a wellness tech brand, replacing product-specific copy with power words resulted in a 6.6% increase in conversion rates and a 5.2% rise in revenue per visitor.
Before: “Wellness tools to ignite vitality from the inside out.”
After: "Elevate your daily health and beauty rituals."
Shift from brand statement → customer benefit.
The new headline connects directly to the audience's aspirations.
It makes people feel, not think.
And it speaks to the brand’s differentiator.
It’s not just a product, it’s a ritual.
They tapped into the desires and values of the customer. And it worked.
#2: For a luxury brand, we put sentimental copy above factual statements to appeal to emotions early. It led to a conversion lift of 3.8%.
The hero copy on this jewelry brand’s homepage went from a fact-based statement to one that appeals to emotion.
Before: "Each piece is crafted from quality materials in-house and packaged by talented women."
After: "Tell your story: Every woman has a uniquely beautiful story to tell and each piece embodies what’s meaningful to you.”
Save facts about materials for the product page.
Inspire clicks to the product page with powerful language that combines emotional appeal with a clear benefit.
This is what creates a connection that drives results.
⭐ Takeaway: Use powerful hero phrasing that addresses pain points and intensifies your first impression.
🕙 WHAT’S BREWING
How this CPG brand saw a 62x ROI in just 90 days.
📣 IN CASE YOU MISSED IT
Your best reviews keep people shopping.
Why every business decision should be an experiment.
Enhance product understanding with tutorials to collections.
🗞️ NEWS HIGHLIGHT
How to ensure your brand purpose resonates.
👀 FROM LAST WEEK
#137: Apparel brand increases revenue per visitor by 13% in 6 months.
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
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That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen