High Converting Offers & Landing Pages for Google Ads
Aug 27, 2025When it comes to running profitable Google Ads campaigns, most business owners focus on ad structure, targeting, and bidding strategies. But here’s the truth: even the best ad campaign will fail if your landing page doesn’t convert.
That’s why Aaron Young invited copywriting expert Will Wang to review websites live and share how he approaches headlines, copy, and landing page optimisation. His insights apply across e-commerce, lead generation, and even B2B software.
Why Landing Pages Fail: Too Feature-Heavy, Not Benefit-Driven
Looking at an e-commerce brand selling personalised robes, Will pointed out that the copy leaned too heavily on features (“Terry toweling, microplush, satin”) and brand mentions—things most buyers don’t care about.
Instead, copy should speak to why people buy. Are robes purchased as gifts for loved ones? Do they symbolise luxury, comfort, or memory-making? When you highlight the emotional reason behind the purchase, conversion rates increase.
E-Commerce Copywriting: Selling the Story, Not Just the Product
For online stores, Will recommends:
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Lead with benefits and emotion. Instead of “microplush robes,” say “The perfect gift to spoil your loved ones with comfort they’ll never forget.”
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Use lifestyle imagery. Show kids gifting robes to parents on Mother’s Day or couples celebrating anniversaries. Make visitors see themselves in the experience.
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Adapt seasonally. Headlines and imagery don’t need to be static—update them to match holidays, gifting occasions, or peak buying seasons.
He summed it up perfectly: “People aren’t buying a robe. They’re buying the memory or the gift experience that comes with it.”
👉 Maximizing E-Commerce Profitability with POAS: Simplify Google Ads Strategies for Better Results
Product Pages: Build Stories, Not Just Specs
Even for individual product pages, Will stresses the importance of storytelling. Borrowing from his experience with wine brands, he explained how adding backstories, use cases, and emotional anchors dramatically improved conversion rates.
Example: instead of “Terry toweling robe in charcoal,” describe it as “A robe built for lasting comfort—perfect for anniversaries, holidays, and years of everyday use.”
And don’t forget imagery. Lead with lifestyle photos that stage the product in real life before moving into product specifications.
B2B Copywriting: Trust, Proof, and Logic Drive Conversions
Switching gears, Will shared advice for technical businesses like enterprise EMR (electronic medical record) software. Unlike e-commerce, these buyers aren’t swayed by emotion alone—they want proof and trust signals.
Key strategies include:
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Lead with benefits, not jargon. Instead of “custom EMR software tailored to your needs,” say “Never lose patient data again—secure, reliable EMR software built for hospitals.”
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Highlight measurable results. If a client saved 20% in admin time or millions in operational costs, showcase that.
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Front-load trust signals. Put client logos, testimonials, and case studies above the fold to reduce risk for decision-makers.
As Will explained: “In B2B, the biggest objection isn’t cost—it’s trust. Executives worry about failures that could cost millions or get someone fired.”
Copywriting Process: Creativity Through Research
So how does a copywriter like Will create high-converting headlines? Surprisingly, it’s less about inspiration and more about discipline and research:
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He spends 90% of the time thinking, 10% writing.
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Uses pen and paper brainstorming in focused 45-minute sessions.
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Writes down everything—ideas, emotions, use cases—then filters for the strongest angles.
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Relies on AI tools like ChatGPT for research to cut hours of manual work, but keeps the headline and conversion copy human-written for emotional impact.
Core Takeaways for Business Owners & Marketers
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E-commerce: Sell the story, not just the product. Use emotion, lifestyle imagery, and seasonal messaging.
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B2B / Lead Gen: Lead with outcomes and proof. Build trust with case studies, numbers, and testimonials.
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Process matters: Research deeply, understand your audience, and always write with empathy.
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AI is a tool, not a replacement: Use it to speed up research, but keep the human connection in your copy.
As Will put it: “People dream in images and emotions—not features. If your copy can evoke that, it will convert.”