Conversion Optimization with Persuasive Language
How Better Words (Not Fancier Designs) Can Turn Clicks Into Customers on Your WordPress Site
All right, grab a drink and pull up a chair, because we’re about to talk about something that sounds boring but actually makes or breaks your website: the words you slap on your buttons, forms, and headlines. Yeah, I’m talking about conversion rate optimization… CRO if you're feeling fancy.
Now, before you roll your eyes and say, “Oh great, another design tip,” let me stop you. This ain’t about pretty colors or fancy fonts. This is about language… the actual words you use. And spoiler alert: your “Submit” button? It’s probably killing your conversion rate faster than a pop-up ad in 2006.
Let’s dive into how the right words on your WordPress site can actually get people to click, sign up, buy, or at least not leave after three seconds.
1. Action Verbs: Tell People What to Do (Because They Won’t Guess)
All right, let’s start with the basics. If your call-to-action (CTA) says “Submit,” congratulations, you’ve officially written the most boring, least helpful instruction on the internet. Nobody wakes up excited to “submit.”
Instead, you gotta hit people with clear, punchy action verbs: Get, Start, Download, Claim… stuff that tells them what happens next.
✅ “Get Your Free Guide”
✅ “Start My Trial”
✅ “Claim Your Discount”
You see the difference? These are verbs with some oomph. And yeah, putting “Free” in there helps a lot. People love free stuff… we're all basically raccoons digging through the internet for shiny things we don’t have to pay for.
Hot tip: First-person CTAs like “Start My Trial” actually convert better than “Start Your Trial.” Don’t ask me why… maybe people just like pretending they’re in charge.
You might be thinking, “But I already have a CTA.” Yeah, but does it do anything? Try swapping “Submit” for something like “Download the Report” and watch what happens. It's like giving your CTA a cup of coffee and a purpose.
2. Buzzwords Are Trash. Use Real Adjectives That Mean Something
You ever read a site that says “cutting-edge, state-of-the-art, innovative solution”? Yeah, me too… and I still have no idea what they actually do.
Here's the deal: if your adjectives sound like they came off a Silicon Valley vending machine, nobody believes you. Instead, use real, concrete, sensory words.
🟢 “Bank-grade security”
🟢 “Ultra-soft, breathable shoes”
🟢 “Crispy, smoky bacon” (my personal favorite)
Basically, describe stuff the way you’d explain it to a friend: no fluff, no marketing bingo. A 2024 study actually showed that when product descriptions used sensory words, like smell, texture, or taste, engagement shot up by 15 to 21 percentage points. That’s not small potatoes, folks.
And if you're selling something that needs to sound trustworthy (like payment or data), throw in words like “secure,” “encrypted,” or “guaranteed.” Reassurance is conversion gold.
3. Power Words: Because “Don’t Miss Out” Still Works Like a Charm
All right, let’s talk emotions. People don’t buy things because they read a logical bullet list… they buy because they feel something. So hit ‘em with power words.
Here’s your hit list:
Urgency: Now, Today, Last Chance, Limited Time
Scarcity: Only 3 Left, Ends Tonight, Exclusive Offer
FOMO: Don’t Miss Out, Limited Seats, Final Hours
This stuff works because humans are weird. Tell us we might miss something, and suddenly we want it twice as bad. Heck, you could slap “Only 2 left!” on a bag of dirt and someone would still click.
Oh, and how you frame the message matters too.
👉 “90% fat-free” sounds way better than “10% fat.”
👉 “Save $50 Today” feels like a win, “$50 Off” feels like…meh.
It's the same thing, but one feels better. That’s framing, baby.
4. Match Your Tone to the People You're Talking To (Duh)
Let’s be real, if you’re selling skateboards to teenagers, don’t write like you’re pitching to the board of directors. And if your site’s targeting accountants? Probably skip the dad jokes and emojis.
Match the tone of your audience. Sounds obvious, but you’d be surprised how many sites are written like corporate robots trying to sell to actual humans.
And whatever tone you pick… fun, formal, sassy, spooky… stick with it. A button that says “LOL Join Now 😂” on a page that reads like a tax manual is just confusing.
Also, keep things scannable. People don’t read websites… they skim like they’re scrolling through a menu at a drive-thru. Use short headlines, break up text, and make buttons say what they actually do. “Learn More” doesn’t cut it anymore. Say: “View Demo” or “Compare Plans.”
5. WordPress UI Copy: Where the Rubber Meets the Road
Let’s talk about where all this good language lives… on your WordPress site. Here’s how to smarten up the spots that matter most:
Buttons
✅ Do: “Download My Free Guide”
❌ Don’t: “Submit”
Make them bold, make them clear, and put them everywhere. Seriously, top of the page, middle, bottom. It’s like fishing… more hooks, more bites.
Forms
Label fields clearly. If something’s optional, say so.
“Phone (optional)” actually reduced form abandonment from 39% to 4%. Not a typo.
Add microcopy like “We don’t spam” or “Your info is safe with us.” Helps people breathe a little.
Error Messages
Be polite. “Invalid zip code – please enter 5 digits” is better than “Error.” Nobody wants to feel like they broke your site.
Headlines
“Product Details”? Snoozefest. Try “Unlock 2x Faster Wi-Fi at Home.” Tell people what’s in it for them fast.
Links
Don’t say “Click here.” Ever. Say: “See Pricing Plans” or “View Features.” Be a grown-up.
Testimonials
Throw in quotes near your CTA. Something like:
“Even I could figure this out—and I hate technology.”
That kind of stuff builds trust.
6. Test, Tweak, Repeat
Last part, and yeah, it’s the nerdy one: test your copy.
Tiny wording changes can actually change everything. “Get the Guide” vs. “Download the Guide”? One might be pulling way more weight, but you’d never know unless you A/B test it.
Use tools like Google Optimize or WordPress plugins to compare results. Try new button labels, different headlines, whatever. Then check the numbers. If it works, keep it. If it doesn’t, toss it like expired milk.
This isn’t a one-and-done situation… it’s a never-ending process of trial, error, and maybe cursing a little when “Sign Up Free” beats your beautifully crafted “Join Our Exclusive Community.”
The Wrap-Up: What You Should Actually Do
If your WordPress site is leaking conversions like a rusted pipe, here’s what to fix:
Use strong action verbs that tell people what to do
Ditch the fluff adjectives and use words that mean something
Drop in power words that stir emotions… urgency, scarcity, FOMO
Match your tone to your crowd and keep it consistent
Make CTAs and form copy clear, friendly, and helpful
Test everything. No one writes a perfect button on the first try
Bottom line? Good words make money. Bad words make bounce rates.
Now go fix your site and for the love of WordPress, never write “Submit” again.