The one with swipe files

Featuring Culprit Underwear's cheeky (get it?) copy

Homepage

I mean come on. Does that not make you chuckle? You have my attention and I want to see more.

Newsletter pop up form

Cute monkey + great copy = take all my information. Need my social insurance number too? You can have it all.

Product page

Setting the vibes right with lyrics from a trendy song folks know and love. Suddenly I need a pair of booty shorts.

Product description

Who knew underwear could be so fun? I need this energy in my life. *adds to cart*

Our verdict

What we like ‍

Fun copy keeps the user engaged and entertained throughout their journey on the website. Visitors who feel seen spoken to and delighted by copy are more likely to buy their products.

What we’d improve ‍

Their H1 copy may not be helping the brand in the SEO department. We’d make the H1 something that folks will be searching for online like “Women’s booty shorts” and keep the fun copy for the H2.

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Hot tips for conversion copywriting

1. Make your customer feel seen.

Put your customer at the centre of your story and write like you are speaking directly to them. Let them have their main character moment.

2. Kill their pain.

Your customer is on your website for a reason. Validate your customer’s experiences and show them how you can fix their problems. If you can’t solve their problems they’ll go somewhere else.

3. Focus on benefits over features.

Humans are emotional, we tend to make decisions based on how we feel. Benefits speak to emotions because they centre around your user’s needs. Features are cool but what does it mean for me? Benefits show your customers why this matters to them. It’s the difference between saying you’ll finally get a good night’s sleep with our mattress vs. describing its cooling technology.

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