Conversion rate optimisation – using buzz words in your web copy to improve your lead and sales conversions.

Would you like to increase the conversions of people who are visiting your website? If people engage with your website more, it demonstrates more value and it increases the chance of your website’s conversion to leads or sales.

When people communicate, they do enough to get by. What is needed is the ability to express the desire to communicate. This will improve the persona and the message that comes across.

7% of the actual meaning of the text makes the impact, however the use of the text or words in your message will make a stronger impact to the web visitor.

You can test a series of words or copy to improve the chances of you converting.

You will want to cover the  AIDA marketing model of:

  • Attention
  • Interest
  • Desire
  • Action

The conversion rate optimisation process will focus on grabbing and maintaining the interest of the person who visits the page, to minimise the bounce rate. When they leave the page, it is likely that they will leave forever. You want to keep them on the page to take your desired action or to at least refer the page onto someone relevant.


The Attention will be driven by the use of headings and/or images that will drive the attention that will trigger an interest in the content that you have.


The interest will be driven by the story that you will be telling the reader on the page.


The desire will be driven by their motives and desired outcomes and benefits that they want. You will be able to reinforce this with buzz words, testimonials, case studies, facts, quotes and any other information that will reinforce the proof behind their desires.


Actions will refer to the call to action points that will be used to drive more leads and actions on the site. Whether it is someone downloading a whitepaper, signing up to a form or making a sale. The key is to provide a message that will ensure that they take an action before they leave the web page.

Recommended reading

You can refer to some books, such as ‘Words that sell’ or ‘More words that sell’ by Richard Bayan.

Click these links to find out more about how these books can help your business’s conversion rate by using buzz words.

Words that Sell, Revised and Expanded Edition: The Thesaurus to Help You Promote Your Products, Services, and Ideas

More Words That Sell: A Thesaurus to Help You Promote Your Products, Services and Ideas

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