How Framer improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

Many copywriters aspire to produce that ideal ad copy—content that goes viral, earns accolades, or sparks lively debates in a Mad Men-like boardroom. Yet, the most effective copy is plain, concise, and vividly descriptive. To help your client hit their sales targets and fulfill customer expectations, it’s crucial to adopt the perspective of their intended audience.

Understand and Address Your Audience's Needs

With ads constantly saturating consumers’ feeds, the only way to distinguish your message is by addressing the actual challenges they face and aligning your language with their goals.

Take Shopify Plus’s example: their ad, targeted at users searching for an 'ecommerce platform enterprise,' mirrors the user’s intent by addressing the core concerns of large businesses in need of a scalable eCommerce solution.

The headline instantly signals that Shopify Plus is designed for enterprises, while the description acknowledges core business challenges:

• Custom Design Your Online Store and Checkout Experience →Highlights the complexity of enterprise eCommerce and the need for customization.
• Get Up to 18% Higher Conversion Rates →Speaks to a key objective: improving performance and efficiency.
• Unlimited Bandwidth, Flexible Integrations, Unlimited Staff Accounts →Recognizes the need for scalability and operational flexibility.

Rather than just listing features, this ad aligns its message with enterprise-level priorities—ensuring it speaks directly to the user's needs.

2. Content Matters, but So Does Structure

Even a brilliantly crafted message can fall flat if it's hidden within a chaotic or poorly organized ad. The layout and structure of your copy are just as critical as the words themselves.

Lead with Your Strongest Copy

Most people don’t take the time to read an ad from start to finish—they skim. The Nielsen Norman Group found that 79% of users scan new pages, with only 16% reading everything.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

This pattern underscores the need to front-load your most compelling message. If your key benefit is buried later in the ad, it may never be seen. Whether it’s highlighting a major benefit, offering a solution, or establishing credibility, leading with your strongest copy maximizes engagement.

3. The Power of Word Choice

The right word choice can make your ad feel personal, urgent, and engaging. Striking the correct tone often marks the difference between an ad that converts and one that’s overlooked.

Start with action verbs

Harnessing strong action verbs can turn an ad from mundane to memorable. Verbs like 'discover,' 'explore,' and 'get' inject urgency and enthusiasm that prompt immediate action.

Take a look at this Upwork ad, which effectively uses action verbs to drive engagement:

Upwork’s ad exemplifies this by using forceful phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to spotlight speed and efficiency. Rather than simply listing features, it calls readers to action, making the hiring process seem swift and effortless. The repeated emphasis on 'Hire' powerfully reinforces Upwork’s core promise of connecting businesses with top-tier talent quickly.

If you want your ad copy to feel more compelling, start by replacing passive phrasing with action-driven alternatives. Instead of "We provide expert freelancers for your project", use "Find expert freelancers to bring your project to life". Instead of "Upwork connects businesses with professionals", use "Connect with top professionals and get your job done faster". By leading with clear, action-driven language, your ad instantly feels more engaging and encourages higher conversion rates.

Framer's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Framer to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy directly addresses creative professionals by identifying their core challenge: transforming designs into fully functional websites without getting bogged down by technical hurdles. By highlighting an end-to-end solution that prioritizes efficiency and professional quality, the copy speaks directly to the audience’s need for reliability and ease—a key element in writing for your audience rather than preaching about the product.

2. Content Matters, but So Does Structure

The structure is designed for quick comprehension, beginning with a strong benefit statement ('Easily go from design to world-class site') that captures attention immediately. This front-loading of the most compelling message aligns perfectly with research indicating that viewers mostly skim content. The organized layout of features such as optimization, no code, and live collaboration ensures that the reader quickly grasps the value proposition, while the sequence of information also sets up a reassuring closing statement that could reduce hesitation.

3. The Power of Word Choice

The ad employs dynamic and vivid language with action verbs like 'optimize' and descriptors like 'world-class' and 'responsive.' This choice of words not only grabs attention but also resonates with the creative professional demographic by focusing on modern, benefit-driven terms. Such compelling language reinforces how the service solves the user’s problem rather than merely listing product capabilities and further anchors the message in addressing the direct needs and aspirations of its audience.

1. Writing for the Audience, Not Yourself

The copy clearly targets an audience that values efficiency by emphasizing speed and simplicity. By directly addressing the need to quickly create visually impactful landing pages, the ad speaks to the audience's specific challenge of time constraints and the desire for rapid results—perfectly aligning with the tip to write for your audience and solve their problems, not just describe what the company does.

2. Content Matters, but So Does Structure

Starting with the strong claim 'Fastest site builder out there' immediately grabs attention, catering to readers who skim content. The clear call-to-action 'Build stunning landing pages quickly' is placed prominently, reflecting the advice to lead with your strongest message and end with a reassuring closing that encourages action.

3. The Power of Word Choice

The ad employs energetic language with action verbs like 'Build' and adjectives such as 'stunning,' creating a sense of urgency and excitement. These dynamic word choices are in line with the sub tips on word choice and action-driven language, ensuring the audience feels compelled to act while highlighting the company's value proposition.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Framer demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Framer.