How Web.com 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

While many copywriters aspire to create the ultimate ad—one that could go viral, win awards, or spark deep, Mad Men–style debates—the truth is that the most effective copy is clear, direct, succinct, and descriptive. To meet sales goals and satisfy customer expectations, it’s crucial to view your message from the perspective of your target audience.

Solve Their Problem, Not Yours

Too often, brands concentrate on listing what their product does instead of explaining how it genuinely benefits the customer. Effective ad copy reverses this approach by asking, 'How can we solve your problem?' rather than simply stating, 'This is what we do.'

Consider Monday.com's CRM ad, which targets users searching for 'CRM for small-medium business.' Rather than just detailing features, the ad quickly emphasizes how it streamlines lead tracking, deal management, and workflow automation.

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

• "CRM for Small-Medium Business - That's Actually Easy to Use" →Directly counters a major pain point: most CRMs are complex and difficult to use. This reassures SMBs looking for a simple solution.
• "An Intuitive CRM to Better Track & Manage Leads, and Close Deals Faster." →Focuses on solving efficiency problems: tracking leads and closing deals without frustration.
• "Try For Free. Get Started in Less Than 2 Minutes!" →Removes adoption barriers by making the decision risk-free and effortless.

Instead of simply showcasing features, this ad positions the CRM as a direct solution to the user's challenges, making it more relevant and compelling.

2. Content Matters, but So Does Structure

Even the most compelling message can fall short when buried in a cluttered or disorganized ad. The presentation of your copy is just as important as the words themselves.

3. The Power of Word Choice

Choosing the right words can transform your ad into something that feels personal, urgent, and engaging. The tone you set can be the decisive factor between an ad that converts and one that gets overlooked.

Start with action verbs

Powerful action verbs make all the difference; they can turn an ad from forgettable to attention-grabbing. Verbs like 'discover,' 'explore,' or 'get' create a sense of urgency and inspire immediate action.

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

For example, Upwork’s ad makes excellent use of phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight quick and efficient freelancer recruitment. Instead of merely listing features, the ad actively encourages immediate action, reinforcing its core promise that businesses can swiftly connect with top talent.

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.

Web.com'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 Web.com to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy analysis clearly aligns with the sub tip 'Write for Your Audience, Not Yourself' by emphasizing the customer’s need for a fast and reliable website solution. It focuses on the benefits—such as a ready-to-launch website, free images, responsive designs, and expert support—that directly solve the customer's problem, rather than simply listing features. This benefit-driven message is tailored specifically to an audience seeking efficiency and professionalism, which perfectly mirrors the advice to solve their problem and focus on benefits rather than features.

2. Content Matters, but So Does Structure

The analysis highlights a clear, concise structure that mirrors the sub tip 'Content Matters, but So Does Structure'. It explains how the ad copy leads with a powerful promise and immediately follows with a list of add-on benefits. This sequence ensures that the message remains effortless to understand, aligning with the recommendation to keep it simple and clear, using minimal words and striking imagery for maximum impact.

3. The Power of Word Choice

The use of action verbs such as 'create' and 'get started now' directly corresponds with the sub tip 'The Power of Word Choice.' The ad copy utilizes dynamic and direct language that encourages immediate action by the reader, such as 'ready to launch' and 'expert support,' ensuring that the benefits resonate with the audience’s needs. This approach not only spurs user engagement but also reinforces the quality and ease of the digital solution offered by Web.com.

1. Writing for the Audience, Not Yourself

The ad copy clearly writes for its audience of business owners and professionals by emphasizing how a robust online presence translates into trust and credibility—key concerns for its target market. It shifts the focus from simply promoting Web.com's broad digital solutions to addressing the customer’s need for a polished and professional website, thereby solving a common business challenge.

2. Content Matters, but So Does Structure

The copy follows a simple, clear structure that makes it easy for the reader to understand the message at a glance. It starts with an action-driven imperative, 'Build Your Website,' and then guides the reader through the process with a clear call-to-action, 'Start creating a professional website today.' The inclusion of expert support (1 hour of support) not only reassures but also aligns with the sub tip of making the structure serve to clarify how the solution meets the user’s problem.

3. The Power of Word Choice

Dynamic, benefit-oriented language is used throughout the ad copy by incorporating action verbs such as 'build' and 'start creating.' This choice of words creates urgency while emphasizing the tangible benefit of a professional, trustworthy online presence. Additionally, terms like 'professional' and 'expert support' directly address the target audience’s desire for credibility and reliability, and are in line with the sub tip’s advice to choose language that directly states how the service helps solve specific customer pain points.

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 Web.com 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 Web.com.