How Webflow 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

Countless copywriters aspire to create that flawless ad copy—one that goes viral, earns awards, or sparks lively debates in a Mad Men-esque boardroom. Yet, the truly impactful copy is clear, direct, and succinct. To drive your client's sales targets and meet customer expectations, it's vital to see things from the perspective of their intended audience.

Solve Their Problem, Not Yours

Often, brands emphasize what their product does rather than highlighting how it benefits customers. Effective ad copy reverses this by shifting the focus from 'what we do' to 'how we address your challenges.'

For example, Monday.com's CRM ad targets users looking for 'CRM for small-medium business.' Instead of simply listing features, it immediately shows 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 be overlooked if it's hidden within a cluttered or disorganized ad. The way you structure your copy is just as critical as the message itself.

Lead with Your Strongest Copy

Rather than reading an ad cover-to-cover, most people tend to skim. In fact, research from the Nielsen Norman Group shows that 79% of users scan new pages while only 16% read them fully.

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 tendency underscores the need to front-load your most persuasive message. If your key selling point is buried in the middle or toward the end, it might never get noticed. Highlighting a strong benefit, a direct solution, or a boost in credibility right at the start maximizes both engagement and impact.

3. The Power of Word Choice

The right words can transform your ad into something personal, urgent, and engaging. Adopting the proper tone can be the decisive factor between an ad that drives conversions and one that gets overlooked.

Start with action verbs

Using potent action verbs can make your ad stand out. Energetic terms like 'discover,' 'explore,' or 'get' inject urgency and excitement, prompting your audience to act immediately.

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

Upwork’s ad, for instance, uses assertive verbs such as 'Hire Experts' and 'Hire Someone for Work Today' to emphasize the quick and efficient process of finding freelancers. Instead of merely listing features, it actively encourages action—making the hiring process feel seamless and underlining its core message that Upwork quickly connects businesses with top talent. This proactive language builds momentum and clearly communicates the platform's value.

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.

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

1. Writing for the Audience, Not Yourself

The ad is finely tuned to speak directly to creative teams and marketers by emphasizing the clear benefit of a no-code, drag & drop website builder. Instead of simply highlighting what Webflow does, it addresses the audience’s real-life problem—building engaging websites without the need for complex coding. This approach aligns strongly with the sub tip 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours', ensuring that the customer’s challenges are the focal point.

2. Content Matters, but So Does Structure

The ad’s structure is strategically crafted to capture immediate attention. It starts with a strong benefit-first headline that communicates the unique selling proposition, a key element from the 'Content Matters, but So Does Structure' tip. By front-loading the ad with its compelling message and ending with a clear call-to-action ('Start Today For Free'), the copy is designed to ensure users quickly grasp the offer and are reassured to take action, thereby maximizing engagement.

3. The Power of Word Choice

The ad employs dynamic, action-oriented language such as 'Build your website' and 'try today for absolutely free,' which injects a sense of urgency and clarity. These choices mirror the 'Power of Word Choice' tip by using strong verbs that spur immediate action. Although minor improvements could personalize the message further (for instance, using 'your website'), the overall tone effectively communicates the platform’s benefits in a straightforward and engaging manner.

1. Writing for the Audience, Not Yourself

The ad copy perfectly aligns with the tip to write for your audience by empathizing with users who might be frustrated with WordPress’s limitations. Instead of centering the benefits of Webflow itself, it accentuates the solution—achieving ‘a fresh start’—which directly tackles the customer's pain point. This approach reflects the advice to focus on how the product improves users’ lives, effectively showing how Webflow can solve their problems.

2. Content Matters, but So Does Structure

The structure of the ad follows the recommended best practices by leading with its strongest, most immediate benefit. It starts with a powerful statement that clearly communicates the advantage of moving to Webflow and ends with an actionable call-to-action. This concise flow ensures users quickly grasp the key message, satisfying the need to present the strongest message upfront and reinforce trust with a clear next step, exactly as outlined in the tip on content structure.

3. The Power of Word Choice

The choice of words such as 'transfer', 'fresh start', and 'tips and tricks' are intentional and dynamic, making the copy both action-oriented and benefit-driven. These words create an inviting tone and suggest ease of transition, which not only employs strong action verbs but also directly speaks to solving a potential user’s problem—moving from an outdated or restrictive website management system to an empowering platform like Webflow.

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 Webflow 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 Webflow.