How WordPress.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

Numerous copywriters aspire to create that flawless ad copy—one that goes viral, earns accolades, or sparks lively boardroom debates—yet the most impactful copy remains clear, direct, and succinct. To drive your client’s sales and meet customer expectations, it’s vital to adopt the perspective of their target audience.

Solve Their Problem, Not Yours

Often, brands tend to showcase product features rather than emphasizing the customer benefits. Effective ad copy turns this around by shifting from 'this is what we do' to 'this is how we address your needs.'

For instance, Monday.com's CRM ad, shown to users searching for 'CRM for small-medium business,' doesn’t merely list features. Instead, it immediately points out how the product 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 strongest message can get lost if it’s hidden within a cluttered or disorganized ad. The manner in which your copy is presented is just as important as the words themselves.

Lead with Your Strongest Copy

Most people don’t read ads word-for-word; they skim. Research by the Nielsen Norman Group reveals that 79% of users scan new pages, with just 16% reading every detail.

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 makes it crucial to place your most compelling message at the forefront. If your key selling point is buried in the middle or at the end, it may be overlooked—whether it’s a valuable benefit, a problem-solving claim, or a trust signal, leading with your strongest copy boosts engagement and impact.

3. The Power of Word Choice

The right words can transform your ad into a personal, urgent, and engaging message. Adopting the correct tone is what distinguishes an ad that converts from one that’s ignored.

Start with action verbs

Powerful action verbs make all the difference between an ad that fades into the background and one that captures attention. By employing dynamic terms like 'discover', 'explore', or 'get', you instill a sense of urgency and excitement that compels immediate action from your audience.

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

Upwork’s ad, for example, effectively utilizes forceful calls-to-action such as 'Hire Experts' and 'Hire Someone for Work Today' to stress speed and efficiency in finding freelancers. Rather than passively listing features, it directly prompts action, smoothing the hiring process. The repeated emphasis on 'Hire' reinforces that Upwork swiftly connects businesses with top talent, driving momentum and clearly communicating its 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.

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

1. Writing for the Audience, Not Yourself

The ad copy effectively writes for its audience by addressing bloggers and content creators directly. It avoids self-promotion and instead emphasizes how WordPress.com is the right solution for their needs. This approach is in line with the sub tip of 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours' by framing the platform as a tool designed to solve the primary issue of finding an easy-to-use, community-focused website solution.

2. Content Matters, but So Does Structure

The ad copy employs a concise and structured layout by leading with its strongest message: 'Built for Bloggers. | By Bloggers, For Bloggers.' This front-loaded benefit statement ensures that the key value is immediately communicated, following the advice to 'Lead with Your Strongest Copy.' The clear and direct structure captures the audience's attention quickly, essential in an environment where users often skim content.

3. The Power of Word Choice

The language used in the ad copy is personal and direct, targeting the unique needs and identity of bloggers. The use of inclusive terms like 'Bloggers' and 'Creators' and the active invitation to 'Join' creates urgency and a sense of belonging. This aligns with the 'Power of Word Choice' sub tip by utilizing strong action verbs to prompt immediate action and underscore the community benefit.

1. Writing for the Audience, Not Yourself

The ad copy is finely tuned to address business owners and entrepreneurs, ensuring it speaks directly to their needs and challenges. By emphasizing benefits like ease of selling and business growth—rather than just listing features—it solves a critical problem: effectively managing and expanding a digital presence. This approach aligns perfectly with the tip to 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours', directly connecting with WordPress.com’s mission of democratizing website creation and management for businesses.

2. Content Matters, but So Does Structure

Structurally, the ad copy excels by front-loading its strongest message: a bold benefit statement that positions the product as a game-changer for sales ease. This is followed by supportive details such as 'powerful', 'beautiful', and 'secure', which reinforce credibility and trust, and then wraps up with an assuring note of 24/7 support. This layout reflects best practices for content structure—engaging users immediately with a strong hook and ending with a reassuring call to action, echoing the sub tip to 'End with a Strong, Reassuring Closing Statement.'

3. The Power of Word Choice

The language is intentionally active and benefit-focused, using dynamic action verbs such as 'Grow' and phrases like 'Spend less time' to quickly capture attention and create urgency. Keywords including 'scalable', 'secure', and 'ad-free' speak directly to the core concerns of business users. This deliberate word choice not only emphasizes benefits but also enhances the credibility of the message, in line with the advice to use strong, action-driven language that resonates with the audience's needs.

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 WordPress.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 WordPress.com.