How do you convince your target audience to convert? One of the most effective ways to do it is to focus on your product messaging.

In fact, if you want to boost conversion rates, you must learn how to describe what your solution does. Moreover, you must highlight how your products/services benefit your ideal customers. You must also know how to differentiate your offer from alternative solutions available on the market.

Often, this can be easier said than done. Because effectively making your product messaging stand out isn’t just about the words themselves. It’s also about how you present your website copy visually and how it aligns with your web visitors’ position in the buyer’s journey.

So, if you’re looking for web design tactics that will help you elevate conversion rates, here’s how to use design and copywriting to make your product messaging stand out.

Define & Keep Coming Back to Your Product’s Core Value

One of the first steps toward making your product messaging pop on your homepage, product pages, or even social media is to strongly emphasize your product’s core value.

Ultimately, the only way to convince prospects to buy from your business is to position your solution as a product or service that effectively resolves a pain point they’re experiencing. To do this, you must first understand what your prospects want from your brand.

According to research, demonstrating audience understanding doesn’t just elevate their purchase intent. It also creates a space for boosting loyalty, with 56% of people saying they feel more loyal to brands that “get them.”

With this in mind, one of the best methods of helping your product messaging stand out is to focus on your ideal customer’s pain points and how your solution provides value.

In addition to using copy to directly address audience pain points, you can accomplish your conversion goals by highlighting how your solution allows buyers to achieve their aspirational outcomes.

For instance, making measurable promises that reflect your prospects’ wants and needs is a marvelous way to guarantee they comprehend your offer’s value.

For example, if you check out Somewhere, a headhunter agency for overseas talent, you’ll notice that it dedicates the entire hero section of its homepage to a value proposition. The brand perfectly sums up its ideal customers’ primary aspirational outcome. More importantly, the brand effectively describes what it can do for its clients, guaranteeing that its product messaging resonates with all segments of its target audience.

Source: somewhere.com

Use Visual Hierarchy to Make Messaging Stand Out

Implementing tried-and-tested design tricks is another excellent way to highlight product messaging and ensure it stands out in your target audience’s eyes.

For example, you can use visual hierarchy to guide your web visitors’ attention to your core value propositions. This tactic will help potential customers realize they need your solutions. Furthermore, it will grow their chances of interacting with your product messaging for longer.

The outcome of using visual hierarchy to make product messaging stand out is twofold. On the one hand, it can help you maximize product understanding among your target audience. On the other hand, it can elevate your prospects’ purchase intent — precisely what you need to move potential customers through the sales funnel and convince them to convert.

So, how do you apply visual hierarchy to your web design to ensure specific copy elements stand out?

Well, there are a few easy hacks to guide web visitors’ attention to your value propositions.

Start by understanding where people pay the most attention. Research suggests this is your site’s header (or hero) section. So place your most convincing value propositions in this area (but don’t allow multiple clashing USPs to compete for your prospects’ attention).

Size and typography (especially using heavier fonts or bold formatting) are a great way to highlight specific instances of copy. Color and contrast can also help parts of your messages stand out — especially if you pay attention to making parts of your copy “pop” against the background.

For example, check out how Destination Certification utilizes design to emphasize core product messaging. Firstly, its primary USP uses a bright yellow color that sets it apart from all the other page elements. Secondly, the hues of pink and purple separate the brand’s offer from the rest of the page content, aiming to attract and retain user attention.

Source: destcert.com

Then there’s grouping and negative space. By surrounding core product messaging with sufficient negative space, you’ll ensure that your prospects perceive it as “important” and pay more attention to it. Putting specific value propositions together creates a connection among them, so you can use this strategy either to group or to separate different user benefits.

Check out how FreeWill does this by reserving a large chunk of its homepage for its primary value proposition — giving prospects peace of mind by helping them create legal documents in as little as 20 minutes.

 Source: freewill.com

Finally, don’t forget to use imagery as a way to establish visual hierarchy and guide web visitor’s attention. People are far more effective at comprehending and processing visual information. So, using images that represent your prospects’ desired (or unwanted) outcomes can be a great way to attract their attention to a specific part of your site, where you can then use these design hacks to deliver your product messaging in a memorable way.

If you check out StudyX, an AI homework helper tool, you’ll see that the brand effectively uses visuals to introduce different product benefits. Moreover, because visuals are easier to understand than text, these in-app screenshots provide some much-needed clarity to an otherwise complex AI solution.

Source: studyx.ai

Explore Ways to Elevate Product/Value Clarity

We’ve already mentioned the concept of product understanding and how it affects purchase intent. But why is it so important when trying to boost conversion rates?

The simple answer is that people must understand your offer’s value to consider buying. But there’s more to the story.

A lack of product messaging clarity can create friction and conversion obstacles that may hold your audience back from buying.

Poor value understanding prevents your prospects from building an emotional connection between your product’s benefits and their aspirational outcomes.

Then there’s the question of the measurable value of your solutions. Unless your offer is clearly useful to your audience, your prospects most likely won’t be ready to spend their hard-earned money. Especially considering that 91% of buyers prioritize value for money when choosing what products to purchase.

So, how do you use copywriting and design to ensure web visitors comprehend the benefits you can deliver?

You can start by creating and using microcopy next to key conversion elements.

For example, the “No credit card required” message on the Linko homepage effectively removes a common conversion obstacle — people’s unwillingness to provide a brand with credit card information — and helps the business convert more free trial users.

Source: linko.me

Alternatively, you could do the same with small design elements such as illustrations or badges.

The Luna homepage, for instance, utilizes visual trust badges sourced from G2 to emphasize the brand’s credibility and industry authority.

Source: withluna.ai

Or, you could even do something similar to Sam’s Club. This brand uses custom badges to communicate desired CX benefits like free delivery and cashback. This is an excellent tactic for elevating web visitors’ likelihood of converting into customers.

Source: samsclub.com

Use Humor & Emotion to Maximize Appeal

The thing you must understand when aiming to emphasize your product messaging is that the typical consumer decision-making process isn’t necessarily rational. Instead, research suggests that many people convert based on emotions and subconscious impulses.

With this in mind, one of the best ways to guarantee your product messaging attracts, appeals to, and convinces your target audience to buy from your brand is to ensure it has a deeper impact than simply stating the facts.

By incorporating humor and emotion into your design and copywriting decisions, you can forge stronger bonds between your brand and potential customers. More importantly, you can ensure that your target audience perceives your solutions as the ideal choice for their needs based on emotional alignment.

For example, CodaPet aims to present its services as the best option for pet owners looking to ensure a peaceful end-of-life for their four-legged friends. So, by using phrases like “peaceful passing,” “pets are family,” and “surrounded by the comfort of family and love,” as well as using imagery that aligns with these concepts, the brand effectively makes its value proposition more attractive to its target audience.

Or, check out AG1‘s hero section. This brand uses videos that show satisfied, healthy people in commonly challenging situations, knowing that these visuals will appeal to its target audience and thus positively influence consumer behavior.

Source: drinkag1.com

Don’t Shy Away from Comparisons

Finally, as you explore methods to use design and copywriting to make your product messaging stand out, remember that people regularly compare multiple solutions before committing to a purchase.

So, don’t make them leave your website to find the information they require to evaluate your solution against alternative options. Instead, embrace competitor comparisons.

Whether you do this through copy or design is entirely up to you.

For instance, Monday combines the two tactics. On the one hand, it utilizes copy to clearly define the unique benefits it offers to users. On the other hand, it employs a visual comparison table, which makes it exceptionally easy for potential customers to see exactly where Monday’s software outshines popular competitor solutions.

Source: monday.com

Wrapping Up

As you can see, you have a wide array of tactics at your disposal to emphasize your product messaging with design and copy. But, no matter which of these strategies you opt for, remember that the key to success lies in understanding your target audience.

So, do your research. Find out about your prospect’s core wants, needs, and aspirations. Then, use visuals or copy to show how your solutions can help in a way that’s genuinely relevant to their experience.