Whether you’re planning a website for yourself, or for a client, one thing remains the same: Conversions are King. Many elements go into a page that successfully convinces a potential customer to take the plunge and buy what you’re selling. Large-scale images have been known to boost conversions, as do explanatory videos.

But the most important (and most commonly overlooked) piece of the puzzle is the written word.

Compelling web copy that actually convinces people to convert is a nuanced business, and shouldn’t be taken lightly, or treated as an afterthought. I’m going to share a few tricks you can keep up your sleeve when tasked with writing marketing copy for the web.