Guest post by Sarah Landau

You cool designers know a lot of tricks.

You can lead the eye.

You can guide the scroll.

You can create a whole visual experience….

BUT you also need to deliver a message.

That’s the copy’s job. And when it falls flat, your entire design collapses under it. 

So even if you don’t have a copywriter involved in the project, you, yes you! can take a quick pass at the words.

These five quick tips will make your design do its job sooo much better↓.

Make Your Headlines Hook

A headline should be a dare to keep reading. 

If your headline sounds like a corporate mission statement, that’s B-O-R-I-N-G.

Wanna test it?

Read your headline out loud. 

Would you care if you saw that on a random ad?

No? 

Well then, strangers are gonna scroll right past it, too.

This is how you make someone care: Lead with the benefit.

It’s often hiding in your subhead. It’s that line that’s more human, more emotional, more real. And it’s very easy to find.

Try The Spot ‘n Flip Test:

Spot the golden line buried in your subhead

→ Start with the words: “So you can…” and find the part of your subhead that completes that sentence. 

Flip it! Swap that with your current headline.

See what happened? The subhead carried the hook all along. 

You just had to give it the spotlight.

Tell Them Exactly. What. To. Do.

Calls-to-action don’t always lead to action. 

If you want people to act, first you need to inspire them and then you need to tell them what to do. Clearly and specifically.

That’s how action happens.

Think about it. If you say “Kids, clean up,” nothing happens. But if you say “Sarah, pick up the Legos. David, put away the crayons,” Boom! Action.

Your CTA needs to do the same. 

Tell the reader exactly what to do. 

Don’t hint. Command. 

Try these CTA upgrades:

• Learn More → See Plans & Pricing

• Contact Us → Book a 10-Min Intro Call

• Subscribe → Get the Free Checklist

Don’t Be Vague. Add a Number.

Words like “quality,” “affordable,” or “trust-worthy” sound lovely, but say absolutely nothing.Your reader’s brain wants something real to hold onto.

Luckily, this is one of the easiest copy upgrades you can make.Scan your ad for vague claims or descriptions and swap them for something specific.

Here are specific examples: 

Fast turnaround → 3-day standard. 24-hour rush.

Trusted by many → Used by 312 property managers.

Affordable → Plans from $49/mo.

Instantly more credible. Instantly more incredible!

Win Them with Proof

Anyone can say they’re the best. But the second you show it, trust is built.

And trust sells. 

Trust me!

You check reviews before buying, right? You look for that familiar logo. That name you recognize. That testimonial from someone like you.

Your audience does the same.

So give them the proof.

Proof doesn’t have to be fancy. It just has to be real.

Proof pack options:

• Logos: “Trusted by ____”

• Stats: “97% renew within a year”

• Before/After: one-line result snapshot

• Quotes: 12–18 words, bold one key phrase, include name + title

And please! Be specific.

“Approved by leading mechanchos” means nothing. 

“Endorsed by Rabbi Shmuel Klein, rebbi for 25+ years” means a lot.

Make the design serve the message.

Your design should amplify the message, not just decorate it.

Everything should be built to make the meaning clear and also consumable

• Use white space

• Keep the hierarchy clear.

• Break up long text with bullets, icons, and bold cues.

See what I just did here?

Your reader shouldn’t just say, “Wow, cool ad.” 

They should instantly get what it’s about and know what to do next.

Quick 10-second test:

Show a stranger your ad. Ask:

1. What is it?

2. Who is it for?

3. What should you do next?

If they can’t answer all three → rework your hierarchy.

Let’s Recap the High Five

1. Make the headlines hook. Spot & Flip

2. Give clear CTAs. Command.

3. Be specific. Add numbers.

4. Foster real trust. Add credible proof.

5. Make your design work for the message, not against it.

May all your Ads be Amazing and your CTAs be Clicked!

And for a little designer treat before you go….😃↓

New Resource for Designers:

The Headline Bank

I craft 10 creative headline hooks 

• Fresh and on-brand 

• Delivered in 1–2 days

• Only $85

Check out details here

I’m Sarah Landau, conversion-obsessed copywriter and creative partner to designers who want their work to actually work.

>>>Need an ad campaign, brand naming, or high-performing website?

Let’s talk: sarah@hi-copy.com

Or checkout my stuff: sarahlandau.my.canva.site