Stop losing people when they are almost ready to convert. Here’s how Bloomlife gets the “yes”.
⏰ Read time: 3 mins
I’m gonna let you in on a little secret between website conversion experts.
99% of pages are missing this crucial thing…
A persuasive close.
It’s the very last section of your page, where there should be persuasive copy and a final CTA.
But here’s what most websites do instead:
This is a missed opportunity.
Here’s why:
Keep reading to find out what to do instead.
HOW TO CLOSE A PAGE THE RIGHT WAY
TL;DR:
In my recent website copywriting project with Bloomlife, a remote patient monitoring program for high-risk pregnancy, I added a close to the bottom of each page to reinforce value, eliminate objections, and drive demo bookings.
Here’s how I optimized these closes for conversions (and how you can too):
✓ Backed up core claims with social proof
✓ Highlighted differentiators in a value stacking “mega list”
✓ Reduced the feeling of risk and friction around the click
BREAKDOWN
1. Use social proof to back up your point
To close Bloomlife’s new homepage, I chose a headline about reducing avoidable pregnancy complications, the brand’s main value prop.
Next to the CTA, I included a testimonial from a mom who explained how the product helped her avoid serious health risks from low blood sugar during pregnancy.
Why it works:
Incorporating social proof at key points throughout your webpage, particularly around the CTAs, increases trust in your message and boosts conversions.
2. Stack the value
If your product or service has many features, you can list them all in the close to remind people of everything they get when they move forward.
On Bloomlife’s Services page, I used a “mega list” style close to differentiate their comprehensive, easy-to-adopt solution from competitors.
Why it works:
This close style increases the perceived value and helps decision-makers quickly recap the benefits at a glance.
3. Remove friction to stop them from saying “no”
Lastly, it’s important to incorporate elements in your close that reduce the feeling of risk around the conversion.
For a tech solution used by clinical teams (like Bloomlife), common points causing friction are:
I added these “risk reducers” strategically around the final CTA to eliminate any hesitations to booking a demo.
On the Provider page close, I also reminded decision-makers of the cost of inaction (lost time and poor patient outcomes). And added another “proof bar” featuring logos of trusted institutions to reinforce credibility.
Why it works:
Reducing perceived risk at the moment of decision helps hesitant buyers click that CTA with confidence.
KEY TAKEAWAY
To increase conversions on your webpage, don’t forget to add a persuasive close.
Your close should:
That’s it for today’s breakdown!
Want to see the full case study for the project? You can check it out here.
Greetings from Sofia, Bulgaria.
~ Kayla
Whenever you’re ready, here are a few ways I can help you:
Turn more browsers into buyers with website copy that speaks directly to your audience’s pains and desires (and makes them kick themselves for not finding you sooner).
Tap into the gold mine of your email list with strategic sequences that delight subscribers and fire up your conversions.
In a rush to get this done yesterday? Get conversion copy for your website, landing page, or email sequence done and dusted within your tight timeline.
Give your site a quick win with low effort, high-impact, and ready-to-implement recommendations to increase conversions.
Binge-worthy reads:
A playbook to rally people around the problem you solve.
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Grow your impact.
