How to write effective body copy: benefits, credibility, scannability

Executive overview

Body copy is deprioritised — most writers rush to the headline and treat body copy as an afterthought. Three tactics make body copy convert: leading with benefits, embedding testimonials inline, and formatting for scanning.

Readers buy benefits, not features — surface them first, prove them with social proof, then make them skimmable.

Benefit-first formula

• List each benefit, then add "because [feature]" to justify it.
• Example: "You'll save five hours every week because we have a new unsubscribe button."
• Pull benefits from customer research — don't invent them from your head.

Integrating testimonials for credibility

• Testimonials buried at the bottom are often ignored.
• Moving testimonials above the call to action lifted conversion by 64.53% in one study.
• Treat testimonials as part of body copy, not a separate section.

Making copy scannable

• Use bullet points to surface benefits and features at a glance.
• Add subheadings to break up the page.
• Bold key phrases so skimmers catch the essentials.
• Add images and inline testimonials to break up dense text.