Structure/Formatting of a high converting advertorial

The structure and formatting is super important when writing high converting advertorials.

Here’s the structure you need:

• Headline – it needs to be attention grabbing, new-sy, and clear & concise.
• Opening – include a myth exposed, interesting stories, and hit their emotional hot points.
• Transition – introduce the expert or your solution and give proof.
• Close – lead the reader to the CTA and be obvious about it.

Here’s a quick formatting checklist:

• Images and captions – captions under images act as a subheading.
• Fonts – keep everything nice and easy to read, with good spacing etc.
• Sentence length – stick to short sentences and only include one or two sentences per paragraph.
• CTA – always have your Call To Action above the fold.
• Faux advertising on the side – to attract the eye and get the click through to the next page.
• Subheadings – to break up the text.
• Links in the text – to give it the look of a news article.
• Colours – use different colour links and buttons for CTAs.
• Stories/testimonials – Use stories/testimonials for people’s experiences