The structure of a page that converts
The promise, in one line
What you do, for whom, and what the client gains. "Websites in Marrakech, delivered in 7 days, from 2,499 DH" says everything. "Your trusted digital partner" says nothing and could belong to anyone.
Proof, immediately after
A figure, a client name, a photo of real work. Moroccan visitors are sceptical from experience: they have seen promises go unkept. One verifiable proof defuses faster than a paragraph of adjectives.
Objections, handled one by one
"It is expensive", "it will take months", "what if I am not happy", "I will not know how to use it". Every objection left unaddressed on the page becomes a reason not to write. Answering them in plain sight raises contact rates more reliably than any coloured button.
One single call to action
Three different buttons is hesitation. One, repeated, is a direction. In Morocco that button is almost always WhatsApp.
Mistakes found on nine Moroccan sites out of ten
- Opening with "Welcome to our website" — a sentence that informs nobody.
- Talking about yourself instead of the client's problem.
- Adjectives without proof: leading, innovative, dynamic, essential.
- No price anywhere, which loses everyone working to a defined budget.
- Walls of text without subheadings, impossible to scan on a phone.
- French too formal for a clientele that thinks in Darija.
Which language, for whom
The language choice is commercial, not ideological. A local neighbourhood clientele responds better to simple French or Darija. A B2B or institutional clientele expects professional French. A tourist clientele reads English. A well-made trilingual site does not translate word for word: it rewrites for each audience.
What it changes in practice
On the redesigns we run, copy is the line item that produces the widest gap at equal budget. Same design, same speed, same images: a page rewritten around a clear promise and three proofs generates markedly more messages than a page that merely lists services. It is also the cheapest work to redo — and the one everyone keeps postponing.
