Keep it relevant
Promotional banners are distracting and interrupt the user’s flow — so they must be targeted, timely, and relevant to what the user is doing.
Avoid generic or overly broad messages. Frame the heading around a clear user benefit or goal, not a feature list.
Aim for clear and compelling
Be imaginative, but be clear. The heading could be a call-to-action, a question, or a statement — as long as it speaks directly to the user and their needs.
Keep body copy brief (2–3 lines), reinforcing the heading and focusing on a single key benefit. Avoid repeating the heading or overloading users with details — progressive disclosure works best.
Provide an easy next step
The call‑to‑action should be short, direct, and imperative — ideally 2–3 words.
Don’t include articles (the, a) or pronouns (your, my). Use first-step phrasing such as Get started or Upgrade plan.
Avoid passive labels like Learn more unless no other option is available.
Test, measure and iterate
You’re unlikely to get it perfect first time. Experiment with different approaches and wording, and consider A/B testing to see what resonates. Call a copywriter — product marketing is your friend here.