Conversion Copy for Foot Care Brand

OnycostopPro is a DTC antifungal product tackling foot fungus — a problem no one wants to talk about but many suffer from. The product had traction and good reviews, but the copy was too safe, polite, and clinical for a brand delivering real results. They didn’t need a full rebrand — just copy with more punch and persuasion.

The existing copy was functional but flat — long paragraphs, ingredient-heavy, lacking “why should I care?” They wanted conversion copy that stood taller, hit harder, and made people want to buy — not just nod along or bounce after one purchase. The goal: bold, different, conversion copy that broke the polite mold without tipping into infomercial territory.

I tore through the original copy, stripped fluff, and rebuilt messaging mercenary-style. The landing page opened with no-nonsense headlines, hit pain points hard, and presented benefits in a human, relatable way. Emails were short, sharp, and sales-focused, crafted with their email specialist — clean, promo-ready energy with urgency and personality. Ads featured scroll-stopping intros, crisp CTAs, and language far from pharma pamphlet blandness.

Clear CTR boosts on paid campaigns, stronger email engagement, and copy finally matched the product’s bite. “We needed edge, you gave us edge,” the client said. Mission accomplished.