Use a specific niche audience, a single clear benefit, a named asset (not "contact us"), plain-English risk disclosure, and a low-commitment CTA. Avoid superlatives ("best"), unsubstantiated numbers, or urgency pressure that trips FCA rules.
The copy formula 1. Opening line: specific audience ("Over-55 homeowners with a SIPP..."). 2. Offer: named asset ("...get our 10-minute pension review."). 3. Proof: regulation + niche experience ("FCA-authorised. 1,200 pension transfers reviewed."). 4. CTA: low-commitment ("See if you qualify in 2 minutes").
Compliance watch-outs - No superlatives ("best IFA in UK") without substantiation. - No guarantees of outcome or return. - Past performance requires explicit disclaimer. - Testimonials are heavily restricted — use outcomes aggregated, not named.
Do-and-dont examples Do: "Most of our clients consolidate 3 to 5 pensions." Dont: "Get 30% more retirement income guaranteed."
A/B testing Test opening lines first (60% of ad performance), then CTAs, then creative imagery.