I decided to go with a concise, PAS-templated web banner format to challenge myself with a limited word count. In this copy, my intent was to use “you,” “we,” and “us” to maintain a more personal feel and help form a connection with the customer. I also intended to show the use of the active voice while using sensory words to invoke an emotional response. Lastly, I wanted this copy to demonstrate a benefit rather than a feature to inspire action on the previously established agitation.

This is a made up product for a made up company:

Do you feel forced to choose between a healthy lawn and a healthy pet?

You shouldn't have to worry about the chemical residue your dog tracks into your home every time they step outside.

Let them roll, run, and play with total peace of mind on our all-natural HealthyPet™ lawn.