Have you ever wondered if the difference between making a conversion on your website and not making one is simply due to the words that you choose in your copy? If conversions -- i.e., making a sale or getting someone to pay for a service -- are your ultimate goal, you need to know how to give yourself the edge. Your diction makes a big difference here. The smallest word choice may cause someone to take immediate action or put it off for later. They may not even know why they're doing it, but it's clear on your end that having copy that promotes the highest number of conversions is beneficial.