Writing compelling landing page copy is somewhat of an art form. It takes a certain amount of great copy, style and technique to make a landing page stand out and convince readers to click through.
Want to get the scoop on high converting landing page copy? Here are my conversion writers’ best landing page copywriting tips.
When you can’t see to find the right words to describe your company’s success and impact, let your consumers say it for themselves. Testimonials and reviews of your company and products are great ways to convince readers to click through. In 2013, Dimensional Research conducted a report that showed as many as 60 percent of online buyers found online reviews to be helpful. Of that 60 percent, 90 percent of those buyers said that positive reviews had an impact on their future buying decision.
Clearly, a few good words from a client can really make an impact, so why not take advantage of this with your landing page? Let past clients speak for themselves and tell others what they can expect from working with your company. Consumers will often emphasise what was most important to them, which might be something completely different from what your marketers will think is important to consumers.
To sweeten the copy, include a photo of the client as well as the logo, if the client represents a business. Include the text alongside the photo and the elaborate on a few other benefits. Finish off with a compelling call-to-action (CTA), and your landing page will be ready to convert.
Highlight Added Benefits
Traditionally, copywriters focused on solution-selling writing. If a copywriter is creating an ad for a hair growth cream, he or she might instinctively write, “Get a full head of hair back.” This is the obviously solution to the problem the hair cream is trying to solve: baldness. In the past, this method has worked effectively, but nowadays, people already know the solution; now they want to know what else you have to offer.
Because so many customers do plenty of research before buying a product, they already know what solution they want from a product or service as well as what features and added benefits they want. Therefore, it doesn’t make sense to focus so much on the end result. Instead, highlight what about your product or service will make the overall experience more enjoyable.
In the example of the hair growth cream, the copywriter might emphasise how good the cream smells or that it only needs to be applied once a day. The cream might also be water- and sweat-proof so being outside in the hot sun won’t affect the cream.
Show your consumers what other great benefits they can expect from your product or service, and you’ll have high-converting landing pages in no time.
Keep Copy Simple
When students pick up a Charles Dickens novel, the first thing they usually remark on is his unending prose. Why would anyone devote an entire page to describing a tree anyway?
The truth is that Dickens got paid by the word, so he spent as much time as his publisher would allow describing that tree. Conversion copywriters, however, will find themselves out of a job if they try to imitate Dickens because when it comes to writing copy on landing pages, more words usually means less conversions.
A very small percentage of your viewers will read your landing pages all the way through. Most of your prospects will skim through the majority of your copy, scrolling through bulleted lists and reading headlines. Other readers just go straight to the bottom. A good landing page will be able to accommodate all three types of readers with simple copy.
A landing page is not the place for literary prose, and our most successful conversion copywriters are those that keep their prose as simple as possible. Cliches and other mind-numbingly boring buzzwords do nothing for your copy, and they don’t mean much to your consumers. Follow these simple tips:
● Put down the thesaurus.
● Use short sentences.
● Avoid Dickens-esque sentences and language.
● Say what you want and move on.
Was the simple enough for you?
Don’t Write Just Any Old Headline
Those precious 10 to 15 words at the top of your landing page are perhaps the most important. They introduce your company and your CTA, and they’re the first to grab the reader’s attention. If a headline is weak or boring, readers might stop right there and look for their needs elsewhere.
Headline copy should follow the “keep it simple” rule and provide readers with a taste of what’s to come. Headlines highlight the main point of the copy so whatever it is that you’re trying to promote should come across in your headline writing.
Sometimes a solid quote works to draw in attention. If you’re using the testimonial suggestion for your landing page, why not use a powerful quote as the headline? You don’t have to and shouldn’t if you don’t have one really strong quote from a client, but if you do, put that quote on display.
Numbers are also a big draw for headlines because they show data. What can your company do for them? Exactly this and produce these desired results. If you can show business owners how your business will help their profits or improve their return-on-investments, then you’ll easily pull your readers in.
Lately, the click-bait headlines, aptly named for the website famous for headlines such as “You’ll never believe what this one stay-at-home mum discovered,” has been a favourite among marketers, but it is not proving to be effective with consumers. According to a study from Return Path, this type of headline had the lowest open rate when used as a subject line for marketing emails from companies. While they might work on social media, consumers don’t want to be tricked. Avoid these headlines and keep your copy honest.
A/B Test Your Copywriting Strategies
We’ve covered four great copywriting tips so far, but you might not be able to use all of these ideas in a single landing page. That’s what A/B testing is for, to show you which of these strategies will work best for your business.
A/B testing involves running two different landing pages at the same time and seeing which one gets more conversions. This is a great way to tell which pages have the best copy and what your consumers are most likely to respond to.
The key thing to remember though is to never stop A/B testing your copy. Just like hair styles, landing page copy goes in and out of style. Today testimonials on landing pages work really well, but over the next couple of months, you might find that consumers are responding more positively to other landing page designs.
So fess up, which of these strategies are you dying to try? Share your thoughts with us in the comments.