A landing page has one purpose: turn prospects into leads. Which makes the copy on that page pretty important.
You only have 8 seconds to make a good impression. To make your landing page hit home, answer these 3 questions:
- Who are you?
- What are you offering?
- Why does your product or service matter?
There are certain tricks most copywriters use to write landing page copy that converts. Here’s how to make your landing page a lead generator!
How To Write Landing Pages That Convert
1. Write a killer headline
Your headline plays a crucial role in converting your leads, but it should be clear before it’s catchy. A good headline should tell your reader exactly what value you’re offering, and align with any other previous content such as an email or social media post directing to your landing page. Use this piece of text to compel your visitors to stay and learn more about you, your product and service.
Here’s what your headline needs to do:
- Be short and clear
- Grab attention
- Tell the reader what you’re offering
If you can’t get everything in the headline, leave it for the subheadline or the landing page copy. Just remember, you need to make an impact so your visitors stay, learn more and take action. It’s best to keep your headline to a limit of 10 words.
Here are a few headline best practices:
- Use active voice
- Include a number
- Limit it to 10-15 words
- Create a few variations
- Include power words like bonus, final, new or value (find 700+ power words here)
For example, a headline reading:
“Send emails marketing your machines in 60 seconds”
Gives the reader a clear idea of the outcome, uses a number and is short. We could expand on this idea in the subheading or the landing page copy, but either way we’ve piqued some interest to start!
2. Emphasise the benefits
“Sell the hole, not the drill!”
According to a Harvard study, we’ve reached the end of “solution” sales. Meaning that customers are better at identifying the solution to their problems and are now focusing on who can best relieve them. And now they’ve come to your landing page as a potential leader with that solution.
With this in mind, you should be pitching the benefits of your product or service while emphasising what’s in it for your customer. So, when writing your copy think about the “how”. Will it increase sales, drive engagement or save them time? Whatever it is, put those benefits front and centre.
3. Write for people
Your landing page should be written for people, so it shouldn’t sound like you’re a robot. As human beings we love to connect, and the best way to do that is to give your copy some personality. Write as though you’re speaking directly to your customer.
Here’s a few tips that will make your writing more personal:
- Write the way you speak
- Use simple & short sentences
- Use humour, if it’s natural & in-line with your brand
- Make it sound natural, even if you break some rules
People are more likely to buy from someone they like and trust. So think personable language that’s relatable, while still maintaining your authority on the topic.
4. Be specific and use numbers
Adding numbers to your copy makes it more specific and more persuasive. It also gives you more credibility, as it reads like you’re being more transparent about yourself and your product or service.
For example, which of these do you think is more persuasive?
“Thousands of customers found success with our tool”
“10,000 customers skyrocketed their conversions by an average of 89.3%, in just 30 days”
In the first example, we aren’t telling the reader the real value or story, which is how much their conversions could increase, based on other customers’ success. The second example, on the other hand, is a lot more specific which makes it more believable and persuasive.
5. Lead your prospects to take action
No landing page is complete without a ‘call to action’ (CTA). Your CTA is what leads your prospects to take action, without it your page turns into a dead-end.
So, you should always include a killer call-to-action, or a few, on your landing page to convert your readers into hot leads. To do this, start by thinking about the end goal of your landing page.
- What is the point of your landing page?
- What value are you providing in exchange for a form fill or other CTA?
- What do you want your prospects to do?
It’s also important to note that the number of CTAs you should include will vary depending on the length of your landing page. If you have a longer landing page, you might want to start off with a “find out more” CTA and then later filter to a “download now”.
Not sure how to write a CTA that converts? Read this article for 5 quick tips.
6. Keep it simple
When you’re writing for conversion the best thing you can do is keep it simple.
It might be hard to reign in your clever copy, but simple, straightforward content is best for conversion. Most people won’t read all of the copy on the page anyway, so it’s best to get straight to the point.
Here are some things to keep in mind when writing your landing page copy:
- Be clear
- Include CTAs
- Use short words
- Use short sentences
- Use short paragraphs
- Don’t over-complicate the copy
- Use bullet lists (great for scannability)
7. Maintain message consistency
Marketers call this “message match”. This is a simple concept that means your message needs to match the offer on all of your marketing collateral, not just your landing page. So, all the copy and imagery should be consistent across any ads, banners or email marketing campaigns you’ve created. This way your reader knows exactly what they’re getting when they arrive on your landing page.
8. Have a testimonial or two
There’s nothing more powerful than what your customers have to say. Why? Because part of the buying process is seeking out validation that we’re making the right choice. How many times have you looked up reviews or watched YouTube videos about a specific product?
This is called ‘social proof’. And people love it! In fact, Hubspot found that 71% of millennials are more likely to purchase something if it’s recommended online.
Testimonials produce outstanding conversions because they put the focus on a personal experience. They don’t just show your potential customers what they could experience; they show them what they will experience.
This is one of the most powerful conversion techniques, and it has nothing to do with writing. Instead, it’s about leveraging your users and showing off how they benefit from your product or service.
There you have it; 8 tips for writing compelling landing page copy that will help you convert your visitors into leads.
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Sources: blog.hubspot.com, crazyegg.com