How to Write Landing Page Copy that Converts
Designers, marketers, and businesses commonly use landing pages as part of their marketing and sales tactics. Typically speaking, landing pages are linked to an email newsletter or social media campaign to convert those leads into buyers or subscribers. If you’ve ever clicked an ad from your Instagram or Facebook feed, then you’ve most likely landed on a few landing pages. Alternatively, as a designer, you’ve probably created a fair share of landing pages or maybe you haven’t. Either way, you’re likely familiar with the overall concept of a landing page and maybe you’re here to get the 411 on how to write landing page copy that converts.
Define the singular purpose of your landing page
Like every aspect of your online marketing plan requires goals. A landing page that lacks concrete or specific goals is not going to an effective page. Define your goals clearly before designing and writing copy for your landing page. Most likely, your goal is a high conversion rate landing page that converts users into buyers or subscribers.
Customer Testimonials
When you’re searching for a product, service, or company, what do you do first? You probably ask close friends, family members, or colleagues for recommendations, or you start googling reviews and testimonials. Customer reviews and testimonials are hands-down the most effective conversion copy techniques. This is one of the easiest and best parts as your satisfied customers will write this copy for you. And it works! In fact, it’s one of the most powerful forms of copy. It’s the difference between you telling someone about your strengths, versus someone else singing your praises.
Give Specific Examples
We’ve all heard the saying, “numbers don’t lie.” Not only that, but numbers and specific examples increase your persuasiveness and believability. Blanket statements or claims about a product or service aren’t compelling or convincing, but citing statistics and detailed metrics is. With so many options, potential customers are looking specifically for how a product or service will benefit them. Use specific examples and metrics of what they will experience for the best results!
Connect with Your Audience
The key to any successful copy is connecting with your audience on a fundamental and human level. Customers aren’t interested in buying from faceless corporations, people want to buy from people. Your copy should reflect this notion. Consider your target market according to psychographics and demographics, such as age, where they live, interests, marital status, etc. Your goal is to provide your user with value. Don’t get caught up in trendy styles, tons of features, or unnecessary buzzwords that will distract users. Keep things conversational, by providing clear and concise copy that sound like themselves and/or their peers. Focusing on your user will enable you to write convincing, appealing, and relatable copy that leads them to the end goal.
Simple and Snappy Headlines and Copy Text
We’ve all heard the acronym, KISS – keep it simple, stupid. This is precisely the attitude you want to take when understanding how to write landing page copy that converts . Your headline should be the element that grabs the users’ attention and thus, it should convey the essential message and the unique selling proposition of your landing page, quickly and simply.
Benefits
Your users want to know the benefits , not the features of your service or product. This can be a difficult distinction that makes a huge difference! Features define what a service or product is, while benefits describe what it will do for them. In other words, how a feature will benefit them, and that is far more appealing and persuasive!
Clear Call-to-Action
One major difference between a website and a landing page is that the usual site navigation is absent. This helps clearly direct users to complete the desired action, outlined by the call-to-action, and removes any distractions that might lead them away. Once you’ve outlined the intended goal of your landing page, you will probably have a clear idea of what your call-to-action will be. Your call-to-action needs to be clearly tied to your goal, and be in line with everything else on your landing page, including the copy, images, UX, and the overall layout.
Apples or Oranges and A/B Testing
Once you’ve designed and written the copy for your landing page, it’s time for A/B Testing .
A/B Testing with Zight (formerly CloudApp)
Tailor your landing page for the ultimate user experience. Get clear on who your target audience is so you can speak directly to them. We also recommend always staying open to feedback, testing your regularly, and revising it to ensure you continue to meet your goals. A well designed and written landing page encourages users to keep coming back, fits your brand, fulfills your business needs, boosts conversions, and makes a lasting impression.