A great landing page is more than just a stellar design.
A great, high conversion rate landing page, needs substance.
It needs copy that connects with your audience and converts!
The real challenge is knowing how to write landing page copy that converts. Luckily, it’s a combination of good writing skills and implementing specific techniques and tips for landing page copy that converts.
To begin with, a landing page is unique because its purpose is to direct users’ to perform a specific action. The focus on a single purpose is the primary feature that separates a landing page from a typical website. One of the most difficult aspects is directing users’ towards a specific action, without being repetitive. Landing pages were first introduced as a response to the poor sales Microsoft was experiencing with its Office suite.
The primary goal of a landing page has always been to generate leads. However, since its introduction, landing pages have evolved to the point where customer management, email marketing solutions, and lead capturing features are a conventional and powerful tool for retaining and acquiring buyers and subscribers.
Understanding how to write landing page copy that converts is essential to your success. If you want to maximize your page’s success, it’s important to adhere to a specific set of guidelines throughout the process. By following a particular set of rules, these one-page websites that direct your user toward a single action have the power to be extremely effective!
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.
Whatever level of experience or reason for you here, it probably won’t come as a surprise that call-to-action buttons and lead generation forms are key components in converting visitors into leads and buyers. But the next step is ensuring the copy effectively communicates the message to users. Ask yourself, what is the goal? What are you trying to accomplish? And how can your copy result in a high conversion rate landing page?
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.
Landing pages have a lot in common with websites, but what makes them different is the fact that they serve a singular purpose. With that, you need to consider the key features and pair it with the right copy.
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.
Customer testimonials are essential if you want compelling copy on your landing page, so make sure you give satisfied customers an opportunity, and even incentive to leave a review. When it comes to designing your landing page, and placing this copy, ensure testimonials are front and center, and dispersed throughout. A majority of successful landing pages include testimonials, some even include them in their headlines. Give it a try!
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.
Simple, and catchy headlines are the first thing users see on a landing page, so they need to be compelling enough to effectively engage the user. If the headlines don’t engage the user in the first few seconds, they’ll likely click off. It’s important to make a lasting impression, so make sure you include simple headlines that hook your readers and get straight to the point. The rest of your landing page copy should also be to the point, clear, and memorable. Your landing page should look like a simpler version of a website page and remain on-brand. This can be achieved through graphics, general look, and feel, color scheme, font choices, and your copy.
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!
Features are still important, but benefits describe how it will directly improve your user’s life or meet their needs. For example, instead of featuring how many megabytes a device has, define how many songs, pictures, documents, etc. that will hold instead. Above we talked about simple, snappy headlines and landing page copy – keep this in mind when featuring your benefits. Users should be able to scan your landing page copy and have the gist of the top benefits by the time they’ve reached the bottom of the page. The key to this is focusing primarily on the common problems users are most likely trying to solve with a specific product or service.
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.
The call-to-action is arguably the most important component of any landing page, and thus will show up numerous times throughout. When discussing top tips for landing page copy that converts, it’s essential to clearly state your CTA and ask your user to take a specific language, without being repetitive. A repetitive call-to-action sounds pushy, and will deter users from performing the specified action.
Use natural and actionable phrases, such as, “Start Now,” “Sign Up Today,” or “Get a Free Quote Now” and avoid less effective and passive phrases such as “Submit,” or “Send”.
Keep your CTA above the fold and draw as much attention and emphasis to the primary CTA. It’s essential that users know exactly what to do and that is simple for them to perform the desired action. For the sake of simplicity, the only clickable links should be call-to-actions, and in some cases, possibly a link to more information for users that are in the consideration phase. You can link your logo to your regular home page if you so choose.
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.
The best way to learn how your audience will respond to your landing page is with thoughtful A/B tests. A/B tests provide the perfect opportunity to determine which features convert the most leads. Testing is intended to find out if your design, copy, and product will be successful. It’s all about trial and error, which means it’s an ongoing process that most likely will require a number of revisions.
Compare slightly tweaked variations to gain the best insights and concrete data on which variation attracts the most users. Simple changes, such as your CTA copy, can help you analyze different results and optimize accordingly. Landing pages are conversion-oriented, and thus crucial to any business, as they’re the tool that turns leads into buyers. You can’t afford to have a landing page that doesn’t create a positive, painless experience. Take the time to invest in good copy in order to achieve a high conversion rate landing page.
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.
With careful attention to the top tips for landing page copy that converts, you will have the key to boosting your conversion. Instantly test the effectiveness of your landing page with others and get invaluable insight based on direct input and real user interaction with Zight (formerly CloudApp). Comparing slightly tweaked variations is one of the best ways to design the most optimal landing page and get concrete data on which variation attracts more customers. Simple changes can help you analyze different results and optimize accordingly.