Write Landing Page Copy That Converts
Editor's Note: This post has been updated with new links and content.
Original Publication Date: January 17, 2019
The right marketing language can be a difference-maker when users are considering a purchase, subscription, or any other offer. Compelling landing page copy, therefore, is essential if you want to drive conversions.
This post is going to cover some of the most important factors in landing page copy. Our first tip is a simple one — literally.
KISS (Keep it Simple Stupid)
This is a common saying in the marketing world, and it applies to landing page copy too.
You have a limited amount of space and time to explain what you are offering. Use short sentences and write as if your audience is reading at a 6th-grade level.
Your copy should:
- Be clear and relevant to your audience.
- Focus on your leads' needs and the positive outcomes of converting.
- Use a second-person point of view ("You," "Your") in your copy.
- Be consistent and free of
grammergrammar and spelling errors.
- Use different themes, tones, and tactics to test your copy.
4 Components of Successful Landing Page Copy
1. Headline: Your landing page headline is usually the first thing your leads will see. Your headline should be simple and clear but bring a punch. Again, be specific and focus on the most important part of your offer.
2. Call-To-Action (CTA): Your CTA can come in many different forms on your landing page. Make sure your copy is relevant and directly corresponds to other content on the page while focusing on helping your leads achieve their goals.
Also, your CTA should always be visible on your landing page so that users can take action the moment they're ready. Be sure to include a button or link in every landing page section or row, or add a "sticky" header or footer that stays on-screen as users scroll.
3. Body Copy: This is where you can anticipate and answer your leads' questions about your offer. It is important to do some research on your audience when writing your body copy. Avoid being too “wordy” (remember KISS?) but make sure to include key points.
4. Give Proof: Buyer testimonials, reviews, and users’ social posts are all valuable additions to your landing page, but you can use others' words as inspiration for your landing page copy too. This will help you reduce potential objections and make your leads feel more comfortable with what you are offering. Let your happy customers write the copy for you!
Test Your Landing Page Copy
Testing is key in creating compelling landing page copy that turns leads into conversions. Something as simple as changing a single word in a headline might be the difference between success and treading water.
Consider testing headline and subheadline variations. Use different versions of your CTA copy to see what resonates with your audience. And be mindful of how your landing page images, design, and flow support your copy.
Finally, creating successful landing page copy takes time. Take the time to experiment and improve your on-site elements before you scale. Be patient and figure out what works best for your audience, and use those lessons to create more effective content.
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