Be it driving traffic, generating leads, or improving SEO- landing pages are indispensable for all businesses out there. But have you ever wondered what separates high-converting landing pages from the rest? Why do certain pages spur you to action more effortlessly than others? Copy; it all lies in the copy. Writing effective landing page copy is a complex skill to master, but once you get the hang of it, converting visitors to leads becomes a breeze. In this blog, we are going to walk you through a host of different techniques that will let you exercise a firm grip over this craft. Sounds exciting? Well, dive in already!
Structure Your Content Neatly
Imagine opening a brand’s landing page only to be greeted by a seemingly ceaseless monolith of text. How quickly will you bounce from there? Therefore, deftly arranging your copy is extremely crucial for it makes your landing page more readable and easy to navigate. So, what can you do to improve the structure of your landing page copy?
- Clearly demarcate headings and subheadings: We know this sounds like pretty staple advice, but you’d be surprised to find out just how many businesses fail to implement this on their landing pages. When a visitor arrives at your landing page, rarely are they looking to read it in its entirety. Rather, they aim to find something that’s directly relevant to them at the moment. Having dedicated headings and subheadings for different content verticals on your landing page, thus, makes matters incredibly convenient for your visitors.
- Use pictures: Irrespective of how gripping your landing page copy is, it will fail to attract the attention of visitors if it’s not interspersed with relevant and attractive visual aid. Brands are typically advised against making their landing pages text-only because it proves to be rather exhausting for visitors. On the other hand, when your copy is smartly punctuated with images, icons, illustrations, and other visual elements, its appeal enhances by leaps and bounds. Subsequently, such a landing page invites greater engagement, fetching you more conversions in the process.
- Use bullet points: Say your product or service has several alluring features, and you want to list them all out on your landing page (as you should). How do you go about it? Do you pile sentence upon sentence to construct one huge wall of a paragraph, or do you lay them down neatly using bullet points? Really is a no-brainer, isn’t it?
Litmus’ landing page copy is an ideal illustration of what we discussed in the points above.
Make The Copy Customer Focused
Whether you are writing landing page copy, social media copy or email copy, this piece of copywriting advice holds true for all occasions. Don’t just go off rambling about how virtuous your product is. It will instantly put off your customers. Instead, talk about how your offerings are relevant to your customers’ pain points. Imagine you are trying to sell a car. Sharing with them the ratio in which rubber, carbon black, and sulfur are mixed in your model’s tire isn’t really going to make much sense to them, is it? However, if you were to tell them how this very mixture renders the tires with a prolonged lifetime, that will surely get their ears all perked up, no?
This is precisely the approach you should aim for while drafting your landing page copy. Remember, customers are not oblivious to the deluge of options that the market has in store for them. To be able to outshine your competitors, you must successfully demonstrate to your target audience how your solution aligns directly with their needs and requirements.
Let us break down Peloton’s landing page copy, so you get a clear idea of what we are talking about here.
Notice how the landing page copy over here is intended to illustrate the benefits of the app rather than emphasizing Peloton in and of itself. Every single segment that you come across discusses with absolute clarity how the Peloton app is designed to ease the lives of its users. Without taking a boastful tone, this copy skillfully addresses the concerns that one might have when they are considering investing in such a tool via its detailed FAQ section. Such a copy not only holds the attention of visitors but also encourages them to take action.
Leverage Success Stories And Customer Testimonials
Nothing can convince a prospective customer more about the reliability of your offerings than a glowing review from another fellow customer. An extremely potent marketing tactic, leveraging social proof can do a world of good to your conversion rates. With your landing page copy, you can go only as far as narrating the experience your products and services are capable of offering. But it is the customer testimonials and success stories that serve as a solid validation of these claims. Now you understand why they are so compelling, don’t you? Some brands even prefer putting up a picture of the customer alongside their testimonial to seal their credibility.
Take a look at how Tushy goes about the customer testimonials on its landing page.
Write Intriguing Headlines
As we mentioned earlier, visitors don’t (sadly) really pore over each word of your landing page copy. Rather they just skim through it. What really catches their eye in this exercise are the headlines of your content sections. Now, should they be magnetic, you have a good shot at nudging them to dive deeper.
So, what goes into writing a smashing headline?
- Don’t sound vague. Brand vision or product features- whatever you might be talking about, make sure your headline conveys it unambiguously. Often in a bid to be witty and humorous, brands try too hard to incorporate metaphors and wordplay into their headlines. If you are able to do so without compromising on your headline’s clarity, go ahead. If you have second thoughts, though, we suggest you refrain from using them. The primary objective of your headline is to be clear, not clever. You will always have room to showcase your wit in the subheadlines and body copies. But, your visitors will reach there only if you are able to hook them in with your headline in the first place.
- Practice message match. From where did your visitors get directed to your landing page? Was it a Google search ad? In that case, you must look to match your landing page headline with your ad copy. Likewise, your headline should reflect the same if the channel is social media. Essentially, you should create a different landing page with corresponding headlines for each one of your channels. Why is message match important? It informs your visitors that they have arrived at the right page. In turn, this reduces your bounce numbers.
- Showcase empathy. Your headline must convince your visitors that you understand the root causes of their problems. An ideal headline is one that not just highlights the pain point but also offers a solution.
Framebridge’s landing page is a masterclass in writing impactful headlines.
Keep the Language Simple
If you think writing your copy in flamboyant language is going to fetch you dramatic results, we’d ask you to take a moment and reconsider. Now, technically, there’s no problem as such with using language that can put bestselling authors to shame. But, here’s the thing- a landing copy is not really meant for putting visitors in a literary trance; its job is to drive conversions. And for that, simplicity is the best suit. Keep your sentences short, your words accessible, and make certain that they ooze clarity. That said, don’t pepper your copy with buzzwords (“state of the art technology,” “integrated solutions,” and the like). Audiences will see right through it.
How often have you come across landing pages where you couldn’t distinguish whether the copy was written by a bot or an actual human being? Here are some tips, so your landing page doesn’t leave your visitors in the same dilemma.
- Try writing the way you speak. Don’t try to sound overly formal or restrained. It is perfectly alright to maintain a slightly casual language with your visitors. Even if your brand identity requires you to maintain a formal tone, ensure that your copy doesn’t sound impersonal.
- Draft your copy in the first person. This will help you establish a personal connection with your visitors.
- We know we said that the purpose of a landing page copy is to generate conversions. But that doesn’t mean that you frame it as a sales pitch. When people pick up on the fact that you are trying to sell them something, they immediately stop responding. Hence, the best course of action is to write your copy as a conversation.
Wrapping It Up
If you are new to landing page copywriting, the chances are that you will not get it right on the first attempt. And that’s perfectly alright. All the delightful copies that you see around you are the results of years of practice and experience. Soak up on the insights shared above, carefully analyze the examples, roll up your sleeves, and get going! We promise you, the magic isn’t far away.