Landing page copywriting is often underrated. People have grown to believe that any type of text will do when it comes to redirecting pages. However, that kind of thinking is not necessarily accurate. Studies have shown that when users click on ads and redirect to landing pages, they shut it down within mere seconds if not interested.
In the upcoming sections, we go through the importance of landing pages; how can they be used to promote leads and conversions, what the attributes of a good landing page are and most importantly, how to craft excellent content that attracts audiences and keeps them interested all the way.
Finally, if you’re hesitant about how the landing page should look, here are a few key factors to note:
- The quality of the headlines and section headings used.
- The pictures and the captions inserted.
- Call to action statements and the readability of the paragraphs.
What Is Landing Page Writing?
Landing page copywriting is a crucial element of any successful online business. It’s the attractive feature that any company or shop is trying to showcase, written in a capturing and enticing manner. The goal of landing page content is to enable visitors to spend more time on the website by checking various pages, submitting inquiries or making purchases.
Why Is It Vital to Have Landing Page Copywriting?
According to Unbounce.com, landing pages are the driving motor behind any marketing or advertising campaign. These type of pages have to be captivating as they are the first thing a visitor lands their eyes on after being directed from an external ad, pop-up or backlink.
“Landing pages are designed with a single focused objective – known as a Call to Action (CTA). This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns and lowering your cost of acquiring a lead or sale.”
How to Use Landing Pages to Lower Costs
Using targeted promotion and precise, also product-targeted, content further entices visitors to take action. For starters, finding the specific info needed on the product they’ve clicked on gives visitors and potential buyers a sense of being in the right place, or in this case, page.
Yet, if given the choice between promoting the homepage or a standalone landing page, the latter option will show merits faster. Landing pages are very narrow focused, they have one clear mission – conversion. As opposing to homepages which are typically very broad and include various links about different topics all at once. Trying to juggle between promoting both must factor in how different the two pages are. Remember that nobody likes to reduce their conversion rate or minimise the effect of their messages.
Digital Marketing Isn’t Easy
In today’s short attention span, the majority of any website visitors will leave within seconds if they don’t see reinforcing messages that they’re in the place. Of course, it goes without saying that content creators have to cultivate clear and easy-to-grasp messages.
In other words, whatever is mentioned in the click-on ad must be repeated in the landing page. Once an ad has managed to capture someone’s attention, this person will promptly feel the urge to click on the ad and be directed to the landing page, if the page doesn’t complement what he received in the ad, the entire process will fail and he or she will close the tab instantly.
How to Create Good Landing Page Copywriting
Landing page copywriting is the art of keeping the website visitor interested. And like any other form of art, it has a set of techniques that can differentiate between good and not-so-good content.
1. Take an Inventory of the Landing Page Copy
Users who click on ads are either deeply curious or willing to make a purchase. As a successful business owner, you want to keep those two types on your side. When approaching a purchase, visitors will prioritise the copy and read into it carefully. So it’s important to work carefully on selecting the terms and formats.
The core of any effective landing page is:
- The headline
- The first paragraph or introductory paragraph
- Bullet points of features
- The form header
- Privacy statements
2. Craft an Efficient Headline and CTA.
The headline and the correspondent call-to-action statement are the first things a visitor reads. Think like the headline is the main star in your cycle, all content must revolve around it. As for the call-to-action, one can ask these questions to produce effective statements.
- What is the motivation for clicking this button?
- What is the benefit of clicking this button?
According to The Landing Page Course: “Your headline has one job and one job only. To get your visitors to continue engaging with your message, increase their desire for what you’re offering, and motivate a Call-To-Action click. That’s why when it comes to crafting effective landing page headlines, choose clarity over clever.”
3. Writing Benefit Sentences
This technique is one of the best and most time-saving solutions any business can go for in their landing pages. Why? Simply because they summarise what the product or service has to offer. Also, they speak clearly to consumers and address their needs, thus potentially solving their problems.
4. Reflecting on What Consumers Think
Again and again, thinking like a prospect can show its merits in diverse aspects. Instead of crafting content from scratch, it’s always advised to rely on what consumers have thought, said and felt about your product or your website. Try to highlight those features as enormously as possible in the content. “According to Copyhackers founder Joanna Weibe, if you want know what messages to put on your landing page, you can swipe it from your visitors, customers and prospects,” as retrieved from The Landing Page Course.
What Are the Best Landing Page Copywriting Practices?
According to Search Engine Journal, the following ten practices can guarantee effective landing page copy that can enhance leads and sales, as well as keeping the visitors interested throughout their time on the page.
1. Keep Things Clear and Easy to Go Through
- Headlines and Section Headings: As previously mentioned, headlines are one of the main points of any landing page. Feel free to throw in section headings to that equation, too. Not only do these sentences attract the readers, but they also summarise the page’s content. Moreover, visitors use headlines and sub-headings as navigators, they skim through the content until they find something that matches their needs or catches their attention.
- Pictures: It’s no surprise that pictures resonate better with readers than mere words. Plus, adding a picture to the content further reinforces the message, may they be product photos; infographics, screenshot, or more.
- Call-to-Action Statements: These concise, clear sentences are the best way to encourage prospect consumers or target audience to take action or make a conversion. They can be as diverse as possible; fitting the priorities of any business.
- Using Bullet Lists: Bullet points make everybody’s lives easier. In case of mentioning major key differences or simply loads of information, bullet points can help you organise your copy and comprise them into easy-to-digest bits.
- Short Paragraphs: No one likes seeing huge chunks of text. They look intimidating and hard to read. It’s preferred to split the text into three-to-four sentences per paragraph for easier reading and facilitate them on the eyes.
2. Start and Continue a Conversation with Potential Buyers
People love storytelling. Instead of just posting your content and messages to prospects and urging them to take action, it’s better to integrate them in an interesting conversation where they can understand and get to know you as a brand, and then make an informed decision. Since it’s hard to do that in a landing page, just make sure to link other pages where visitors can get to read about the business more.
3. Do not Distract the Reader, Focus on One Thing
Landing pages can only be centred around one topic: the promotion you’re offering or the request you need. Therefore, you should utilise everything in your power to respond to your visitor’s needs. The content used should complement the CTA and the goal of the landing page. For instance, if the offer is limited, do not spend a hefty amount of time perfecting copy about long-term results. Giving the audience a sense of space will never urge them to take action or make purchases right away. Preferably use words such as “Now” and “Hurry”.
As retrieved from HubSpot “Famed psychologist and New York Times bestselling author Dr. Robert Cialdini lists scarcity as one of the six psychological triggers that win sales and influences people. It’s one of the oldest tools in a marketer’s tool belt. Every infomercial in history leans heavily on the “call now” or “limited time only” tactic for increasing sales. Noah Kagan, Founder of OkDork and Facebook employee number 30, utilizes scarcity with the right balance that gets people to sign up for whatever he is promoting.”
4. Share Statistics with Visitors
To increase the credibility of your message, try to accompany each benefit or fact with recent statistics to back-up your information. This method is guaranteed to drive sales and conversions better than witty sentences at any time.
5. Mind Short Attention Spans
It’s better to just focus on the crucial details in your landing pages. However, at certain times, additional information or requirements should be mentioned as well. The best way to handle this is by dividing the content into two segments; one with the major outlines and another section for the extra information down below.
6. Reviews and Testimonials
Customer testimonials are shortcuts to people’s hearts. They increase brands’ credibility and encourage sales. Thus, featuring reviews and testimonials has become one of the key elements of landing page copywriting. There’s no limit to what a brand can do with positive testimonials; attract new prospects, drive conversions, or spread word of mouth. Feel free to add on new ones whenever possible.
7. Keep Text Natural
Steer clear from using too many photos, hyperlinks, or basically anything that would distract the visitors from comprehending your messages. According to LanderApp, “Always make certain that the content you write is relevant to the subject of the landing page. The importance of this is very high. Especially when writing SEO content marketing or for a paid ad.
For the sake of SEO – make sure to have a fairly high density of keywords – this does not mean spam your reader, have a headline that includes the keyword followed by a sprinkling of the same through the paragraphs. Also, remember to include the keyword in the page’s meta descriptions and the URL. This lets the crawlers know that this content is particularly valuable to the page.”
8. Use a Positive Tone
Always remember that landing pages are made to persuade visitors. And there is no better way to do so than by being natural and casual. Another great method is following the same tone of the brand identity. Avoid sounding redundant or extra formal without need. If the brand identity is humorous, integrate witty content or a few jokes. A couple of giggles won’t hurt anybody.
9. Match the Content with the Value Presented
Think of the entire process as a smooth transition from a click-on ad to a clear landing page. Using complicated wording or sophisticated terms could be a great turn off for visitors. Trying to establish a smooth ‘clicking’ journey for your visitor, which ultimately enable him or her to form an idea about the promoted product or service, and consequently, make a purchase or take action.
10. Stand out from the Crowd
The Internet is filled with click-on ads and their corresponding landing pages. Copywriters nowadays tend to follow mainstream trends and sworn upon techniques, however if the company has its own set of terms, personality, vision; feel free to express it. Digital marketing, in general, has room for trial and error. Although, seeing something original is always a breeze of fresh air for the audience.
Tips for Killer Landing Page Copywriting
Here are some tricks to live by from Foundr:
- Conducting Extensive Research: The road to excellent copy is not easy. Before attempting to compose the copy, one needs to conduct research to familiarise himself with the topic, target audience as well as the industry’s trends. By paying attention to what the market lacks, copywriters can integrate these needed elements in their content. This strategy could be a winning asset if utilised right.
- Constructing a Solid Brand Identity: Clear brand identity and set of objectives will translate into effective landing page copywriting. It doesn’t matter if a business is small or not. Having a strong brand identity is essential. Take into consideration that visitors and prospects want to learn more about the nature of the brand they are dealing with. A homogenous stream of products, services, content and call-to-action statements will show consistency and clarity of the brand, therefore, enticing people to spread it across their family and friends network. In other words, if content creators manage to persuade visitors with their landing pages, they have guaranteed an advocating army that will seek to share their experiences with the crowd, i.e., better publicity and greater conversion rates.
- Doing Quality Tests: Ernest Hemingway wasn’t wrong when he claimed the first draft of anything is not good. Of course, we adjusted the explicit phrasing on that quote. Moreover, before settling on a definite style, it’s better to try out several approaches and compare their impact on an audience. Do not spare time to make sure that the CTAs, headlines and other complementary segments are top-notch. They could be potential conversion makers or breakers to any business.
- Constantly Take Notes, Make Room for Improvement: In today’s fast-paced world, everything is subjected to change. Market trends alter on a daily basis. New businesses rise while others die. Perfecting a good landing page copywriting strategy is hard, especially if the CTA or the objective of the page is major. However, it’s vital to adjust and update this strategy from time to time. The best way to do so is to take into account any constructive criticism, reviews, complaints, technical bugs, and more. Also, another effective method is keeping records of former digital campaigns, CTAs, landing pages references and try to avoid weak solutions. The improvements can reach everything from the language used, the messages themselves, the visuals, etc.
Landing Page Copywriting: Final Words
While it’s crucial that any landing page keeps a natural tone, that is barely what it takes to have a profitable outcome. The golden rule here is to maintain an open lane for constructive criticism, adaptations and keep a close eye on the changing trends in the market. Stay true to what the brand resembles and make that transparent in the content used.
The audience has become quite intuitive to digital advertising campaigns and click-on ads, they’ve developed a highly-progressive taste, so, consequently, it became harder to keep them interested for a long while. Before assembling the pages, copywriters should sum up the fruit of their extensive research and use that to build up strong statements for their landing pages. It’s also recommended that they conduct numerous tests, take feedback from focus groups or peers, and observe how competitors are doing with their landing pages as well.
Want to learn more about getting your copywriting practices right? Check out this video, recently recorded by ProfileTree: