Copywriting is crucial to the success rate of your landing page. You might have the best product in the world, but if you can’t convince your target clients to take action and convert, they’ll bounce off your landing page.
So, how can you write something that is of quality and can persuade people? How can you write something that actually gets past your clients’ objections and convinces them to seriously consider what you offer?
In this article, we’ll answer exactly that and offer you ways to transform your boring landing page copy into a viable and profitable one.
1. Reexamine Your Goals
You’ve created your landing page with a goal in mind. This needs to be applied not only to your landing page but to every page on your website. Each page has its one core goal that needs to be attained. For example, one of the goals of your landing page can be:
- Signing up for your newsletter
- Watching a video/course
- Starting a free trial
- Paying for your product/solution
Let’s say that you’re hosting a course on your landing page and you want to attract returning visitors. You need a copy that catches their eye. Your only job is to present your course and convince the leads to opt for it. This is where good copywriting steps in (Example from Urban Masterclass):
- Value proposition
- Course summary
- What you’ll be teaching
After you nail the copy, all you have to do is make the course registration uncomplicated.
This is why you must define a landing page goal, and stick to it without any additional distractions. Define your call-to-action and work your copy around it. For example:
2. Have an Irresistible CTA
Speaking of CTAs, if you really want a high-converting landing page, you must focus on creating an irresistible offer for the customers! Designing a CTA is one thing, but convincing people to convert and click on it is another. Your CTA is the convincing point, it’s what sells your offer. If it is captivating enough, it will work like a charm!
So, how can you write a call-to-action that people can’t resist but click on?
Think of your landing page visitors as Alice…in Wonderland. Alice is in the room with the tiny door aka the CTA button that uncovers a whole new world for her, the user. This world might be totally unknown to the users, and this is why you must exclude any copy that will stress them out. For example, they might be wondering:
- OMG, what if I click?
- Wow, is this really why I clicked in the first place?
- What will I lose if I don’t click?
The most important aspects of a high-converting call-to-action are:
- Visibility: Your CTA must be visible and easy to spot from the moment users land on your page.
- Clickability: Every element and copy on your website needs to lead your users to the CTA button. That’s why it is inexcusable to dim your buttons along with the rest of your content.
- Positioning: If you place call-to-action buttons in sections where the visitors can’t spot them easily then you will get fewer clicks and there’s a chance that the rest of your content will not be properly positioned at all.
- Copywriting: You must sound convincing in the first place. You have to outline the benefits that you offer to your online visitors. If people are not convinced, they will not click at all, it is as simple as that.
3. Tell Them What’s Unique
What’s unique about your product/service is what separates you from your competitors. This is called a Unique Value Proposition (UVP) and it’s your declaration that explains what’s unique about your product/service.
The most prominent places to express your UVP on your landing page are:
- within the hero image
- the headline
- the subheadline
Essentially, your hero section is the place where your value proposition needs to reside. Now, you might be asking – how can I convince my target users with my UVP?
Well actually, by the time your leads open your landing page, they should have been nurtured and convinced by your other content. For example, let’s say that someone is searching for “get more leads” and clicks on one of the number one results on Google.
You’d expect to see the phrase “Get more leads” with something additional somewhere in the hero section, but here, that’s not the case.
Here’s the thing. Your UVP must be somehow matched with the search engine query or the content that brought the user to the landing page. When users don’t see what they expect to see, it’s not that clear to them whether you offer the service that they’re looking for or not. You shouldn’t confuse them straight away with your hero copy.
Instead, you need to do your best to incorporate similar keywords that people use to find your service, as well as high-quality content that will be matched with your UVP.
Here’s another example, let’s say that someone wants to celebrate the monthly success of the sales department. They search for “office drinks delivery” and clicks one of the results.
After the click, the user enters the following landing page:
The message from the search query is matched, and by the way, the landing page looks sleek and the service exclusive.
In a nutshell, if you want to have a high-converting landing page UVP, you need to match expectations and highlight what’s awesome, exclusive about your product/service, something that people can’t get anywhere else.
4. Express Your Most Powerful Benefits
Besides your unique value proposition, what else can be used to convince prospects? Of course, we’re talking about benefits and the results that come after using your product/service. Let’s have a look at the following example.
It looks like a list! How can anyone find the main benefit of the service here?
Here’s the thing, when someone clicks on a landing page, he/she is most likely aware of the service. You don’t have to write an entire article within your landing page to convince someone. However, readers want to see something extra when you describe the benefits.
Officevibe outlines the main benefits of their employees engagement solution perfectly on their landing page:
Because the main benefit of their service is perfectly highlighted, as a result, they’ll get more clicks on their CTA button. As simple as that.
5. Telling Them What You Offer
You’ve created your landing page because you want more conversions. However, the more you want, the more valuable what your proposal should be. Let’s go back and say that you’ve created a course or an app and you want to attract leads to sign up.
The benefit is clearly stated in the headline:
The subheadline explains the offer further:
The UVP is highlighted by its ingredients:
The call-to-action button copy restates the offer and creates a sense of urgency in the process:
6. Provide Real Social Proof
Have you ever watched Friends without the sound on? It’s not that funny right? But when you hear some audience laughing in the background, you can’t help but laugh along.
Social proof on your landing page can have the same effect, except here, people will need to be convinced with your arguments and what you have to offer. You need to showcase how other people have used your product/service for their success. Social proof can be inserted in the form of:
- Client testimonials
- Social signals
- Number of customers/users
- Trust Seals
- Awards and recognitions
- Customer reviews
Now, everything is jolly and rainbows with testimonials and social proof, except for one thing – each of your competitors are already using it!
This is why you must make your social proof to stand out among the rest. You need testimonials that are real and trustworthy if you want to convert the prospects. The testimonials must sound authentic, in a natural manner that your target client would speak.
This means that if you have some sort of plumbing apparatus that improves plumbers’ work, you need to quote a satisfied plumber, and not modify anything. Or, if your clients are CEOs of Fortune 500 companies, even if your testimonial is full of business words that don’t seem comprehendible for everyone, leave it as it is, authentic and real.
No matter what type of testimonial you present on your landing page, in order to convert your visitors, the testimonial must have the following ingredients:
- the specific benefit that the client gains by using your product
- proof of everything that you’ve claimed in your offer
- a possible comparison with a competitor where you’re obviously better.
Bottom line, if you want your sales team to get more leads and customers, you need to be unique and convincing with your landing page copywriting. Have a better offer than your competition. Show you are the best.
No matter how good your product is, if you don’t implement the principles above, you might not attract the right customers, your landing page copy won’t be on point, and worse of all, you won’t get the desired conversion rate.
On the other hand, if you do implement the tactics above and have an amazing solution that actually benefits your target clients while your copy speaks their language – prepare your business for an unlimited flood of customers!