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Landing Page Copy: How to Write for Conversion

Make your landing pages actually work.

Fancy-schmancy-designed landing pages are not enough. More than anything, you have to make them convert. That’s why you should learn how to write a smashing landing page copy.

The problem is many don’t know how to write landing page copy that converts. Instead, they end up tweaking the page unnecessarily or adding elements that should not be there in the first place. 

They didn’t know that the copy needed their attention, too.

Don’t be one of those people. Make your landing pages work.

Landing page copy that sells

To provide you with some direction, here are 10 practical tips on writing landing page copy that sells:

Tip 1: Know the Essential Elements First

Before you even begin to write a landing page copy, you should already be aware of what should go in there. 

We call these the essential elements:

  • Targeted and related keywords 
  • Attention-grabbing headings and subheadings
  • Visuals, such as images and videos 
  • Social proof, such as testimonials or reviews 
  • Unique selling proposition (USP)
  • Benefits and features 
  • Call to action
  • User experience 

You have to take note of these elements, as this will guide you to forming the logic flow and structure of your copy.

You have to make sure one paragraph transitions smoothly to the next. That’s why having an outline of your landing page copy is crucial.

Moreover, knowing those elements beforehand will also let you work faster since you will not waste time figuring out what you should write next.

The length of the landing page copy doesn’t even matter. As long as these elements are present, you’re on your way to conversion.

Tip 2: Speak the Language of Your Target Market

Your landing page copy should not entice just any internet user. You’re not here to please everybody. It should speak to your market. It should laser-target those folks.

Now, while some businesses many understand their market, not a lot are well-versed with using the power of language in writing their landing page copy. 

This is where a landing page copywriter comes in to help you.

With a copywriter to help you around, you can determine how to speak their language, making it easier for them to understand what you’re offering. It also makes your page more relatable. It also implies you know their needs by heart. 

To know which language to use, you may need to create a buyer persona for each of your target markets. This way, you have an idea of the nuances, trigger words, jargon, and pain points of your leads.

After that, you can just sift through those magic words and choose which of them should be included in your landing page copy.

RELATED: How to write without insulting your readers’ intelligence

Tip 3: Make It Visual, but Don’t Overdo It.

landing page copy - more than seventy per cent of marketers said that video outperformed other forms of marketing

Humans are visual, and we learn faster when text appears with images and videos. In fact, more than 70% of marketers said that video outperformed other forms of marketing.

Adding media to your landing page copy is no longer an option—it’s a must. However, you need to learn to temper this strategy. Otherwise, too much of these will slow down the download speed of your landing page. It also shifts the attention of the audience to the meat of the landing page copy. 

The general rule is this: unless the media improves the delivery of the message, don’t add it.

Tip 4: Support the Call to Action

You may already know the importance of a call-to-action button, but having a button that says “Click here” or “Book Now” isn’t sufficient. Your landing page copy should support it. In other words, you must convince your target market to actually do it. 

This is where enumerating the benefits and features come in handy. You can even write about the problems. Keep them much closer to your call to action. This way, there is a sense of urgency for the leads to push that red hot call-to-action button. 

Tip 5: Write for mobile users. 

Write readable landing page copy for mobile users.

Any kind of landing page copy won’t work when the page itself doesn’t render well on mobile devices.

In a 2018 report, over 40% of online shoppers bought items using their mobile phones. Meanwhile, nearly 70% of those who paid using their phones saw the products while browsing online.

Recently, Google also introduced mobile-first indexing, which means it now prioritizes mobile-version content when adding pages to search results. 

For that reason, you should know how to write well for mobile users. Your landing page copy should not be composed of bulky text and unnecessary sentences.

Anything that is difficult to read on mobile devices—don’t write it!

RELATED: 10 ways to win with content in 2020

Tip 6: Go Beyond Keywords—Add Power Words.

Another cardinal rule in writing landing page copy is to add primary and related keywords, but you cannot actually stop there. 

You may also have to pepper some power words. These are the ones that stimulate a mental or emotional response that will ultimately influence the market to act. 

Opt-In Monster has a comprehensive list of power words that are worth adding to your copy. Here are some you could use: 

  • Bargain 
  • Limited 
  • Quick
  • Special
  • Value

There’s more to add to that list. But don’t overdo power words; otherwise, your landing page copy will become a Frankenstein monster of snake oil salesmen terms.

Tip 7: Figure Out the Goal

There are many types of conversion, but not all of them have to revolve around getting someone to buy immediately. 

Some of the possible goals for writing landing page copy include the following:

  • Signing up a newsletter
  • Encouraging existing customers to buy a new product
  • Downloading a brochure, PDF, or case study
  • Sharing the page in social media channels 
  • Subscribing to social media or mailing list 

By setting your mind on one goal, you can formulate copy that does not sound vague. It has a clear voice. It has direction.

If you don’t want to sound wishy-washy or out of this world, don’t forget to set a goal.

Tip 8: Decrease the Attention Ratio

One of the important concepts to remember in writing landing page copy is attention ratio. 

It refers to the number of things a customer can do versus the number of activities you want them to do. 

An optimized landing page has a ratio of 1:1. This is because it has only one goal, which means the lead should also be doing only one thing. 

What does this mean to your landing page? It pays to remove the clutter. Make it easier for your leads to move from one page to the next, from one sales funnel phase to the other. 

Avoid adding anything that will only confuse them that they end up not doing anything anymore. Most of all, guarantee that every link that is in your landing page has a purpose and helps improve the conversion of your leads. 

Tip 9: Think User Experience

Do you know one of the primary reasons for cart abandonment is design?

The page may compel potential buyers to fill out a long form. They may not have a “Continue Shopping” button, or they may not be able to save shipping and other buyer information. 

In writing landing page copy, user experience should be front and center, especially since it’s one of the first things the user sees when they visit the site. 

That means you should also make sure your sentences are readable, and short and substantial. This good writing practices will match well with a landing page’s user-centered design, making your chances of converting leads higher!

Tip 10: Test Properly

Now it’s time to see if your landing page copy works.

It’s a golden rule in writing landing page copy to perform A/B split testing. According to Neil Patel, this alone can already increase the conversion rate from 2.5% to 7.3%. 

There’s a good chance you’re doing this too and still failing to convert. The problem may be in the testing itself:

  • You’re testing a lot of variables. 
  • You keep on tweaking the page, focusing on the small rather than the big details that deliver the most results.
  • You are impatient that you declare a winner within a few days. You need to get a certain percentage for every variation before you decide. This one may take a week before you can see significant data.

Conclusion

When it comes to writing landing page copy, it isn’t enough that you know how to write well, or you have impeccable grammar. 

More than anything, it should convert, and these tips will make it easier for you to achieve such a goal.

Do you need help in writing landing page copy?

Don’t waste your efforts in designing that gorgeous landing page. The Tiny Seconds can help you write copy that actually converts.

By Tricia Hingpit

Copywriter from Davao City, Philippines.

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