How to write the best
landing page copy
If you’ve ever sat down to create anything, you’ll know that it takes a bit of planning and that it’s not usually achieved by just winging it.
It’s really the same thing when preparing copy for your landing page. There is a process you need to go through in order to come out the other side with a landing page that looks great but more than that, converts even better.
Because let’s face it, that’s ultimately what we want from landing pages.
When we mention converting, it means the act of converting a visitor to a lead, in other words, someone who is that much closer to becoming a customer. Because again, it’s great to get a lot of traffic pouring into your site but it’s even better if you are converting that traffic.
So the fundamental question… How does one get their landing pages to convert?
With great copy of course.
And before you go running for the hills thinking you need to hire an expensive copywriter, here’s where we tell you that you don’t need to 🙂
Copywriters who have refined their skills of writing copy that converts are impressive but you’ll be relieved (and even inspired) to know that what they know does not all come down to skill but rather about mastering certain techniques.
Techniques that you too can master…
...and then go on to create copy for your landing pages and watch them convert traffic to leads!
You see, it’s all about understanding what those techniques are and how to use the mind science that is the conversion process to your advantage. Because once you understand how your prospect’s mind process works, it will be a lot easier to write copy for them knowing that you will be able to convert them.
We’ll share some of the things you should be doing in order to write that conversion-boosting copy.
This resource is split into two sections namely what goes into writing great copy and some of the sections of content that your landing page should absolutely have to make it more conversion-friendly.
Part I: The writing
If you’ve ever sat down to write a landing page, you’ve likely wondered where to start and what to concentrate on first, right?
Taking out the guesswork behind writing something like a landing page can help a lot when it comes to knowing how and what you should be doing.
So let’s go through some steps you should follow when planning to write your landing page.
STEP 1: Think about who your ideal customer is
Landing pages that are done properly are there to attract the people you want to attract and for the page to do that, you need to know who you’re trying to attract. That way, the page will essentially block out who is not right for your product/service. Imagine who that ideal customer is.
Create a ‘persona’ of that person down to their online habits, what they like to buy, how they like to buy and what problem it is they are having that will help them find your page as the solution they are looking for.
How will your page resonate with their current situation?
Who are you selling to and why?
After all, it makes sense that before you can start to attract visitors to purchase with you, that you know who it is you’re talking to.
Once you have identified who this ‘ideal person’ is, you can write the copy that appeals to that person.
Think of it this way. You would not talk to your romantic partner the same way you talk to your bank manager, right?
All this means is that once you have an idea about who you are trying to appeal to, you will be able to write with them in mind and successfully appeal to them, instead of being too ‘general’ and talking to no-one.
STEP 2: Formulate your message
Once you have established who it is you’re talking to, you need to create what it is you are going to say to them. For this to happen you need to understand where they are in terms of their headspace.
So imagine what kind of issues they may be having, what would have made them get to the point they are at now that makes them need your solution. What does it mean to them to never come back to this point again?
How is your product/service going to help them and what are they looking to gain from your product/service?
Once you have an idea on the above line of thinking, then you need to write the copy that will answer those questions. When you’re sitting in front of your screen trying to formulate that content, this is where things can get tricky for some but it really does not need to be.
One thing you can try is to get your content from your customers and prospects. Crazy right? Wrong!
This does not only help you by talking to them in a way that will resonate with them but it will also be the right tone and hit the right points prompting them to take action.
There are a few ways you can do this.
Give a call to your current clients and ask them to describe in their own way why they chose your product/service?
Send out an open survey to your clients and ask them to complete it for you;
Go and check out places like Amazon for reviews on products similar to yours.
Why is this relevant? Because not only are you hearing it directly from customers mouths but you are also seeing how similar brands to yours are servicing their clients well.
So what we’re saying is not to blatantly steal their info but use it as a guide to see where your starting angles should be.
If you are able to write your content in the right tone by seeing how people react positively already, you will already resonate with people and it will help your brand to look professional. You will also appeal to people because they will feel like you know what you are talking about and it will feel like you are talking directly to them and addressing their specific problems.
If you can do that, people are more likely to believe you can do what you say you can do and they will be more comfortable with you.
This is what you want.
Because when you make people feel, they are inclined to act on that feeling.
To sum it all up. For you to write landing page copy that converts you need to be joining an already ongoing conversation taking place in your client (or prospects) head. This helps you gain their trust because they feel like you understand them and you will then be able to offer them exactly what they need, the way they need to hear it (or read it).
STEP 3: Work Backwards
In other words, start at the end. By knowing what you want to achieve when driving traffic to your page, you will be able to figure out what is needed in order to get people to take action.
Are you looking to build a contact list? Or get people to sign up for a free trial?
When you understand what the end goal is of your page, then you can go back through each step and see what you need to do in order to get people to take the action. So if you need people to join your contact list, you may want to offer a newsletter in return or some kind of ebook.
If you are trying to get people to sign up for a free trial then you may want to make sure your page has all the features of your service as well as its benefits. You will also want to include customer testimonials and evidence that this is worth a try.
Remember whatever your end goal is on the page, the remaining elements on the page need to push the reader to that end goal. So whether you add bullet points with advantages or a video talking about why this is the best choice, all the other parts of the page need to come together to help push the person to fulfill that end goal.
If you are giving away an ebook, for example, keep this in mind:
The headline and subheadline clearly explain what the ebook is there for and what it’s about;
There is an image of the book cover well placed that will help people automatically fall on that when seeing the page;
The advantage points clearly talk about what they are getting inside the book;
There is also no other action on this page to take except signing up for that ebook.
Remember the last point is one of the most important points.
Never give people more than one call to action to take on a landing page.
You want them to take that specific action because it’s part of a bigger plan of turning them from leads into customers.
STEP 4: Share your Unique Value Proposition
This is the information that you make available on the page that lets visitors know they’ve come to the right place. Confirms that you can help them solve their problem or help them in some kind of way. The Unique Value Proposition (UVP) is usually in the form of a headline and subheadline as well as some kind of explanation as to how your service product works and how it will help them.
This can be in the form of bullet points, a video or some kind of content that provides a short, to the point explanation.
This is why things like headlines and subheadlines are important elements of your landing page because they are designed to help you gain the attention of your visitor before they need to scroll down the page to find out more.
This is also why when you get these elements right, it is paving the way for people to take your page seriously, listen to what you have to say and be more inclined to take the action you propose they take.
Keep in mind also that while your UVP might be a summarised version in a headline and subheadline, you can reinforce the message throughout the page to keep it top of mind with the visitor.
Maybe you’re asking what your UVP is?
Go back to step 2 and read the research you’ve written.
Identify what message in that information that comes across the strongest and you’ve found your UVP. 🙂
STEP 5: Break through the objections
Don’t think you need to only be persuasive when selling a product to someone. People who visit sites need to be persuaded no matter whether they are exchanging their email address for some content or they’re being asked to pay for something.
The thing is, just telling your visitors how much they can benefit from your product/service is not enough because you and one thousand other people are all saying the same thing in different ways.
How do you stand apart and get people to pay attention to you as well as take action on YOUR page?
You need to anticipate why they could possibly object to your offer.
If it’s a question of not seeing the need to take action on your page - then give them the need, make that need felt.
If it’s a question of credibility, show them how you’ve helped others achieved what you say you can achieve.
There are a lot of ways to address these objections but the important thing is that you make a very clear cut section on your page that talks about those objections.
This will also help show your visitors that you understand them more and are addressing any potential reasons they might say no to what you want them to do.
If you address these and put them out in the open, it makes things transparent and also realistic that you don’t just believe people will come to your page and simply do what you are asking them to do without thinking about it first.
Plus you can put their objections to rest because you are answering questions they have without then needing to spend extra time looking for those answers. Guaranteed if they have to search for the answers to their objections, they will click off and go somewhere else where the information is easy to come by.
If you aren’t sure what those obstacles are and you want to be able to appeal to people - try calling or speaking to any current clients and asking them what their objections were. You will soon get some clarity on a starting point.
STEP 6: Drive Home the trust factor
Your elements all need to start coming together now to do their job of converting your visitors. From the headline getting the person interested in the page, to the body copy and content explained why and how your product/service is going to help them to address any problems they might have.
But the readers can still question why they should pick you over everyone else offering the same solution?
You have to cement the trust that you are building with your visitor and show them you are for real and that what you are offering them is the real deal.
Don’t forget we are living in a time when internet fraud and charlatans are rampant so making sure you win your reader’s trust is one thing you need to concentrate on doing.
Make use of your customer testimonials to establish that trust.
People will see that other people have used you and been happy to use you and this will not only help them to understand you’re good at what you do but that you are for real and your work is worth taking note of.
Make sure you always collect client testimonials asking them to tell you how your product/service makes the feel and how it helped them in their situation.
Testimonials are like a form of word-of-mouth referrals because they are doing the job of telling people why they should hire you instead of you telling them the same thing.
Hearing other people’s praise of you can go a long way to convincing people you are worth a try and helps show you are a legit operation.
PART II: Landing Page Checklist
Now that we’ve dealt with how to get the writing part of your pages right. We will go on to discuss what elements your landing page should absolutely have in order to help them convert better.
Use this as your guide when creating a landing page to make sure your page is both conversion-friendly and set up for success.