How to Create Landing Page Copy that Converts
Write powerful landing pages
So you’ve arrived at the point where you know your business needs a landing page, you just have no idea what words to put down. We’ve all been there — staring at a blank page and scratching our heads as our fingers hesitate over the keyboard. It can be stressful. Landing pages are important, and the copy on the page will either push people to take action or push them right off the page.
If you nail the copy on your landing page, you will get higher conversion rates. That’s why it’s worth taking the time to create landing page copy that sells your product or service. Use these tips to write a headline that hooks your audience and copy that encourages them to click on the call to action.
Different Types of Landing Pages
The one thing that all landing pages have in common is that they are built to persuade the viewer to take some type of action. But, there are several different types of landing pages, and the copy that you write depends on which one you are creating.
Here are some common landing page types:
- Email List Sign-up: The goal for these pages is to collect emails in order to add them to a newsletter or email list.
- Download: The call to action on these landing pages is for the viewers to download an e-book, white paper, guide, or other online resources.
- Learn more: This is a general category that covers any time a viewer could potentially receive more information about your service or product because of the page. Maybe the viewer enters their phone number if they want a sales representative to give them a call, or maybe they enter their information to access your rates or a brochure.
- Trial Sign-up: These landing pages have the viewer enter their contact information before they can start using the service, usually for a trial period.
- Product promotion: Landing pages that announce a new product or service are heavier on the content than most landing pages. They go in depth about the new item in order to educate the viewer rather than collect information from them.
How to Write Landing Page Copy that Converts
Words go a long way on your landing page, so choose them carefully. Keep these tips in mind to create landing page copy that boosts your conversion rates.
Touch on Your UVPs in the Headline
Most people who visit your landing page won’t read every word on the page. That’s a guarantee. Another guarantee is that nearly everyone will read the headline. And, they will judge whether or not to stick around because of the words in it.
Those who visit your landing page need to know exactly what they will get from that page. By talking about your unique value propositions, or UVPs, you can explain the benefits users will get by taking action. Will they save money and reduce their carbon footprint by scheduling an energy audit with an electrician? Will they keep their pet safe by downloading a guide about ringworm prevention for dogs from a veterinarian?
Use the headline as a chance to talk about how the viewer’s life could be better with your offer. The subheadline can be used to expand on the benefits. You want them to be thinking to themselves “I want that life,” which will then translate to “I need whatever it is they’re selling.”
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Create a Simple and Powerful CTA
The call to action is what the landing page is all about. It’s what you are asking the viewer to do, so it needs to be clear and concise. The best calls to action, or CTAs, are straight to the point. “Download this” or “Sign up for that.”
The CTA is the text located in the button that visitors click, which means that it needs to be short. You don’t have space here to say “Click on this button to get a really great deal that will change your life forever in these three ways: yada, yada yada.” You can get into the benefits in the main copy. Make sure your CTA is specific and obvious. It should be easy to find the moment someone lands on your page.
Tap Into Your Audience’s Emotions in the Copy
You have more space in the landing page copy to persuade the viewer to convert. Tap into their emotions by relating to their problems and offering a meaningful solution. Use the copy to explain the problems that your audience faces. Be considerate and empathetic, and don’t make them feel dumb or incompetent for having the problems they do.
Once you relate to their problems, briefly mention the solution. You’ll want to highlight the benefits and the type of life they will have after taking action rather than describing your service or product. If you don’t know what problems your audience faces, take a moment to write a list of potential problems. Then, read through them and ask yourself why your audience would face those problems. As you dig deeper into the “why,” you’ll be able to uncover the emotions or fears driving those problems.
There’s a strange thing that happens in people’s brains when they read a positive review from a fellow human. They think to themselves, “This person had a good experience using this product/service, so maybe I will, too.” We trust the reviews and testimonials that we read online because we think of them as “real people” who are just like us.
Testimonials give you the social proof that you need to convert people who visit your landing page. They also give the viewer some insight into the type of experience they will have when they take action. Testimonials are so powerful because they help the customer trust the business. If they trust you, they will be more likely to make a purchase.
Write Like a Human
Gaining the customer’s trust is critical to getting them to bite on what you’re offering them. They will be far more likely to trust you if you sound like a real person rather than a robot. So, be personal in your copy.
Use words that you would use in normal life, and words that your audience will understand. You should also keep your sentences short and concise. Talk in first person for very personal landing page copy, and speak directly to the customer by using “you” when possible. Make sure to keep the voice of the copy aligned with your brand.